The presentation from Flurry's experts Mike Rollins and Alexandra Friedman at SF Mobile Entrepreneurs Meetup organised by Stanfy. We were discussing different aspects of keeping your users sticking to your mobile app. We were super excited to have Mike Rollins and Alexandra Friedman, experts from the New York office of Flurry discussing mobile analytics for startups and revealing practical tips on how to measure how sticky your app is. Flurry is a market-leading analytics software for smartphone and tablet apps and recently they crossed another major milestone – they now measure over 500,000 apps. Check this presentation and watch a video (http://youtu.be/Vlp-p4i91ec) to get to know many interesting insights on mobile analytics for startups, basics of integrating the SDK, the types of events you need to log, types of measurement tools you need, and how to monitor your campaign’s performance in order to determine the value of the user you purchased.

1. April 2014
Mobile Analytics for Start-ups
Alexandra Friedman, Senior Manager, Analytics
Mike Rollins, Lead Engineer, Partner Integration

2. Brief introduction
Meet the Flurry team
@FlurryMobile
Alex Friedman, Sr. Manager, Flurry Analytics
Alex is responsible for developing and
retaining key clients for Flurry Analytics. She
counsels some of Flurry’s largest clients on
their mobile business strategy and immerses
herself in client data to identify trends that
might inform key product decisions.
Mike Rollins, Lead Engineer, Integration
Mike is responsible for helping important
partners integrate Flurry services. He
primarily fills in on the advertising side, but is
well-versed in all Flurry products. He is also
an individual contributor to the core Flurry
products.

3. 1.2 BillionMonthly Unique Users
#1 Mobile Reach
Brief introduction
Flurry Analytics
#1 Analytics Provider
155KApplication Developers
500KApplications
1.3 TrillionMonthly Events
@FlurryMobile

4. Topics for today
@FlurryMobile
1) Know your data
2) Identify your most valuable users
3) Measure success

5. Agenda
@FlurryMobile
1) Know your data
2) Identify your most valuable users
3) Measure success

6. What are the basic metrics you can/should track?
@FlurryMobile
• Users are identified by unique device IDs
• A new mobile user is a user that launches the app for the first time
New
mobile
users
• A session is one use of the application by a user
• In Flurry, you can measure median and average session length for your
users, as well as the total amount of time spent in your app
Sessions
• An active user is defined as a user that has had a session with your
application during a specified time period
• Available in daily, weekly, or monthly view, as well as Time of Day
Active
mobile
users
• A retained user in Flurry is defined as a user that has had at least one
session with your application in the past seven days.
• Flurry also reports on user churn
Retained
users

7. • In-app Actions are known as ‘Events’ in Flurry
• Events enable you to know when a user:
– Makes a purchase
– Completes a level
– Shares on Facebook
– Listens to a song
– Searches for content
– Makes a phone call from a number listed in the app
How can I track app-specific actions?

8. How granular can I get with Events and Parameters?
Parameters can be exact values (as shown),
ranges of values, or user-defined

9. What are sample Events in Game apps?
• Event Name: Level play
• Trigger: Level 1 loads for player
• Parameters: Level played, Level started, Level re-started
Gameplay
• Event Name: Tutorial, Step
• Trigger: User completes Step 1 of the tutorial
• Parameters: Step, Duration
Navigation
• Event Name: In-app purchase initiated
• Trigger: User taps on “buy” to initiate purchase
• Parameters: Level, Coins, Duration
Monetiz-
ation
• Event Name: Facebook share
• Trigger: User shares activity to Facebook
• Parameters: Score, Level
Social

10. • Get started in minutes– 2 lines of code gives you all your mobile usage metrics,
demographic information, and User Acquisition Analytics
What does implementation entail?
FLURRY SDK
• Advanced Flurry implementations with full event tagging take days, not weeks or
months like other enterprise software solutions
• Flurry Analytics is a SaaS-based delivery model and does not require additional
resources from your IT department

11. What does iOS SDK implementation entail?
Basic Integration
Events Integration

12. What does Android SDK implementation entail?
Basic Integration
Events Integration

13. Agenda
@FlurryMobile
1) Know your data
2) Identify your most valuable users
3) Measure success

14. How to identify and acquire valuable users?
@FlurryMobile
• Use segments to identify cohorts of valuable users
• Understand personas (audience segments) in your app

15. • Flurry empowers you to create any custom segment you can
imagine.
• Powerful examples include segmenting your audience by:
– Paying vs. non-paying consumers
– Casual vs. power users
– Men vs. women
Segment Your Mobile Users Your Way

 


• View all of your mobile usage metrics such as new users, active users, and
user retention by segment
• Use this information to:
– Plan your next acquisition campaign to acquire users most like your whales
– Package key parts of your audience to sell directly to advertisers
– Determine the ROI of your marketing spend

16. Cohorts:
Segment based on acquisition date
Usage Level:
Define heavy, regular & infrequent users
Events:
Any event, parameter, or value you specify
Demographics & Geography:
Age, gender, location, language and more
Acquisition Source:
Segment by channel & campaign
Create segments using all important metrics
Segment Your Audience Your Way

17. Determine which Personas are valuable to you
BUSINESS
Real Estate Followers
Business Professionals
Personal Finance Geeks
Small Business Owners
TRAVEL
Business Travelers
Leisure Travelers
SHOPPING
Value Shoppers
Catalog Shoppers
ENTERTAINMENT
Bookworms
Casual & Social Gamers
Entertainment Enthusiasts
Hardcore Gamers
Music Lovers
News & Magazine Readers
TV Lovers
LIFESTYLE
Auto Enthusiasts
Fashionistas
Food & Dining Lovers
Health & Fitness Enthusiasts
Home & Garden Pros
Photo & Video Enthusiasts
Tech & Gadget Enthusiasts
Singles
Social Influencers
Sports Fans
New Moms
Moms

18. Flurry Personas Use Real App Usage to Qualify Users
1. Identify
business travelers
based on what
apps they use
2. Qualify
only recent, heavy
users
4. Update
membership bi-
weekly
EXAMPLE: Business Travelers
• Flight Booking
• Business Management
• Taxi
• Dining Reservations
3. Create
Business Traveler
Persona

19. Agenda
@FlurryMobile
1) Know your data
2) Identify your most valuable users
3) Measure success

20. • Flurry User Acquisition Analytics enables you to measure the quality of acquired users
based on how they engage with your app, their demographics and whether they
eventually spend money
• Cut all your mobile data such as retention, session length, age, and gender by channels
and campaigns
• Understand which channels deliver your best customers
• Build the best possible audience for your app as efficiently as possible
Are you able to optimize user acquisition spend?
Define user quality your way - by engagement,
demo, monetization and more

21. How It Works: An Example Campaign
Flurry records
app install
For each
campaign, set up
a unique
clickthrough URL
Flurry records app
launch
Flurry matches
launch to install
source
Reporting
available within
2 hours

22. • Use your events to create funnels to measure any series of steps you want consumers
to complete
• Improve conversions over time and versions
• Analyze funnel data by segments, versions, and time to gain even more insight
Are users converting along the key paths in your app?

23. Are users retained?
• Flurry retention metrics include Return Rate (e.g, static retention), Rolling Retention,
and Recent Users
• The Return Rate chart above includes a heat map to compare by install date cohort
Compare return rate by months since install

24. Concluding thoughts
@FlurryMobile
Collect the right data early on
Know your MVU’s and focus on acquiring these key segments
Conduct on-going assessment of goals and progress

25. @FlurryMobile
Questions?
Please contact us at:
Alex Friedman: Alexandra@Flurry.com
Mike Rollins: Mike@Flurry.com @rollinsio