Mobile Analytics

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Mobile Analytics

  1. 1. Fresh Digital Group Mobile AnalyticsWe Strategize. We Execute. We Deliver. On All Screens.
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 14. Fresh Digital Group 111 John St 2nd FL New York, NY 10038 www. freshdigitalgroup.comFresh Digital GroupFresh Digital Group

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