getting started with mobile analytics: ios connect santa clara meetup | flurry from yahoo

TOBIAS VOGELSMobile Developer Evangelist | Flurry Analytics

SANTA CLARA IOS CONNECT

- QUICK INTRO -

- IMPORTANCE OF MOBILE ANALYTICS -

- WHICH METRICS SHOULD I TRACK -

- WHO ARE MY USERS & WHERE ARE THEY COMING FROM -

- UNDERSTANDING BEHAVIOR & LIFECYCLE OF USERS -

- GETTING STARTED WITH FLURRY -

@tobiasvogels @flurrymobile

WHAT DO I DO?

@tobiasvogels @flurrymobile

Mobile. Startups. Marketing. Analytics. Product. Retention. Events. UA. Apps. Partnerships. Content. Growth. Flurry.

ABOUT FLURRY ANALYTICS

@tobiasvogels @flurrymobile

A Mobile Analytics Platform That Grows With You

830,000 apps

250,000 companies

10 Billion Sessions per day

@tobiasvogels @flurrymobile

251

220

162158

OPPORTUNITY: TIME SPENT ON MOBILETIME SPENT ON MOBILE DEVICES IN THE US

MOBILE TIME SPENT (MINUTES)

20% BROWSER BROWSER

10%

TIME IN BROWSER

DECREASED BY HALF

-50%14% BROWSER BROWSER

9%

Q1 2013 Q2 2014 Q2 2015 Q4 2015

CHALLENGE: RETENTION

@tobiasvogels @flurrymobile

WHY MOBILE ANALYTICS?THE IMPORTANCE OF MOBILE ANALYTICS

@tobiasvogels @flurrymobile

We believe that the understanding of your users sets the foundation for a sustainable long-term growth.

3 CORE QUESTIONS MOBILE ANALYTICS ANSWERTHE IMPORTANCE OF MOBILE ANALYTICS

@tobiasvogels @flurrymobile

1. Who? Discover who your core users are, including demographics and interests

2. How? Understand how your users are interacting with your app to drive data-driven product decisions to meet their needs

3. Where? Determine which channels and campaigns are helping you acquire quality users

WHICH METRICS SHOULD I TRACK?

@tobiasvogels @flurrymobile

@tobiasvogels @flurrymobile

HOW TO DETERMINE KPIS?

Start with the most important metric: - A single measurement for your app’s performance - Tie main metric to user value and business value. - e.g. nights booked for Airbnb

Build sub-metrics and assign them to each other- levers to optimize main metric

@tobiasvogels @flurrymobile

5 BASIC METRICS

New Users

Active Users

Sessions

Retention

Frequency of Use

WHO ARE MY USERS &WHERE ARE THEY COMING FROM?

@tobiasvogels @flurrymobile

Get to know your users

@tobiasvogels @flurrymobile

Build personas and user groups to segment your users based on: - User needs- Characteristics - Specific use cases- Interests- Demographic / geographic information- etc.

Audience | Demographics

Flurry estimates audience demographics with increased accuracy from Yahoo Audience Insights, powered by Yahoo Mail, Search, Content and Tumblrs

@tobiasvogels @flurrymobile

Audience | Geography

Track Sessions, New Users, Active Users etc. Based On Region, Country or Language.

@tobiasvogels @flurrymobile

HOW TO TRACK UA CAMPAIGNS CORRECTLY?

Monitor & Optimize based on: • Campaign Metrics (CTR, Install Costs etc.) • Quality Metrics of acquired users (Behavioral

Analytics, Retention, your main KPIs etc.)

@tobiasvogels @flurrymobile

HOW TO TRACK UA CAMPAIGNS ON FLURRY?

Campaign setup & tracking in Flurry

@tobiasvogels @flurrymobile

ASO ANALYTICS

- Store Metrics (to optimize keyword, title, screenshots & video): - Search volume for keyword - Keyword rank - Install Rate: app store page views / installs

- Measure quality metrics

@tobiasvogels @flurrymobile

UNDERSTANDING BEHAVIOR & LIFECYCLE OF USERS

@tobiasvogels @flurrymobile

@tobiasvogels @flurrymobile

Common behavioral analyses and questions

- Which actions do users perform most often? - Which users perform which actions? - How many people are dropping off? - Which actions make users come back? - Which campaigns bring in quality users? - etc.

@tobiasvogels @flurrymobile

Track Specific Actions with Custom Events

Use Flurry’s custom events to monitor actions such as:• Article view• Inviting a friend• Making an in-app purchase• Completing a sign-up

Flurry offers a two-level event structure to track parameters of custom events. For example, you can add the parameter article_title to the event article_view.

@tobiasvogels @flurrymobile

Introducing Flurry Explorer

Flurry’s new powerful analysis tool allows you to understand user behavior through instant queries.

How do your users interact with your app?

Where do users drop off in an event sequence?

What actions make your app sticky?

@tobiasvogels @flurrymobile

Flurry Explorer | Segments

• Which article category in my news feed generates the most clicks in different countries?

• Is there a level in a game that users are finding too difficult

Answer questions like:

Segment your data based on users, sessions, events, and parameters

@tobiasvogels @flurrymobile

Flurry Explorer | FunnelsDiscover key drop-off points for your users as they navigate through the app.

Sign-up funnelIdentify barriers to completing sign-up by understanding where users drop off.

Purchase Funnel Monitor the steps that users need to take in order to make purchases in your app.

Common Funnel Analyses:

@tobiasvogels @flurrymobile

Flurry Explorer | Cohort Analysis

• How many days does it take to turn a user into a paying customer?

• Which regions have lower user churn rates?

Answer questions like:

Use cohort analyses to get deeper insights on users’ return rates and discover how many days it takes them to perform certain actions.

GETTING STARTED WITH FLURRY ANALYTICS

@tobiasvogels @flurrymobile

OUT-OF-THE-BOX TRACKING

Flurry Analytics: 5 Minutes & Five Lines of Code

Adoption & Engagement

#import "Flurry.h"- (BOOL)application:(UIApplication *)application didFinishLaunchingWithOptions:(NSDictionary *)launchOptions { // Replace YOUR_API_KEY.with the api key in the downloaded package [Flurry startSession:@"YOUR_FLURRY_API_KEY"];

User Navigation & Retention• Sessions• Active Users• New Users• Session Length• Frequency of Use• Category • Benchmarks

• Custom User Segments • User Paths• Lifecycle Metrics• User Retention• Version Adoption• Cross-App Usage• iOS Category Interest

Audience Profiling• Demographic Estimates• Time of Day Reporting• Geographic Usage• Language Metrics• Devices• Carriers• Firmware Version

@tobiasvogels @flurrymobile

Set Up Event Tracking

Event Tracking

Event Parameter Tracking

@tobiasvogels @flurrymobile

Get started atdeveloper.yahoo.com

@tobiasvogels @flurrymobile

THANK YOU!

@tobiasvogels @flurrymobile