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[MIX 2016] 數據導向行動產品成長 / 羅荷傑 Yahoo! 亞太區策略暨業務營運部 副理

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MIX 2016 行動體驗設計論壇
http://mix.hpx.tw/2016/ch/

[MIX 2016] 數據導向行動產品成長 / 羅荷傑 Yahoo! 亞太區策略暨業務營運部 副理

  1. 1. Mobile analytics and data-driven product growth Prepared by Roger Lo, APAC Strategy & Business Operations 1Yahoo Confidential & Proprietary
  2. 2. Briefly about myself 2 Yahoo Confidential & Proprietary Associate Manager, APAC Strategy & BizOps •  Yahoo Mobile Developer Suite Go-To-Market strategy •  Mobile product growth strategy Summer Analyst, Global Sales and Operations Hyderabad office, India KKR/ Goldman Sachs backed predictive analytics firm Associate, Business Development & Sales Greater China region Board member, AppUniverz Co-Founder Global Shaper, Taipei Hub
  3. 3. Agenda 3 Yahoo Confidential & Proprietary §  Mobile analytics basic §  Product growth basic
  4. 4. Agenda 4 Yahoo Confidential & Proprietary § Mobile analytics basic §  Product growth basic
  5. 5. Mobile ecosystem and supporting tools 5 Yahoo Confidential & Proprietary Source: Flurry team consolidate Illustrate
  6. 6. The first “Designed for Mobile” and “Free” analytics platform since 2008 6 Yahoo Confidential & Proprietary
  7. 7. Flurry at a glance Activity from an average of 7 apps per device 800,000+apps / 250,000+ developers 2.1 billion devices per month
  8. 8. Mobile analytics tools landscape 8 Yahoo Confidential & Proprietary Analytics tools usage - iOS Analytics tools usage - Android Flurry Analytics Google Analytics Crashlytics Localytics comScore Mixpanel AppsFlyer Google Analytics Flurry Analytics Umeng Crashlytics Localytics Mixpanel comScore Source: Venturebeat
  9. 9. Analytics 101 – 3 key building blocks 9 Yahoo Confidential & Proprietary Know the data Identify your Most valuable users Measure success
  10. 10. Analytics 101 – 3 key building blocks 10 Yahoo Confidential & Proprietary Know the data Identify your Most valuable users Measure success https://developer.yahoo.com/flurry/docs/analytics/
  11. 11. A simple chart to describe the product optimization 11 Yahoo Confidential & Proprietary App Flurry ( ) App Illustrate
  12. 12. A simple chart to describe the product optimization 12 Yahoo Confidential & Proprietary App Flurry ( ) App Flurry SDK Illustrate
  13. 13. What are the basic metrics you can/should track? @FlurryMobile •  Users are identified by unique device IDs •  A new mobile user is a user that launches the app for the first time New mobile users •  A session is one use of the application by a user •  In Flurry, you can measure median and average session length for your users, as well as the total amount of time spent in your app Sessions •  An active user is defined as a user that has had a session with your application during a specified time period •  Available in daily, weekly, or monthly view, as well as Time of Day Active mobile users •  A retained user in Flurry is defined as a user that has had at least one session with your application in the past seven days. •  Flurry also reports on user churn Retained users
  14. 14. A simple chart to describe the product optimization 14 Yahoo Confidential & Proprietary App Flurry ( ) App Flurry SDK (Event) Illustrate
  15. 15. Go Beyond Page Views with Event Tracking 15 Yahoo Confidential & Proprietary Tracking events in Flurry allows you to measure precise behavior that is specific to your app and enables you to know when a user: ü  Makes a purchase ü  Completes a level ü  Shares on Facebook ü  Listens to a song ü  Searches for content ü  Makes a phone call from a number within the app ü  Takes any action you have instrumented in your app
  16. 16. Get Specific Answers About Users with Event Parameters 16 Yahoo Confidential & Proprietary Use events to track behaviors that matter ›  Events track specific actions and durations to reveal how users interact with your app ›  Events form the building blocks of funnels and segments Answer important product development questions: ›  How did the change in merchandise, content or gameplay impact time spent? ›  Did the latest change improve retention? ›  How should I organize my shopping cart check-out process to maximize conversions? ›  What features of my app should be included on the home screen? Parameters can be exact values, ranges of values, or user-defined EVENT (NASHVILLE) PARAMETER (EPISODE) VALUE (1) VALUE (2) PARAMETER (DURATION) VALUE (15) VALUE (30)
  17. 17. SDK App (Event) App : 17 Yahoo Confidential & Proprietary App Store Flurry (DAU) App SDK SDK (Event) (Event Report) Illustrate
  18. 18. Make your product decision based on data 18 Yahoo Confidential & Proprietary App 1.  2.  3.  4.  5.  6.  1.  10% 2.  2% 3.  5% 1.  ” ” 2.  3.  Illustrate
  19. 19. LIVEhouse.in Flurry 19 Yahoo Confidential & Proprietary 1. 2. Flurry (Event Reporting) App LIVEhouse.in (7 ) Pre Post
  20. 20. Parking Frenzy 2.0 Over 20 million downloads on Android & iOS. Games2win’s No. 1 app Parking Frenzy brings to you the ultimate drive ‘n’ park experience. CASE STUDY - Game2Win 20 Yahoo Confidential & Proprietary
  21. 21. “The goal was to identify user segments which help us boost content consumption and eventually the retention of the game. With Flurry Explorer, we found that users who bought cars gave us 2x more retention.” Parking Frenzy 2.0 21 Yahoo Confidential & Proprietary
  22. 22. “Initially, the car store was hidden inside the store which was 2 clicks away from the home page. In the current version, we have brought the car store on to be only one click away from the home page.” Before After Two clicks to reach a purchase screen featuring a single car Single click to reach a purchase screen featuring a multiple cars Parking Frenzy 2.0 22 Yahoo Confidential & Proprietary
  23. 23. “This change helped us boost car consumption by 3.26x.” GOALS KPIs EVENTS Boost content consumption Users purchasing cars Buy Monster Truck Parking Frenzy 2.0 23 Yahoo Confidential & Proprietary
  24. 24. 24 Yahoo Confidential & Proprietary Game Your Video Game Your Video is an award- winning movie maker on iOS platforms. It entitled the "Macworld Best of Show 2012 & App Store Best of 2012" Tech Crunch - "Aims to make mobile video editing as simple as possible." CASE STUDY
  25. 25. “Flurry has been an integral part of decoding data for us regarding our mobile apps. Game Your Video has extensively used Flurry metrics to evaluate the various features and attributes of the app ( a video editing app) and determine specific changes and tweaking to the UI of the app in its present avatar.” Game Your Video Current Future Most of these changes have been possible due to the insights that Flurry metrics has provided to us
  26. 26. Analytics 101 – 3 key building blocks 26 Yahoo Confidential & Proprietary Know the data Identify your most valuable users Measure success https://developer.yahoo.com/flurry/docs/analytics/
  27. 27. How to identify and acquire most valuable users? 27 Yahoo Confidential & Proprietary •  Use segments to identify cohorts of valuable users •  Understand personas (audience segments) in your app
  28. 28. How to identify and acquire most valuable users? 28 Yahoo Confidential & Proprietary •  Use segments to identify cohorts of valuable users •  Understand personas (audience segments) in your app
  29. 29. Answer Deeper Questions with Flexible User Segments 29 Yahoo Confidential & Proprietary §  Flurry can create any custom segment you can imagine. Any event you can track can be used to define a segment. ›  Paying vs. non-paying consumers ›  Casual vs. power users ›  Men vs. women §  View all your mobile usage metrics by any segment you create. §  Apply user segmentation to: ›  Plan user acquisition campaigns ›  Package your audience to attract advertisers ›  Determine the ROI of your marketing spend !! " # $% !
  30. 30. CWMoney Flurry 30 Yahoo Confidential & Proprietary 1. 2. Flurry (Segment) 70% CWMoney 5% CWMoney Flurry
  31. 31. How to identify and acquire most valuable users? 31 Yahoo Confidential & Proprietary •  Use segments to identify cohorts of valuable users •  Understand personas (audience segments) in your app
  32. 32. Flurry Personas Use Real App Usage to Qualify Users 32 Yahoo Confidential & Proprietary 1. Identify business travelers based on what apps they use 2. Qualify only recent, heavy users 4. Update membership bi- weekly EXAMPLE: Business Travelers •  Flight Booking •  Business Management •  Taxi •  Dining Reservations 3. Create Business Traveler Persona
  33. 33. Choose From A Comprehensive List of Personas 33 Yahoo Confidential & Proprietary BUSINESS Real Estate Followers Business Professionals Personal Finance Geeks Small Business Owners ENTERTAINMENT American Football Fans Bookworms Card Game Players Casino Gamers Casual & Social Gamers Casual Simulation Gamers Hardcore/Midcore Gamers Movie Lovers Music Lovers News & Magazine Readers Slots Players Sports Fans TV Lovers LIFESTYLE Auto Enthusiasts Avid Runners Cat Lovers Dog Lovers Engineering Enthusiasts Entertainment Enthusiasts Extreme Sports Enthusiasts Fashionistas Food & Dining Lovers Health & Fitness Enthusiasts Home & Garden Pros Home Design Enthusiasts Mobile Payment Makers Moms New Moms Outdoor Lifestyle Enthusiasts Parenting & Education Pet Owners Photo & Video Enthusiasts Singles Social Influencers Spanish Speakers Tech & Gadget Enthusiasts PLATFORM Android Users iOS Users SHOPPING Catalog Shoppers Flight Intenders In-market Auto-intenders Primary Grocery Shoppers Value Shoppers TRAVEL Business Travelers Leisure Travelers
  34. 34. Analytics 101 – 3 key building blocks 34 Yahoo Confidential & Proprietary Know the data Identify your Most valuable users Measure success https://developer.yahoo.com/flurry/docs/analytics/
  35. 35. Measure your success in 3 dimensions 35 Yahoo Confidential & Proprietary §  Are you able to optimize user acquisition spend? §  Are users converting along the key paths in your app? §  Are users retained?
  36. 36. Are you able to optimize user acquisition spend? 36 Yahoo Confidential & Proprietary §  Flurry User Acquisition Analytics enables you to measure the quality of acquired users based on how they engage with your app, their demographics and whether they eventually spend money §  Cut all your mobile data such as retention, session length, age, and gender by channels and campaigns §  Understand which channels deliver your best customers §  Build the best possible audience for your app as efficiently as possible Define user quality your way - by engagement, demo, monetization and more
  37. 37. Yahoo Use Case 1 (eCommerce) – Flurry UAA 37 Yahoo Confidential & Proprietary
  38. 38. Measure your success in 3 dimensions 38 Yahoo Confidential & Proprietary §  Are you able to optimize user acquisition spend? §  Are users converting along the key paths in your app? §  Are users retained?
  39. 39. Activate – Usage & Events Are users converting along the key paths in your app? 39 Yahoo Confidential & Proprietary 75% 35% 20% 17% §  Create funnels based on events specific to your app §  Flurry calculates results for both historical data as well as data moving forward §  Funnels can be filtered by user segments, app versions, and specific times to gain more precise insight VIEW MENU SERVED SELECT HOTEL CLICKED ENTER PAYMENT CONFIRMED HOTEL CONFIRMED CONFIRMED
  40. 40. 40 Yahoo Confidential & Proprietary Activate – Usage & Events Are users converting along the key paths in your app?
  41. 41. Yahoo Use Case 2 (Yahoo News App) – Event Funnel 1,745 650 220 41 Yahoo Confidential & Proprietary
  42. 42. Yahoo Use Case 2 (Yahoo ) – Event Funnel 42 Yahoo Confidential & Proprietary ” “ “ ” “ ”
  43. 43. PicCollage Flurry Analytics 43 Yahoo Confidential & Proprietary 1. 2. Flurry Funnel Analysis PicCollage iOS/Android PicCollage Pre Post
  44. 44. Measure your success in 3 dimensions 44 Yahoo Confidential & Proprietary §  Are you able to optimize user acquisition spend? §  Are users converting along the key paths in your app? §  Are users retained?
  45. 45. Retention Are users retained? 45 Yahoo Confidential & Proprietary §  Flurry retention metrics include Return Rate (e.g, static retention), Rolling Retention, and Recent Users §  The Return Rate chart above includes a heat map to compare by install date cohort Compare return rate by months since install
  46. 46. Whoscall Flurry Analytics Retention 46 Yahoo Confidential & Proprietary 1. 2. Flurry (Event Reporting) Whoscall Whoscall App Whoscall (Retention) (Rolling Retention) App
  47. 47. Use Crash Analytics to Improve Customer Satisfaction 47 Yahoo Confidential & Proprietary §  Flurry Crash Analytics tracks errors and crashes by device, app version, firmware, and time. §  View full stack traces to gain insight into specific lines of code causing crashes and errors, even if your stack traces are de-symbolicated ›  Flurry partners with Plausible Labs to provide Instant Symbolication for iOS apps
  48. 48. 48 Yahoo Confidential & Proprietary Superimpose Superimpose is the most popular photo editing app for photo blending/layering on iOS and Android platforms. Millions of photos are created with Superimpose every month. CASE STUDY II
  49. 49. 49 Yahoo Confidential & Proprietary “In 2014, we had a major update of Superimpose on iOS. That unfortunately resulted in a show stopper crash affecting around 20% of our users. User rating started dropping, impacting our sales.” Before We received the crash log (the call stack). It was a crash due to a null pointer. Superimpose ResultsWith Flurry Fix and update the app issue root cause understanding proper fix in sight instrumented Flurry events and parameters at suspected locations of the code and updated the app
  50. 50. “This change helped us decrease the errors numbers by 80%+.” GOALS KPIs EVENTS Lower the crash rate Crash rate suspected locations of the code Superimpose
  51. 51. Analytics 101 – 3 key building blocks 51 Yahoo Confidential & Proprietary Know the data Identify your Most valuable users Measure success https://developer.yahoo.com/flurry/docs/analytics/
  52. 52. Concluding thoughts 52 Yahoo Confidential & Proprietary Collect the right data early on1 Know your MVU’s and focus on acquiring these key segments 2 Conduct on-going assessment of goals and progress 3
  53. 53. Knowledge Base/ Resources for YOU Flurry 洞察:洞察與分析 Data-drive mobile product growth/ 數據導向⾏動產品成⻑ Mobile analytics guidebook (Slideshare) http://goo.gl/7XAf1S Yahoo developer site (Global site 中⽂版) developer.yahoo.com flurrymobilechinese.tumblr.com Facebook group
  54. 54. Agenda 54 Yahoo Confidential & Proprietary §  Mobile analytics basic § Product growth basic
  55. 55. Why product growth? 55 Yahoo Confidential & Proprietary DAU’s growth: +XX% QoQ/YoY
  56. 56. What’s growth? 56 Yahoo Confidential & Proprietary
  57. 57. What’s a “Growth Hacker”? "a person whose TRUE NORTH is GROWTH. Everything they do is scrutinized by its potential impact on SCALABLE growth.“ - Sean Ellis, Founder of GrowthHackers.com
  58. 58. When is the best timing? Stacking the Odds Product/Market Fit Scale Growth
  59. 59. Retention Source: Growth (Alex Schultz) https://www.youtube.com/watch?v=n_yHZ_vKjno
  60. 60. How to implement? 60 Yahoo Confidential & Proprietary People Process Culture
  61. 61. 61 Yahoo Confidential & Proprietary Cumulative installs Current installs Active installs Engagement Buyers Daily Installs Daily Uninstalls 1,000,000 10,000 400 200,000 20% Awake 5% Conversion 4% XXX XXX Illustrate
  62. 62. 62 Yahoo Confidential & Proprietary Cumulative installs Current installs Active installs Engagement Buyers Daily Installs Daily Uninstalls Download (MKT) DAU (Product) GMV (sales) Illustrate
  63. 63. How to implement? 63 Yahoo Confidential & Proprietary §  Cross-functional, integrated team where every idea is equal ›  Product ›  Marketing ›  Engineering ›  Design ›  Data Insights ›  Sales/CMs ›  + Partner with other teams (i.e. PR) People Process Culture
  64. 64. How to implement? 64 Yahoo Confidential & Proprietary People Process Culture Ideation Prioritize backlog Launch Tests Capture learning focus on critical experiments that creates impact
  65. 65. DAU New user (Download) Retained user GMV Fixed Conversion % DAU as north star
  66. 66. Acquisition channels Paid Online Social Facebook LINE Non-social App Store Search Display network Others XXX Offline Self-host Host by others Non-paid Online Direct to App Store Indirect to App Store Yahoo network Direct XXX XXX XXX React XXX XXX XXX Yahoo Search Non-Yahoo network Facebook XXX XXX LINE XXX XXX Google Search Others XXX Offline Host by others Self-host Ideation
  67. 67. How to increase XXX DAU? with XXX App Without XXX App Yahoo users Not Yahoo users XXX users Not XXX users PC XXX users Others (PC XXX users or have YYY App) Heavy Regular Infrequent Ideation
  68. 68. Each conversion channel breakdown master sheet 68 Yahoo Confidential & Proprietary Source: https://medium.com/mobile-growth/2015-the-mobile-growth-stack-revised-58f5d11d43f3#.g2lai27pv
  69. 69. Touch points Organic: ASO, Google SEO, GG/ SB, Facebook, LINE Paid: media buy, SEM…etc. Google Play/ App Store Acquisition Activation GMVRetention Activation Funnel Getting users to the AHA moment ASAP Conversion Funnel Convert users to seller or buyer to contribute GMV Core value Delivering core product value AEAP Goal (examples) -  FB: 7 friends in 10 days -  Twitter: follow 30 people Goal (examples) -  DAU/MAU = 50% -  Day 7 retention = +10% Goal (examples) -  Seller or buyer/users = 65% -  Match rate = 80% Touch points Organic: ASO, Google SEO, GG/SB, Facebook, LINE Paid: media buy, SEM…etc.
  70. 70. Prioritize backlog by ICE score 70 Yahoo Confidential & Proprietary § Assign 1 – 10 score for impact, confidence and Ease (10 best) •  Impact: If it works, what is potential impact? •  Confidence: Evidence that it will work? •  Ease: How easy is it to test your hypothesis? Source: Sean Ellis, Growthhackers.com
  71. 71. Team meeting discipline 71 Yahoo Confidential & Proprietary §  15 min: KPI review & update focus area §  10 min: Review last week’s testing sprint §  15 min: Key lessons learned from analyzed tests §  15 min: Select tests for this week’s sprint §  5 min: Check growth of idea backlog Source: Sean Ellis, Growthhackers.com
  72. 72. How to implement? 72 Yahoo Confidential & Proprietary § Equip with growth mindset § Speed § Data-driven approach People Process Culture
  73. 73. Some of the examples of experiments 73 Yahoo Confidential & Proprietary PC users conversion added X,X00+ new apps users Re-activate Notification Added X,X00+ users to turn on notification EDM campaign XX%+ open rate ( 4.4%) App promotion Increased daily installs by X00%+ by adjusting the frequency
  74. 74. 74 Yahoo Confidential & Proprietary A Wikipedia page will tell you that it’s “a process of rapid experimentation across a range of marketing channels to identify the most effective ways to grow a business.” Although definitely true, growth hacking is so much more… It’s a mindset. A skillset. An approach. A strategy. A vision. Source: http://www.growthtribe.io/blog/what-is-growth-hacking-back-to-basics/
  75. 75. Look forward to exchange learning J 75 Yahoo Confidential & Proprietary Roger Lo rogerlo@yahoo-inc.com

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