MARSHALL SPONDER
FASHION INSTITUTE OF TECHNOLOGY
WEBMETRICSGURU INC
Mobile is creating big challenges
and opportunities.
Differences You Need To Know About
WEB ANALYTICS MOBILE APP ANALYTICS
Session tracking done primarily thru cookies
and Jav...
How to Evaluate Products
• Dashboard view
• Support for specific analyses you need
• Ability to get to go beyond vanity me...
Best Practice:
Chose A Product That Includes Campaign
Management Functionality Built In
Easily 40 Analytics Products Specific To Mobile
Configurable
Dashboard
Trend
Analysis
Funnel
Analysis
Cohort
Analysis
Campaign
Analytics
Drill Down
Segments
Cost
Google
A...
Flurry
Free / Market Leader
• Excels at in-application
engagement
• Custom events
What’s Lacking
• Meaningful Segmentation...
Localytics
Enterprise Products
Vanity Metrics
• Number of app downloads
• Total number of sessions
• Total number of first time users
DAU – Unique Users
For Mobile Applications
• Downloads are not enough
• Need to drive 1x usage – an astounding 25% of people download an app ...
Mobile is the only media time that is growing
45%$
25%$
17%$
9%$
7%$
4%$
44%$
26%$
16%$
8%$ 8%$
6%$
43%$
26%$
15%$
7%$ 7%$...
0
20
40
60
80
100
120
140
160
Am
azon
eBay
W
al-M
art
Apple
Target
BestBuy
The
Hom
e
Depot
Ticketm
aster
Etsy
Low
es
(Mill...
Mobile is now ~25% of e-commerce traffic…
PC
Tablet
Smartphone
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 2011 Q2 2011...
Over 1/5th of Internet traffic is now from mobile
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dec-08
Apr-09
Aug-09
Dec-09
...
Mobile video is booming…
0
1
2
3
4
5
6
7
8
2011 2012 2013 2014 2015 2016 2017
MillionsofTerabytesPerMonth
Source: Cisco, 2...
Pandora
85%
Facebook
65%
Twi er
80%
0%
25%
50%
75%
100%
2008 2009 2010 2011 2012 2013E
%ofTrafficfromMobile
Source: Mary M...
Mobile is driving all of Facebook’s revenue
growth
Total Ad Revenue
Mobile Ad Revenue
$ 0
$ 500
$ 1,000
$ 1,500
$ 2,000
$ ...
We spend 1 hour a day on our smartphones
Other
10%
Visit Websites
15%
Games
9%
Social Networking
17%
Talk
28%
Text
21%
Bre...
Source: comScore, Telefonica, Macquarie Capital (USA), December 2011
Each device has a different “prime time”
Share Of Dev...
~80% of smartphones run Android
Android
Apple iOS
Microso
BlackBerry
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q3
...
What’s Next?
PCs are now small share of connected devices…
Personal Computers
Smartphones
Tablets
Smart TVs
Wearables
0
200,000,000
400...
Almost 1 billion smartphones shipped in 2013
Samsung
Apple
Huawei LG
Lenovo
Sony Ericsson
ZTE
Nokia Windows Phone
BlackBer...
WhereWe Are…Devices
• PCs
• Tablets
• Smartphones
• ConnectedTVs
• ConnectedCars
• Wearables
WhereWe’re Going…’Things’
• S...
Mobile is enabling new forms of
entertainment, communication,
media, and commerce.
Mobile
check-ins
are flat
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-li...
Foursquare
Check Ins
are
dropping
https://intelligence.businessinsider.com/location-technology-is-transforming-business-an...
CHART:
Android
Browser
Gains In
Global
Mobile Web
Usage
https://mail.google.com/mail/u/0/#search/business+insider/14238035...
CHART:
Android
Browser
Gains In
Global
Mobile Web
Usage
https://intelligence.businessinsider.com/location-technology-is-tr...
Mobile
Services Are
Improving
The Lives Of
Consumers,
And
Rewriting
The Rules
For Online
Marketers
https://intelligence.bu...
Types of
Mobile
Campaigns
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-li...
Users still
research
online but
often prefer
to purchase
in the store,
but that is
changing
https://intelligence.businessi...
In the United States, mobile doubled its share of digital ad spend to 15% of the
total.
Ad exchanges, supply-side platform...
Google Analytics
Mobile App
Analytics tracking
http://www.slideshare.net/bvictor/google-mobile-app-analytics?from_search=24
Google Analytics
Mobile App
Analytics tracking
http://www.slideshare.net/bvictor/google-mobile-app-analytics?from_search=24
Driving Consumer Insight With Mobile Analytics
Remember on Mobile
• Almost all tracking is done with anonymous device fingerprint tracking, which is about 95%
accurate –...
Fitnyc module 11    mobile analytics overview for fit
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Fitnyc module 11 mobile analytics overview for fit

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This is a Mobile Analytics overview deck to supplement my own deck on Mobile Analytics for Fashion

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Transcript of "Fitnyc module 11 mobile analytics overview for fit"

  1. 1. MARSHALL SPONDER FASHION INSTITUTE OF TECHNOLOGY WEBMETRICSGURU INC
  2. 2. Mobile is creating big challenges and opportunities.
  3. 3. Differences You Need To Know About WEB ANALYTICS MOBILE APP ANALYTICS Session tracking done primarily thru cookies and Javascript Session tracking done primarily thru UDID (Android) and with sessions (iOS) Human user interface is keyboard and mouse based Human user interface is gestural and touch- based Web measurement model is centered around page views, referrals, search, and visits Measurement model is less about referrals and search and more about engagement and loyalty Unique visitors are tied to individual or server IP addresses Unique visitors are difficult if not impossible to measure; instead we look at sessions
  4. 4. How to Evaluate Products • Dashboard view • Support for specific analyses you need • Ability to get to go beyond vanity metrics with more emphasis on engagement and ultimately revenue • Referral code for campaign tracking • Integration – how easy or hard it is – particularly with the other data sources that matter to you • Pricing model – FREE generally means free but Enterprise products are priced differently – on purpose • Worry more than a little about the cross device problem
  5. 5. Best Practice: Chose A Product That Includes Campaign Management Functionality Built In
  6. 6. Easily 40 Analytics Products Specific To Mobile
  7. 7. Configurable Dashboard Trend Analysis Funnel Analysis Cohort Analysis Campaign Analytics Drill Down Segments Cost Google Analytics ★★ ★★ ★★ ★★ ★★ N/A Free Flurry ★★ ★★ ★★ ★★ ★★ N/A Free Apsalar ★★ ★★★ ★★★ ★★★ ★★★ ★★★ Free Localytics ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ $95/month For 1 app MixPanel ★★★ ★★★ ★★★ ★★★ Unclear ★★★ Enterprise Model Kontagent ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ Enterprise Model How to Assess Various Mobile Analytics Products
  8. 8. Flurry Free / Market Leader • Excels at in-application engagement • Custom events What’s Lacking • Meaningful Segmentation • Support for Cohort Analysis • Customer-centered Funnels
  9. 9. Localytics
  10. 10. Enterprise Products
  11. 11. Vanity Metrics • Number of app downloads • Total number of sessions • Total number of first time users DAU – Unique Users
  12. 12. For Mobile Applications • Downloads are not enough • Need to drive 1x usage – an astounding 25% of people download an app and use it 1x only • Need to drive 3x usage – what the industry defines as loyalty
  13. 13. Mobile is the only media time that is growing 45%$ 25%$ 17%$ 9%$ 7%$ 4%$ 44%$ 26%$ 16%$ 8%$ 8%$ 6%$ 43%$ 26%$ 15%$ 7%$ 7%$ 9%$ 42%$ 26%$ 14%$ 6%$ 5%$ 12%$ 38%$ 20%$ 12%$ 4%$ 5%$ 20%$ 0%$ 5%$ 10%$ 15%$ 20%$ 25%$ 30%$ 35%$ 40%$ 45%$ 50%$ TV$ Online$ Radio$ Print$ Other$ Mobile$ Source:(eMarketer,(August(2013( U.S.$Consumer$Media$Consump2on$Share$ 2009$ 2010$ 2011$ 2012$ 2013$
  14. 14. 0 20 40 60 80 100 120 140 160 Am azon eBay W al-M art Apple Target BestBuy The Hom e Depot Ticketm aster Etsy Low es (Millions) Source: comScore Leading Retailers' Digital Audience Popula on By Device Desktop Only Desktop + Mobile Mobile Only Retailers are seeing huge mobile audience gains …
  15. 15. Mobile is now ~25% of e-commerce traffic… PC Tablet Smartphone 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Source: Monetate Ecommerce Website Traffic By Device
  16. 16. Over 1/5th of Internet traffic is now from mobile 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Dec-08 Apr-09 Aug-09 Dec-09 Apr-10 Aug-10 Dec-10 Apr-11 Aug-11 Dec-11 Apr-12 Aug-12 Dec-12 Apr-13 Aug-13 Dec-13 Source: StatCounter, December 2013 Global Internet Traffic Desktop Vs. Mobile
  17. 17. Mobile video is booming… 0 1 2 3 4 5 6 7 8 2011 2012 2013 2014 2015 2016 2017 MillionsofTerabytesPerMonth Source: Cisco, 2013 Global Mobile Video Traffic Will Con nue To Surge
  18. 18. Pandora 85% Facebook 65% Twi er 80% 0% 25% 50% 75% 100% 2008 2009 2010 2011 2012 2013E %ofTrafficfromMobile Source: Mary Meeker, Kleiner Perkins, companies, BII es mates Mobile Usage: Pandora, Twi er, Facebook Social and music are now mostly mobile
  19. 19. Mobile is driving all of Facebook’s revenue growth Total Ad Revenue Mobile Ad Revenue $ 0 $ 500 $ 1,000 $ 1,500 $ 2,000 $ 2,500 1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 Millions Source: Facebook Facebook Ad Revenues
  20. 20. We spend 1 hour a day on our smartphones Other 10% Visit Websites 15% Games 9% Social Networking 17% Talk 28% Text 21% Breakdown Of The Average Smartphone Owner's Daily Time-Spend On Average, U.S. Smartphone Owners Spend 58 Minutes Daily On Their Phones Source: Experian Marke ng Services, May 2013
  21. 21. Source: comScore, Telefonica, Macquarie Capital (USA), December 2011 Each device has a different “prime time” Share Of Device PageTraffic Over A Day:
  22. 22. ~80% of smartphones run Android Android Apple iOS Microso BlackBerry Other 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 ShareofGlobalUnitSales Source: IDC, Strategy Analy cs Global Smartphone Market Share By Pla orm
  23. 23. What’s Next?
  24. 24. PCs are now small share of connected devices… Personal Computers Smartphones Tablets Smart TVs Wearables 0 200,000,000 400,000,000 600,000,000 800,000,000 1,000,000,000 1,200,000,000 1,400,000,000 1,600,000,000 1,800,000,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E Units Global Internet Connected Device Shipments
  25. 25. Almost 1 billion smartphones shipped in 2013 Samsung Apple Huawei LG Lenovo Sony Ericsson ZTE Nokia Windows Phone BlackBerry HTC Motorola Other 0 25,000,000 50,000,000 75,000,000 100,000,000 125,000,000 150,000,000 175,000,000 200,000,000 225,000,000 250,000,000 275,000,000 300,000,000 325,000,000 Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 UnitsShipped Global Smartphone Shipments By Manufacturer
  26. 26. WhereWe Are…Devices • PCs • Tablets • Smartphones • ConnectedTVs • ConnectedCars • Wearables WhereWe’re Going…’Things’ • Smart homes • Smart cities • Smart offices • Smart factories
  27. 27. Mobile is enabling new forms of entertainment, communication, media, and commerce.
  28. 28. Mobile check-ins are flat https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of- consumers-2013-11
  29. 29. Foursquare Check Ins are dropping https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of- consumers-2013-11
  30. 30. CHART: Android Browser Gains In Global Mobile Web Usage https://mail.google.com/mail/u/0/#search/business+insider/142380352479c6b3
  31. 31. CHART: Android Browser Gains In Global Mobile Web Usage https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of- consumers-2013-11
  32. 32. Mobile Services Are Improving The Lives Of Consumers, And Rewriting The Rules For Online Marketers https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of- consumers-2013-11
  33. 33. Types of Mobile Campaigns https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of- consumers-2013-11
  34. 34. Users still research online but often prefer to purchase in the store, but that is changing https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of- consumers-2013-11
  35. 35. In the United States, mobile doubled its share of digital ad spend to 15% of the total. Ad exchanges, supply-side platforms, and mobile ad networks are all reaching for scale and the latest ad technology. Increasingly, the lines between them are blurring. Programmatic is growing at a fast clip in the United States, 56% annually by some estimates. And within programmatic, real-time bidding is particularly influential. The rise of programmatic is leading to a reshuffle of the entire industry. Many of this year's mergers and acquisitions in mobile ads can be traced to the rise of data- focused programmatic ad trading. Many media agencies and media planners are still locked into their comfortable one-on-one, non-automated relationships with traditional ad The New Mobile Ecosystem
  36. 36. Google Analytics Mobile App Analytics tracking http://www.slideshare.net/bvictor/google-mobile-app-analytics?from_search=24
  37. 37. Google Analytics Mobile App Analytics tracking http://www.slideshare.net/bvictor/google-mobile-app-analytics?from_search=24
  38. 38. Driving Consumer Insight With Mobile Analytics
  39. 39. Remember on Mobile • Almost all tracking is done with anonymous device fingerprint tracking, which is about 95% accurate – more so for Android, less so for Apple iOS • Apple no longer allows tracking by Device ID (UDID) and is expected to disallow tracking by Mac ID • The leader in cross device tracking & analytics for mobile is a company called Drawbrid.ge – worth checking out • Sources • http://www.mobilemarketer.com/cms/opinion/columns/12380.html • http://media.mobileapptracking.com/docs/MAT-App_to_App_tracking.pdf
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