Planet of the apps on Hwsw mobile! 2015

Mobil Analytics
www.planetoftheapps.hu
• What is Mobile Analytics?
Measuring and analyzing all traffic generated by mobile
devices (devices running on Android, iOS, WindowsPhone
platforms)
• Why you should measure mobile ?
Most important medium of our times, future is impossible
without understanding user interaction with mobile products.
• Why is different than traditional online analytics?
Browser not exist anymore, browsing happens on the device
screen while searching for the desired
application
• Conversion problem
Appstore is a walled garden.
• Additional datapoints available on mobile
Relation between user and device– „My phone is dead!“
Performance
Marketing,
Understand ROI,
qualify advertisement
channels,
Understand user
interaction,
optimize
product.
Collecting data
to optimize
marketing
spend

Mobile particularity
Lack of standards!!
• Various platforms and technologies
• Native, Hybrid, MobilWeb solutions
• Apps runs in and isolated enviroment
• Every products finds its own solutions
• Centralised but closed Marketplaces
• No more cookies!

App Development Cycle
There is no finished development or ready
app!!
• Extreme velocity in mobile technology
• New technologies brings new developments
• iOS 9 (3D touch, slimming technologies)
Application development always circulating among the 3 essential
steps, Development, Research&Marketing, Analysis. The product
is getting closer to pefection with every cycle. Thorugh Analysis
not just the product gets better but the communication of it.
• Review Policy or Appstore CRM is essential

Information Overload
New datapoints available
 Identifiers (IFA,AID)
 Battery State
 Display Orientation
 IP address
 Carrier Information
 Location (GPS)
 Connection Status(Wifi,3G, EDGE)
 Locale settings
 Device Information (Vendor, model, platform and app version)
 Browser data
Personalization of devices or Digital body parts

Application Lifecycle
Installation as ground zero in Analysis ?
Traffic
Timeline
Unique Users
Tracking layer
, , ,, , ,,, , ,, ,,,,,, ,, ,, ,, ,, ,,,,,
Data can be fractaly divided
| || | | |||
Conversion Events

Conversion - Tracking
Every users downloaded from the store, but how do they get there ?
Mobile Tracking

Data Sources
The market of analytical tools are crowded with solutions, each of them are
approaching the problem from different aspects, therefore they only answer for
a fraction of the mobile marketing difficulties.
• Store Analytics (AppAnnie)
• Acquisition, Tracking (AppsFlyer,Tune)
• Traffic (GA)
• Audience (Mixpanel, PersonaGraph)
• Behavior (Flurry, Appsee)
• Marketing & Push (SPNS, Mixpanel)
• Crash reporting (Fabric.io/Crashlytics/)

Store Analytics
Mobile products are available through respective stores, all these has
their own analytical solution, with limited but growing list of features.
• Download statistics
• InApp Purchase statistics
• User data and retention data (Appstore 10%)
• Review / Rating information

Tracking or conversion
Essential marketing tool using it on the right way holds extreme potentials.
• PreInstall history of users
• Defining the user
• Filterization option through the user lifecycle
• Qualify advertisement channels
• Return on Investment statistics
• Enabling Technology for complex analytics!!

Traffic
Applying Traditional analytical tools to measure mobile products.
Limiting Mobile possibilities into a traditional environment is a strained solution.
Only good to compare performance but restricts the additional and available
mobile data.
• Traffic generated by application is the subject of Analysis
• Distribution of users
• Device level information
• Global session and user information
• Possibility to follow events but only on application level not as individual interactions
by users..

Audience Analytics
Most important step in Mobile analytics to raise the individual user to the basic
unit of measurement.
• What my users are doing ?
• Session by individual users
• Drill és Funnel functions (Data Mining)
• A/B testing
• Engagement and loyality
• Personagraph

Behavior Analytics
Analyzing the traffic of each individual user.
• Behavior Analytics
• Completion of Personas
• How my users are interact with my product ?
• Validate features
• A/B testing

Push Notifications
Essential communication tool, and also a source of valuable information
• Activate users, proportion of push enable users ?
• Opening rate of push notifications
• Geotargeting (reach users at location)
• Deeplinking (drive users into a certain location in app)
• Interactive Push (immediate response, best Call to Action)

Crash Reporting
Follow and analyize stability of application
• Record crashes
• Crash statistics
• Essential development indicator

Complex Analytics
Contains all mentioned functionality and gather
information for immediate use through one
universal interface.

ee
Mobile App Tracking in more details

Basic Problem

The Mobile conversion
Conversion on mobile is slightly different, easier to understand if thinking in
layers.
• Mobile Tracking as a technology only measures conversion from advertisement
activity, by measuring different sources.
• Thinking forward all other conversion can be originated back to the source, which
means tracking is an enabling technology to qualify channels behind user acquisiton
and understand value of acquired users.
• Through mobile and In App Purchases a continuous revenue stream can be
achieved.
• Mobile Analytics enables „farming” type business models

Tracking benefits
 Transparent ROI, performance marketing
 Qualify advertisement channels
 Creative effectiveness research (A/B Testing)
 Target group definiton (planned and carefully segmented
measurement)
 LifeTimeValue

Tracking technologies
Technologies or methods used for attribution.
1. Device Identifiers – 100% match
2. Device Recognition - Digital Fingerprinting
3. Referers (passing data through HTTP)
There is no expressely mobile advertisement network in Hungary, only possible to use
online ad networks with mobile targeting or international networks with Hungarian geo-
targeing options.

Everything can be tracked
• QR Code – Visual Triggers.
• Email marketing
• Webpage
• MobileWeb
• SMS
• Push Notification
All media can be tracked if the click and install happens on the same mobile
device.

Evolution of payment methods
• CPM : Only reported by network
• CPC : Real performance cannot be measured
• CPI : Tracking enables the exact measurement
• CPA : Tracking and behavior analytics makes it possible. (Advanced Tracking)
Advertisers pushing mobile ad networks to continuous development and agencies to do
more effective operation by driving their money in the performance marketing direction.

Tracking Layers
Application Launch
Period : 1 month
Budget : 20.000 USD
Goall : User Acquisition

ee
Behavior Analysis and Personas

Behavior Analysis
Tracking and analyzing the individual data stream generated by each user. Searching for
recurring patterns which can be considered as habitual actions.
Various ways in research:
• User Interviews
• AppSee, recording interaction, HeatMap
• Measure Events, statistics
• BigData Analysis, searching for repeating patterns.

Retention and Cohort Analytics
Analysing and comparing the behavior of selected group of users.
• Relative Vs absolut time
• Users selected by installation date
• Users selected by referral campaign
• Essential marketing Indicator (following the user activity cycle, activate user at the right moment.)

Drill and Funnel Analytics
Basic tools accessible from web interface for Audience segmentation and for scratching the
surface of bigdata analysis.

Personas
Persona or protopersona identifes a stereotype user who meets a complex
criteria set based on behavior patterns.
Commuter
(3G/LTE, changing GPS coordinates, short
session, portrait orientation)
The Couchsurfer
(WiFi, chargeing, landscape orintation, fixed
location)

Valuable Users
• Where can I find similar users ?
Tracking Information (where did I find them originally ?)
• 37% - 25+ Non Budapest – Man– FB…
• 14% - 18-25 Budapest – Man…
• 24% - 25+ Budapest – Man …
• 25% - Unknown

The User
• 30-35 Woman from Budapest (Fb)
• Hungarian Speaking Doctor
• New User Acquired
• iPhone 5S device owner
• A user of T-Mobile
• Mother of a child
• Installation date : 15th of Jun 2015
• Spending an average 1:23 seconds in the app , usually at the night
• Last seen on 25th of October 2015
• Opens the with a 3 day frequency
• Converting 12 times with a sum of 345 USD
• Push is enabled and has 40% Opening Rate
• Investment – revenue (ROI)
* Information is only relevant for specific application
* Each App has a different data set for collection
* Privacy issues may occur

Audience
Traffic generated by Application is always connected with an individual user
data stream also. Individual data streams are part of the application traffic but
can be segmented at all time by various filters.
• All data shown is available for each user!
• All data point are available as filterization options when segmenting
audience.
• Behavior patterns in unique data streams, device level information and
Profile parameters can be used with equal weight when creating filter.

Retargeting
In mobile environment retargeting is slightly different.
1, Negative targeting when we restrict advertisement activity from users we already
reached.
2, Profile Driven when target group is segmented
personal information
3, Behavior Drive when target group is segmented
by a certain and recognizable behavior.

ee
Solution is complex analytics

Complex Analytical solution
Providing an end-to-end solution for marketers.
All mentioned functionality can be found through one unified dashboard.
• Collecting and analyzing data from devices
• Audience Profiling
• Creating and completing Personas
• Audience segmentation
• Qualify advertisement channels
• Target and activate users immediately, follow their activity
• Export data for external use
* An individual module of a complex analytical solutions cannot compete with a product made
to solve specific problem.

MAT demo
Introducing MAT

ee
Mobile Analytics Meetup Shortly
In case of interest please register on

ee
Thanks for your attention !!
For more information : Balázs Álmos
0036 30 630 03 86

Planet of the apps on Hwsw mobile! 2015

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