Mobile analytics is challenging due to differences from web analytics. Session tracking relies on device IDs rather than cookies, and measurement focuses more on engagement than page views. Unique visitors are difficult to measure for mobile. When evaluating mobile analytics products, considerations include dashboard views, specific analysis needs, integration capabilities, and pricing models. Campaign management functionality built into products is also important. There are over 40 mobile analytics products available.

1. MARSHALL SPONDER
FASHION INSTITUTE OF TECHNOLOGY
WEBMETRICSGURU INC

2. Mobile is creating big challenges
and opportunities.

3. Differences You Need To Know About
WEB ANALYTICS MOBILE APP ANALYTICS
Session tracking done primarily thru cookies
and Javascript
Session tracking done primarily thru UDID
(Android) and with sessions (iOS)
Human user interface is keyboard and
mouse based
Human user interface is gestural and touch-
based
Web measurement model is centered
around page views, referrals, search, and
visits
Measurement model is less about referrals
and search and more about engagement
and loyalty
Unique visitors are tied to individual or
server IP addresses
Unique visitors are difficult if not impossible
to measure; instead we look at sessions

4. How to Evaluate Products
• Dashboard view
• Support for specific analyses you need
• Ability to get to go beyond vanity metrics with more emphasis on engagement and
ultimately revenue
• Referral code for campaign tracking
• Integration – how easy or hard it is – particularly with the other data sources that matter to
you
• Pricing model – FREE generally means free but Enterprise products are priced differently –
on purpose
• Worry more than a little about the cross device problem

5. Best Practice:
Chose A Product That Includes Campaign
Management Functionality Built In

6. Easily 40 Analytics Products Specific To Mobile

7. Configurable
Dashboard
Trend
Analysis
Funnel
Analysis
Cohort
Analysis
Campaign
Analytics
Drill Down
Segments
Cost
Google
Analytics
★★ ★★ ★★ ★★ ★★ N/A Free
Flurry ★★ ★★ ★★ ★★ ★★ N/A Free
Apsalar ★★ ★★★ ★★★ ★★★ ★★★ ★★★ Free
Localytics ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ $95/month
For 1 app
MixPanel ★★★ ★★★ ★★★ ★★★ Unclear ★★★ Enterprise
Model
Kontagent ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ Enterprise
Model
How to Assess Various Mobile Analytics Products

8. Flurry
Free / Market Leader
• Excels at in-application
engagement
• Custom events
What’s Lacking
• Meaningful Segmentation
• Support for Cohort
Analysis
• Customer-centered
Funnels

9. Localytics

10. Enterprise Products

11. Vanity Metrics
• Number of app downloads
• Total number of sessions
• Total number of first time users
DAU – Unique Users

12. For Mobile Applications
• Downloads are not enough
• Need to drive 1x usage – an astounding 25% of people download an app and use it
1x only
• Need to drive 3x usage – what the industry defines as loyalty

13. Mobile is the only media time that is growing
45%$
25%$
17%$
9%$
7%$
4%$
44%$
26%$
16%$
8%$ 8%$
6%$
43%$
26%$
15%$
7%$ 7%$
9%$
42%$
26%$
14%$
6%$
5%$
12%$
38%$
20%$
12%$
4%$
5%$
20%$
0%$
5%$
10%$
15%$
20%$
25%$
30%$
35%$
40%$
45%$
50%$
TV$ Online$ Radio$ Print$ Other$ Mobile$
Source:(eMarketer,(August(2013(
U.S.$Consumer$Media$Consump2on$Share$
2009$ 2010$ 2011$ 2012$ 2013$

14. 0
20
40
60
80
100
120
140
160
Am
azon
eBay
W
al-M
art
Apple
Target
BestBuy
The
Hom
e
Depot
Ticketm
aster
Etsy
Low
es
(Millions)
Source: comScore
Leading Retailers' Digital Audience Popula on
By Device
Desktop Only Desktop + Mobile Mobile Only
Retailers are seeing huge mobile audience gains …

15. Mobile is now ~25% of e-commerce traffic…
PC
Tablet
Smartphone
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Source: Monetate
Ecommerce Website Traffic By Device

16. Over 1/5th of Internet traffic is now from mobile
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dec-08
Apr-09
Aug-09
Dec-09
Apr-10
Aug-10
Dec-10
Apr-11
Aug-11
Dec-11
Apr-12
Aug-12
Dec-12
Apr-13
Aug-13
Dec-13
Source: StatCounter, December 2013
Global Internet Traffic
Desktop Vs. Mobile

17. Mobile video is booming…
0
1
2
3
4
5
6
7
8
2011 2012 2013 2014 2015 2016 2017
MillionsofTerabytesPerMonth
Source: Cisco, 2013
Global Mobile Video Traffic Will Con nue To Surge

18. Pandora
85%
Facebook
65%
Twi er
80%
0%
25%
50%
75%
100%
2008 2009 2010 2011 2012 2013E
%ofTrafficfromMobile
Source: Mary Meeker, Kleiner Perkins, companies, BII es mates
Mobile Usage: Pandora, Twi er, Facebook
Social and music are now mostly mobile

19. Mobile is driving all of Facebook’s revenue
growth
Total Ad Revenue
Mobile Ad Revenue
$ 0
$ 500
$ 1,000
$ 1,500
$ 2,000
$ 2,500
1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13
Millions
Source: Facebook
Facebook Ad Revenues

20. We spend 1 hour a day on our smartphones
Other
10%
Visit Websites
15%
Games
9%
Social Networking
17%
Talk
28%
Text
21%
Breakdown Of The Average Smartphone Owner's
Daily Time-Spend
On Average, U.S. Smartphone Owners Spend 58 Minutes Daily On Their Phones
Source: Experian Marke ng Services, May 2013

21. Source: comScore, Telefonica, Macquarie Capital (USA), December 2011
Each device has a different “prime time”
Share Of Device PageTraffic Over A
Day:

22. ~80% of smartphones run Android
Android
Apple iOS
Microso
BlackBerry
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q3
2009
Q4
2009
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q4
2013
ShareofGlobalUnitSales
Source: IDC, Strategy Analy cs
Global Smartphone Market Share By Pla orm

23. What’s Next?

24. PCs are now small share of connected devices…
Personal Computers
Smartphones
Tablets
Smart TVs
Wearables
0
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,600,000,000
1,800,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E
Units
Global Internet Connected Device Shipments

25. Almost 1 billion smartphones shipped in 2013
Samsung
Apple
Huawei LG
Lenovo
Sony Ericsson
ZTE
Nokia Windows Phone
BlackBerry
HTC
Motorola
Other
0
25,000,000
50,000,000
75,000,000
100,000,000
125,000,000
150,000,000
175,000,000
200,000,000
225,000,000
250,000,000
275,000,000
300,000,000
325,000,000
Q1
2009
Q2
2009
Q3
2009
Q4
2009
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q4
2013
UnitsShipped
Global Smartphone Shipments By Manufacturer

26. WhereWe Are…Devices
• PCs
• Tablets
• Smartphones
• ConnectedTVs
• ConnectedCars
• Wearables
WhereWe’re Going…’Things’
• Smart homes
• Smart cities
• Smart offices
• Smart factories

27. Mobile is enabling new forms of
entertainment, communication,
media, and commerce.

28. Mobile
check-ins
are flat
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11

29. Foursquare
Check Ins
are
dropping
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11

30. CHART:
Android
Browser
Gains In
Global
Mobile Web
Usage
https://mail.google.com/mail/u/0/#search/business+insider/142380352479c6b3

31. CHART:
Android
Browser
Gains In
Global
Mobile Web
Usage
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11

32. Mobile
Services Are
Improving
The Lives Of
Consumers,
And
Rewriting
The Rules
For Online
Marketers
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11

34. Types of
Mobile
Campaigns
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11

35. Users still
research
online but
often prefer
to purchase
in the store,
but that is
changing
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11

36. In the United States, mobile doubled its share of digital ad spend to 15% of the
total.
Ad exchanges, supply-side platforms, and mobile ad networks are all reaching for
scale and the latest ad technology. Increasingly, the lines between them are
blurring.
Programmatic is growing at a fast clip in the United States, 56% annually by some
estimates. And within programmatic, real-time bidding is particularly influential.
The rise of programmatic is leading to a reshuffle of the entire industry. Many of this
year's mergers and acquisitions in mobile ads can be traced to the rise of data-
focused programmatic ad trading.
Many media agencies and media planners are still locked into their comfortable
one-on-one, non-automated relationships with traditional ad
The New Mobile Ecosystem

37. Google Analytics
Mobile App
Analytics tracking
http://www.slideshare.net/bvictor/google-mobile-app-analytics?from_search=24

38. Google Analytics
Mobile App
Analytics tracking
http://www.slideshare.net/bvictor/google-mobile-app-analytics?from_search=24

39. Driving Consumer Insight With Mobile Analytics

40. Remember on Mobile
• Almost all tracking is done with anonymous device fingerprint tracking, which is about 95%
accurate – more so for Android, less so for Apple iOS
• Apple no longer allows tracking by Device ID (UDID) and is expected to disallow tracking by
Mac ID
• The leader in cross device tracking & analytics for mobile is a company called Drawbrid.ge –
worth checking out
• Sources
• http://www.mobilemarketer.com/cms/opinion/columns/12380.html
• http://media.mobileapptracking.com/docs/MAT-App_to_App_tracking.pdf