driving consumer inisghts with movile analytics

Driving Consumer Insights with Mobile Analytics

Thom CraverTechnical SEO & Digital Analytics Strategist

#SESNY@ThomCraver

@ThomCraver #sesny

New York| March 25–28, 2013 | #SESNY

My Agenda1. Mobile Web vs. Native Mobile App• How to choose• How to measure (Google Analytics)

2. Mobile App Metrics3. Case Study

Google Analytics – Why?

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Where Do You Start?Mobile Web• Mobile-themed Website designed for smaller screens

Responsive Design• Your Website designed to auto-size based on browser

Mobile App (Native)• Native to the operating system• Written in code (Objective C, Java)• Cheat: Mobile website in a “generic” browser

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Which Do You Choose?

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What Need for Which Audience?

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What do you measure?Responsive Design• Pages, events, goals the same as any other website.

Mobile Web• Pages, events, goals often on a separate subdomain

Mobile App• Pages (screens), events, goals, ID-specific• Versions, Usage, Crashes• Devices and OS Used

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Measuring Mobile Websites• m.yourdomain.com• yourdomain.mobi

1. Turn on subdomain or multiple TLD tracking2. Set up profiles for mobile, non-mobile• Keep original profile unchanged!

3. Add filters to profiles (not the original!)

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Turn on Subdomain / TLD Tracking

XXXXXXX

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Create Profiles

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Add Filters

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Measuring Mobile Web

@ThomCraver #sesny


Mobile App• Development Strategy• How you Build -> Measurement options

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PlatformsRapid development, but web-like• PhoneGap• Appcelerator• MoBase• Kurogo

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Mobile App Analytics – How to?1. Create Profile

2. Signup (Beta) & Download SDK

3. Include code

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Create a Mobile App Profile

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Signup URLhttp://services.google.com

/fb/forms/mobileappanalyticsbeta/

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Measuring Mobile – What Metrics?In-App usage• Screens, Events, Goals• How Often• Average Screens/Session, Session Length• Goals completed

Store Metrics• How discovered• Downloads / Installs / Uninstalls• Crashes, Devices and Versions – Oh My!

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In-App Measurement

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App Acquisition and Store Metrics

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Version Control

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Crashes! User Experience!

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Segmenting for Meaning…• Mobile vs. Non-Mobile• Tablets vs. Phones• Service Providers• Referrals• Location

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Case Study: Mobile Web Launch• Which metrics to measure?

• Who cares?

• Business Objective?

• Statistical significance?

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University Web vs. Mobile Web

10/5/07 10/15/07 10/25/07 11/4/07 11/14/070

500

1,000

1,500

2,000

2,500

3,000

3,500

Date

Mob

ile V

isits

10/5/07

10/10/07

10/15/07

10/20/07

10/25/07

10/30/07

11/4/07

11/9/07

11/14/07

0

50

100

150

200

250

300

350

400

450

500

Date

Visit

s

Mobile site visits over the same time

Main site visits over time (academic term)

@ThomCraver #sesny


@ThomCraver #sesny


What Is Your Objective?

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No Goal Values? Get Crafty!Dining Services• Sales uptick? Most viewed locations• Less line times?

Event Coordinators• Better attendance at events?

Search Query Data• What info are stakeholders not finding?• What’s most important to students?

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Summing up…Choose & measure based on business objectives• Acquisition: Your new users and what drives

them to your app• User: Demographic info about users• Engagement: What they do and how your app

performs (or crashes and burns!)• Conversions: Business outcomes in your app• Segment for better meaning!

Thank You!Marcia is up next

Thom CraverTechnical SEO & Digital Analytics Strategist

#SESNY

@ThomCraver

driving consumer inisghts with movile analytics

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