August 2013!
Quality Over Quantity: Mobile Users Matter!
Jarah Euston, Director of Analytics!
@jarahk!
120,000!
350,000!
App Developers:!
Live Applications:!
Flurry Analytics!
iOS, Android, BB, WP, HTML5!
1.1B +!Devices per m...
`
BROWSER (20%)
APP (80%)
Games, 32%
Facebook, 18%
Safari, 12%
Productivity, 2%
Social Networking, 6%
Utility, 8%
News, 2%...
In the US: Primetime Is Almost all The Time!
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
5:00
AM
6:00
AM
7:00
AM
8:00
AM
9:00
AM
1...
iTUNES APP STOREGOOGLE PLAY
Competition for Consumers Continues to Increase!
~1 million available apps on iOS and Android
...
It Takes Work to Make it to the Top of the Charts!
To achieve an App Store
ranking of at least:
Minimum new users
required...
Average 30-Day Churn Rate for Top apps
Churn for Top Performing Apps is ~50% After 30 Days!
100%
40
80
60
20
0
50
10
30
90...
Loyalty Varies by Application Category!
Source: Flurry Analytics, May 2013	
  
IDENTIFY
ACQUIRE
MEASURE
Analytics Virtual Cycle Can Drive Marketing ROI!
IDENTIFY
ACQUIRE
MEASURE
Cohorts: !
Segment based on acquisition date!
!
Usage Level: !
Define heavy, regular & infrequent users!
!
Events: !
Segmen...
Example: Create Events for Purchase Funnel Steps!
SEARCH
ROOMS
SELECT
HOTEL
COMPARE
RATES
CHECKOUT1! 2! 3! 4!
Example: The Booking Purchase Funnel!
SEARCH
ROOMS
SELECT
HOTEL
COMPARE
RATES
CHECKOUT
Note: Conversion rates illustrative!
IDENTIFY
ACQUIRE &
MONETIZE
MEASURE
Understand Who Your Most Valuable Users Are!
Age	
  &	
  Gender	
  
•  Male	
  
•  Female	
  
•  13	
  –	
  17	
  
•  18	
...
Once Characteristics of Valuable Users Known, Use Them!
IDENTIFY
ACQUIRE
MEASURE
Options for Paid Mobile Marketing!
ENGAGEMENT
Display – Banners & Interstitials!
Video!
Rich Media!
Branded App!
Promotion...
Quality, cost and value indices
Range of Options for User Acquisition!
Source: Flurry Analytics. All values indexed to CPC...
Whatever the Unit, Track Performance!
$$ Channel 1
Channel 2
Channel 3
??
1. Track User Source
2. Evaluate User
Quality
Sh...
IDENTIFY
ACQUIRE
MEASURE
• Events!
• Segments!
• Funnels!
• Demographics!
• Personas!
• Geography!
• User acquisition!
• F...
August 2013!
Thank you!
jarah@flurry.com!
blog.flurry.com!
@flurrymobile!
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Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

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Jarah Euston's presentation from GROW Conference, August 14, 2013.

Published in: Technology

Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

  1. 1. August 2013! Quality Over Quantity: Mobile Users Matter! Jarah Euston, Director of Analytics! @jarahk!
  2. 2. 120,000! 350,000! App Developers:! Live Applications:! Flurry Analytics! iOS, Android, BB, WP, HTML5! 1.1B +!Devices per month:! 110B!Sessions per month:! AppCircle Ad Network! Engage mobile consumers: iOS, Android! 6,200!App Developers:! 350M!Devices per month: ! 3M +!Daily Completed Views! Flurry Is a Leading App Measurement & Advertising Platform!
  3. 3. ` BROWSER (20%) APP (80%) Games, 32% Facebook, 18% Safari, 12% Productivity, 2% Social Networking, 6% Utility, 8% News, 2% Entertainment, 8% Android Native, 4% Opera Mini, 2% Other, 6% Source: Flurry Analytics, comScore, NetMarketShare ! It’s An App World. The Web Just Lives in It.! Time Spent on iOS & Android Connected Devices
  4. 4. In the US: Primetime Is Almost all The Time! 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM 12:00 AM 1:00 AM 2:00 AM 3:00 AM 4:00 AM Games Social &Photo Sharing News & Magazines Music, Media & Entertainment Utilities & Productivity Lifestyle & Shopping Sports, Health & Fitness Other Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.   Average Time Spent on iOS Devices- US Only
  5. 5. iTUNES APP STOREGOOGLE PLAY Competition for Consumers Continues to Increase! ~1 million available apps on iOS and Android Sources:  Google,  Apple;  number  in  thousands   2 20 80 200 250 350 460 600 675 800 1000 28 160 250 400 425 500 600 650 700 800 900 Mar-09 Dec-09 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13
  6. 6. It Takes Work to Make it to the Top of the Charts! To achieve an App Store ranking of at least: Minimum new users required Average new users required Maximum new users required 1! 190,000! 281,000! 372,000! 5! 145,000! 170,000! 194,000! 10! 75,000! 83,000! 90,000! 15! 59,000! 65,000! 70,000! 25! 44,000! 48,000! 51,000! 50! 39,000! 41,000! 43,000! 100! 25,000! 26,000! 27,000! Source: Flurry new user data and App Store ranking data based on sample size of 149 apps over 90 day period (Jan. 20, 2013 – April 19); The findings on this slide are based on an ANOVA analysis that gives in general the number of new users required to achieved a certain rank. The ANOVA analysis was statistically significant at p < 0.000, and F =394; The second and fourth columns of the table are lower and upper bounds for a 95% confidence interval around the mean (third column).! Source: Flurry Analytics.  
  7. 7. Average 30-Day Churn Rate for Top apps Churn for Top Performing Apps is ~50% After 30 Days! 100% 40 80 60 20 0 50 10 30 90 70 30 48% 29282726252423222120190 1 18171615141312111098765432 Days Since First Use of App UsersRetained(%) 24% After 30 days, ~50% of users are no longer active Source: Flurry Analytics. Churn based on new users acquired from January–May 2013 for top 1,000 apps Flurry tracks  
  8. 8. Loyalty Varies by Application Category! Source: Flurry Analytics, May 2013  
  9. 9. IDENTIFY ACQUIRE MEASURE Analytics Virtual Cycle Can Drive Marketing ROI!
  10. 10. IDENTIFY ACQUIRE MEASURE
  11. 11. Cohorts: ! Segment based on acquisition date! ! Usage Level: ! Define heavy, regular & infrequent users! ! Events: ! Segment based on actions users complete! ! Demographics & Geography: ! Age, gender, language and more! ! Acquisition Source: ! Segment by channel & campaign! Understand Who Your Users Are! Segment Your Audience Your Way!
  12. 12. Example: Create Events for Purchase Funnel Steps! SEARCH ROOMS SELECT HOTEL COMPARE RATES CHECKOUT1! 2! 3! 4!
  13. 13. Example: The Booking Purchase Funnel! SEARCH ROOMS SELECT HOTEL COMPARE RATES CHECKOUT Note: Conversion rates illustrative!
  14. 14. IDENTIFY ACQUIRE & MONETIZE MEASURE
  15. 15. Understand Who Your Most Valuable Users Are! Age  &  Gender   •  Male   •  Female   •  13  –  17   •  18  –  24   •  25  –  34   •  35  –  44   •  45  –  54   •  55+   Geo  &  Language   •  Country   •  State   •  City   •  Language   Device  &  OS   •  Tablet   •  Smartphone   •  iOS   •  Android   Flurry  Personas   •  Parents   •  Business  Traveler   •  Value  Shopper   •  Fashionista   •  Custom   •  20+  AddiPonal   Segments  
  16. 16. Once Characteristics of Valuable Users Known, Use Them!
  17. 17. IDENTIFY ACQUIRE MEASURE
  18. 18. Options for Paid Mobile Marketing! ENGAGEMENT Display – Banners & Interstitials! Video! Rich Media! Branded App! Promotion! Brand Integration! INVESTMENT ENGAGEMENT
  19. 19. Quality, cost and value indices Range of Options for User Acquisition! Source: Flurry Analytics. All values indexed to CPC; Quality index based on 7-day retention, Cost index based on Cost per 7-day retained user; Feb. 6 – May 29, 2013! ! Quality index Cost index Value index 1.0 0.2 1.6 1.0 1.5 0.8 CPC CPI (Incentivized) Video 2.1X1.0X 0.1x
  20. 20. Whatever the Unit, Track Performance! $$ Channel 1 Channel 2 Channel 3 ?? 1. Track User Source 2. Evaluate User Quality Shared on FB Made Purchase✔ 3. Optimize Acquisition Budget 4. Analyze Long- Term Performance
  21. 21. IDENTIFY ACQUIRE MEASURE • Events! • Segments! • Funnels! • Demographics! • Personas! • Geography! • User acquisition! • Focus on value!
  22. 22. August 2013! Thank you! jarah@flurry.com! blog.flurry.com! @flurrymobile!
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