Poor experiences, low ratings, and missed opportunities to engage and monetize customers are unfortunately the norm, not the exception, for most companies in today’s mobile world. How ironic, given that most consumers are spending the vast majority of their screen time in apps on their phones, which are now viewed as life enhancement devices that provide critical utilitarian function or on-demand entertainment. No other engagement point is as intimate as a mobile app on a phone, and companies that can digitally enhance their customers contextual experiences will have a significant competitive advantage in a world where many organizations aren’t updating or even measuring their apps to provide additional value to their customers. In this session, Nate Smith will share how to organize your app analysis for customer success, around the unique and fundamental combination of high engagement intent, context and recency dimensions that only mobile app data provides.

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App Analytics: The Key that Unlocks Mobile Value from Your
BrandNate Smith | Senior Manager, Product Marketing | Adobe
© 2016 Adobe Systems Incorporated. All Rights Reserved.

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museumofunintendeduse.com

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Believe it or not, your users
may not be using your app
exactly like you think they
are.

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Digital Landscape
WEB | SOCIAL | MOBILE

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Expectations
PERSONALIZED

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Expectations
PERSONALIZED
RELEVANT

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Expectations
PERSONALIZED
RELEVANT
REAL-TIME

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Bridging the physical and digital worlds
Thanksgivingcommerce
onmobile
Mobile is the nexus of the customer journey
(high engagement intent + context + recency + location)
ofemailnowopened
onphones
41%
60%
47%
80%
66%
nolongeruseland
linesforphonecalls
ofsocialmediatime
nowspentinapps
ofinternettraffic
comesfromapps
29%
ofmobilemediatimeis
spentinapps
Life Enhancement

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A new paradigm for measurement
4 36.0
12 7.0
19 1.2
Sessions Duration (in minutes)
Source: Gartner

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IS A CATALYST FOR
THE MOBILE FRONTIER

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Bridging the physical and digital worlds
40 averagenumberof
apps
71%ofusersonlyaccess appsperday1 - 6
Newappdownloadsareslowing,onlygrowing5%
y-o-yincreaseinapplaunches51%
ofallconsumerinteractionsare
mobile
50 - 70%
Sources: Adobe Digital Index & Millward Brown Digital

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Bridging the physical and digital worlds
Apps on Android lose 77% of their customer base 3
days after an app is downloaded
A staggering 95% of of app users are lost within 3
months.
Source: Quettra research

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Rarely used the app
Why do users delete apps?
72%
Need to free memory on phone
Found the app was draining phone
battery
Found better apps to replace them
App had too many technical issues
App was sending too many ads or alerts
App wasn’t easy to use
Spending too much time using the app
Source: Millward Brown Digital
51%
44%
40%
39%
34%
32%
8%

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It’s so nice to meet you! I am going to
take up so much of your time! By the
way, I have a TON
of…technical…issues. This definitely
leads to a significant drain on you.
Oh! I’m also going to bombard you with
all sorts of requests to buy stuff! Trust
me, I’m soooooo worth it!
The first impression is a big one

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Analytics is the Key
UnlocksMobileValueforYour Brand

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Mobile app ecosystem for brands
16
Develop Acquire Analyze Engage Monetize
Location
Design,
Test,
Deploy
Awareness
& App
Downloads
User
Interaction
&
Satisfaction
Contextually
Relevant
Experiences
ROI
&
Commerce
• Prototyping
• Cross platform
dev/QA
• Enterprise
connectors
• Brand awareness
• Marketing
optimization
• App
discovery/installs
• Behavioral analytics
• App performance
• X-device
• Messaging
• Optimization
• Personalization
• Payments / Wallet
• Merchandising
• Inventory
optimization
Priority
Key
Customer
Needs
Analytics

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What should we be measuring?
Utility
reduce friction
Entertainment
increase engagement
Monetize
• Revenue (sales, in-
app purchase, ad)
• Avg. Revenue / User
• Goals / proxy events
• Conversion rate
• Lifetime Value
Impact
Analyze
Health
• Crash rate
• Devices
• OS & Version
• Carrier
• App Version
• Location
• Latency
• Network Errors
Engage
Retention
• App Launches
• Active Users (DAU, MAU)
• Retention Rate
• Session length
• Time to event
• Screens viewed
• Features used / not used
• Logins
• Messaging (type,
launches., click-through)
• Downloads
• Acquired users
• Channels
Acquire
Campaigns
Cohorts|Funnels|
Segments

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Mobile must enhance the physical experience, not avoid it

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• 43% “clip mobile coupons” and “browse weekly
ads”
• 29% “consult shopping lists”
• 15% “call or text another member of their
household for information or recommendations”
• 41% “want offers, like coupons, sent to their
smartphone when they enter a store.”
Source: Retale
Example: 58% of millennials say they use their device while shopp

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Multi-channel measurement:
Don’tmeasureinasilo–integrateappanalyticswithother
onlineandofflinechannels

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App Lifecycle Metrics & Dimensions
23
 Installs (first time
launch)
 Upgrades
 Launches
 Crashes
 Previous Session
Length
 Engaged Users
Dimensions
 Install Date
 App ID
 Number of Launches
 Days Since First Use
 Days Since Last Use
 Hour Of Day
 Day Of Week
Events
 Days Since Last
Upgrade
 Launches Since
Upgrade
 Device Name
 OS & OS Version
 Carrier Name
 Resolution

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App Lifecycle Metrics & Dimensions
24
 Action time
 Life time value
(event)
Dimensions
 Location (10km – 1m)
 Point-of-interest Name
 Distance to Point-of-
interest center
 Lifetime Value
(conversion)
 Tracking code
Events
 Campaign
 Campaign content
 Campaign medium
 Campaign source
 Campaign term