Krystle Kopacz, Digital GM at a committed lean-forward journalism brand, discusses mobile audience and analytics. She notes that 50% of their traffic comes from mobile, 70% of mobile traffic is from apps, they get over 500 app downloads per day, and they use push notifications. She outlines eight steps they took to drive over 40,000 app downloads, including building for mobile, being first or best, converting existing mobile users, and using editorial opportunities to promote the app. She also discusses the mobile analytics they track and the importance of listening to and acting on user feedback. Kopacz closes by mentioning some concerns that keep her up at night, such as in-app data and advertising models.

1. MOBILE AUDIENCE & ANALYTICS
KRYSTLE KOPACZ, DIGITAL GM

2. COMMITTED TO LEAN-FORWARD JOURNALISM BRANDS

5. “
PEOPLE
DON’T KNOW
WHAT THEY
WANT UNTIL
YOU SHOW IT
TO THEM
STEVE JOBS
Thank
you
to
Flickr
user
Joi

10. THIS IS WHAT HAPPENS WHEN
THE GOVERNMENT SHUTS DOWN
Mobile numbers skyrocket:
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50%+ of traffic from mobile
70% mobile traffic from apps
500+ downloads per day
Push notifications as a service

11. HOW WE DROVE 40,000 DOWNLOADS
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Build for mobile.
Be first. If not first, best.
Convert existing mobile traffic.
Use every editorial opportunity.
Watch the numbers, replicate.
Use good ratings in advertising.
Don’t underestimate word-of-mouth.
Don’t forget about Android.

12. WHAT WE TRACK
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Downloads & what caused them
Most popular content & pages
Unique behavior
App depth & frequency
Attrition rate
Devices used
Push notification results
User ratings & feedback

13. REVIEWS ARE ANECDOTAL, BUT
DATA ALL THE SAME
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Create easy feedback loops
Respond to feedback
Listen to feedback
Fix issues immediately

14. THINGS THAT KEEP ME UP AT NIGHT
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In-app data & registration
Advertising model
Publishing model
Retaining talent
Building on a fault line

15. THANK YOU!
@KRYSTLEKOPACZ