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Mobile Analytics

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  • 1. Fresh Digital Group Mobile AnalyticsWe Strategize. We Execute. We Deliver. On All Screens.
  • 2. Current State of Mobile Measurement Does your organization measure any of the following?  Drivers  Growth in Mobile Measure this Find it important Usage  Increasing Ad Spend  Demand for Measurement Currency  Inhibitors  Lack of Standards  Technological Challenges  Complex ecosystem Volume of Type of Value of Behavior  Ambiguous Traffic From Platforms/ Traffic from differences Regulatory Mobile Devices used Mobile between Environment Devices by mobile Devices mobile and visitors other visitors We Strategize. We Execute. We Deliver. On All Screens.
  • 3. Understanding Consumers Understanding how customers really use their device can drive real-time optimizations to increase customer engagement, retention and monetization. To develop this understanding though, proper measurements are necessary. We Strategize. We Execute. We Deliver. On All Screens.
  • 4. Importance of Analytics Without proper analytics, brands and agencies cannot determine if their marketing efforts resulted in any tangible value. Beyond helping increase ROI and improving the allocation of marketing dollars, analytics can provide deep insights into consumer preferences and trends - all ultimately leading to more effective marketing strategies. Identify Increase Strengths & Optimize conversions & Weaknesses ROI We Strategize. We Execute. We Deliver. On All Screens.
  • 5. What to Measure Measure Your Track Website Marketing Navigation Measure Goals Goals and Conversions Marketing Downloads Track Downloads Campaigns Payments Sales/Purchase Websites Information Consumers Apps App Store Track App Usage Understand Track into app customers Stores We Strategize. We Execute. We Deliver. On All Screens.
  • 6. Metrics to Measure Mobile Website Analytics Track sales, conversions, and engagement Screen flow analysis Customer/Visitor Analysis Mcommerce reporting: trace transactions to campaigns and identify best revenue sources URL/link tracking, ideal for recoding links to 3rd party Video and other actions We Strategize. We Execute. We Deliver. On All Screens.
  • 7. Metrics to Measure App Analytics Usage • Users & Sessions • New vs. Returning • Daypart • Device • Carrier • Country • OS/App Version Engagement • Retention Analysis • Session Length • Session Interval • Loyalty  Events & Event Attributes Screen Flows & Funnels Cross-App Comparison We Strategize. We Execute. We Deliver. On All Screens.
  • 8. Metrics to MeasureMobile Ad MeasurementImpressions and ClicksEngagement RateFormat-specific metrics like Expand time and video completion ratePost-click tracking (In embedded browsers)Attribution tracking for app downloads Banner & text ads Search marketing We Strategize. We Execute. We Deliver. On All Screens.
  • 9. Metrics to Measure Detailed Mobile Information  Devices • Types (Smartphone, Tablet) • Manufacturers and models • Versions • Platform / OS / Browser  Operators • MNO (e.g. Sprint) • MVNO (e.g. Virgin)  Countries  Connections • Operator networks and WiFi We Strategize. We Execute. We Deliver. On All Screens.
  • 10. Emerging Technology  Predictive Analytics: the science of predicting what customers will do based on analysis of their past behavior  Companies are utilizing predictive analytics to turn data into knowledge and gain a competitive advantage 1. Grow Retention 2. Engage Users 3. Increase Revenue We Strategize. We Execute. We Deliver. On All Screens.
  • 11. Predictive Analytics Methodology 1. Collect: Real-Time, Multi- Platform Data Collection 2. Analyze: Predictive Models created by Data Scientists 3. Apply: Analytically-Driven User Experience 4. Measure and Iterate: Data- Driven Optimization We Strategize. We Execute. We Deliver. On All Screens.
  • 12. Example: Voxy Voxy: an innovative language learning company that uses mobile technology and gaming mechanics to turn media and real-life content into language lessons After its iOS app for Portuguese speakers learning English was featured in Brazil’s most widely circulated magazine, Veja, the coverage began generating thousands of new organic downloads per day. This increase in volume led to Voxy becoming the #2 ranked, and #1 grossing app in all of Brazil. We Strategize. We Execute. We Deliver. On All Screens.
  • 13. Example: Voxy  The Solution: The Challenge:  Used day-part and location analyses to pinpoint the time of day when their Used Turn all of those new users Brazilian users were most active who downloaded Voxy into regular users with high engagement  Armed with this data, they scheduled their push notifications to coincide with those prime times.  Results:  Number of peak users increased by 166%  Retention for the week after using day-part analysis with push notifications increased by 120% We Strategize. We Execute. We Deliver. On All Screens.
  • 14. Fresh Digital Group 111 John St 2nd FL New York, NY 10038 www. freshdigitalgroup.comFresh Digital GroupFresh Digital Group