The presentation by Vincent Baskerville focuses on mobile web analytics, emphasizing the importance of understanding user data to enhance customer experience and business impact. It covers various mobile metrics categories, user behavior, and engagement factors, along with the complexities of tracking user interactions on mobile devices. Baskerville also highlights the significance of real-time data and the challenges posed by device fragmentation in obtaining accurate metrics.

1. Mobile,
Metrics &
Mayhem

2. Web
Analytics
Making sense from data
your users give you
Presentation by:
Vincent Baskerville | @whoisvince

3. vincent baskerville | @whoisvince |

4. realize
your brand nation
prove
guide the business value
listen engage the conversation
on existing networks
to understand
understand the tap into existing harness the power to transform the overall
create an owned hub
social customer social networks drive business impact customer experience
vincent baskerville | @whoisvince |

5. realize
prove your brand nation
enterprise
suite
the business value integration
guide employee
solutions participation
the conversation
KPI dashboards
social marketing
engage community social commerce
on existing networks
listen widgets social support
mobile social innovation
to understand
level up
social media monitoring

6. vincent baskerville | @whoisvince |

7. web metrics
• hover • entry / exit
• clicks • page views
• above / below fold • browsers
• heat maps • operating systems
• page load • network speed
• time on page • ... etc
vincent baskerville | @whoisvince |

8. vincent baskerville | @whoisvince |

9. vincent baskerville | @whoisvince |

10. understand the story 1st
before mining for data
Text
vincent baskerville | @whoisvince |

11. what’s so special
about mobile
• over 1 billion smartphones in use
worldwide
• it took us 16+ years to pass 1 billion, but
only 3 yrs fo the next bill.
vincent baskerville | @whoisvince |

12. what’s so special
about mobile
• 3.2 billion people (46% ofactive cell phone
billion) have *at-least* 1
population of 7
• 800 million without includefew zombies
unemployed, babies and a
elderly, disabled,
vincent baskerville | @whoisvince |

13. mobile web mobile app
Session tracking done primarily through Session tracking done primarily through
cookies & JavaScript UDID / adertisingIdentifier (iOS6)
Measurement model centered around page Measurements focused more on deep
views, referrals, search & visits engagements, nav funnels, up-charges
Unique visitors are tied to server IP Can track ‘anonymous’ users 100% with
addresses or logins accuracy
Things get really, really complicated if using can break down per device; +/- for
media queries Android heavy fragmentation
vincent baskerville | @whoisvince |

14. vincent baskerville | @whoisvince |

15. It’s impossible to get real
time data from a phone
that’s not always on or in
range of a cell tower
vincent baskerville | @whoisvince |

16. Flurry.com
vincent baskerville | @whoisvince |

17. Application
Delegate
#import "Flurry.h"
- (void)applicationDidFinishLaunching:(UIApplication
*)application
{
[Flurry startSession:@"YOUR_API_KEY"];
//your code
}
vincent baskerville | @whoisvince |

18. MixPanel.com
vincent baskerville | @whoisvince |

19. how engaged
are your users
vincent baskerville | @whoisvince |

20. mobile metrics
categories
• content • biz funnels
• user behavior • technical
• people / location • elements / ui
vincent baskerville | @whoisvince |

21. content
• screens • ads
• unique visitors • in-app purchases
• page / layout views • funnels
vincent baskerville | @whoisvince |

22. content
vincent baskerville | @whoisvince |

23. content
vincent baskerville | @whoisvince |

24. content
vincent baskerville | @whoisvince |

25. user behavior
• user paths • frequency
• exits / bounce rate
• touch events
vincent baskerville | @whoisvince |

26. user behavior
vincent baskerville | @whoisvince |

27. people / location
• new / active users • geographic usage
• user segments • session length
• demographics
vincent baskerville | @whoisvince |

28. people / location
vincent baskerville | @whoisvince |

29. engagement
• frequency of visit • duration
• depth of visit
• lifecycle metrics
vincent baskerville | @whoisvince |

30. technical
• devices • benchmarks
• carriers / speed • version adoption
• errors / bugs • os / firmware
• cross-app usage
vincent baskerville | @whoisvince |

31. elements / ui
• a/b tests
• e-commerce
• cta conversions
vincent baskerville | @whoisvince |

32. 3 engagement
load types
Cognitive Visual Motor
vincent baskerville | @whoisvince |

33. Cognitive
in relation to thinking
and the users memory;
high human energy &
attention
vincent baskerville | @whoisvince |

34. Visual
pertaining to the users
perceiving, noticing the
ui / ux flow
vincent baskerville | @whoisvince |

35. Motor
physical actions; using
the keyboard, scrolling,
pinching, zooming, etc
vincent baskerville | @whoisvince |

36. cognitive loads are the *most
expensive* — take lots of human
energy
WHILE motor loads, or least
expensive
vincent baskerville | @whoisvince |

37. vincent baskerville | @whoisvince |

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39. vincent baskerville | @whoisvince |

40. when you lower all the loads
you are also lowering
engagement and
entertainment.
vincent baskerville | @whoisvince |

41. vincent baskerville | @whoisvince |

42. vincent baskerville | @whoisvince |

43. AU REVOIR
STAY
CLASSY