mobile metrics - emetrics berlin 2015
TRANSCRIPT
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Mobile App Marketing - Kennzahlen und Best Practices
Ole Bahlmann — Independent Digital Analytics Consultant
@ole_b #eMetrics
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Über mich
Berlin, Germany
Online seit 1994 Digital Analytics seit 2006 Freelance Consultant seit 2014
Tutor für das deutsche UBC/DAA Award of Achievement in Digital Analytics Programms.
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Dies ist kein
TOP 10 KPIs für Deine Mobile APPS
talk. @ole_b #eMetrics
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@ole_b #eMetrics
http://slideshare.net/a16z/mobile-is-eating-the-world-40841467
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Mobile ist anders!
@ole_b #eMetrics
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@ole_b #eMetrics
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@ole_b #eMetrics
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Install attribution @ole_b #eMetrics
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Mobile KPIs:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign
@ole_b #eMetrics
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In-App events @ole_b #eMetrics
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Mobile KPIs:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone
@ole_b #eMetrics
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Campaign Measurement
@ole_b #eMetrics
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Mobile KPIs:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad
@ole_b #eMetrics
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Screen Flows @ole_b #eMetrics
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Mobile KPIs:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion
@ole_b #eMetrics
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Conversion Funnels @ole_b #eMetrics
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Mobile KPIs:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion
Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
@ole_b #eMetrics
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User testing @ole_b #eMetrics
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Mobile KPIs:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion
Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR Satisfaction Score
@ole_b #eMetrics
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User/device demographics @ole_b #eMetrics
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Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/…
@ole_b #eMetrics
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Cohort Analysis @ole_b #eMetrics
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Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/…
@ole_b #eMetrics
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Bug Tracking
@ole_b #eMetrics
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Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session
@ole_b #eMetrics
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A/B testing @ole_b #eMetrics
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Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session Test Variant Performance
@ole_b #eMetrics
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Heat Maps @ole_b #eMetrics
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App Store Analytics @ole_b #eMetrics
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Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session Test Variant Performance Downloads/Country Sales/Country Rating/App Version
@ole_b #eMetrics
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Sentiment Tracking @ole_b #eMetrics
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Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session Test Variant Performance Downloads/Country Sales/Country Rating/App Version NPS
@ole_b #eMetrics
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Keyword Performance @ole_b #eMetrics
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Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session Test Variant Performance Downloads/Country Sales/Country Rating/App Version NPS Keyword Ranking Search Volume/Keyword
@ole_b #eMetrics
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cpu/battery/network performance analysis @ole_b #eMetrics
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Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session Test Variant Performance Downloads/Country Sales/Country Rating/App Version NPS Keyword Ranking Search Volume/Keyword CPU/IO CPU/GPS CPU/Network
@ole_b #eMetrics
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LTV modelling
@ole_b #eMetrics
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Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session Test Variant Performance Downloads/Country Sales/Country Rating/App Version NPS Keyword Ranking Search Volume/Keyword CPU/IO CPU/GPS CPU/Network Cost/User Revenue/User/Year User Lifespan
@ole_b #eMetrics
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Pirate MetricsDave McClure
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DuPont Value Driver TreesEntwicklung in 1914 Business School 101
@ole_b #eMetrics
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KPI Driver Trees Beispiel
@ole_b #eMetrics
DAU
retention
acquisition
downloads
onboarding
difficulty
extra items
push notifications
fun
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HEART Framework
HappinessEngagementAdoptionRetentionTask Success
@ole_b #eMetrics
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@ole_b #eMetrics
Goals Signals MetricsHEART Framework
HappinessEngagementAdoptionRetentionTask Success
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@ole_b #eMetrics
HappinessEngagementAdoptionRetentionTask Success
Goal Signal Metric
Happiness
Engagement
Adoption
Retention
Task Success
HEART Framework
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Nochmal:
@ole_b #eMetrics
1. Kenne Deine Werkzeuge 2. Kenne die Treiber für Deine App 3. Definiere Ziele für Deine App 4. Identifiziere Signale für die Ziele 5. Entscheide Dich für Metriken für die Signale