Engage 2013 - Mobile Measurement Workshop


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Engage 2013 - Mobile Measurement Workshop

  1. 1. Engage 2013 Mobile Workshop Paul Lawbaugh & Dash Lavine
  2. 2. Agenda•  Mobile SDKs: Intro•  Advanced Analytics Events & Howto•  Cross-channel & Hybrid Apps•  Custom Data with Data Collection API
  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. Flexibility""You should not be forced to make decisions that lead to uncaptured orunanalyzed data, especially when it comes to key events"
  7. 7. 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"
  8. 8. Data Privacy""Protection of your customer data is of extreme importance, especially asdata and devices becomes increasingly personal"
  9. 9. 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!!"
  10. 10. 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!
  11. 11. Mobile Measurement with Analytics 10MOBILE SDKS
  12. 12. developer.webtrends.com > “Data IN” > “Mobile App SDKs”
  13. 13. Platforms•  iOS (iPad and iPhone)•  Android (1.6 and up)•  Blackberry (Java)•  Windows Phone 8 (and 7)
  14. 14. Convenience Methods
  15. 15. Configuration Settings
  16. 16. iPhone Step 1: Import Library
  17. 17. iPhone Step 2: DCS ID
  18. 18. iPhone Step 3: Import Frameworks
  19. 19. iPhone Step 4: App Delegate Insert “Super” in AppDelegate.m -- see “SDK - iPhone Code Snippets.rtf”
  20. 20. iPhone Step 5: Convenience MethodsInsert Convenience Methods for more advanced events as desired See Paul’s “SDK – iPhone Code Snippets.rtf” for examples
  21. 21. Mobile Measurement with Analytics 10CROSS-CHANNEL &HYBRID APP MEASUREMENT
  22. 22. 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. | 22
  23. 23. 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. | 23
  24. 24. Measurement Challenges ü  Many point solutions often focus on just mobile apps and not mobile web. 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.
  25. 25. Privacy Concerns & Solutions ü  You should always ensure you are focused on safety and privacy when it comes to your users’ data. Data ownership/ control of data and customer opt-out preferences should not be overlooked. ü  The use of certain identification methods is often problematic from a privacy standpoint. ü  Apple’s deprecated UDID and MAC addresses are two great examples as the user often has no control over whether or not their data can ever be cleared (as both of those ID types are device specific IDs). ü  Recommended Approaches: 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  Make sure your privacy policy is accurate and up to date. ü  Always provide an easy opt-out option.
  26. 26. Measurement Solution Webtrends Hybrid SDK ü  Privacy compliant default app specific Visitor ID. ü  Custom Visitor ID override method should you want to use another method such as your own ID or something like SecureUDID. ü  Automatic Visitor ID syncing for webview content and mobile web to mobile app (or vice versa) traffic. ü  Easy, developer friendly convenience methods to automatically populate advanced custom reporting (in-app purchases, searches, video, etc…). ü  Built-in single line of code opt-out. Decoupled Data Collection/Analysis & Advanced Reporting ü  Allows for unlimited combinations of data and customizable roll-up reporting. ü  True big data collection/analysis at scale. ü  Large collection of mobile specific spaces, dashboards and standard report sets. ü  Unlimited custom variables and unmatched custom reporting flexibility. ü  Integrated 3rd Party Data (iTunes Connect, Google Play, etc…).
  27. 27. Hybrid/Cross-Channel Analytics!Anatomy of a Modern App!
  28. 28. Hybrid/Cross-Channel Analytics!Anatomy of a Modern App! Red Text = Hybrid Content Blue Text = Cross-Channel Scenario
  29. 29. Hybrid/Cross-Channel Analytics!Anatomy of a Modern App! Search Suggestion WebView Content Text, Content, Messaging Images, Maps, Video
  30. 30. 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
  31. 31. Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together!User starts on Web:Groupon, m., emailor other site.
  32. 32. Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together!Link click(1st or 3rdparty)launchesmobile app
  33. 33. 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
  34. 34. Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together! Conversion Event Which elements influence conversion? VDM profiles user segment for optimize & targeting
  35. 35. Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together! WebView or online checkoutUser sessionmust matchfromacquisition -conversion
  36. 36. Cross-channel JavaScript
  37. 37. App ReferralsWT.fr on conversion eventsWebtrendsDataCollector.firstReferrer()iOS Launch referraldidLaunchWithOptionsRegister CURL (custom URL)info.plist > add url > reverse domain conventionmyapp://
  38. 38. Mobile Measurement with Analytics 10CUSTOM DATA WITHDATA COLLECTION API
  39. 39. Sample App – Data Inhttp://developer.webtrends.com/docs/DOC-1205
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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.
  45. 45. 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
  46. 46. 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
  47. 47. Additional Parametershttps://developer.webtrends.com/community/dc/blog/2011/02/03/preview- how-do-i-create-my-own-sdk-for-platform
  48. 48. Digital Measurement with Analytics 10DASHBOARDS AND REPORTS
  49. 49. Custom Reports
  50. 50. Custom Reports
  51. 51. 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!
  52. 52. Sessions You Must See•  Tues @ 11am : Webtrends Customer Showcase: Success with Analytics On Demand –  3M, Orbitz, Thomson Reuters•  Tues @ 3pm: Mobile Measurement Strategy –  Zinio•  Wed @10am: What to Measure in Social –  Susan Ettlinger – Altimeter –  John Lovett – Web Analytics Demystified
  53. 53. Thank You paul.lawbaugh@webtrends.com blogs.webtrends.com @portland_friend
  54. 54. Rate Session &Speakers/Panelists