App Analytics: The Key that Unlocks Mobile Value from Your Brand - Nate Smith, Adobe

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App Analytics: The Key that Unlocks Mobile Value from Your BrandNate Smith | Senior Manager, Product Marketing | Adobe

© 2016 Adobe Systems Incorporated. All Rights Reserved.


Believe it or not, your users may not be using

your app exactly like you think they are.


Expectations

PERSONALIZED


Expectations

PERSONALIZEDRELEVANT


Expectations

PERSONALIZEDRELEVANTREAL-TIME


Bridging the physical and digital worlds

Thanksgiving commerceon mobile

Mobile is the nexus of the customer journey(high engagement intent + context + recency + location)

of email now opened on

phones

41%

60%

47%

80%

66%

no longer use land lines for

phone calls

of social media time now spent

in apps

of internet traffic comes from apps

29%

of mobile media time is spent in appsLife Enhancement


A new paradigm for measurement

4 36.012 7.019 1.2

Sessions Duration (in minutes)

Source: Gartner


BUSINESS TRANSFORMATIONIS A CATALYST FOR

THE MOBILE FRONTIER



40 average number of apps

71%of users only access

apps per day1 - 6

New app downloads are slowing, only growing

5%y-o-y increase in app launches

51%of all consumer interactions are mobile

50 - 70%

Sources: Adobe Digital Index & Millward Brown Digital



Apps on Android lose 77% of their customer base 3 days after an app is downloaded

A staggering 95% of of app users are lost within 3 months.

Source: Quettra research


Rarely used the app

Why do users delete apps?

72%Need to free memory on phoneFound the app was draining phone batteryFound better apps to replace themApp had too many technical issuesApp was sending too many ads or alertsApp wasn’t easy to use

Spending too much time using the appSource: Millward Brown Digital

51%44%40%39%34%32%

8%


It’s so nice to meet you! I am going to take up so much of your time! By the way, I have a TON of…technical…issues. This definitely leads to a significant drain on you.

Oh! I’m also going to bombard you with all sorts of requests to buy stuff! Trust me, I’m soooooo worth it!

The first impression is a big one


Analytics is the Key

Unlocks Mobile Value for Your Brand


Mobile app ecosystem for brands

16

Develop Acquire Analyze Engage Monetize

Location

Design,Test,

Deploy

Awareness& App

Downloads

User Interaction

&Satisfactio

n

Contextually Relevant Experience

s

ROI&

Commerce

• Prototyping• Cross platform

dev/QA• Enterprise

connectors

• Brand awareness• Marketing optimization• App discovery/installs

• Behavioral analytics

• App performance • X-device

• Messaging• Optimization• Personalization

• Payments / Wallet• Merchandising• Inventory

optimization

Priority

Key Customer

Needs

Analytics


What should we be measuring?

Utilityreduce friction

Entertainmentincrease engagement

Monetize

• Revenue (sales, in-app purchase, ad)

• Avg. Revenue / User

• Goals / proxy events

• Conversion rate• Lifetime Value

Impact

Analyze

Health• Crash rate• Devices• OS & Version• Carrier• App Version• Location• Latency• Network Errors

Engage

Retention• App Launches• Active Users (DAU,

MAU)• Retention Rate• Session length• Time to event• Screens viewed• Features used / not

used• Logins• Messaging (type,

launches., click-through)

• Downloads• Acquired users• Channels

Acquire

Campaigns

Coho

rts |

Fun

nels

|

Segm

ents


Mobile must enhance the physical experience, not avoid it


• 43% “clip mobile coupons” and “browse weekly ads”

• 29% “consult shopping lists”

• 15% “call or text another member of their household for information or recommendations”

• 41% “want offers, like coupons, sent to their smartphone when they enter a store.”Source: Retale

Example: 58% of millennials say they use their device while shopping


Multi-channel measurement:Don’t measure in a silo – integrate app analytics

with other online and offline channels


App Lifecycle Metrics & Dimensions

23

Installs (first time launch)

Upgrades Launches Crashes Previous

Session Length Engaged Users

Dimensions Install Date App ID Number of

Launches Days Since First

Use Days Since Last

Use Hour Of Day Day Of Week

Events Days Since Last

Upgrade Launches Since

Upgrade Device Name OS & OS Version Carrier Name Resolution


App Lifecycle Metrics & Dimensions

24

Action time Life time value

(event)

Dimensions Location (10km –

1m) Point-of-interest

Name Distance to Point-

of-interest center Lifetime Value

(conversion) Tracking code

Events Campaign Campaign content Campaign medium Campaign source Campaign term

App Analytics: The Key that Unlocks Mobile Value from Your Brand - Nate Smith, Adobe

Marketing

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