1

ADEVEN.COM
BEYOND THE INSTALL
Nov 28th, 2013

As seen in
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

The Swedish connection
Simon Kendall

1992

2011

2012

SÖDERTÄLJE

STOCKHO...
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

500

Bottles of wine/day

350

Journeys/day

400

Pieces of furniture/day

...
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

adeven has over 100 corporate clients globally

4
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

INTRODUCTION
MEANINGFUL METRICS TO MEASURE
COMPARABLE KPIs
COHORT ANALYSIS
...
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

Different verticals, distinct metrics
Define metrics to mirror desired behav...
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

The app lifecycle
Every stage has different KPIs to focus on
Growth
+ Reten...
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

Don't overdo it.

8
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

INTRODUCTION
MEANINGFUL METRICS TO MEASURE
COMPARABLE KPIs
COHORT ANALYSIS
...
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

Define me a session
Tracking 101 isn't enough

BLAHPP

APPROPE

FATAPP

SESS...
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

30 minutes is 30 minutes
Intelligent SDKs should understand usage natively
...
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

INTRODUCTION
MEANINGFUL METRICS TO MEASURE
COMPARABLE KPIs
COHORT ANALYSIS
...
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

Not just comparable KPIs - comparable users.

1937

2013

13
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

Users age like fine wine
Erase interference with cohort analysis
Revenue by ...
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

INTRODUCTION
MEANINGFUL METRICS TO MEASURE
COMPARABLE KPIs
COHORT ANALYSIS
...
BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS

Keep in mind ...

• Meaningful metrics means KPIs that mirror what you want...
17
adeven
london
131-151 Great Titchfield Street
London W1W 5BB
United Kingdom

+49 172 15 35 104
simon@adeven.com
Simon K...
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'How we used analytics to increase downloads' - Simon Kendall at App Promotion Summit Berlin

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Adeven is a mobile analytics and verification company based in London and Berlin. They provide business intelligence for app marketing campaigns with for over than 100 corporate clients globally. As a product manager, Simon translates performance feedback into technical and marketing strategies by tracking and developing key business KPIs. He is studying Economics and Statistics at the Uppsala University.

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'How we used analytics to increase downloads' - Simon Kendall at App Promotion Summit Berlin

  1. 1. 1 ADEVEN.COM BEYOND THE INSTALL Nov 28th, 2013 As seen in
  2. 2. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS The Swedish connection Simon Kendall 1992 2011 2012 SÖDERTÄLJE STOCKHOLM BERLIN 2
  3. 3. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS 500 Bottles of wine/day 350 Journeys/day 400 Pieces of furniture/day *Data based on adeven server information/Sep 2013 3
  4. 4. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS adeven has over 100 corporate clients globally 4
  5. 5. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS INTRODUCTION MEANINGFUL METRICS TO MEASURE COMPARABLE KPIs COHORT ANALYSIS SUMMARY 5
  6. 6. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS Different verticals, distinct metrics Define metrics to mirror desired behaviour Publishing Dating Commerce content consumption social interaction product browsing 6
  7. 7. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS The app lifecycle Every stage has different KPIs to focus on Growth + Retention + Social + Sign up Monetization + Average revenue per user (ARPU) Migration + Conversion 7
  8. 8. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS Don't overdo it. 8
  9. 9. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS INTRODUCTION MEANINGFUL METRICS TO MEASURE COMPARABLE KPIs COHORT ANALYSIS SUMMARY 9
  10. 10. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS Define me a session Tracking 101 isn't enough BLAHPP APPROPE FATAPP SESSION SESSION SESSION PUSH NOTIFICATIONS VIEW SWITCH RIGHTS PUSH CONTEXTS BACKGROUND MULTITASKING 10
  11. 11. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS 30 minutes is 30 minutes Intelligent SDKs should understand usage natively 30min 11
  12. 12. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS INTRODUCTION MEANINGFUL METRICS TO MEASURE COMPARABLE KPIs COHORT ANALYSIS SUMMARY 12
  13. 13. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS Not just comparable KPIs - comparable users. 1937 2013 13
  14. 14. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS Users age like fine wine Erase interference with cohort analysis Revenue by week Wk 31 Wk 32 Wk 33 Wk 34 Wk 35 Wk 36 Wk 37 Wk 38 14
  15. 15. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS INTRODUCTION MEANINGFUL METRICS TO MEASURE COMPARABLE KPIs COHORT ANALYSIS SUMMARY 15
  16. 16. BUSINESS INTELLIGENCE FOR MOBILE APPLICATIONS Keep in mind ... • Meaningful metrics means KPIs that mirror what you want your users to do. • Effective measuring requires comparable KPIs • Cohort analysis is central to marketing analysis 16
  17. 17. 17 adeven london 131-151 Great Titchfield Street London W1W 5BB United Kingdom +49 172 15 35 104 simon@adeven.com Simon Kendall Product Manager + 44 78 860 17 347 adeven berlin Saarbrücker Straße 36 10405 Berlin Germany + 49 30 91 46 00 83 + 49 30 25 74 96 75 adevensan francisco 25 Taylor Street San Francisco 94102 CA United States of America adeven.com
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