Mobile,Metrics &Mayhem
WebAnalyticsMaking sense from datayour users give you                          Presentation by:        Vincent Baskerville...
vincent baskerville | @whoisvince |
realize                                                                                            your brand nation      ...
realize                                                                prove             your brand nation                ...
vincent baskerville | @whoisvince |
web metrics•   hover                •    entry / exit•   clicks               •    page views•   above / below fold   •   ...
vincent baskerville | @whoisvince |
vincent baskerville | @whoisvince |
understand the story 1st before mining for data           Text                  vincent baskerville | @whoisvince |
what’s so specialabout mobile• over 1 billion smartphones in use    worldwide•   it took us 16+ years to pass 1 billion, b...
what’s so specialabout mobile• 3.2 billion people (46% ofactive cell phone  billion) have *at-least* 1                    ...
mobile web                                     mobile app Session tracking done primarily through         Session tracking...
vincent baskerville | @whoisvince |
It’s impossible to get real time data from a phonethat’s not always on or in   range of a cell tower                vincen...
Flurry.comvincent baskerville | @whoisvince |
ApplicationDelegate       #import "Flurry.h"    - (void)applicationDidFinishLaunching:(UIApplication    *)application    {...
MixPanel.comvincent baskerville | @whoisvince |
how engagedare your users            vincent baskerville | @whoisvince |
mobile metricscategories• content             • biz funnels• user behavior       • technical• people / location   • elemen...
content• screens               • ads• unique visitors       • in-app purchases• page / layout views   • funnels           ...
content          vincent baskerville | @whoisvince |
content          vincent baskerville | @whoisvince |
content          vincent baskerville | @whoisvince |
user behavior• user paths            • frequency• exits / bounce rate• touch events                        vincent baskerv...
user behavior            vincent baskerville | @whoisvince |
people / location• new / active users   • geographic usage• user segments        • session length• demographics           ...
people / location             vincent baskerville | @whoisvince |
engagement• frequency of visit   • duration• depth of visit• lifecycle metrics                       vincent baskerville |...
technical•   devices            •    benchmarks•   carriers / speed   •    version adoption•   errors / bugs      •    os ...
elements / ui• a/b tests• e-commerce• cta conversions                    vincent baskerville | @whoisvince |
3 engagementload types Cognitive   Visual                        Motor                      vincent baskerville | @whoisvi...
Cognitivein relation to thinkingand the users memory;high human energy &attention                          vincent baskerv...
Visualpertaining to the usersperceiving, noticing theui / ux flow                           vincent baskerville | @whoisvi...
Motorphysical actions; usingthe keyboard, scrolling,pinching, zooming, etc                           vincent baskerville |...
cognitive loads are the *mostexpensive* —  take lots of humanenergyWHILE motor loads, or leastexpensive                   ...
vincent baskerville | @whoisvince |
vincent baskerville | @whoisvince |
vincent baskerville | @whoisvince |
when you lower all the loads   you are also lowering     engagement and      entertainment.                vincent baskerv...
vincent baskerville | @whoisvince |
vincent baskerville | @whoisvince |
AU REVOIR  STAY  CLASSY
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Mobile analytics

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This is my deck for the mini-workshop on Mobile Analytics for Internet Summit 2012 in Raleigh, NC.

Use mobile analytics to forecast what features to cut, expand or attract more attention to with 8 actionable metrics to start learning about your users.

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Mobile analytics

  1. 1. Mobile,Metrics &Mayhem
  2. 2. WebAnalyticsMaking sense from datayour users give you Presentation by: Vincent Baskerville | @whoisvince
  3. 3. vincent baskerville | @whoisvince |
  4. 4. realize your brand nation prove guide the business value listen engage the conversation on existing networks to understandunderstand the tap into existing harness the power to transform the overall create an owned hubsocial customer social networks drive business impact customer experience vincent baskerville | @whoisvince |
  5. 5. realize prove your brand nation enterprise suite the business value integration guide employee solutions participation the conversation KPI dashboards social marketing engage community social commerce on existing networks listen widgets social support mobile social innovationto understand level upsocial media monitoring
  6. 6. vincent baskerville | @whoisvince |
  7. 7. web metrics• hover • entry / exit• clicks • page views• above / below fold • browsers• heat maps • operating systems• page load • network speed• time on page • ... etc vincent baskerville | @whoisvince |
  8. 8. vincent baskerville | @whoisvince |
  9. 9. vincent baskerville | @whoisvince |
  10. 10. understand the story 1st before mining for data Text vincent baskerville | @whoisvince |
  11. 11. what’s so specialabout mobile• over 1 billion smartphones in use worldwide• it took us 16+ years to pass 1 billion, but only 3 yrs fo the next bill. vincent baskerville | @whoisvince |
  12. 12. what’s so specialabout mobile• 3.2 billion people (46% ofactive cell phone billion) have *at-least* 1 population of 7• 800 million without includefew zombies unemployed, babies and a elderly, disabled, vincent baskerville | @whoisvince |
  13. 13. mobile web mobile app Session tracking done primarily through Session tracking done primarily through cookies & JavaScript UDID / adertisingIdentifier (iOS6)Measurement model centered around page Measurements focused more on deep views, referrals, search & visits engagements, nav funnels, up-charges Unique visitors are tied to server IP Can track ‘anonymous’ users 100% with addresses or logins accuracyThings get really, really complicated if using can break down per device; +/- for media queries Android heavy fragmentation vincent baskerville | @whoisvince |
  14. 14. vincent baskerville | @whoisvince |
  15. 15. It’s impossible to get real time data from a phonethat’s not always on or in range of a cell tower vincent baskerville | @whoisvince |
  16. 16. Flurry.comvincent baskerville | @whoisvince |
  17. 17. ApplicationDelegate #import "Flurry.h" - (void)applicationDidFinishLaunching:(UIApplication *)application { [Flurry startSession:@"YOUR_API_KEY"]; //your code } vincent baskerville | @whoisvince |
  18. 18. MixPanel.comvincent baskerville | @whoisvince |
  19. 19. how engagedare your users vincent baskerville | @whoisvince |
  20. 20. mobile metricscategories• content • biz funnels• user behavior • technical• people / location • elements / ui vincent baskerville | @whoisvince |
  21. 21. content• screens • ads• unique visitors • in-app purchases• page / layout views • funnels vincent baskerville | @whoisvince |
  22. 22. content vincent baskerville | @whoisvince |
  23. 23. content vincent baskerville | @whoisvince |
  24. 24. content vincent baskerville | @whoisvince |
  25. 25. user behavior• user paths • frequency• exits / bounce rate• touch events vincent baskerville | @whoisvince |
  26. 26. user behavior vincent baskerville | @whoisvince |
  27. 27. people / location• new / active users • geographic usage• user segments • session length• demographics vincent baskerville | @whoisvince |
  28. 28. people / location vincent baskerville | @whoisvince |
  29. 29. engagement• frequency of visit • duration• depth of visit• lifecycle metrics vincent baskerville | @whoisvince |
  30. 30. technical• devices • benchmarks• carriers / speed • version adoption• errors / bugs • os / firmware• cross-app usage vincent baskerville | @whoisvince |
  31. 31. elements / ui• a/b tests• e-commerce• cta conversions vincent baskerville | @whoisvince |
  32. 32. 3 engagementload types Cognitive Visual Motor vincent baskerville | @whoisvince |
  33. 33. Cognitivein relation to thinkingand the users memory;high human energy &attention vincent baskerville | @whoisvince |
  34. 34. Visualpertaining to the usersperceiving, noticing theui / ux flow vincent baskerville | @whoisvince |
  35. 35. Motorphysical actions; usingthe keyboard, scrolling,pinching, zooming, etc vincent baskerville | @whoisvince |
  36. 36. cognitive loads are the *mostexpensive* —  take lots of humanenergyWHILE motor loads, or leastexpensive vincent baskerville | @whoisvince |
  37. 37. vincent baskerville | @whoisvince |
  38. 38. vincent baskerville | @whoisvince |
  39. 39. vincent baskerville | @whoisvince |
  40. 40. when you lower all the loads you are also lowering engagement and entertainment. vincent baskerville | @whoisvince |
  41. 41. vincent baskerville | @whoisvince |
  42. 42. vincent baskerville | @whoisvince |
  43. 43. AU REVOIR STAY CLASSY

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