Mobile, Metrics & Mayhem

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This was one of my talks for goto; conference in Zurich

When delivering mobile solutions, many people often try to bring a 1-to-1 mind-set of analytics to mobile from their desktop-web experiences; however, mobile is too young. Although not in its infancy, it's still much like the wild west. Before planting analytic hooks into our mobile applications we must understand the story first before mining for data — there's more besides just focusing on the physical limitations. This session will present 6 mobile metric categories that will help you make decisions on how to forecast what features to cut, expand or attract more attention with.

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Mobile, Metrics & Mayhem

  1. 1. Mobile,Metrics &Mayhem
  2. 2. MobileAnalyticsMaking sense from datayour users give you Presentation by: Vincent Baskerville | @whoisvince
  3. 3. vince baskerville | @whoisvince
  4. 4. realize your brand nation prove guide the business value listen engage the conversation on existing networks to understandunderstand the tap into existing harness the power to transform the overall create an owned hubsocial customer social networks drive business impact customer experience vince baskerville | @whoisvince
  5. 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 innovationto understand level upsocial media monitoring
  6. 6. questions &vote vince baskerville | @whoisvince
  7. 7. vince baskerville | @whoisvince
  8. 8. vince baskerville | @whoisvince
  9. 9. web metrics• hover • entry / exit• clicks • page views• above / below fold • browsers• heat maps • operating systems• page load • network speed• time on page • ... etc vince baskerville | @whoisvince
  10. 10. vince baskerville | @whoisvince
  11. 11. vince baskerville | @whoisvince
  12. 12. understand the story 1st before mining for data Text vince baskerville | @whoisvince
  13. 13. what’s so specialabout mobile• over 1 billion smartphones in use worldwide• it took us 16+ years to pass 1 billion, but only 3 yrs to the next bill. vince baskerville | @whoisvince
  14. 14. what’s so specialabout 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, vince baskerville | @whoisvince
  15. 15. 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 accuracyThings get really, really complicated if using can break down per device; +/- for media queries Android heavy fragmentation vince baskerville | @whoisvince
  16. 16. vince baskerville | @whoisvince
  17. 17. It’s impossible to get real time data from a phone that’s notalways on or in range of a cell tower vince baskerville | @whoisvince
  18. 18. Flurry.comvince baskerville | @whoisvince
  19. 19. ApplicationDelegate #import "Flurry.h" - (void)applicationDidFinishLaunching:(UIApplication *)application { [Flurry startSession:@"YOUR_API_KEY"]; //your code } vince baskerville | @whoisvince
  20. 20. MixPanel.comvince baskerville | @whoisvince
  21. 21. how engagedare your users vince baskerville | @whoisvince
  22. 22. mobile metricscategories• content • biz funnels• user behavior • technical• people / location • elements / ui vince baskerville | @whoisvince
  23. 23. content• screens • ads• unique visitors • in-app purchases• page / layout views • funnels vince baskerville | @whoisvince
  24. 24. content vince baskerville | @whoisvince
  25. 25. content vince baskerville | @whoisvince
  26. 26. content vince baskerville | @whoisvince
  27. 27. user behavior• user paths • frequency• exits / bounce rate• touch events vince baskerville | @whoisvince
  28. 28. user behavior vince baskerville | @whoisvince
  29. 29. people / location• new / active users • geographic usage• user segments • session length• demographics vince baskerville | @whoisvince
  30. 30. people / location vince baskerville | @whoisvince
  31. 31. engagement• frequency of visit • duration• depth of visit• lifecycle metrics vince baskerville | @whoisvince
  32. 32. technical• devices • benchmarks• carriers / speed • version adoption• errors / bugs • os / firmware• cross-app usage vince baskerville | @whoisvince
  33. 33. elements / ui• a/b tests• e-commerce• cta conversions vince baskerville | @whoisvince
  34. 34. 3 engagementload types Cognitive Visual Motor vince baskerville | @whoisvince
  35. 35. Cognitivein relation to thinkingand the users memory;high human energy &attention vince baskerville | @whoisvince
  36. 36. Visualpertaining to the usersperceiving, noticing theui / ux flow vince baskerville | @whoisvince
  37. 37. Motorphysical actions; usingthe keyboard, scrolling,pinching, zooming, etc vince baskerville | @whoisvince
  38. 38. cognitive loads are the *mostexpensive* —  take lots of humanenergywhile motor loads are leastexpensive vince baskerville | @whoisvince
  39. 39. vince baskerville | @whoisvince
  40. 40. vince baskerville | @whoisvince
  41. 41. vince baskerville | @whoisvince
  42. 42. when you lower all the loads you are also lowering engagement and entertainment. vince baskerville | @whoisvince
  43. 43. vince baskerville | @whoisvince
  44. 44. AU REVOIR STAY CLASSY

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