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App Analytics: The Key that Unlocks Mobile Value from Your BrandNate Smith | Senior Manager, Product Marketing | Adobe
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.museumofunintendeduse.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Believe it or not, your users may not be using
your app exactly like you think they are.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital LandscapeWEB | SOCIAL | MOBILEPRINT | VIDEO | RETAIL | ATM | CALL CENTER BRICK AND MORTAR | BROADCAST | FILM | SYNDICATION | IPTV3-D PRINTING | WEARABLE TECHNOLOGY | SMART APPLIANCESSMART ADVISORS | INTELLIGENT PERSONAL ASSISTANTS | PORTABLEAUTONOMOUS VEHICLES | CONNECTED DEVICES | PERSONAL NAVIGATION MOBILE INTERNET DEVICES | BROADCAST | HANDHELD GAMING CONSOLE INTELLIGENT VIDEO | BROADCAST | INTELLIGENT
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Expectations
PERSONALIZED
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Expectations
PERSONALIZEDRELEVANT
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Expectations
PERSONALIZEDRELEVANTREAL-TIME
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Bridging the physical and digital worlds
Thanksgiving commerceon mobile
Mobile is the nexus of the customer journey(high engagement intent + context + recency + location)
of email now opened on
phones
41%
60%
47%
80%
66%
no longer use land lines for
phone calls
of social media time now spent
in apps
of internet traffic comes from apps
29%
of mobile media time is spent in appsLife Enhancement
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A new paradigm for measurement
4 36.012 7.019 1.2
Sessions Duration (in minutes)
Source: Gartner
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
BUSINESS TRANSFORMATIONIS A CATALYST FOR
THE MOBILE FRONTIER
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Bridging the physical and digital worlds
40 average number of apps
71%of users only access
apps per day1 - 6
New app downloads are slowing, only growing
5%y-o-y increase in app launches
51%of all consumer interactions are mobile
50 - 70%
Sources: Adobe Digital Index & Millward Brown Digital
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Bridging the physical and digital worlds
Apps on Android lose 77% of their customer base 3 days after an app is downloaded
A staggering 95% of of app users are lost within 3 months.
Source: Quettra research
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Rarely used the app
Why do users delete apps?
72%Need to free memory on phoneFound the app was draining phone batteryFound better apps to replace themApp had too many technical issuesApp was sending too many ads or alertsApp wasn’t easy to use
Spending too much time using the appSource: Millward Brown Digital
51%44%40%39%34%32%
8%
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It’s so nice to meet you! I am going to take up so much of your time! By the way, I have a TON of…technical…issues. This definitely leads to a significant drain on you.
Oh! I’m also going to bombard you with all sorts of requests to buy stuff! Trust me, I’m soooooo worth it!
The first impression is a big one
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Analytics is the Key
Unlocks Mobile Value for Your Brand
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile app ecosystem for brands
16
Develop Acquire Analyze Engage Monetize
Location
Design,Test,
Deploy
Awareness& App
Downloads
User Interaction
&Satisfactio
n
Contextually Relevant Experience
s
ROI&
Commerce
• Prototyping• Cross platform
dev/QA• Enterprise
connectors
• Brand awareness• Marketing optimization• App discovery/installs
• Behavioral analytics
• App performance • X-device
• Messaging• Optimization• Personalization
• Payments / Wallet• Merchandising• Inventory
optimization
Priority
Key Customer
Needs
Analytics
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What should we be measuring?
Utilityreduce friction
Entertainmentincrease engagement
Monetize
• Revenue (sales, in-app purchase, ad)
• Avg. Revenue / User
• Goals / proxy events
• Conversion rate• Lifetime Value
Impact
Analyze
Health• Crash rate• Devices• OS & Version• Carrier• App Version• Location• Latency• Network Errors
Engage
Retention• App Launches• Active Users (DAU,
MAU)• Retention Rate• Session length• Time to event• Screens viewed• Features used / not
used• Logins• Messaging (type,
launches., click-through)
• Downloads• Acquired users• Channels
Acquire
Campaigns
Coho
rts |
Fun
nels
|
Segm
ents
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Mobile must enhance the physical experience, not avoid it
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
• 43% “clip mobile coupons” and “browse weekly ads”
• 29% “consult shopping lists”
• 15% “call or text another member of their household for information or recommendations”
• 41% “want offers, like coupons, sent to their smartphone when they enter a store.”Source: Retale
Example: 58% of millennials say they use their device while shopping
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Multi-channel measurement:Don’t measure in a silo – integrate app analytics
with other online and offline channels
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
App Lifecycle Metrics & Dimensions
23
Installs (first time launch)
Upgrades Launches Crashes Previous
Session Length Engaged Users
Dimensions Install Date App ID Number of
Launches Days Since First
Use Days Since Last
Use Hour Of Day Day Of Week
Events Days Since Last
Upgrade Launches Since
Upgrade Device Name OS & OS Version Carrier Name Resolution
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App Lifecycle Metrics & Dimensions
24
Action time Life time value
(event)
Dimensions Location (10km –
1m) Point-of-interest
Name Distance to Point-
of-interest center Lifetime Value
(conversion) Tracking code
Events Campaign Campaign content Campaign medium Campaign source Campaign term