Mobile Measurement Paul LawbaughProgram Manager, Webtrends
Agenda• Mobile SDKs: Intro and Howto• Anatomy of modern apps• Hybrid Content• Cross-channel Visits• Reports and Dashboards• Top 5 take-aways
Mobile Measurement with Analytics 10INTRODUCTION
Insight Across Your Digital Channels""Reporting and analytics data for all of your channels (standard/mobile web,mobile apps, social, etc…) should be available within a single tool
Data Beyond The Tag""Ecosystem data from 3rd party sources (bit.ly, Twitter, Facebook, iTunes,YouTube, etc.) should be integrated with your 1st Party data"
Mobile Strategy: Common Areas of Focus!• Monitoring of adoption and top line performance!!• Assessing top drivers of trafﬁc and reﬁning the site/app to increase trafﬁc from those channels!!• Prioritizing design/implementation decisions based on device data!!• Optimizing the user experience to decrease abandonment!!• Personalizing the mobile site/app to increase engagement and lift!!"
Mobile Strategy: Questions & Data Points! Are people ﬁnding and using your Mobile properties?" ü Downloads! ü Total Users/Visitors! ü Active User/Visitor Rate! ü New VS Returning Users/Visitors! How engaged and loyal are your Mobile users?" ü Visit/Session Frequency! ü Visit/Session Depth! ü Visit/Session Duration! ü Bounce Rate! Are your Mobile users engaging in high value activities?" ü User/Visitor Characteristics! ü User/Visitor Segments! ü Key User Activities! How do you retain users and encourage usage?" ü Stickiness! ü Feature Usage! ü Trafﬁc Drivers! ü User/Visitor Feedback!
Mobile Measurement with Analytics 10MOBILE SDKS
Hybrid/Cross-Channel Analytics!Anatomy of a Modern App!
Hybrid/Cross-Channel Analytics!Anatomy of a Modern App! Red Text = Hybrid Content Blue Text = Cross-Channel Scenario
Hybrid/Cross-Channel Analytics!Anatomy of a Modern App! Search Suggestion WebView Content Text, Content, Messaging Images, Maps, Video
Hybrid/Cross-Channel Analytics!Anatomy of a Modern App! Search Suggestion WebView Content Text, Content, Messaging Images, Maps, Video Matching User and Session ID across App and web requests
Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together!User starts on Web:Groupon, m., emailor other site.
Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together!Link click(1st or 3rdparty)launchesmobile app
Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together! Content Relevant in Mobile AnalyticsLink click(1st or 3rd Cross-channel Conversionparty) Details: hotel chain, imagelaunches selection or hotel featuresmobile app
Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together! Conversion Event Which elements influence conversion? VDM profiles user segment for optimize & targeting
Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together! WebView or online checkoutUser sessionmust matchfromacquisition -conversion
True Visitor Level Data & Segmentation""The collection of visitor attributes/events and the ability to score, segment,and ultimately act upon data at the individual level is one of the keys to truesuccess across your channels"
Digital Measurement with Analytics 10DASHBOARDS AND REPORTS
Webtrends & 3rd Party Data for Mobile Spaces• What’s Included?! » Key Metrics ! • Downloads! • Revenue! • Updates! • Installs! • Ratings! » Break-Out Reports! • iOS Ratings! • iOS Sales + Trends! • GP Installs: App Versions! • GP Installs: Carriers! • GP Installs: Countries! • GP Installs: Devices! • GP Installs: Locales! • GP Installs: OS! • GP Sales: Cities! • GP Sales: Countries!
Mobile Measurement with Analytics 10CUSTOM DATA WITHDATA COLLECTION API
Sample App – Data Inhttp://developer.webtrends.com/docs/DOC-1205
DC API HowTo• An example walkthrough using Fiddler follows the step details• DC Requests follow our Open Exchange REST precedent:• http://dc.webtrends.com/v1/[DCS ID]/events.svc?dcsformat=plain
DC API HowTo• Address: dc.webtrends.com• Version: v1 (when we release new versions, previous will remain active)• DCS ID: [A valid WebTrends DCS ID] - If you are testing/debugging, create a test DCS data source• DCSFormat: plain, XML “Format” specifies the return request format You still need a request header to ID the POST data• [optional] DCSVerbose=true
DC API HowTo Step 1: Form a Base DC Request with your DCSID:• http://dc.webtrends.com/v1/ dcst2axhq00000oqoz417slqm_2m2n/events.svc? dcsformat=plain&dcsverbose=true
DC API HowTo Step 2: Header Content• You will also need to specify in the request header the format of the POST data you are sending.• Currently we are only supporting text formatted data (no XML in the POST body just yet):• Content-Type: application/x-www-form-urlencoded
DC API HowTo Step 3: Form the content of the POST• “Core” Required Params in POST body:• •dcsuri= (URI stem)• •dcsua= (useragent string)• •WT.ti=[pagetitle]• •WT.co_f= one of the several visitor ID parameters WebTrends supports (see docs for full details)• •WT.tz=-8 (time zone) this is optional but a good practice• •WT.co=yes this is a fixed value needed to validate the hit Put all of these parameters into a single & joined string like: dcsuri=apphome.php&wt.ti=Home%20Page&dcsua=android... Remember to URL encode special characters you want to include in the values like spaces = %20.
DC API HowTo Step 4: Testing in Fiddler• Fiddler is a free open source tool for sending and monitoring http and other protocol requests.• Our use case is to allow you to send a POST and easily view the return response from the WebTrends server• Get Fiddler2 @ http://www.fiddler2.com/fiddler2/version.asp• Open Fiddler• Click on the "Request Builder" tab• Insert the data from Steps 1-3 as created above• Click execute
DC API HowTo Step 5: Debug the Results• Double click on the results shown in the Web Sesssions window after you execute the request.• The details it will show include the full POST you made, the header sent and a parsed return from the server.• One of the details WebTrends returns is a version and build number in case you are running into trouble with a beta server
Top 5 Take-Aways!Mobile App SDKs• App Analytics are critical part of ROI strategy• Use Webtrends Convenience methods: content views, search, ads, products, etc.)• Create Cross-channel ROI strategy (site, to app, to site)• Evaluate your hybrid content needs (embedded webviews, images, etc. in native apps)• Add some custom reports!
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