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Mobile Measurement
            Paul Lawbaugh
Program Manager, Webtrends
Agenda
•    Mobile SDKs: Intro and Howto
•    Anatomy of modern apps
•    Hybrid Content
•    Cross-channel Visits
•    Reports and Dashboards
•    Top 5 take-aways
Mobile Measurement with Analytics 10

INTRODUCTION
Insight Across Your Digital Channels"
"
Reporting and analytics data for all of your channels (standard/mobile web,
mobile apps, social, etc…) should be available within a single tool
Data Beyond The Tag"
"
Ecosystem data from 3rd party sources (bit.ly, Twitter, Facebook, iTunes,
YouTube, etc.) should be integrated with your 1st Party data"
Mobile Strategy: Common Areas of Focus!

•    Monitoring of adoption and top line
     performance!
!
•    Assessing top drivers of traffic and
     refining the site/app to increase traffic
     from those channels!
!
•    Prioritizing design/implementation
     decisions based on device data!
!
•    Optimizing the user experience to
     decrease abandonment!
!
•    Personalizing the mobile site/app to
     increase engagement and lift!
!
"
Mobile Strategy: Questions & Data Points!
 Are people finding and using your Mobile properties?"
 ü  Downloads!
 ü  Total Users/Visitors!
 ü  Active User/Visitor Rate!
 ü  New VS Returning Users/Visitors!

 How engaged and loyal are your Mobile users?"
 ü  Visit/Session Frequency!
 ü  Visit/Session Depth!
 ü  Visit/Session Duration!
 ü  Bounce Rate!

 Are your Mobile users engaging in high value activities?"
 ü  User/Visitor Characteristics!
 ü  User/Visitor Segments!
 ü  Key User Activities!

 How do you retain users and encourage usage?"
 ü  Stickiness!
 ü  Feature Usage!
 ü  Traffic Drivers!
 ü  User/Visitor Feedback!
Mobile Measurement with Analytics 10

MOBILE SDKS
developer.webtrends.com >   “Data IN”   >   “Mobile App SDKs”
Platforms
•    iOS (iPad and iPhone)
•    Android (1.6 and up)
•    Blackberry (Java)
•    Windows Phone 8 (and 7)
Convenience Methods
Configuration Settings
iPhone Step 1: Import Library
iPhone Step 2: DCS ID
iPhone Step 3: Import Frameworks
iPhone Step 4: App Delegate
   Insert “Super” in AppDelegate.m -- see “SDK - iPhone Code
   Snippets.rtf”
iPhone Step 5: Convenience Methods
Insert Convenience Methods for more advanced events as desired
        See Paul’s “SDK – iPhone Code Snippets.rtf” for examples
Mobile Measurement with Analytics 10

CROSS-CHANNEL &
HYBRID APP MEASUREMENT
What is a Hybrid Mobile App?
    Hybrid
    Native + Mobile Web

    Hybrid apps run inside a
    native container, and
    leverage the device’s
    browser engine to render
    the HTML and process the
    JavaScript locally.




© 2012 Webtrends, All Rights Reserved.   | 19
Hybrid Mobile App Benefits
                                         ü  Faster time to market and reduced cost.
                                         ü  Less native coding required
                                              ü  HTML5 developers are typically easier to find and less
                                                  expensive than native developers.
                                              ü  A reduction in native coding usually results in more reusable
                                                  code across platforms as the HTML5/JS/CSS code base can
                                                  be utilized across platforms.
                                              ü  Maintenance costs are usually lower.

                                         ü  App update approval submissions can often be
                                            dramatically minimized.
                                         ü  The web-to-native abstraction layer enables access
                                            to device capabilities that are not accessible within
                                            mobile web applications, such as the
                                            accelerometer, camera and local storage.



© 2012 Webtrends, All Rights Reserved.                                                                            | 20
Measurement Challenges
      ü  Both sets of data cannot always be collected and/or
         combined.
           •    Native: Measurement is usually handled via SDKs
           •    Mobile Web: Measurement is typically handled via JavaScript Tagging

      ü  When you can collect both data types, the IDs are usually
         not synced up.
      ü  The end result is either missing data or the inability to tie
         the data together when you are able to collect both.
      ü  When you cannot tie that data together, you are not
         getting a true picture of what is happening within your
         hybrid apps or with the traffic that is flowing between your
         mobile experiences.
Hybrid/Cross-Channel Analytics!
Anatomy of a Modern App!
Hybrid/Cross-Channel Analytics!
Anatomy of a Modern App!

                Red Text = Hybrid Content

                Blue Text = Cross-Channel
                Scenario
Hybrid/Cross-Channel Analytics!
Anatomy of a Modern App!

                    Search Suggestion

                    WebView Content

                    Text, Content,
                    Messaging

                    Images, Maps, Video
Hybrid/Cross-Channel Analytics!
Anatomy of a Modern App!

                    Search Suggestion

                    WebView Content

                    Text, Content,
                    Messaging

                    Images, Maps, Video

                    Matching User and Session
                    ID across App and web
                    requests
Hybrid/Cross-Channel Analytics!
Scenario – Bringing it all together!




User starts on Web:
Groupon, m., email
or other site.
Hybrid/Cross-Channel Analytics!
Scenario – Bringing it all together!




Link click
(1st or 3rd
party)
launches
mobile app
Hybrid/Cross-Channel Analytics!
Scenario – Bringing it all together!


                     Content Relevant in Mobile
                     Analytics


Link click
(1st or 3rd          Cross-channel Conversion
party)               Details: hotel chain, image
launches             selection or hotel features
mobile app
Hybrid/Cross-Channel Analytics!
Scenario – Bringing it all together!
                            Conversion
                            Event

                            Which
                            elements
                            influence
                            conversion?

                            VDM profiles
                            user segment
                            for optimize &
                            targeting
Hybrid/Cross-Channel Analytics!
Scenario – Bringing it all together!
                             WebView or
                             online
                             checkout




User session
must match
from
acquisition -
conversion
Cross-channel JavaScript
App Referrals
WT.fr on conversion events
WebtrendsDataCollector.firstReferrer()

iOS Launch referral
didLaunchWithOptions

Register CURL (custom URL)
info.plist > add url > reverse domain convention
myapp://
True Visitor Level Data & Segmentation"
"
The collection of visitor attributes/events and the ability to score, segment,
and ultimately act upon data at the individual level is one of the keys to true
success across your channels"
Privacy Concerns & Solutions
          ü  Default to most private: randomly generated ID
          ü  Device ID optional
               ü  Apple’s deprecation of UDID and MAC addresses due to inability
                   of users to control how they are being profiled

          ü  Recommended Approaches:
               ü  Be transparent in your policy. Make sure your privacy policy is
                   accurate and up to date.
               ü  Use a app specific ID if you do not need cross app identification.
               ü  If you do need to use a cross app/platform identifier, do not use a
                   device specific ID that cannot be cleared by the end user.
               ü  Always provide an easy opt-out option.
Digital Measurement with Analytics 10

DASHBOARDS AND REPORTS
Custom Reports
Custom Reports
Webtrends & 3rd Party Data for Mobile Spaces
• What’s Included?!
   »  Key Metrics !
        •  Downloads!
        •  Revenue!
        •  Updates!
        •  Installs!
        •  Ratings!
   »  Break-Out Reports!
        •  iOS Ratings!
        •  iOS Sales + Trends!
        •  GP Installs: App
           Versions!
        •  GP Installs: Carriers!
        •  GP Installs: Countries!
        •  GP Installs: Devices!
        •  GP Installs: Locales!
        •  GP Installs: OS!
        •  GP Sales: Cities!
        •  GP Sales: Countries!
Mobile Measurement with Analytics 10

CUSTOM DATA WITH
DATA COLLECTION API
Sample App – Data In
http://developer.webtrends.com/docs/DOC-1205
DC API HowTo
•  An example walkthrough using Fiddler follows the
   step details
•  DC Requests follow our Open Exchange REST
   precedent:
•    http://dc.webtrends.com/v1/[DCS ID]/events.svc?dcsformat=plain
DC API HowTo
•  Address: dc.webtrends.com
•  Version: v1 (when we release new versions, previous
   will remain active)
•  DCS ID: [A valid WebTrends DCS ID] - If you are
   testing/debugging, create a test DCS data source
•  DCSFormat: plain, XML
  “Format” specifies the return request format
  You still need a request header to ID the POST data
•  [optional] DCSVerbose=true
DC API HowTo
   Step 1: Form a Base DC Request with your DCSID:
•  http://dc.webtrends.com/v1/
   dcst2axhq00000oqoz417slqm_2m2n/events.svc?
   dcsformat=plain&dcsverbose=true
DC API HowTo
   Step 2: Header Content
•     You will also need to specify in the request header the
   format of the POST data you are sending.
•  Currently we are only supporting text formatted data (no
   XML in the POST body just yet):

•  Content-Type: application/x-www-form-urlencoded
DC API HowTo
     Step 3: Form the content of the POST
•    “Core” Required Params in POST body:
•    •dcsuri= (URI stem)
•    •dcsua= (useragent string)
•    •WT.ti=[pagetitle]
•    •WT.co_f= one of the several visitor ID parameters
     WebTrends supports (see docs for full details)
•    •WT.tz=-8 (time zone) this is optional but a good practice
•    •WT.co=yes this is a fixed value needed to validate the hit

        Put all of these parameters into a single & joined string like:
        dcsuri=apphome.php&wt.ti=Home%20Page&dcsua=android...
        Remember to URL encode special characters you want to include in the
        values like spaces = %20.
DC API HowTo
     Step 4: Testing in Fiddler
•    Fiddler is a free open source tool for sending and
     monitoring http and other protocol requests.
•    Our use case is to allow you to send a POST and easily
     view the return response from the WebTrends server
•    Get Fiddler2 @
     http://www.fiddler2.com/fiddler2/version.asp
•    Open Fiddler
•    Click on the "Request Builder" tab
•    Insert the data from Steps 1-3 as created above
•    Click execute
DC API HowTo
   Step 5: Debug the Results
•  Double click on the results shown in the Web Sesssions window
   after you execute the request.
•  The details it will show include the full POST you made, the header
   sent and a parsed return from the server.
•  One of the details WebTrends returns is a version and build number
   in case you are running into trouble with a beta server
Additional Parameters




https://developer.webtrends.com/community/dc/blog/2011/02/03/preview-
                how-do-i-create-my-own-sdk-for-platform
Top 5 Take-Aways!

Mobile App SDKs
•    App Analytics are critical part of ROI strategy
•    Use Webtrends Convenience methods: content
     views, search, ads, products, etc.)
•    Create Cross-channel ROI strategy (site, to app, to
     site)
•    Evaluate your hybrid content needs (embedded
     webviews, images, etc. in native apps)
•    Add some custom reports!
Thank You




      paul.lawbaugh@webtrends.com
           blogs.webtrends.com
           @portland_friend
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Engage 2013 - Mobile Measurement Tactics

  • 1. Mobile Measurement Paul Lawbaugh Program Manager, Webtrends
  • 2. Agenda •  Mobile SDKs: Intro and Howto •  Anatomy of modern apps •  Hybrid Content •  Cross-channel Visits •  Reports and Dashboards •  Top 5 take-aways
  • 3. Mobile Measurement with Analytics 10 INTRODUCTION
  • 4. Insight Across Your Digital Channels" " Reporting and analytics data for all of your channels (standard/mobile web, mobile apps, social, etc…) should be available within a single tool
  • 5. Data Beyond The Tag" " Ecosystem data from 3rd party sources (bit.ly, Twitter, Facebook, iTunes, YouTube, etc.) should be integrated with your 1st Party data"
  • 6. Mobile Strategy: Common Areas of Focus! •  Monitoring of adoption and top line performance! ! •  Assessing top drivers of traffic and refining the site/app to increase traffic from those channels! ! •  Prioritizing design/implementation decisions based on device data! ! •  Optimizing the user experience to decrease abandonment! ! •  Personalizing the mobile site/app to increase engagement and lift! ! "
  • 7. Mobile Strategy: Questions & Data Points! Are people finding and using your Mobile properties?" ü  Downloads! ü  Total Users/Visitors! ü  Active User/Visitor Rate! ü  New VS Returning Users/Visitors! How engaged and loyal are your Mobile users?" ü  Visit/Session Frequency! ü  Visit/Session Depth! ü  Visit/Session Duration! ü  Bounce Rate! Are your Mobile users engaging in high value activities?" ü  User/Visitor Characteristics! ü  User/Visitor Segments! ü  Key User Activities! How do you retain users and encourage usage?" ü  Stickiness! ü  Feature Usage! ü  Traffic Drivers! ü  User/Visitor Feedback!
  • 8. Mobile Measurement with Analytics 10 MOBILE SDKS
  • 9. developer.webtrends.com > “Data IN” > “Mobile App SDKs”
  • 10. Platforms •  iOS (iPad and iPhone) •  Android (1.6 and up) •  Blackberry (Java) •  Windows Phone 8 (and 7)
  • 13. iPhone Step 1: Import Library
  • 14. iPhone Step 2: DCS ID
  • 15. iPhone Step 3: Import Frameworks
  • 16. iPhone Step 4: App Delegate Insert “Super” in AppDelegate.m -- see “SDK - iPhone Code Snippets.rtf”
  • 17. iPhone Step 5: Convenience Methods Insert Convenience Methods for more advanced events as desired See Paul’s “SDK – iPhone Code Snippets.rtf” for examples
  • 18. Mobile Measurement with Analytics 10 CROSS-CHANNEL & HYBRID APP MEASUREMENT
  • 19. What is a Hybrid Mobile App? Hybrid Native + Mobile Web Hybrid apps run inside a native container, and leverage the device’s browser engine to render the HTML and process the JavaScript locally. © 2012 Webtrends, All Rights Reserved. | 19
  • 20. Hybrid Mobile App Benefits ü  Faster time to market and reduced cost. ü  Less native coding required ü  HTML5 developers are typically easier to find and less expensive than native developers. ü  A reduction in native coding usually results in more reusable code across platforms as the HTML5/JS/CSS code base can be utilized across platforms. ü  Maintenance costs are usually lower. ü  App update approval submissions can often be dramatically minimized. ü  The web-to-native abstraction layer enables access to device capabilities that are not accessible within mobile web applications, such as the accelerometer, camera and local storage. © 2012 Webtrends, All Rights Reserved. | 20
  • 21. Measurement Challenges ü  Both sets of data cannot always be collected and/or combined. •  Native: Measurement is usually handled via SDKs •  Mobile Web: Measurement is typically handled via JavaScript Tagging ü  When you can collect both data types, the IDs are usually not synced up. ü  The end result is either missing data or the inability to tie the data together when you are able to collect both. ü  When you cannot tie that data together, you are not getting a true picture of what is happening within your hybrid apps or with the traffic that is flowing between your mobile experiences.
  • 23. Hybrid/Cross-Channel Analytics! Anatomy of a Modern App! Red Text = Hybrid Content Blue Text = Cross-Channel Scenario
  • 24. Hybrid/Cross-Channel Analytics! Anatomy of a Modern App! Search Suggestion WebView Content Text, Content, Messaging Images, Maps, Video
  • 25. Hybrid/Cross-Channel Analytics! Anatomy of a Modern App! Search Suggestion WebView Content Text, Content, Messaging Images, Maps, Video Matching User and Session ID across App and web requests
  • 26. Hybrid/Cross-Channel Analytics! Scenario – Bringing it all together! User starts on Web: Groupon, m., email or other site.
  • 27. Hybrid/Cross-Channel Analytics! Scenario – Bringing it all together! Link click (1st or 3rd party) launches mobile app
  • 28. Hybrid/Cross-Channel Analytics! Scenario – Bringing it all together! Content Relevant in Mobile Analytics Link click (1st or 3rd Cross-channel Conversion party) Details: hotel chain, image launches selection or hotel features mobile app
  • 29. Hybrid/Cross-Channel Analytics! Scenario – Bringing it all together! Conversion Event Which elements influence conversion? VDM profiles user segment for optimize & targeting
  • 30. Hybrid/Cross-Channel Analytics! Scenario – Bringing it all together! WebView or online checkout User session must match from acquisition - conversion
  • 32. App Referrals WT.fr on conversion events WebtrendsDataCollector.firstReferrer() iOS Launch referral didLaunchWithOptions Register CURL (custom URL) info.plist > add url > reverse domain convention myapp://
  • 33. True Visitor Level Data & Segmentation" " The collection of visitor attributes/events and the ability to score, segment, and ultimately act upon data at the individual level is one of the keys to true success across your channels"
  • 34. Privacy Concerns & Solutions ü  Default to most private: randomly generated ID ü  Device ID optional ü  Apple’s deprecation of UDID and MAC addresses due to inability of users to control how they are being profiled ü  Recommended Approaches: ü  Be transparent in your policy. Make sure your privacy policy is accurate and up to date. ü  Use a app specific ID if you do not need cross app identification. ü  If you do need to use a cross app/platform identifier, do not use a device specific ID that cannot be cleared by the end user. ü  Always provide an easy opt-out option.
  • 35. Digital Measurement with Analytics 10 DASHBOARDS AND REPORTS
  • 38. Webtrends & 3rd Party Data for Mobile Spaces • What’s Included?! »  Key Metrics ! •  Downloads! •  Revenue! •  Updates! •  Installs! •  Ratings! »  Break-Out Reports! •  iOS Ratings! •  iOS Sales + Trends! •  GP Installs: App Versions! •  GP Installs: Carriers! •  GP Installs: Countries! •  GP Installs: Devices! •  GP Installs: Locales! •  GP Installs: OS! •  GP Sales: Cities! •  GP Sales: Countries!
  • 39. Mobile Measurement with Analytics 10 CUSTOM DATA WITH DATA COLLECTION API
  • 40. Sample App – Data In http://developer.webtrends.com/docs/DOC-1205
  • 41. DC API HowTo •  An example walkthrough using Fiddler follows the step details •  DC Requests follow our Open Exchange REST precedent: •  http://dc.webtrends.com/v1/[DCS ID]/events.svc?dcsformat=plain
  • 42. DC API HowTo •  Address: dc.webtrends.com •  Version: v1 (when we release new versions, previous will remain active) •  DCS ID: [A valid WebTrends DCS ID] - If you are testing/debugging, create a test DCS data source •  DCSFormat: plain, XML “Format” specifies the return request format You still need a request header to ID the POST data •  [optional] DCSVerbose=true
  • 43. DC API HowTo Step 1: Form a Base DC Request with your DCSID: •  http://dc.webtrends.com/v1/ dcst2axhq00000oqoz417slqm_2m2n/events.svc? dcsformat=plain&dcsverbose=true
  • 44. DC API HowTo Step 2: Header Content •  You will also need to specify in the request header the format of the POST data you are sending. •  Currently we are only supporting text formatted data (no XML in the POST body just yet): •  Content-Type: application/x-www-form-urlencoded
  • 45. DC API HowTo Step 3: Form the content of the POST •  “Core” Required Params in POST body: •  •dcsuri= (URI stem) •  •dcsua= (useragent string) •  •WT.ti=[pagetitle] •  •WT.co_f= one of the several visitor ID parameters WebTrends supports (see docs for full details) •  •WT.tz=-8 (time zone) this is optional but a good practice •  •WT.co=yes this is a fixed value needed to validate the hit Put all of these parameters into a single & joined string like: dcsuri=apphome.php&wt.ti=Home%20Page&dcsua=android... Remember to URL encode special characters you want to include in the values like spaces = %20.
  • 46. DC API HowTo Step 4: Testing in Fiddler •  Fiddler is a free open source tool for sending and monitoring http and other protocol requests. •  Our use case is to allow you to send a POST and easily view the return response from the WebTrends server •  Get Fiddler2 @ http://www.fiddler2.com/fiddler2/version.asp •  Open Fiddler •  Click on the "Request Builder" tab •  Insert the data from Steps 1-3 as created above •  Click execute
  • 47. DC API HowTo Step 5: Debug the Results •  Double click on the results shown in the Web Sesssions window after you execute the request. •  The details it will show include the full POST you made, the header sent and a parsed return from the server. •  One of the details WebTrends returns is a version and build number in case you are running into trouble with a beta server
  • 49. Top 5 Take-Aways! Mobile App SDKs •  App Analytics are critical part of ROI strategy •  Use Webtrends Convenience methods: content views, search, ads, products, etc.) •  Create Cross-channel ROI strategy (site, to app, to site) •  Evaluate your hybrid content needs (embedded webviews, images, etc. in native apps) •  Add some custom reports!
  • 50. Thank You paul.lawbaugh@webtrends.com blogs.webtrends.com @portland_friend
  • 51. Rate Session & Speakers/ Panelists