mobile, metrics & mayhem

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This was one of my talks for goto; conference in Zurich When delivering mobile solutions, many people often try to bring a 1-to-1 mind-set of analytics to mobile from their desktop-web experiences; however, mobile is too young. Although not in its infancy, it's still much like the wild west. Before planting analytic hooks into our mobile applications we must understand the story first before mining for data — there's more besides just focusing on the physical limitations. This session will present 6 mobile metric categories that will help you make decisions on how to forecast what features to cut, expand or attract more attention with.

TRANSCRIPT

Page 1: Mobile, Metrics & Mayhem

Mobile, Metrics & Mayhem

Page 2: Mobile, Metrics & Mayhem

Mobile AnalyticsMaking sense from data your users give you

Presentation by:Vincent Baskerville | @whoisvince

Page 3: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

Page 4: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

understand the social customer

tap into existingsocial networks

create an owned hub harness the power todrive business impact

transform the overallcustomer experience

listento understand

guidethe conversation

provethe business value

realizeyour brand nation

engageon existing networks

Page 5: Mobile, Metrics & Mayhem

level up

widgets

mobile

communitysocial marketing

social commerce

social support

social innovation

solutions

enterpriseintegration

employee participation

KPI dashboards

suiteprove

the business value

realizeyour brand nation

engageon existing networks

guidethe conversation

listento understand

social media monitoring

Page 6: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

questions & vote

Page 7: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

Page 8: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

Page 9: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

• hover

• clicks

• above / below fold

• heat maps

• page load

• time on page

• entry / exit

• page views

• browsers

• operating systems

• network speed

• ... etc

web metrics

Page 10: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

Page 11: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

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vince baskerville | @whoisvince

Text

understand the story 1st before mining for data

Page 13: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

what’s so special about mobile

• over 1 billion smartphones in use worldwide

• it took us 16+ years to pass 1 billion, but only 3 yrs to the next bill.

Page 14: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

what’s so special about mobile

• 3.2 billion people (46% of population of 7 billion) have *at-least* 1 active cell phone

• 800 million without include elderly, disabled, unemployed, babies and a few zombies

Page 15: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

mobile web mobile appSession tracking done primarily through

cookies & JavaScriptSession tracking done primarily through

UDID / adertisingIdentifier (iOS6)

Measurement model centered around page views, referrals, search & visits

Measurements focused more on deep engagements, nav funnels, up-charges

Unique visitors are tied to server IP addresses or logins

Can track ‘anonymous’ users 100% with accuracy

Things get really, really complicated if using media queries

can break down per device; +/- for Android heavy fragmentation

Page 16: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

Page 17: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

It’s impossible to get real time data from a phone that’s not

always on or in range of a cell tower

Page 18: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

Flurry.com

Page 19: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

Application Delegate

#import "Flurry.h"- (void)applicationDidFinishLaunching:(UIApplication *)application { [Flurry startSession:@"YOUR_API_KEY"]; //your code}

Page 21: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

how engaged are your users

Page 22: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

mobile metrics categories

• content• user behavior• people / location

• biz funnels• technical• elements / ui

Page 23: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

content

• screens

• unique visitors

• page / layout views

• ads

• in-app purchases

• funnels

Page 24: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

content

Page 25: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

content

Page 26: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

content

Page 27: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

user behavior

• user paths

• exits / bounce rate

• touch events

• frequency

Page 28: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

user behavior

Page 29: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

people / location

• new / active users

• user segments

• demographics

• geographic usage

• session length

Page 30: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

people / location

Page 31: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

engagement

• frequency of visit

• depth of visit

• lifecycle metrics

• duration

Page 32: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

technical

• devices

• carriers / speed

• errors / bugs

• cross-app usage

• benchmarks

• version adoption

• os / firmware

Page 33: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

elements / ui

• a/b tests

• e-commerce

• cta conversions

Page 34: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

Cognitive Visual Motor

3 engagement load types

Page 35: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

in relation to thinking and the users memory; high human energy & attention

Cognitive

Page 36: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

pertaining to the users perceiving, noticing the ui / ux flow

Visual

Page 37: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

physical actions; using the keyboard, scrolling, pinching, zooming, etc

Motor

Page 38: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

cognitive loads are the *most expensive* —  take lots of human energy

while motor loads are least expensive

Page 39: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

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vince baskerville | @whoisvince

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vince baskerville | @whoisvince

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vince baskerville | @whoisvince

when you lower all the loads you are also lowering

engagement and entertainment.

Page 43: Mobile, Metrics & Mayhem

vince baskerville | @whoisvince

Page 44: Mobile, Metrics & Mayhem

AU REVOIR

STAY CLASSY