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Stop Debating, Start Measuring
1) Mobile is replacing the web, with over 6.5 billion mobile subscribers globally now compared to only 2.5 billion internet users. 2) To keep up with the fast pace of mobile, companies need to adopt a minimum viable product approach focused on continuous learning through measurement of user behavior and feedback. 3) Key mobile metrics that every company should track include acquisition, engagement, retention, conversion, and quality to understand user experiences and drive faster optimization of their mobile products and strategy.
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Stop Debating, Start Measuring
- 1. Stop Debating, StartMeasuring How UserAnalytics Change Lifecycle Speed and Output JEFF HAYNIE, CO-FOUNDER & CEO @appcelerator
- 2. THE ELEPHANT INTHEROOM What the business will pay for. Mobile is replacing the web.
- 3. 7,095,476,818 TOTALWORLD POPULATION 2,484,915,152 INTERNETUSERS 6,572,950,124 MOBILE SUBSCRIBERS 48%52% URBANRURAL 35% INTERNET PENETRATION 93% MOBILE PENETRATION SOURCE: We Are Social. wearesocial.sg.JANUARY 2014
- 4. 2013 20142008 201120092010 20122007 Mobile out-ships desktop iPad released More mobile devices than people iPhone released Apple: most valuable co. Android 1.0 A BRIEF HISTORY OF THE MOBILE SHIFT
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- 6. DUMBTERMINAL (WITH BETTER GRAPHICS) ANTICIPATORY,PARTICIPATORY POCKET DEVICE WHICHWOULDYOU CHOOSE?
- 7. “Do as Isay.” “Do as I say.” MOBILE IS BUILT ON INTUITIVE USER EXPERIENCES
- 8.
- 9. “Saturday and Sunday,we’re masters of the universe. But Monday through Friday we’re dweebs.” – GEOFFREY MOORE AUTHOR, CROSSING THE CHASM AND ESCAPE VELOCITY
- 10.
- 11. THERE’S ONLY ONE“U” C B2C B B2B E B2E U BUSINESS-TO-USER
- 12. “Delight is thenew normal.” – GEOFFREY MOORE AUTHOR, CROSSING THE CHASM AND ESCAPE VELOCITY
- 13. DELIVERA BETTER EXPERIENCE… ACROSSAN EXPLOSION OFDEVICES & OSs… FASTER THAN EVER THE DELIVERY DILEMMA
- 14.
- 15. ADOPT AN M.V.P.MINDSET BuildLearn Measure OPTIMIZE FOR CYCLETIME Ideas CodeData Reis, Eric. The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. MINIMUMVIABLE PRODUCT Allows a team to collect the maximum amount of validated learning about customers with the least effort.
- 16. “Without an effectivemeasurement capability, it really doesn’t matter how fast you can release – you’re still shooting into the darkness .” – FORRESTER FORRESTER RESEARCH INC., ”MEASURING MOBILE APPS”, DEC. 2013.
- 17. TOO LITTLE,TOO LATE “AMAZINGAPP.love it!” “worst thing since ‘basic instinct 2’…” Disapprove designed by Jevgeni Striganov from the Noun Project
- 18. vApp stores: goodfor distribution, not so good for diagnostics. WHAT’STHE PROBLEM?: Performance? Stability? Installation? Frustration with a specific use case? Confusing design? Something else?
- 19. “User commentary isa lagging indicator. By the time a company has uncovered and diagnosed poor user sentiment, users have abandoned the app in droves and moved on.” "AREYOU EXPERIENCED? MEASURING SUCCESS INTHE NEW MOBILE ECONOMY."TNW, JAN. 2014.
- 20. A MOVE FROMLAGGING TO LEADING INDICATORS
- 21. OWNINGTHE EXPERIENCE ENGAGMENT ACQUISITION RETENTION CONVERSION QUALITY The fivemobile metrics no company should be without.
- 22. v Mobile Metric1: ACQUISITION VARIABLE: Installs ANSWERS: How many new users did I acquire? How many devices are receiving my push notifications? INSTALLSOFOUR APP INSTALLS OF THE COMPETITION
- 23. An install byitself does not equal an engaged user. SO… BUT:
- 24. v Mobile Metric2: ENGAGEMENT VARIABLE: Average session length ANSWERS: Who is using my app? Where are they using my app? How many times did users open my app? How long do users spend in my app?
- 25. v Mobile Metric3: RETENTION VARIABLE: Number of active users divided by total installs ANSWERS: How many unique users per day or week are using my app? How many of last week’s user did I keep this week?
- 26. v Mobile Metric4: CONVERSION VARIABLE: User exit points in the critical business process of the app ANSWERS: How many users who begin a process actually get through to completion? When and where do they drop out? LOGIN SELECT MERCHANDISE CHOOSE PAYMENT CONFIRM & SUBMIT
- 27. v Mobile Metric5: QUALITY VARIABLE: Ratio of app crashes to app sessions ANSWERS: How common are app crashes? Where do users encounter crashes? How many crashes do I have to fix?
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- 29. • Over 10,000mobile workers maintaining properties • More than 2 million property inspections a month LARGEST PRIVATELY HELD MORTGAGE FIELD SERVICESCOMPANY DRIVING MOBILE PRODUCTIVITY
- 30. HOW ALL OURDASHBOARDS SHOULD LOOK 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % Inspections Orders via Mobile Device ANALYTICS INTRODUCED TARGET
- 31. TO MEMORABLE, MEASURABLEEXPERIENCES
Editor's Notes
- #3 Mobile is replacing the web.You may agree, disagree, or violently disagreeBut Ithink this is the elephant in the room. It’s happening right in front of our eyes, but many of us are simply ignoring it.
- #5 -----iPhone – June 29 2007Android: Android 1.0, the first commercial version of the software, was released on 23 September 2008iPad – Jan 27, 2010Outships: Dec 2010> People: Cisco 2013Apple: http://www.bloomberg.com/news/2011-08-09/apple-rises-from-near-bankruptcy-to-become-most-valuable-company.html Aug 10 2011
- #6 The natural question is why is this happening and why is it happening at such an unprecedented paceHow is it possible that the iPad, a completely new device, could singlehandedly wipe out the entire netbook market overnight and exceed PCs shipments in less than 5 years.
- #7 Here’s a simple way to look at it. Which would you choose:We obviously know the answer because you have chosen, but let’s go a little deeper
- #8 The truth is that the PC was never “personal”. It requires users to conform to it. Both the computer and it’s applications are not intuitive. Training is often required.Contrast that with new mobile devices. They conform to us. They are truly personal devices that are an extension of “me”. They are always with us and they offer seamless, intuitive user experiences The key point is that we mobile is driving a fundamental shift in user experience.The impact of this shift cannot be overstated. The picture on the right is a sign of what’s coming. I have a two year old daughter. When she was 1 she wanted to play with our iPad. I was completely astonished when I saw that she was able to unlock the iPad with a swipe, and she immediately started swiping through the pages of apps and touched the one that looked interesting.For her generation and even those slightly older, this is the world they expect. This is a generation that does not use email at all except to write thank you notes to friend’s parents.
- #9 Imagine a Millenial using an SAP procurement system – this is what you would get.The younger generation doesn’t walk around with two sets of expectations related to experience – they have one.
- #10 Here’s quote from Geoffrey Moore the author of Crossing the Chasm. It highlights the reality that we are treated one way as consumers and another way as employees.Why is this?
- #11 We are all familiar with these distinctions: B2C, B2B and B2E.And we’ve always viewed things differently within these contexts, and typically the best experiences have been reserved for the B2C persona.But it’s clear that mobile is at a minimum blurring these lines, but more likely destroying them. At the end of the day, these are all people and they carry the same expectations with them regardless if they are at home or at work.These in effect have become dead distinctions
- #12 Mobile is driving an entirely new distinction: B2UI think this is an important mind shift that we all need to make. The old distinctions will lead to the same old results and simply will not fly in the world of mobile.A B2U mindset is one that works to create exceptional experiences for all interactions, internal or external. It’s a mindset that applies fresh thinking to all existing processes even the boring ones.
- #13 I think this quote from Geoffrey Moore says it all.Delight is the new normal. Exceptional experiences are quickly becoming table stakes.For those that take this seriously, mobile will prove to be an amazing opportunity. For those that don’t, it will prove to be an significant threat.
- #21 The first thing to understand is how is mobile different from the web from an analytics perspective.At the most simple level, mobile introduces some new things to think about like user location, user motion, device type, app version, app launches, os version, device orientationBut it has also made capabilities like Funnel Analysis and Cohort analysis must-haves.Funnel analysis allows you to establish a desired flow within an app and measure conversions – how many people successfully completed the flow and for those that did not where did they drop offThis information is invaluable for determining ROI and figuring out what steps in your app flow need to be improved.Cohort analysis allows you to view key metrics across a class of users, so you can easily track the impact of changes in your app to specific user segments.Delivering and constantly improving user experience requires actionable insights.
- #22 From a business metrics standpoint, I would focus on 5 key metrisc:Acquisition. This metric represents reach or how many users have used your appEngagement. How engaged are your users. How long do they stay in the app. What features do they use/not useRetention. Do you users come back. How often do they come back: daily, weekly, monthlyConversion. This is about the % of users that complete key use cases in your app. This is absolutely critical to measuring ROI and identifying where and why users do not convertQuality. Does your app crash. If so, how often and on which platforms. What is causing the crash. What is the load time of the app. If it’s too long users will simply delete your app.IT should be thinking about how to offer these metrics to their customers