Don’t take your to the bathroom.

Introduc)ontomobileanaly)cs

Inspira)on

•  NgmocoCEOpresenta)onNeilYoung“WhytheiPhonehaschangedeverything”atWWDC.“Basically,insideourgamesisaverypowerfulanaly)cspackage.Wecallitoureyesandears.InthatIcantellhowmanyMazeFingermazesyouhavecompleted,whereyoumightgetstuckinTopple–itwaslevelfour,bytheway–wherepeopletouchthescreeninRolando.”

Quotesource:hOp://gamemakers.ngmoco.com/post/142272926/develop‐alan‐yu‐talks‐ngmoco‐app‐store‐and‐the‐rise

Therearetwowaystobreakthemup

•  First,thereareanaly)csservicesthatarefocusedontrackingavarietyofmetricsformobilewebsites.

•  Theothermobileanaly)csmarketisfocusedontrackinganassortmentofmetricsformobileapplica)ons.

•  We’lltalkaboutboth!

Howdoyouchoosewhichoneisbestforyou?

•  Ifyou’rearejusttryingtotracktraffictoamobilewebsiteortryingtodetermineifyouneedtoimplementsomesortofmobilesiteonyourcurrentsite,you’dmostlikelychooseoneoftheweb‐basedanaly)cssolu)ons.

•  Ifyou’retryingtodetermineapplica)onlevelsta)s)csthenyou’remostlikelygoingtowanttochooseadevice‐levelanaly)cssolu)on.

Web‐basedMobileAnaly)cs

Web‐basedmobileanaly)cs

•  Therearequiteafewweb‐basedanaly)cssolu)ons.I’vedecidedtodoacomparisonofthree(foundwithGoogle)tobringforthcurrenttrendsandcommonlytrackedmetrics.

•  I’vedecidedtobreakthesedownbasedonpriceandmetrics.

ThepricesPriceper1,000pageviews

0

$79.00

$149.00

$49.00

$499.00

$250.00 $250.00

$1,000.00

$0

$200

$400

$600

$800

$1,000

$1,200

0 5000 10000 15000 20000 25000

Mobily)cs Bango Amethon

*Thereisn’taconsensusinthemarketregardingpricecurrently.Therearefreeop)onsifyourtrafficislowenough.

ThemetricsMetrics Bango Amethon Mobily4cs

Bandwidth(total,averagepervisit,totalperfiletype)

" " "

Hits(averagepervisit,numberofdownloads,pageviewbreakdown)

" " "

Visits(entrypage,averagedura)on,clickpaths,referringsearchengine)

" " "

Visitors(browsertype,useragent,opera)ngsystem)

" " "

Handsets(make,model,screenresolu)on)

" " "

MobileOperator(countryoforigin,operatorname)

" " "

GeoLoca)on(countryoforigin,RDNSlookup)

" " "

*Theyallofferthesamefeaturesatthemoment.NoonecompanyappearstobeleadingthemarketwithbeOertechnologythananother.

Afewreasonswhyyoumightwanttoimplementmobileanaly)csonyoursite.

•  FindoutwhichmobileplamormsandcarriersorMNOs(mobilenetworkoperators)arevisi)ngyoursitemost

•  Trackpopularscreensizesandresolu)ons•  Determineloyaltyoverdifferentgeographiesand)meperiods.

Source:hOp://metrics.admob.com/wp‐content/uploads/2009/05/admob‐mobile‐metrics‐april‐09.pdf

*I’veno)cedthatthepopularityofiPhoneshasincreasedbutthischartshowsthatasofApril2009accordingtoGartnertheyhaveonly8%ofthetotalmobilemarket’shandsetsales.ThepeoplethathaveiPhonesaredoingalotmorebrowsingofHTMLsitesthananyothermobileplamorm.

Targe)ngaMobileDevice

Methodsinwhichtotargetamobiledeviceonyourcurrentsite.

Therearequiteafewmethodstotargetmobiledevicesonyoursite.

•  WURFL(WirelessUniversalResourceFile)– hOp://wurfl.sourceforge.net/– TheWURFLisanXMLfilethatcontainsinfoaboutfeatures&capabili)esofmanymobiledevices.

•  Server‐sidedetec)onmethodsi.e.usingPHP

•  Client‐sidedetec)onmethodsi.e.usingJavascript

APHPServer‐sideSolu)on

Findthefullsnippethere:hOp://snipplr.com/view/17932/serverside‐mobile‐device‐detec)on/

AJavascriptClient‐sideSolu)on

Findthefullsnippethere:hOp://snipplr.com/view/17933/clientside‐mobile‐device‐detec)on/

Iden)fyingamobiledeviceusingtheUser‐Agentheader

•  EachmobiledevicehasitsownUser‐Agentheader

•  Therearedetec)onmodelssuchasUAProf– WithUAProf,themobiledevicemodelandmanufacturernameareavailableintheModelaOributeandtheVendoraOributeoftheHardwarePlamormcomponentrespec)vely.

Basicwaystodifferen)ateMobiledevicesorUser‐Agentheaders

•  Theword"nokia"canbefoundintheUser‐AgentheaderofNokiacellphones.•  Theword"motorola"or"mot‐"canbefoundintheUser‐Agentheaderof

Motorola'scellphones.•  Theword"samsung"or"sec‐"canbefoundintheUser‐AgentheaderofSamsung's

cellphones.•  Theword"lg‐"canbefoundintheUser‐AgentheaderofLG'scellphones.•  Theword"sonyericsson"canbefoundintheUser‐AgentheaderofSonyEricsson's

cellphones.•  Theword"sie‐"canbefoundintheUser‐AgentheaderofSiemens'cellphones.•  Theword"up.b"or"up/"canbefoundintheUser‐Agentheaderofcellphones

thatusestheOpenwaveMobileBrowser.TheOpenwaveMobileBrowsercanbefoundinmanycellphonemodelsmadebyavarietyofmanufacturerssuchasMotorola,Samsung,LG,Siemens,etc.

•  Note:UAProfisamoreelegantwayofdifferen)a)ngmanufacturersofmobiledevices.

Source:hOp://www.developershome.com/wap/detec)on/detec)on.asp?page=userAgentHeader

Device‐levelAnaly)cs

Device‐levelmobileanaly)cs

•  Usingthesamemethodprevious(usingGoogle),I’vemanagedtoroundupafewdevice‐levelanaly)csservicesthatIthoughtwereinteres)ngandofferanicesetoffeatures.

•  Therearequiteafewavailable.•  MostandalloftheonesIfoundrequiresomedev)meforinstalla)on.

Afewreasonswhyyoumightwanttoimplementmobileanaly)csinyourapp

•  Improvedecisions‐knowexactlyhow,where,whenandbywhomanapplica)onisused.

•  Learnwhathandsetsandcarriersyourapplica)onsrunon.

•  Seeuserandsessiondataperapplica)on,byfrequency,dura)on,loca)on.

•  Trackcustomizedac)onse.g.Highscoresshown

•  Trackcrashesandapplica)onfailures

ThepricesPriceperversiontype

$0

$200

$400

$600

$800

$1,000

Communityversion

Enterpriseversion

PinchMedia Flurry Motally

ThemetricsMetrics PinchMedia Flurry Motally

Users(total,new,unique) " " "

Ac)ons/Events(allowscustomizedcallbacksoroccurrences)

" " "

Sessions()meperuser,totalsession)me,sessioncoun)ng)

" " "

Handsets(make,model,screenresolu)on)

" " "

MobileOperator(countryoforigin,operatorname)

" " "

GeoLoca)on(countryoforigin,RDNSlookup)

" " "

*Again,theyallofferthesamefeatures.Inmyopinion,IwouldsayMotallyisbestofthethreeforenterprisecustomersbecausetheyhaveapricingmodelinplace.I’drathernotstartusingafreeserviceandthenbetoldthefeaturesI’vebeenusingaregoingtocostxamount.

Thesupportedplamorms

25%

25%25%

25%

Flurry

Android

Blackberry

iPhone

JavaME

0%

50%50%

0%

Motally

Android

Blackberry

iPhone

JavaME

0%0%

100%

0%

PinchMedia

Android

Blackberry

iPhone

JavaME

Anexampleimplementa)on

•  IchosetousePinchMedia’sanaly)cslibrarybecauseitwasbestdocumented.

Stepstoimplement

•  Downloadthelibrary

Stepstoimplement

•  Applyforanapplica)oncodebysubmiyngyourapplica)on(Icreatedasimpletestapp).

Stepstoimplement

•  Addthefilestoyourproject

Stepstoimplement

•  Addrequiredframeworks

Stepstoimplement

•  AddtherequiredcodetoyourAppDelegate

Stepstoimplement

•  Youcanalsosetup“beacons”tofireuniqueac)ons

The dashboard

Toconclude…

Toend.

•  FromwhatI’veseenbylookingat6mobileanaly)csservicesisthatthereisreallynoonethatstandsoutbyofferingmetricswiththe“coolness”featuresthatIwashopingtofind.

•  However,IwasjustrecentlyinvitedtojoinasitenamedPercentMobile(percentmobile.com)andIthinktheymaybetryingtogetthere.