mobile apps analytics
TRANSCRIPT
ANALYTICSMeasure & Learn
http://marmelab.com
BUILD THE FOUNDATIONS
[email protected] - www.mobileappsgrowth.com
Analytics is not data porn
http://blog.vint.sogeti.com
BUILD THE FOUNDATIONS
[email protected] - www.mobileappsgrowth.com
Analytics answer questions to help your business grow
1. Define OKRs (Objectives & Key Results)
➤ “Technique for setting and communicating goals and results in organizations” weekdone.com
➤ Provides focus and unite the team behind one strategy
➤ Used by Google, Twitter, LinkedIn…
➤ Set monthly or quarterly, created by and for the team
BUILD THE FOUNDATIONS
[email protected] - www.mobileappsgrowth.com
1. Define OKRs (Objectives & Key Results)
➤ Define 3 to 5 objectives
➤ Start from vision
➤ Must be inspirational and time bound
➤ ex: Beat our Q2 MRR targets, Delight our leads from D1.
➤ Assign 3KRs to each objective
➤ Must be hard to attain but not impossible
➤ Must be quantitative
➤ ex: Re-engage 10 of our 2015 clients, Improve D1 retention rate by 50%, Reach 30% conversion on onboarding funnel.
BUILD THE FOUNDATIONS
[email protected] - www.mobileappsgrowth.com
1. Define OKRs
2. C-Level + Analytics Owner to discuss KPIs with Lead Dev. / CTO
➤ Reality check
➤ Get rid of biases
3. Write tagging plan
4. Quality Assessment
5. Report & Share KRs with the team (Geckoboard)
MAKING SENSE OF DATA
[email protected] - www.mobileappsgrowth.com
1. Segment your Audience
2. Identify Aha! moments
3. Build and Optimise your Funnel
MAKING SENSE OF DATA
[email protected] - www.mobileappsgrowth.com
1. Segment your Audience
➤ By behaviour (casual user, power users, sleepers, new users, …)
➤ By Interest / Vertical (Industry, employee role, interest, …)
➤ By Country / Language
➤ By Demographics (Age / Gender)
➤ By Device (Laptop vs Mobile, OEM)
➤ By Acquisition Source
MAKING SENSE OF DATA
[email protected] - www.mobileappsgrowth.com
2. Identify Aha! moments
➤ Specific, measurable, and early in the funnel of a user experience
➤ Identify Aha! actions - Find correlation between actions taken and retention (behavioral cohorts)
➤ Find optimal amount of occurrences of these actions: Amount of retained users who did complete the action X times / (Amount of users who did complete the action X times + Amount of retained users who did not complete the action X times).
➤ AB Test & measure retention
http://apptimize.com/blog/2016/02/this-is-how-you-find-your-apps-aha-moment
MAKING SENSE OF DATA
[email protected] - www.mobileappsgrowth.com
3. Build and Optimise your Funnel
The goal is to identify where is the biggest conversion margin opportunity and optimise product and CRM to drive users towards bottom of the funnel.
Visits Signup Aha! Moment Subscription
50%
25% 25% 25%
15%10%
15%10%15%
50%50%
10%
50%
70%
71%
85%
41%
71%
85%88%
33%
KEY METRICS
[email protected] - www.mobileappsgrowth.com
➤ New Users
➤ Feature Usage
➤ # users using the feature
➤ % of DAUs using the feature
➤ % of new users using the feature (cohort)
➤ Frequency of feature usage per user and per day/week/month
➤ Impact on retention - Behavioural cohort
➤ DAUs & MAUs
➤ Activation Rate
➤ E-mail, in-app message, push notification CTR
KEY METRICS
[email protected] - www.mobileappsgrowth.com
➤ Stickiness - DAU / MAU
➤ Session length, time in-app, session / month
➤ Churn vs. Cohort retention - D+1, D+7, W+1, M+1, M+3, M+6
➤ Identify how often a valuable user access your product
➤ 2 dimensions analysis
http://www.evergage.com/blog/what-cohort-reporting/
KEY METRICS
[email protected] - www.mobileappsgrowth.com
➤ Cohort retention - D+1, D+7, W+1, M+1, M+3, M+6
➤ Break churn curve into 3 groups: short-term (activation, onboarding), mid-term (week 1 drop - not hooked users), long-term (sticky users that dropped - re-engagement campaign)
KEY METRICS
[email protected] - www.mobileappsgrowth.com
➤ Cost & Revenues Metrics
➤ Cost per Install (CPI), Customer Acquisition Cost (CAC), Cost per Action/Acquisition (CPA)
➤ Average Revenue per User (ARPU), Average Revenue per Paying User (ARPPU), Lifetime Value (LTV)
➤ Monthly Recurring Revenues (MRR), Revenues per Cohort
