alphacamp 行動數據分析工具講座 (2015/7/23)

行動數據分析工具 – Flurry Analy t ics@AlphaCamp 工作坊P r e p a r e d b y R o g e r L o

1Yahoo Confidential & Proprietary

2 Yahoo Confidential & Proprietary

Declaimers

This session is not intend to dive deep Flurry/ mobile analytics training due to the length and audience

The objective of the session is introducing an overview of mobile analytics landscape and Flurry Analytics (with demo/ use cases)

Seven Years In: Nothing but GrowthMonthly Sessions Measured by Flurry from 700K+ Apps and 200K Devs

Time Spent on iOS and Android Connected Devices in the US (also in TW)

Agenda

Why data-driven is important? Mobile analytics tools landscape Yahoo Mobile Developer Suite/ Flurry introduction


Why data-driven is important?(1/2)

Source: Statista

Global smartphone data traffic forecast (in exabyte per month)

Mobile data traffic will grow almost 10X more than presence


Why data-driven is important?(2/2)

Share of app developers using different developer tools/services as of July 2013

Source: Statista

“User analytics” is the most important tool for almost 38% developers for building their apps

Agenda



Mobile analytics tools landscape (1/2)

Analytics & Enhancement

Analytics

A/B testing

Growth (App marketing)

Monetization

Source: online materials, Yahoo team organization


Mobile Success Landscape: 250 companies, $25B investment, and 15 billion-dollar startups

Source: venturebeat


Mobile analytics tools landscape (2/2)

Source: venturebeat

Agenda


Developer suite introduction Flurry Analytics introduction


YAHOO MOBILE DEVELOPER SUITE


Flurry Analytics + Explorer

Flurry Pulse

Yahoo App Publishing

Yahoo Search in Apps

Yahoo App Marketing


Yahoo App Publishing

Yahoo App Publishing drives higher publisher revenue

“We couldn't be happier with the quality of ads, the consistently high fill rate, and the breadth of Yahoo’s advertiser relationships across the world.” -Richard Rabbat, VP of Advertising & Platform, Tango

OBJECTIVE:Monetize Tango app with native advertising

SOLUTION:Yahoo Gemini-Native Ads

RESULT:The Yahoo App Publishing platform enabled Tango to optimize ad performance while staying in control of the end user experience.

PUBLISHER: Tango (300 million + members)

Agenda


Developer suite introduction Flurry Analytics introduction


The first “designed for mobile” and “Free” analytics platform since 2008

Average of 7 apps per device

700,000 apps 220,000 developers

1.8 billion devices

Flurry at a glance


Flurry users and testimonials

“Using Flurry Analytics, we have been able to greatly improve our apps and in-app purchase rates.

We now know what users want in the app and can provide that with

confidence.”


Get started with Flurry Analytics in 3 steps

① Sign up at developer.yahoo.com② Create new app and download SDK③ Integrate SDK with 2 lines of code


What does implementation entail?

Get started in minutes– 2 lines of code gives you all your mobile usage metrics, demographic information, and User Acquisition Analytics

Advanced Flurry implementations with full event tagging take days, not weeks or months like other enterprise software solutions

Flurry Analytics is a SaaS-based delivery model and does not require additional resources from your IT department

FLURRY SDK


What is the key indicator for growing my

downloads?

What are my target audiences interested in?

What does user journey look like?

What kind of marketing campaigns can attract

the most people?

As an app owner, you’ll face these questions…

What is the growth performance of different

types of users?

What are the basic metrics you can/should track?

@FlurryMobile

• Users are identified by unique device IDs• A new mobile user is a user that launches the app for the first time

New mobile users

• A session is one use of the application by a user• In Flurry, you can measure median and average session length for

your users, as well as the total amount of time spent in your app

Sessions

• An active user is defined as a user that has had a session with your application during a specified time period

• Available in daily, weekly, or monthly view, as well as Time of Day

Active mobile users

• A retained user in Flurry is defined as a user that has had at least one session with your application in the past seven days.

• Flurry also reports on user churn

Retained users


Flurry Analytics Introduction

MISSION FLURRY SOLUTION

1. Demographic: gender, age, language, geography

2. Segments: to identify cohorts of valuable users

3. Persona: Through Yahoo superior database, Flurry can help developers to predict their audience’s interest and behavior

1. User Acquisition: Developers can track marketing campaign performance by UAA

2. Usage and Events: Developers can deeply understand user’s path in the app

3. Retention: Developers can use cohort analysis to realize how engaged their users are

Understand Users

Optimize App performance

Segment Your Mobile Users Your Way

Flurry empowers you to create any custom segment you can imagine.

Powerful examples include segmenting your audience by:› Paying vs. non-paying consumers› Casual vs. power users› Men vs. women

View all of your mobile usage metrics such as new users, active users, and user retention by segment

Use this information to:› Plan your next acquisition campaign to acquire users most like your whales› Package key parts of your audience to sell directly to advertisers› Determine the ROI of your marketing spend


Understand Users

Cohorts: Segment based on acquisition date

Usage Level: Define heavy, regular & infrequent users

Events: Any event, parameter, or value you specify

Demographics & Geography: Age, gender, location, language and more

Acquisition Source: Segment by channel & campaign

Create segments using all important metrics

Segment Your Audience Your Way


Understand Users

Flurry PersonasBUSINESS

Business Professionals

Personal Finance Geeks

Real Estate Follower

Small Business Owner

TRAVEL

Business Travelers

Flight Intenders

Leisure Travelers

SHOPPING

In-app Purchasers

Mobile Payment Makers

Value Shoppers

SPORTS

Sports FansAvid RunnersSoccer Fans

ENTERTAINMENT

Bookworms

Casual and Social Gamers

Entertainment Enthusiasts

Hardcore/Midcore Gamers

Movie Lovers

Music Lovers

News and Magazine Readers

Slots Players

TV Lovers

LIFESTYLE

Auto EnthusiastsAvid RunnersEngineering EnthusiastsFashionistas Food & Dining LoversHealth & Fitness EnthusiastsHigh Net-Worth IndividualsHome & Garden ProsMothersNew MothersParenting & EducationPet OwnersPhoto & Video EnthusiastsSinglesSocial InfluencerSports FansTech & Gadget Enthusiasts


Understand Users

Determine which Personas are valuable to you

IDENTIFY USERSbased on what apps

they use

1 2

CREATEuser persona

3

UPDATEmembership

bi-weekly

4

QUALIFYonly recent heavy

users of those apps


Understand Users


Optimize App performanceTop 3 Key Action from User View

Acquire

Activate

Retention

Understand Users


Top 3 Key Action from User View

Acquire

Activate

Retention


Understand Users


Acquire – User AcquisitionMonitor your user acquisition efforts and measure the impact of specific Campaigns or Channels on your user base

Key Questions to Answer

Basic• How many people download my App

recently? How fast is it?

• What is the growth performance of different types of users?

• How many proportion of download are paid users? How many are free?

Advanced• What is the quality of my marketing

campaigns? Do they really attract right users?

# of New Users (unique)

① User Acquisition Analytic:1. Clicks2. Install & Install rate3. Quality & Quality rate

② User Segment: Filter the active metric by either a selected Campaign or Channel, in addition to any Custom Segments that you may have created

Key Metrics

Flurry Offerings


Understand Users


Acquire – User AcquisitionHow It Works: An Example Campaign


Understand Users

Flurry records app install

For each campaign, set up a unique clickthrough URL

Flurry records app launch

Flurry matches launch to install source

Reporting available for you to track


Top 3 Key Action for your Analysis

Acquire

Activate

Retention


Understand Users


Activate – Usage & EventsRealize users’ in-app action in order to optimize experience and convert them to the business goal


Basic• What percentage of users are active?

• How frequent are apps actually opened?

• How long does user dive in our apps?

• What does user journey look like? What is the most popular information for users?

• Do my apps crash usually?

Advanced• How to judge the data in the beginning?

# of Active Users, Session, Session Length, Frequency of Use, User Path, Crash rate

Key Metrics

① Benchmark: App owners can compare session length and frequency of use with average performance in similar categories

② Funnel Analysis: App owners can set certain scenario to track conversion through a sequence of steps

Flurry Offerings


Understand Users


Activate – Usage & EventsAre users converting along the key paths in your app?


Understand Users

Use your events to create funnels to measure any series of steps you want consumers to complete

Improve conversions over time and versions Analyze funnel data by segments, versions, and time to gain even more insight


Top 3 Key Action from User View

Acquire

Activate

Retention


Understand Users


RetentionEstimate and optimize the engagement of active users by different cohort base


Basic• What is the current churn rate? How to

decrease it by different approach?

• How strong do my user stick to my product?

Advanced• Whether do my promoting campaigns

really influence my existing users?

Key Metrics

Flurry Offerings

7-days Retention Rate, Return Rate, Rolling Rate, Session per User

Cohort Analysis: Calculated as the ratio of the number of users active during a particular day, week or month compared to the size of the cohort group


Understand Users


RetentionAre users retained?


Understand Users

Flurry retention metrics include Return Rate (e.g, static retention), Rolling Retention, and Recent Users

The Return Rate chart above includes a heat map to compare by install date cohort

Compare return rate by months since install


Get started with Flurry Analytics in 3 steps

① Sign up at developer.yahoo.com② Create new app and download SDK③ Integrate SDK with 2 lines of code


http://ymdcnyc.tumblr.com/


FB: Mobile Analytics Taiwan


Got question?

Quincy Chen (mobile monetization) [email protected] Roger Lo (Flurry analytics) [email protected]

mailto:[email protected]

mailto:[email protected]

alphacamp 行動數據分析工具講座 (2015/7/23)

Data & Analytics