Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
App Analytics, KPIs and Data
Understanding Your Users for Fun and Prof...
Introduction
23snaps
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
TOP APPS OF 2012
TOP PHOTOGRAPHY APPS
2012
“23sna...
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
What Do You Track?
High level themes to help you decide what data to c...
The Whole
Funnel
Four levels of understanding
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Downloads
Sessions/Regis...
User Acquisition
Who came from where and what
demographic are they?
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Ch...
User Engagement
and Retention
Are your users doing what you
want them to?
Meaghan Fitzgerald – meaghan@23snaps.com – @megf...
Revenue and
Lifetime Value
Are you actually making any
money? From who?
Meaghan Fitzgerald – meaghan@23snaps.com – @megfit...
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
How Do You Track It?
Tools for tracking data and tips for communicatin...
Start-Up
Lower cost, limited usage or
tracking, good for a high level
view. Often driven by an ad
network.
Meaghan Fitzger...
Enterprise
Expensive, deep tracking,
marketing follow up.
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Mixpanel
Foc...
Custom
Dashboards
The DIY tracking solutions
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Ducksboard
Integrated wit...
Decide with
Developers
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Integration
Optimization
Maintenance
Exports
Communicate
Your Tracking
Rationale
Why are you tracking?
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Who
• Will
i...
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
What Do You Do With the Data?
Three ways to make informed choices base...
Marketing to
Existing Users
Get more out of the people
you’ve already acquired
Meaghan Fitzgerald – meaghan@23snaps.com – ...
Attract More of
the Best Users
Find and acquire users like your
top performing audiences.
Meaghan Fitzgerald – meaghan@23s...
Map Desired
User Path
Create Funnel
in Analytics
System
Review
Results
Make Product
Changes
Observe
Changes to
Funnel
Comp...
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Thank You
Q&A
Upcoming SlideShare
Loading in …5
×

Meaghan fitzgerald-23snaps

725 views

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
725
On SlideShare
0
From Embeds
0
Number of Embeds
260
Actions
Shares
0
Downloads
13
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Meaghan fitzgerald-23snaps

  1. 1. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz App Analytics, KPIs and Data Understanding Your Users for Fun and Profit
  2. 2. Introduction 23snaps Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz TOP APPS OF 2012 TOP PHOTOGRAPHY APPS 2012 “23snaps… the Facebook for families.” “23snaps… the Instagram for parents.”
  3. 3. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz What Do You Track? High level themes to help you decide what data to collect.
  4. 4. The Whole Funnel Four levels of understanding Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz Downloads Sessions/Registrations Completes KPIs Profile of People Who Regularly Complete KPIs Vanity Metrics Store Reviews App Page Views Social Media Mentions
  5. 5. User Acquisition Who came from where and what demographic are they? Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz Channel Demographic Cost
  6. 6. User Engagement and Retention Are your users doing what you want them to? Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz Events Retention Virality
  7. 7. Revenue and Lifetime Value Are you actually making any money? From who? Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz Total Revenue Demographics User LTV
  8. 8. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz How Do You Track It? Tools for tracking data and tips for communicating your tracking needs to developers.
  9. 9. Start-Up Lower cost, limited usage or tracking, good for a high level view. Often driven by an ad network. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz Google Analytics Free, robust event tracking; anonymizes and samples data, integrates with the Play Store. Flurry Free , includes industry benchmarking, create custom demographic segments. Apsalar Basic package free. Option to scale to more detailed reporting. Pros Cons Inexpensive Limited tracking Industry Benchmarks No Marketing Follow Up High Usage, Lots of Support No Click Attribution Tied to Ad Neworks Upsight (formerly Kontagent) Free unlimited data storage and limited free marketing.
  10. 10. Enterprise Expensive, deep tracking, marketing follow up. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz Mixpanel Focus on events, not page views, needs significant customization. Incredibly powerful reporting, funnels, cohorts and good marketing automation Localytics Focus on providing real- time views of user analytics, Pros Cons Deeper Insight Expensive Supports Push Marketing Requires Dev Time to Set Up API for Data Export Price Scales Quickly Cross Platform Full Time Job AppsFlyer Only a solution for click attribution for downloads; limited analytics. Enterprise Editions
  11. 11. Custom Dashboards The DIY tracking solutions Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz Ducksboard Integrated with dozens of existing data services, allows you to create custom dashboards. Geckoboard Integrated with dozens of existing data services, allows you to create custom dashboards. Fully Custom Use your own API or server logs to generate custom dashboards for your specific needs. Pros Cons Endlessly Customizable Potentially Significant Development Generally Cheaper Reporting Limited to What You Build Specific to Your Business No Push Marketing You Own the Data
  12. 12. Decide with Developers Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz Integration Optimization Maintenance Exports
  13. 13. Communicate Your Tracking Rationale Why are you tracking? Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz Who • Will implement it? • needs to access the data? What • Are you going to track? • Format does the data need to be in? When • Will people need to be able to access it (real time? Daily? Weekly reports?) Where • Will it be stored? On a third party’s system or will you own a copy in house? Why?
  14. 14. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz What Do You Do With the Data? Three ways to make informed choices based on your business analytics
  15. 15. Marketing to Existing Users Get more out of the people you’ve already acquired Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
  16. 16. Attract More of the Best Users Find and acquire users like your top performing audiences. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
  17. 17. Map Desired User Path Create Funnel in Analytics System Review Results Make Product Changes Observe Changes to Funnel Completion Rate Improve the Product Optimize and improve but beware of false positives. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz !Warning: Be careful to keep reviewing these users against your real KPIs. Does completing your funnel actually result in higher LTV/Retention?
  18. 18. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz Thank You Q&A

×