Engage 2013 - Mobile Measurement Tactics


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Engage 2013 - Mobile Measurement Tactics

  1. 1. Mobile Measurement Paul LawbaughProgram Manager, Webtrends
  2. 2. Agenda•  Mobile SDKs: Intro and Howto•  Anatomy of modern apps•  Hybrid Content•  Cross-channel Visits•  Reports and Dashboards•  Top 5 take-aways
  3. 3. Mobile Measurement with Analytics 10INTRODUCTION
  4. 4. Insight Across Your Digital Channels""Reporting and analytics data for all of your channels (standard/mobile web,mobile apps, social, etc…) should be available within a single tool
  5. 5. Data Beyond The Tag""Ecosystem data from 3rd party sources (bit.ly, Twitter, Facebook, iTunes,YouTube, etc.) should be integrated with your 1st Party data"
  6. 6. Mobile Strategy: Common Areas of Focus!•  Monitoring of adoption and top line performance!!•  Assessing top drivers of traffic and refining the site/app to increase traffic from those channels!!•  Prioritizing design/implementation decisions based on device data!!•  Optimizing the user experience to decrease abandonment!!•  Personalizing the mobile site/app to increase engagement and lift!!"
  7. 7. Mobile Strategy: Questions & Data Points! Are people finding and using your Mobile properties?" ü  Downloads! ü  Total Users/Visitors! ü  Active User/Visitor Rate! ü  New VS Returning Users/Visitors! How engaged and loyal are your Mobile users?" ü  Visit/Session Frequency! ü  Visit/Session Depth! ü  Visit/Session Duration! ü  Bounce Rate! Are your Mobile users engaging in high value activities?" ü  User/Visitor Characteristics! ü  User/Visitor Segments! ü  Key User Activities! How do you retain users and encourage usage?" ü  Stickiness! ü  Feature Usage! ü  Traffic Drivers! ü  User/Visitor Feedback!
  8. 8. Mobile Measurement with Analytics 10MOBILE SDKS
  9. 9. developer.webtrends.com > “Data IN” > “Mobile App SDKs”
  10. 10. Platforms•  iOS (iPad and iPhone)•  Android (1.6 and up)•  Blackberry (Java)•  Windows Phone 8 (and 7)
  11. 11. Convenience Methods
  12. 12. Configuration Settings
  13. 13. iPhone Step 1: Import Library
  14. 14. iPhone Step 2: DCS ID
  15. 15. iPhone Step 3: Import Frameworks
  16. 16. iPhone Step 4: App Delegate Insert “Super” in AppDelegate.m -- see “SDK - iPhone Code Snippets.rtf”
  17. 17. iPhone Step 5: Convenience MethodsInsert Convenience Methods for more advanced events as desired See Paul’s “SDK – iPhone Code Snippets.rtf” for examples
  18. 18. Mobile Measurement with Analytics 10CROSS-CHANNEL &HYBRID APP MEASUREMENT
  19. 19. What is a Hybrid Mobile App? Hybrid Native + Mobile Web Hybrid apps run inside a native container, and leverage the device’s browser engine to render the HTML and process the JavaScript locally.© 2012 Webtrends, All Rights Reserved. | 19
  20. 20. Hybrid Mobile App Benefits ü  Faster time to market and reduced cost. ü  Less native coding required ü  HTML5 developers are typically easier to find and less expensive than native developers. ü  A reduction in native coding usually results in more reusable code across platforms as the HTML5/JS/CSS code base can be utilized across platforms. ü  Maintenance costs are usually lower. ü  App update approval submissions can often be dramatically minimized. ü  The web-to-native abstraction layer enables access to device capabilities that are not accessible within mobile web applications, such as the accelerometer, camera and local storage.© 2012 Webtrends, All Rights Reserved. | 20
  21. 21. Measurement Challenges ü  Both sets of data cannot always be collected and/or combined. •  Native: Measurement is usually handled via SDKs •  Mobile Web: Measurement is typically handled via JavaScript Tagging ü  When you can collect both data types, the IDs are usually not synced up. ü  The end result is either missing data or the inability to tie the data together when you are able to collect both. ü  When you cannot tie that data together, you are not getting a true picture of what is happening within your hybrid apps or with the traffic that is flowing between your mobile experiences.
  22. 22. Hybrid/Cross-Channel Analytics!Anatomy of a Modern App!
  23. 23. Hybrid/Cross-Channel Analytics!Anatomy of a Modern App! Red Text = Hybrid Content Blue Text = Cross-Channel Scenario
  24. 24. Hybrid/Cross-Channel Analytics!Anatomy of a Modern App! Search Suggestion WebView Content Text, Content, Messaging Images, Maps, Video
  25. 25. Hybrid/Cross-Channel Analytics!Anatomy of a Modern App! Search Suggestion WebView Content Text, Content, Messaging Images, Maps, Video Matching User and Session ID across App and web requests
  26. 26. Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together!User starts on Web:Groupon, m., emailor other site.
  27. 27. Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together!Link click(1st or 3rdparty)launchesmobile app
  28. 28. Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together! Content Relevant in Mobile AnalyticsLink click(1st or 3rd Cross-channel Conversionparty) Details: hotel chain, imagelaunches selection or hotel featuresmobile app
  29. 29. Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together! Conversion Event Which elements influence conversion? VDM profiles user segment for optimize & targeting
  30. 30. Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together! WebView or online checkoutUser sessionmust matchfromacquisition -conversion
  31. 31. Cross-channel JavaScript
  32. 32. App ReferralsWT.fr on conversion eventsWebtrendsDataCollector.firstReferrer()iOS Launch referraldidLaunchWithOptionsRegister CURL (custom URL)info.plist > add url > reverse domain conventionmyapp://
  33. 33. True Visitor Level Data & Segmentation""The collection of visitor attributes/events and the ability to score, segment,and ultimately act upon data at the individual level is one of the keys to truesuccess across your channels"
  34. 34. Privacy Concerns & Solutions ü  Default to most private: randomly generated ID ü  Device ID optional ü  Apple’s deprecation of UDID and MAC addresses due to inability of users to control how they are being profiled ü  Recommended Approaches: ü  Be transparent in your policy. Make sure your privacy policy is accurate and up to date. ü  Use a app specific ID if you do not need cross app identification. ü  If you do need to use a cross app/platform identifier, do not use a device specific ID that cannot be cleared by the end user. ü  Always provide an easy opt-out option.
  35. 35. Digital Measurement with Analytics 10DASHBOARDS AND REPORTS
  36. 36. Custom Reports
  37. 37. Custom Reports
  38. 38. Webtrends & 3rd Party Data for Mobile Spaces• What’s Included?! »  Key Metrics ! •  Downloads! •  Revenue! •  Updates! •  Installs! •  Ratings! »  Break-Out Reports! •  iOS Ratings! •  iOS Sales + Trends! •  GP Installs: App Versions! •  GP Installs: Carriers! •  GP Installs: Countries! •  GP Installs: Devices! •  GP Installs: Locales! •  GP Installs: OS! •  GP Sales: Cities! •  GP Sales: Countries!
  39. 39. Mobile Measurement with Analytics 10CUSTOM DATA WITHDATA COLLECTION API
  40. 40. Sample App – Data Inhttp://developer.webtrends.com/docs/DOC-1205
  41. 41. DC API HowTo•  An example walkthrough using Fiddler follows the step details•  DC Requests follow our Open Exchange REST precedent:•  http://dc.webtrends.com/v1/[DCS ID]/events.svc?dcsformat=plain
  42. 42. DC API HowTo•  Address: dc.webtrends.com•  Version: v1 (when we release new versions, previous will remain active)•  DCS ID: [A valid WebTrends DCS ID] - If you are testing/debugging, create a test DCS data source•  DCSFormat: plain, XML “Format” specifies the return request format You still need a request header to ID the POST data•  [optional] DCSVerbose=true
  43. 43. DC API HowTo Step 1: Form a Base DC Request with your DCSID:•  http://dc.webtrends.com/v1/ dcst2axhq00000oqoz417slqm_2m2n/events.svc? dcsformat=plain&dcsverbose=true
  44. 44. DC API HowTo Step 2: Header Content•  You will also need to specify in the request header the format of the POST data you are sending.•  Currently we are only supporting text formatted data (no XML in the POST body just yet):•  Content-Type: application/x-www-form-urlencoded
  45. 45. DC API HowTo Step 3: Form the content of the POST•  “Core” Required Params in POST body:•  •dcsuri= (URI stem)•  •dcsua= (useragent string)•  •WT.ti=[pagetitle]•  •WT.co_f= one of the several visitor ID parameters WebTrends supports (see docs for full details)•  •WT.tz=-8 (time zone) this is optional but a good practice•  •WT.co=yes this is a fixed value needed to validate the hit Put all of these parameters into a single & joined string like: dcsuri=apphome.php&wt.ti=Home%20Page&dcsua=android... Remember to URL encode special characters you want to include in the values like spaces = %20.
  46. 46. DC API HowTo Step 4: Testing in Fiddler•  Fiddler is a free open source tool for sending and monitoring http and other protocol requests.•  Our use case is to allow you to send a POST and easily view the return response from the WebTrends server•  Get Fiddler2 @ http://www.fiddler2.com/fiddler2/version.asp•  Open Fiddler•  Click on the "Request Builder" tab•  Insert the data from Steps 1-3 as created above•  Click execute
  47. 47. DC API HowTo Step 5: Debug the Results•  Double click on the results shown in the Web Sesssions window after you execute the request.•  The details it will show include the full POST you made, the header sent and a parsed return from the server.•  One of the details WebTrends returns is a version and build number in case you are running into trouble with a beta server
  48. 48. Additional Parametershttps://developer.webtrends.com/community/dc/blog/2011/02/03/preview- how-do-i-create-my-own-sdk-for-platform
  49. 49. Top 5 Take-Aways!Mobile App SDKs•  App Analytics are critical part of ROI strategy•  Use Webtrends Convenience methods: content views, search, ads, products, etc.)•  Create Cross-channel ROI strategy (site, to app, to site)•  Evaluate your hybrid content needs (embedded webviews, images, etc. in native apps)•  Add some custom reports!
  50. 50. Thank You paul.lawbaugh@webtrends.com blogs.webtrends.com @portland_friend
  51. 51. Rate Session &Speakers/Panelists