This document summarizes a presentation about driving consumer insight with mobile analytics. It discusses the differences between web and mobile analytics, metrics to analyze like activation, retention and referral rates. It also reviews several mobile analytics products and how they can help with funnel analysis, cohort analysis and gaining insight from customer data to improve mobile apps and drive revenue. Case studies are presented of how companies like TheFind and Sephora use mobile analytics.

1. New York | March 25–28
Driving Consumer Insight
with Mobile Analytics
Marcia Kadanoff
Open Marketing
CEO & Founder
@openmk
#SESNY

2. New York| March 25–28, 2013 | #SESNY
@openmk
What We’re Going To Talk About
• Types of analytics to look at for mobile versus web
• Products available to help you get actionable customer insight
• Analyses and testing needed to drive customer insight

3. New York| March 25–28, 2013 | #SESNY
@openmk
Why Mobile Apps?

4. New York| March 25–28, 2013 | #SESNY
@openmk
Differences You Need To Know About
WEB ANALYTICS MOBILE APP ANALYTICS
Session tracking done primarily thru cookies
and Javascript
Session tracking done primarily thru UDID
(Android) and with sessions (iOS)
Human user interface is keyboard and
mouse based
Human user interface is gestural and touch‐
based
Web measurement model is centered
around page views, referrals, search, and
visits
Measurement model is less about referrals
and search and more about engagement
and loyalty
Unique visitors are tied to individual or
server IP addresses
Unique visitors are difficult if not impossible
to measure; instead we look at sessions

5. New York| March 25–28, 2013 | #SESNY
@openmk
Easily 40 Analytics Products Specific To Mobile

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Vanity Metrics
• Number of app downloads
• Total number of sessions
• Total number of first time users
DAU – Unique Users

7. New York| March 25–28, 2013 | #SESNY
@openmk
For Mobile Applications
• Downloads are not enough
• Need to drive 1x usage – an astounding 25% of people download an app and use it
1x only
• Need to drive 3x usage – what the industry defines as loyalty

8. New York| March 25–28, 2013 | #SESNY
@openmk
Good Analytics Starts By Asking the Right Questions
Source: Dave McClure’s AARRR model
AA
Acquisition
How do users find you?
Activation
Do users have a great first experience?
Retention
Do users use it subsequently?
Revenue
How do we make money?
Refer
Do users tell others?
AA
RR
RR
RR

9. New York| March 25–28, 2013 | #SESNY
@openmk
Cohort Funnel Trend
Acquisition % who download
the product by day
Activation % of users who
activate the product
by date of download
% of users who
download the
product, use it 1x,
and fill out a profile
Changes in this
behavior over time
Retention % of users who use
the app 3x by date
of download
% of users who use
the app 1x who go
on to use the app 3x
Change in the
number of loyal
users over time
Revenue % of users who use
the app 11x time
and go on to
complete in app
purchase
% of users who
move from step 3 to
step 4 in the
purchase funnel
Change in ARPU over
time
Referral % of users who leave
a review by date of
activation
% of users who post
a product review
after being exposed
to 2 photos
Changes in
sentiment over time

10. New York| March 25–28, 2013 | #SESNY
@openmk
Actionable Customer Insight
$$$Free
More
Less

11. New York| March 25–28, 2013 | #SESNY
@openmk
Configurable
Dashboard
Trend
Analysis
Funnel
Analysis
Cohort
Analysis
Campaign
Analytics
Drill Down
Segments
Cost
Google
Analytics
★★ ★★ ★★ ★★ ★★ N/A Free
Flurry ★★ ★★ ★★ ★★ ★★ N/A Free
Apsalar ★★ ★★★ ★★★ ★★★ ★★★ ★★★ Free
Localytics ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ $95/month
For 1 app
MixPanel ★★★ ★★★ ★★★ ★★★ Unclear ★★★ Enterprise
Model
Kontagent ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ Enterprise
Model
How We Assess Various Mobile Analytics Products

12. New York| March 25–28, 2013 | #SESNY
@openmk
Flurry
Free / Market Leader
• Excels at in‐application
engagement
• Custom events
What’s Lacking
• Meaningful Segmentation
• Support for Cohort
Analysis
• Customer‐centered
Funnels

13. New York| March 25–28, 2013 | #SESNY
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TheFind

14. New York| March 25–28, 2013 | #SESNY
@openmk
TheFind
• Quite happy with their investment in
mobile analytics to date
• Stopped spending anything on paid
media – virtually all their demand
creation is done using SEO and email
marketing
• They know their business. They know
their average number of downloads,
and can judge the impact of a
particular promotion on downloads
and subsequent usage
• Cohort analysis particularly painful and
challenging

15. New York| March 25–28, 2013 | #SESNY
@openmk
Funnel Analysis

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Another View of Engagement – From Localytics

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Link Between Engagement and Monetization

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Cohort Analysis
• The best kind of analysis for decision making
• Almost impossible to do without the right tool behind you
• One of the big motivators to move up to a mid‐market analytics tool

19. New York| March 25–28, 2013 | #SESNY
@openmk
Another View of Cohort Analysis
• This time with drill down analysis

20. New York| March 25–28, 2013 | #SESNY
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Same Cohort – Different Views
• Revenue changes from day 1 (baseline) to day 2

21. New York| March 25–28, 2013 | #SESNY
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Evaluate Products
• Dashboard view
• Support for specific analyses you need
• Ability to get to go beyond vanity metrics with more emphasis on engagement and
ultimately revenue
• Referral code for campaign tracking
• Integration – how easy or hard it is – particularly with the other data sources that
matter to you
• Pricing model – FREE generally means free but Enterprise products are priced
differently – on purpose
• Worry more than a little about the cross device problem

22. New York| March 25–28, 2013 | #SESNY
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Best Practice:
Chose A Product That Includes Campaign
Management Functionality Built In

23. New York| March 25–28, 2013 | #SESNY
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Enterprise Products

24. New York| March 25–28, 2013 | #SESNY
@openmk
Remember on Mobile
• Almost all tracking is done with anonymous device fingerprint tracking, which is
about 95% accurate – more so for Android, less so for Apple iOS
• Apple no longer allows tracking by Device ID (UDID) and is expected to disallow
tracking by Mac ID
• The leader in cross device tracking & analytics for mobile is a company called
Drawbrid.ge – worth checking out
• Sources
• http://www.mobilemarketer.com/cms/opinion/columns/12380.html
• http://media.mobileapptracking.com/docs/MAT‐App_to_App_tracking.pdf

25. New York| March 25–28, 2013 | #SESNY
@openmk
Sephora
Source: Kaleidoscope Kontagent
Over +50% of Sephora
emails are opened on
mobile or tablet
devices
Typical Email
Open Device
Sephora.com Traffic
1/3 of all Sephora.com
traffic is from mobile
and tablet devices

26. New York| March 25–28, 2013 | #SESNY
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Impact Analysis

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Closing Thoughts
• On mobile – because of the app stores ‐ tracking through to the purchase event can
be hard
• Sometimes you have no choice but to use engagement as a proxy variable
• Don’t forget good old fashioned A/B testing particularly of landing pages