What is user analytics
-
Upload
bborland -
Category
Technology
-
view
412 -
download
0
description
Transcript of What is user analytics
Slide 1
Monetrix User Analytics
April 2012
2012 © Monetrix. Commercially confidential Slide 2
There is no longer such thing
as an offline business; every
company must have a digital
strategy to survive.
2012 © Monetrix. Commercially confidential Slide 3
Technology Retail Airlines
Financial
Other
* Source: “Users Not Customers”, Aaron Shapiro
Fortune 1000 – Top User-Centric Companies
2012 © Monetrix. Commercially confidential Slide 4
The most successful companies focus on
users first, and look at customers as a
subset of the larger group.
USERS
CUSTOMERS
“Create powerful user experiences
instead of just trying to get people
to buy stuff”
* Source: “Users Not Customers”, Aaron Shapiro
“Keep users happy, and customers
will follow”
“grow your user base and your
customer base grows as well”
2012 © Monetrix. Commercially confidential Slide 5
Attracting and monetizing an online
audience is a marketing challenge.
Registered Users
Top Customers (0.2%)
Active Users (19.6%)
10,000,000
158,929
15,893
1,964,286
Paying Users (1.6%)
Typical Web Application User Funnel
2012 © Monetrix. Commercially confidential Slide 6
There is a huge opportunity to
analyze online and offline user
data to improve sales and
marketing effectiveness.
2012 © Monetrix. Commercially confidential Slide 7
However...Organizations Struggle With
Lack of resources to dedicate to analytics
Huge data volumes across many online and offline data sources
Poorly instrumented web applications aren’t capturing the right data points
Complex data structures and ETL tools for collecting and enriching data
Inability to make analysis easy for the business
• Complex database schemas that end-users users don’t understand
• Heavy reliance on skilled SQL programmers to answer basic queries
• Poor query performance when using self-service query tools
2012 © Monetrix. Commercially confidential Slide 8
Online and Offline Data Sources
Offline Online Twitter
Youtube
Website
Mobile
Ecommerce
Custom Web App
Finance/Accounting
Marketing Apps
CRM
Inventory
Manufacturing Apps
ERP
Other DBs & Files
2012 © Monetrix. Commercially confidential Slide 9
Data Capture API
Online Website
Mobile
Ecommerce
Custom Web App
API for Data Capture
2012 © Monetrix. Commercially confidential Slide 10
User Analytics Application
Offline Online Twitter
Google Analytics
Website
Mobile
Ecommerce
Custom Web App
Finance/Accounting
Marketing Apps
CRM
Inventory
Manufacturing Apps
ERP
Other DBs & Files
Node.js API and Custom
Connectors ETL Transformations
Node.js CSV Data File Loader
Distributed Database Technology
2012 © Monetrix. Commercially confidential Slide 11
Problems Solved...w Monetrix API & Pre-Built Application
Lack of resources to dedicate to analytics
Huge data volumes across many online and offline data sources
Poorly instrumented web applications aren’t capturing the right data points
Complex data structures and ETL tools for collecting and enriching data
Inability to make analysis easy for the business
• Complex database schemas that end-users users don’t understand
• Heavy reliance on skilled SQL programmers to answer basic queries
• Poor query performance when using self-service query tools
2012 © Monetrix. Commercially confidential Slide 12
What is Monetrix?
Monetrix is a user analytics application designed to
help data-driven marketers be more user-centric
and effective at growing and monetizing the users
of their digital channels.
2012 © Monetrix. Commercially confidential Slide 13
What does it do?
Monetrix captures, aggregates and enriches user
data from a company’s online & offline source to
create a 360° user view made of user metrics,
attributes, and profiling strategies. Marketers can
access this view with a web-based interface to
gain customer insight and take action.
2012 © Monetrix. Commercially confidential Slide 14
360° User View Base Profile - (age, gender, channel, platform, version,
geo, primary use, browser)
Social Platform Profiles – (likes, dislikes, demographics)
Tenure – days since the first time they did something
Recency – days since the last time they did something
Frequency – count how often they do something
Monetization – count or rank of how much they spend
Sociability – count or rank of how social they are
Engagement – count or rank of how engaged are
Movement – what types of movements have they done
Pre-Defined
CSV Input Files
Pre-Built
Connectors
Data Capture
API
360° User View
Users.csv
Events.csv
Sessions.csv
Transactions.csv
App Instrumentation