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Mobile In App Analytics: Why You Can't Afford to Overlook
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Mobile In App Analytics: Why You Can't Afford to Overlook

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Thousands of businesses are developing mobile apps without a plan for in-app analytics. Without these analytics, companies struggle to understand app usage and performance, which features work, and ...

Thousands of businesses are developing mobile apps without a plan for in-app analytics. Without these analytics, companies struggle to understand app usage and performance, which features work, and which do not, and where your users stumble. Without app analytics, it is difficult to measure the success of your app. It's difficult to measure if you are meeting your business goals.

Even as web analytics have become commonplace, in the age of rapid mobile app development, mobile in-app analytics are often overlooked.

Do you have an app analytics plan for your mobile apps?

How are you going to measure user engagement and behavior?

Who should watch this webinar? Business and IT Professionals responsible for delivering enterprise mobile applications to their workforce and customers.

Watch Larry Lauvray, co-Founder of Propelics, and special guests Kirk Schmink, COO of Keen IO, and Ashar Samdani, Mobile Technical Lead at TkXel, to hear more about strategy, the vendor landscape, and the implementation tactics associated with successful mobile in-app analytics. The webinar will cover what you should be measuring and when in your SDLC you need to start thinking about mobile analytics.

Watch this information packed webinar to learn:

Why you need mobile app analytics
How to get started with mobile app analytics
What analytics you should be tracking
The Mobile App Analytics vendor landscape
The privacy implications of mobile analytics tracking
Innovative use cases leading to better app quality and higher user satisfaction

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Mobile In App Analytics: Why You Can't Afford to Overlook Mobile In App Analytics: Why You Can't Afford to Overlook Presentation Transcript

  • Welcome. @propelics Questions, Comments to #mobilestrategy Mobile In App Analytics: Why You Can’t Afford To Overlook May 9th, 2013
  • #mobilestrategy! Propelics Background – About Us •  15+ year track record •  Fortune 500 clients •  Global experience •  100% focused on mobile for the Enterprise •  San Jose, Boston, Pittsburgh 2   Propelics creates mobile strategies and world class Apps for the Enterprise. Trusted by companies like yours:
  • •  Enterprise Mobile Strategy Services Enterprise Mobile Strategy Mobile App Portfolio Mobile App Scoping & Planning IT Readiness for Mobility BYOD and MDM Strategy Innovation through visualization Center of Excellence Creation •  Mobile Advisory Services Mobile Mentoring Executive Education Speaking Engagements •  Mobile App Development UX Design Onshore and Offshore App Development Mobile App Architecture Prototype Factory What We Do
  • #mobilestrategy! Larry Lauvray: Propelics Partner and Co-Founder 4   Larry has the unique ability to translate product plans into industrial grade solutions while making sure that the details don't get "lost in translation". He has used his exceptional analytical abilities to separate hype from reality as he advises companies on execution plans for their product and program roadmaps.
  • #mobilestrategy! Ashar Samdani: Director, tkxel 5   Ashar is part of TkXel, which is a leading technology company in mobile & social space. He is a mobile technology enthusiast and was the developer of one of the very initial iPhone games. He has successfully delivered products for start-ups & top brands like NBC Universal, Barclays & Saudi Government. With an ability to understand business & technology together, he helps brands to transition and succeed in mobile.
  • #mobilestrategy! Kirk Schmink: COO, Keen IO 6   Kirk L. Schmink is the current COO and a strategic advisor at Keen IO. He works daily with customers to find the right mix of tools and solutions that will give the business the greatest and most actionable visibility into their applications. Kirk previously managed B2B units at Amazon and worked in a variety of management positions at the McMaster- Carr Supply Company. He has a bachelors degree from the University of Chicago.
  • #mobilestrategy! Agenda! •  Why you need mobile app analytics •  How to get started with mobile app analytics •  What analytics you should be tracking •  The Mobile App Analytics vendor landscape •  The privacy implications of mobile analytics tracking •  Innovative use cases leading to better app quality and higher user satisfaction •  Q&A Missed your topic? propelics.com/lets-talk! 7  
  • Q: Why do you need In App Mobile Analytics? 8  
  • In 2013 the number of new mobile apps will exceed the number of new desktop applications in the enterprise
  • The Unforgiving User Quick to download - Quick to delete 74% of downloaded apps are opened only once 40% of apps are deleted after first use Average expected wait time for a app to launch is 2 sec Top reason for deleting apps – app crashed Post-Launch is where apps succeed or fail, Analytics provides real-time feedback 10
  • At the speed of mobile…. •  Understand the user/demographics •  Understand the sessions •  Understand the mobile events •  Understand Cross-platform usage •  Understand app failures
  • Q: How do we get started with In App Mobile Analytics? 12  
  • #mobilestrategy! 13   Determine the appropriate model:
 
 Mobile Analytics can be delivered using three business models:
 !
 1. Build Your Own 
 2. Out of the Box (purchase) 
 3. Cloud Services (APIs) !
  • Getting Started with Mobile Analytics
  • Q: What should we be be tracking with In App Mobile Analytics? 15  
  • 4 Key Considerations
  • Key Areas of Measurement 1.  User Experience Analysis 2.  Application Behavior Analysis 3.  Application Download and Adoption 4.  Crash Detection and Root Cause Analysis
  • #1. User Experience Analysis
  • Understand what the user is doing within the app 19 Key Navigation! Which screens are heavily used! Integration Speed ! What is the core “happy path”! Where do the users get confused! Did the user complete the flow! What are the usage trends! Key Decisions! What selections were made! What was only viewed (no action)! What decisions have a long duration! Were decisions made, then undone!
  • #2. Application Behavior Analysis
  • 21   •  View various events by Time •  Filter by Geography •  Group by Platform, Usage, and Version Where and when is the app being used
  • #3. Application Downloads and Adoption
  • 23   •  Overall profile of app downloads •  Filter by time over various geographies •  Review Session trending Who is downloading the App, is it usage increasing?
  • #4. Crash Detection and Root Cause Analysis
  • 25   •  Analytics on number and types of crashes •  Filter by Geography, Time, Platform, version •  Reports received on the next app startup Track Application Crashes
  • Key Areas of Measurement 1.  User Experience Analysis 2.  Application Behavior Analysis 3.  Application Download and Adoption 4.  Crash Detection and Root Cause Analysis
  • Q: What is the current vendor landscape for providing In App Mobile Analytics? 27  
  • Q: What are the privacy implications for In App Mobile Analytics? 28  
  • 29   •  PII: Personally Identifiable Information •  Geography, Contacts, SSN, etc. •  Generic App data is OK when aggregated •  Crash details only capture device/app, not the person •  Caution: Custom meta-data can be captured that may include PII. Users must be alerted Privacy Policy: must be declared (and accepted)
  • Innovative use cases leading to better app quality and higher user satisfaction
  • #mobilestrategy! Innovation: Proactively address app adoption •  Observations -  Cross Platform App -  Global Deployment -  Mixed User Feedback -  Geography localization -  Devices -  Operating Systems -  Time of Day •  Findings from Analytics -  Issue identified within a specific region -  Crash statistics indicated a “pocket” of failures within a specific OS -  80% of crashes were related to an Android “method” on a form -  The development team identified a limitation on older Android versions -  The app was modified and refreshed proactively – user acceptance increases
  • #mobilestrategy! Innovation: Data Science at Work •  Scenario -  How do you drive engagement and conversion on a fledging professional/ social network? •  Solution -  People You May Know
  • One Last Consideration: Plan the analytics and measures during design App visibility needs to start day-1 of deployment
  • Business Drivers Market Opportunity Envisioned mobile Scenarios High Level Requirements Step I: Benchmarking Step II: Visualization, Roadmapping & App Planning Step III: Planning and Budgeting Build & Deploy Scope Finalized Competitive Analysis App Prototype App Roadmap Ongoing Support Technical Approach Development Approach, Budgeting, & Release Plan Customer Feedback Step IV: App Creation
  • #mobilestrategy! Propelics Kickstarts Propelics Special Offer Free 1 Hour Mobile Advisory Call info@propelics.com 888-405-2820 35   Mobile App Scoping & Planning Kickstart Mobile App Roadmap Mobile Center of Excellence Mobile App Rapid Prototyping IT Readiness for Mobile Kickstart Prototype Factory
  • #mobilestrategy! Thank you (Q&A) @propelics @KeenIO @Tkxel
  • •  Innovation Focus •  Engaging Process •  Mobility Centric •  Experience Across Industries •  Enterprise Solutions •  Advisors, Strategists, Implementers •  Strategy at the Pace of Mobility