Care about how to leverage 'Mobile Analytics – Driving Consumer Insights'. You will find this deck presented by Theodore Hayes, Head of Analytics at iProspect Communicate 2 during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/

1. Digital Marketing Webinar
Mobile Analytics – Driving Consumer Insights
April 3, 2015 | Theodore Hayes (Head of Analytics at iProspect Communicate 2)
www.digitalvidya.com

2. iProspect India
2015

3. Mobile in India

4. Mobile TodayMobile Today
950 Million Mobile
Users
• The fastest growing Mobile
Subscriber base in the world.
213 Million
• Mobile Internet Users
Avg. of 25% of Website
traffic
• Is from mobile and increasing.

5. Mobile Solutions

6. Overview of Mobile SolutionsOverview of Mobile Solutions

7. Benefits of AppBenefits of App
• Build Loyalty
• Reinforce your Brand
• Increase yourVisibility
• Increase your Accessibility
• Increase Sell-Through
• Increase Exposure across Mobile Devices
• Connect you with On-the-Go Consumers
• Rich Data Source

8. Google AnalyticsGoogle Analytics

9. LocalyticsLocalytics

10. Adobe Marketing CloudAdobe Marketing Cloud

11. MixpanelMixpanel
Pricing - Free version is available. Pricing starts from
$150 per month.

12. FlurryFlurry

13. Mobile Vs Web

14. Mobile vs WebMobile vs Web
• Studies the behaviour of mobile website visitor just like
traditional web analytics.
• Refers to the use of data collected as visitors access a
website from a mobile phone.
• Helps us determine which aspects of the website work
best for mobile traffic.
• Helps us understand which mobile campaigns work best
for business.Q
Why Don’t web
Metrics work for
Mobile Apps?
Don’tDon’t

15. Web MetricsWeb Metrics
Important
Web Metrics
• SEO
• SiteTraffic
• Number of
Visitors
1) Google Keyword Search

16. Web MetricsWeb Metrics
Important Web
Metrics
• Number of
Pageviews
• PagesVisited
• Time on Site
2) Website Exploration
http://mywebsite.com
/productpage
/information
/checkout

17. Web MetricsWeb Metrics
Important Web
Metrics
• Delivery Rate
• Open Rate
• Click Rate
2) Nurturing Emails

18. Web MetricsWeb Metrics
Important Web
Metrics
• Number of
Conversions
• Conversion value
• Most recent
conversion offer
• Revenue per
visitor
4) Reconversion  Sales Pitch
 Purchase

19. Mobile MetricsMobile Metrics
Important Mobile Metrics
• ASO
• Category Rank
• App Rating
1) App Store Search

20. Mobile MetricsMobile Metrics
Important Mobile Metrics
• Number ofVisits to App
Listing Page
• Downloads
• Users
2) App Listing Review 
Download

21. Mobile MetricsMobile Metrics
Important Mobile Metrics
• Session length
• ScreenViewed
• Time in app
• Time on screens
3) App Exploration

22. Mobile MetricsMobile Metrics
Important Mobile Metrics
• User Segments
• Open Rate
• Click through Rate
• Session intervals
• MAUs
4) Nurturing Push and in-app
messages

23. Mobile MetricsMobile Metrics
Important Mobile Metrics
• Conversion Events
• CTA Click Rate
• Funnel Completions
• Funnel Drop offs
• Retention rate
5) Events and Ultimate App
Action completed

24. Mobile MetricsMobile Metrics
Best Metrics are:
• Uncomplex
• Relevant
• Timely
• Instantly Useful
5) Best Metrics Are?

25. Driving Consumer Insight

26. For Mobile ApplicationsFor Mobile Applications
Vanity Metrics
• Number of app
downloads
• Total number of
Sessions
• Total number of first
time users

27. Digital Performance on a Global Scale.

28. How to Start Measuring Success.How to Start Measuring Success.

29. How Mature is Your BusinessHow Mature is Your Business

30. Demonstrate the Value of the Mobile ChannelDemonstrate the Value of the Mobile Channel
• Baseline Performance
• Compare Channels
• Monetise Actions
• Discover Optimisation
Opportunities

31. Metrics BFF - ChallengeMetrics BFF - Challenge
Click Through Rate
Bounce
Rate
Sessions
Users
Screenviews per session
Tim
eon
App
Conversion Rate
Average order Value

32. Metrics BFF - AnswersMetrics BFF - Answers
• Click-through Rate <-> Bounce Rate
• Sessions <-> Users
• Time on App <-> Screen views per session
• Conversion Rate <-> Average order value

33. Thank You. Theodore Hayes
Head of Analytics,
@HazeyTheo

34. www.digitalvidya.com
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