This document summarizes a presentation about driving consumer insight with mobile analytics. It discusses the differences between web and mobile analytics, metrics to analyze like activation, retention and referral rates. It also reviews several mobile analytics products and how they can help with funnel analysis, cohort analysis and gaining insight from customer data to improve mobile apps and drive revenue. Case studies are presented of how companies like TheFind and Sephora use mobile analytics.
9. New York| March 25–28, 2013 | #SESNY
@openmk
Cohort Funnel Trend
Acquisition % who download
the product by day
Activation % of users who
activate the product
by date of download
% of users who
download the
product, use it 1x,
and fill out a profile
Changes in this
behavior over time
Retention % of users who use
the app 3x by date
of download
% of users who use
the app 1x who go
on to use the app 3x
Change in the
number of loyal
users over time
Revenue % of users who use
the app 11x time
and go on to
complete in app
purchase
% of users who
move from step 3 to
step 4 in the
purchase funnel
Change in ARPU over
time
Referral % of users who leave
a review by date of
activation
% of users who post
a product review
after being exposed
to 2 photos
Changes in
sentiment over time
21. New York| March 25–28, 2013 | #SESNY
@openmk
Evaluate Products
• Dashboard view
• Support for specific analyses you need
• Ability to get to go beyond vanity metrics with more emphasis on engagement and
ultimately revenue
• Referral code for campaign tracking
• Integration – how easy or hard it is – particularly with the other data sources that
matter to you
• Pricing model – FREE generally means free but Enterprise products are priced
differently – on purpose
• Worry more than a little about the cross device problem