1. CCT Consulting
June 2015
Camille Chaudet
Mobile Analytics
Analyzing mobile apps
Let's share our REX to become
Mobile Analytics Heroes

2. Mobile Analytics and you
June 15 CCT Consulting - @camillechaudet 2

3. MOBILE ANALYTICS
vs. WEB ANALYTICS

4. MOBILE ANALYTICS
WEB ANALYTICS
Javascript
<TAG> SDK
Web Analytics server
Mobile
App
Web
&
Mobile
Site
Cookie Device ID
≠
Internet
Local offline
database
Real-time
Server Call
Web Analytics server
Internet
Server Call
June 15 CCT Consulting - @camillechaudet 4

5. Session duration 30 min 10 min
Time spent per visit
wrong since we do not track the
time spent on the last page of
each visit
very accurate since we track the
opening of the app, the
background and the closing
Tracking
URL is a page and buttons/links/
pdf downloads/etc. are clicks
Everything is event, no technical
difference between page and clic
Traffic sources
direct + SEO/SEA/ refferrer +
campaigns
direct + campaigns
Campaigns
email + display + affiliation +
social
push + QR code + URL Schema
Other? to be completed to be completed
MOBILE ANALYTICS
WEB ANALYTICS
June 15 CCT Consulting - @camillechaudet 5

6. Web Analytics
vs. Mobile Analytics
metrics and dimensions
Take a post-it!

7. Geolocation Network node
GPS geolocation
+ distance to nearest store
Network connexion Wifi Wifi + 3G
Real-time Real-time Real-time + batchs
Unique identifier Finger printing + cookies Device ID
Session definition Session Session
Online/Offline Online Online + Offline
Errors Errors Crashes + errors
Screen Screenwidth
Screenwidth
+ Portrait vs Landscape
MOBILE ANALYTICS
WEB ANALYTICS
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8. Device
Desktop/Phone/Tablet/
Connected object
Phone/Tablet/
Connected object
Platform Windows/iOS/Linux iOS/Android/Windows phone
Downloads -
Downloads + re-downloads +
source and date of downloads
NFC - NFC source
QR code - QR code source
iBeacon - iBeacon source
Push - Push
App version - App version
MOBILE ANALYTICS
WEB ANALYTICS
June 15 CCT Consulting - @camillechaudet 8

9. MOBILE ANALYTICS
KPIs

10. Some examples :
• Brand building – App downloads, Video views and Facebook Likes
• Loyalty – Sessions per user, Time spent, Return rate, Sharing of content, Liking content,
Sign-ups to opt-in programs, time spent with a specific product or service, etc
• Driving business offline – Visits to store, callback, etc
• Transactional – basket, conversation rate, etc
• Customer service perception – appstore ratings/reviews, customer survey results, etc
• Non functionnal KPIs : average loading time, service uptime, page / app errors, etc
Mobile Analytics KPIs brainstorming
June 15 CCT Consulting - @camillechaudet 10

11. Mobile Analytics KPIs
brainstorm
Take a post-it!

12. Mobile Analytics KPIs brainstorming
Net promoter
score (0-10 scale
vs smiley faces)
Form completion
rate
App reviews on
store
App comments
on store
Downloads and
re-downloads
% app opening/
download
% Geolocation
activation
Page details
displays
Call phone
number
Sign-up rate
is engaged users
(nb screens/
second +
foregrounds/day)
Push notification
performance
is happy user (3+
app launch/day &
10+ screens
viewed)
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13. ANALYSIS RESULTS

14. • Low usage, big difference between number of downloads and number of openings and visits
• Users mostly go to homepage but very few browse the app (75% don't go further than the
interstitial > home)
• People do not update their app version, especially on Android
• People don't revisit your app, pay attention if you have hybrid app where html content will be OK at
second relaunch of the app and more
• High workload on setup as platforms are developped independently + tested independently (price
x4 if mobile iOS/Android and tablet iOS/Android)
• People desinstall the app when there is a technical problem (bluetooth making battery deload
quickly)
• Mobile commerce had very poor performance compared to desktop
What we've observed (on B2C services apps)
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15. What about your
experience?
June 15 CCT Consulting - @camillechaudet 15

16. • Behavior on tablet completely different from behavior on mobile : tablet users are more
loyal than mobile users
• For a sportswear brand : mobile is used to get information and purchase is made on
desktop
• For travel apps : purchase is made immediately
• For shopping apps : user are seeking information (browse, compare products) and close
purchase on desktop
• It seems customer life cycle is not the same on mobile/tablet/app => UX and customer
paths shall also be different
• Case study of a small furniture reseller that sold a lot on mobile site (no mobile app)
What has been observed
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17. • Mobile conversion rate 3 times lower than on desktop
• Key success factors :
‒ Does the app answer a specific need that I cannot meet somewhere else?
‒ What is the customer life cycle?
‒ What kind of service do the user need at a specific time?
What has been observed
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18. +33 6 25 06 26 46
camille.chaudet@cctconsulting.fr
@camille.chaudet
Contact : Camille CHAUDET
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