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.

1. 1
ADEVEN.COM
BEYOND THE INSTALL
Nov 28th, 2013
As seen in

2. BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS
The Swedish connection
Simon Kendall
1992
2011
2012
SÖDERTÄLJE
STOCKHOLM
BERLIN
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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
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4. BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS
adeven has over 100 corporate clients globally
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5. BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS
INTRODUCTION
MEANINGFUL METRICS TO MEASURE
COMPARABLE KPIs
COHORT ANALYSIS
SUMMARY
5

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. 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
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8. BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS
Don't overdo it.
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9. BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS
INTRODUCTION
MEANINGFUL METRICS TO MEASURE
COMPARABLE KPIs
COHORT ANALYSIS
SUMMARY
9

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
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11. BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS
30 minutes is 30 minutes
Intelligent SDKs should understand usage natively
30min
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12. BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS
INTRODUCTION
MEANINGFUL METRICS TO MEASURE
COMPARABLE KPIs
COHORT ANALYSIS
SUMMARY
12

13. BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS
Not just comparable KPIs - comparable users.
1937
2013
13

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
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15. BUSINESS INTELLIGENCE
FOR MOBILE APPLICATIONS
INTRODUCTION
MEANINGFUL METRICS TO MEASURE
COMPARABLE KPIs
COHORT ANALYSIS
SUMMARY
15

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
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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