[mix 2016] 數據導向行動產品成長 / 羅荷傑 yahoo! 亞太區策略暨業務營運部...

Mobi le ana ly t i cs and da ta -d r i ven p roduc t g rowth

Prepared by Roger Lo, APAC Strategy & Business Operations

1 Yahoo Confidential & Proprietary

Briefly about myself


Associate Manager, APAC Strategy & BizOps •  Yahoo Mobile Developer Suite Go-To-Market strategy •  Mobile product growth strategy

Summer Analyst, Global Sales and Operations Hyderabad office, India

KKR/ Goldman Sachs backed predictive analytics firm Associate, Business Development & Sales Greater China region

Board member, AppUniverz

Co-Founder

Global Shaper, Taipei Hub

Agenda


§  Mobile analytics basic §  Product growth basic

Agenda


§ Mobile analytics basic §  Product growth basic

Mobile ecosystem and supporting tools


Source: Flurry team consolidate

Illustrate

The first “Designed for Mobile” and “Free” analytics platform since 2008


Flurry at a glance

Activity from an

average of 7 apps per device

800,000+ apps /

250,000+ developers 2.1 billion

devices per month

Mobile analytics tools landscape


Analytics tools usage - iOS

Analytics tools usage - Android

Flurry Analytics Google Analytics

Crashlytics Localytics comScore Mixpanel AppsFlyer

Google Analytics Flurry Analytics

Umeng Crashlytics Localytics Mixpanel comScore

Source: Venturebeat

Analytics 101 – 3 key building blocks


Know the data Identify your Most valuable users Measure success




https://developer.yahoo.com/flurry/docs/analytics/

A simple chart to describe the product optimization


App

Flurry

( )

App

Illustrate



App

Flurry

( )

App

Flurry SDK

Illustrate

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



App

Flurry

( )

App

Flurry SDK (Event)

Illustrate

Go Beyond Page Views with Event Tracking


Tracking events in Flurry allows you to measure precise behavior that is specific to your app and enables you to know when a user:

ü  Makes a purchase ü  Completes a level ü  Shares on Facebook ü  Listens to a song ü  Searches for content ü  Makes a phone call from a number within the app ü  Takes any action you have instrumented in your app

Get Specific Answers About Users with Event Parameters


Use events to track behaviors that matter ›  Events track specific actions and durations to

reveal how users interact with your app ›  Events form the building blocks of funnels and

segments

Answer important product development questions:

›  How did the change in merchandise, content or gameplay impact time spent?

›  Did the latest change improve retention? ›  How should I organize my shopping cart

check-out process to maximize conversions? ›  What features of my app should be included on

the home screen?

Parameters can be exact values, ranges of values, or user-defined

EVENT (NASHVILLE)

PARAMETER (EPISODE)

VALUE (1)

VALUE (2)

PARAMETER (DURATION)

VALUE (15)

VALUE (30)

SDK App(Event)

App :


App Store

Flurry

(DAU)

App

SDK

SDK(Event)

(Event

Report)

Illustrate

Make your product decision based on data


App

1. 

2. 

3. 

4. 

5. 

6. 

1. 10%

2.  2%

3. 

5%

1.  ” ”

2. 

3. 

Illustrate

LIVEhouse.in Flurry


1. 2.

Flurry (Event Reporting) App

LIVEhouse.in (7)

Pre Post

Parking Frenzy 2.0 Over 20 million downloads on Android & iOS. Games2win’s No. 1 app Parking Frenzy brings to you the ultimate drive ‘n’ park experience.

CASE STUDY - Game2Win


“The goal was to identify user segments which help us boost content consumption and eventually the retention of the game. With Flurry Explorer, we found that users who bought cars gave us 2x more retention.”

Parking Frenzy 2.0


“Initially, the car store was hidden inside the store which was 2 clicks away from the home page. In the current version, we have brought the car store on to be only one click away from the home page.”

Before

After

Two clicks to reach a purchase screen featuring a single car

Single click to reach a purchase screen featuring a multiple cars

Parking Frenzy 2.0


“This change helped us boost car consumption by 3.26x.”

GOALS KPIs EVENTS

Boost content consumption

Users purchasing cars Buy Monster Truck

Parking Frenzy 2.0



Game Your Video

Game Your Video is an award-winning movie maker on iOS

platforms. It entitled the "Macworld Best of Show 2012 &

App Store Best of 2012"

Tech Crunch - "Aims to make mobile video editing as simple

as possible."

CASE STUDY

“Flurry has been an integral part of decoding data for us regarding our mobile apps. Game Your Video has extensively used Flurry metrics to evaluate the various features

and attributes of the app ( a video editing app) and determine specific changes and tweaking to the UI of the app in its present avatar.”

Game Your Video

Current Future

Most of these changes have been possible due to the insights that Flurry metrics has provided to us



Know the data Identify your most valuable users Measure success


How to identify and acquire most valuable users?


•  Use segments to identify cohorts of valuable users

•  Understand personas (audience segments) in your app

Answer Deeper Questions with Flexible User Segments


§  Flurry can create any custom segment you can imagine. Any event you can track can be used to define a segment. ›  Paying vs. non-paying consumers ›  Casual vs. power users ›  Men vs. women

§  View all your mobile usage metrics by any segment you create.

§  Apply user segmentation to: ›  Plan user acquisition campaigns ›  Package your audience to attract advertisers ›  Determine the ROI of your marketing spend

!!

" #

$%

!

CWMoney Flurry


1. 2.

Flurry (Segment)70%

CWMoney

5% CWMoneyFlurry

Flurry Personas Use Real App Usage to Qualify Users


1. Identify business travelers based on what apps they use

2. Qualify only recent, heavy users

4. Update membership bi-weekly

EXAMPLE: Business Travelers

•  Flight Booking

•  Business Management

•  Taxi

•  Dining Reservations

3. Create Business Traveler Persona

Choose From A Comprehensive List of Personas


BUSINESS Real Estate Followers Business Professionals Personal Finance Geeks Small Business Owners ENTERTAINMENT American Football Fans Bookworms Card Game Players Casino Gamers Casual & Social Gamers Casual Simulation Gamers Hardcore/Midcore Gamers Movie Lovers Music Lovers News & Magazine Readers Slots Players Sports Fans TV Lovers

LIFESTYLE Auto Enthusiasts Avid Runners Cat Lovers Dog Lovers Engineering Enthusiasts Entertainment Enthusiasts Extreme Sports Enthusiasts Fashionistas Food & Dining Lovers Health & Fitness Enthusiasts Home & Garden Pros Home Design Enthusiasts Mobile Payment Makers Moms New Moms Outdoor Lifestyle Enthusiasts Parenting & Education Pet Owners Photo & Video Enthusiasts

Singles Social Influencers Spanish Speakers Tech & Gadget Enthusiasts PLATFORM Android Users iOS Users SHOPPING Catalog Shoppers Flight Intenders In-market Auto-intenders Primary Grocery Shoppers Value Shoppers TRAVEL Business Travelers Leisure Travelers

Measure your success in 3 dimensions


§  Are you able to optimize user acquisition spend? §  Are users converting along the key paths in your app? §  Are users retained?

Are you able to optimize user acquisition spend?


§  Flurry User Acquisition Analytics enables you to measure the quality of acquired users based on how they engage with your app, their demographics and whether they eventually spend money

§  Cut all your mobile data such as retention, session length, age, and gender by channels and campaigns

§  Understand which channels deliver your best customers §  Build the best possible audience for your app as efficiently as possible

Define user quality your way - by engagement, demo, monetization and more

Yahoo Use Case 1 (eCommerce) – Flurry UAA


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


75% 35% 20% 17%

§  Create funnels based on events specific to your app §  Flurry calculates results for both historical data as well as data moving

forward §  Funnels can be filtered by user segments, app versions, and specific

times to gain more precise insight

VIEW MENU SERVED

SELECT HOTEL CLICKED

ENTER PAYMENT CONFIRMED

HOTEL CONFIRMED CONFIRMED


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

Yahoo Use Case 2 (Yahoo News App) – Event Funnel

1,745

650 220


Yahoo Use Case 2 (Yahoo ) – Event Funnel


” “ “ ”

“ ”

PicCollage Flurry Analytics


1. 2.

Flurry Funnel AnalysisPicCollage

iOS/Android

PicCollage

Pre Post

Retention Are users retained?


§  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

Whoscall Flurry Analytics Retention


1. 2.

Flurry (Event Reporting) Whoscall

WhoscallApp

Whoscall (Retention)

(Rolling Retention)

App

Use Crash Analytics to Improve Customer Satisfaction


§  Flurry Crash Analytics tracks errors and crashes by device, app version, firmware, and time.

§  View full stack traces to gain insight into specific lines of code causing crashes and errors, even if your stack traces are de-symbolicated ›  Flurry partners with Plausible Labs to provide Instant Symbolication for iOS apps


Superimpose

Superimpose is the most popular photo editing app for photo blending/layering

on iOS and Android platforms.

Millions of photos are

created with Superimpose every month.

CASE STUDY II


“In 2014, we had a major update of Superimpose on iOS. That unfortunately resulted in a show stopper crash affecting around 20% of our users. User rating started dropping, impacting our sales.”

Before

We received the crash log (the call stack). It was a crash due to a null pointer.

Superimpose

Results With Flurry

Fix and update the app

issue root cause understanding

proper fix in sight

instrumented Flurry events and parameters at suspected locations of the code and updated the app

“This change helped us decrease the errors numbers by 80%+.”

GOALS KPIs EVENTS

Lower the crash rate Crash rate suspected locations of the code

Superimpose

Concluding thoughts


Collect the right data early on 1

Know your MVU’s and focus on acquiring these key segments 2

Conduct on-going assessment of goals and progress 3

Knowledge Base/ Resources for YOU Flurry 洞察：洞察與分析

Data-drive mobile product growth/ 數據導向⾏動產品成⻑

Mobile analytics guidebook (Slideshare) http://goo.gl/7XAf1S

Yahoo developer site (Global site 中⽂版) developer.yahoo.com flurrymobilechinese.tumblr.com

Facebook group

Agenda


§  Mobile analytics basic

§ Product growth basic

Why product growth?


DAU’s growth: +XX% QoQ/YoY

What’s growth?


What’s a “Growth Hacker”?

"a person whose TRUE NORTH is GROWTH. Everything they do is scrutinized by its potential impact on SCALABLE growth.“ - Sean Ellis, Founder of GrowthHackers.com

When is the best timing?

Stacking the Odds

Product/Market Fit

Scale Growth

Retention

Source: Growth (Alex Schultz) https://www.youtube.com/watch?v=n_yHZ_vKjno

How to implement?


People Process Culture


Cumulative installs

Current installs

Active installs

Engagement

Buyers

Daily Installs

Daily Uninstalls

1,000,000

10,000

400

200,000 20%

Awake 5%

Conversion 4%

XXX XXX

Illustrate


Cumulative installs

Current installs

Active installs

Engagement

Buyers

Daily Installs

Daily Uninstalls

Download (MKT)

DAU (Product)

GMV (sales)

Illustrate

How to implement?


§  Cross-functional, integrated team where every idea is equal ›  Product ›  Marketing ›  Engineering ›  Design ›  Data Insights ›  Sales/CMs ›  + Partner with other teams (i.e. PR)


How to implement?



Ideation

Prioritize backlog

Launch Tests

Capture learning

focus on critical experiments that creates impact

DAU

New user (Download)

Retained user

GMV

Fixed Conversion %

DAU as north star

Acquisition channels

Paid

Online

Social Facebook

LINE

Non-social App Store

Search

Display network Others

XXX

Offline Self-host

Host by others

Non-paid

Online

Direct to App Store

Indirect to App Store

Yahoo network

Direct

XXX

XXX

XXX

React

XXX

XXX

XXX Yahoo Search

Non-Yahoo network

Facebook

XXX

XXX

LINE XXX

XXX Google Search

Others XXX Offline

Host by others

Self-host

Ideation

How to increase XXX DAU?

with XXX App

Without XXX App

Yahoo users

Not Yahoo users

XXX users

Not XXX users

PC XXX users

Others (PC XXX users or have YYY App)

Heavy

Regular

Infrequent

Ideation

Each conversion channel breakdown master sheet


Source: https://medium.com/mobile-growth/2015-the-mobile-growth-stack-revised-58f5d11d43f3#.g2lai27pv

Touch points

Organic:

ASO, Google

SEO, GG/SB,

Facebook, LINE

Paid:

media buy, SEM…etc.

Google Play/ App Store Acquisition Activation GMV Retention

Activation Funnel

Getting users to the AHA moment ASAP

Conversion Funnel

Convert users to seller or buyer to contribute

GMV

Core value

Delivering core product value AEAP

Goal (examples) -  FB: 7 friends in 10 days -  Twitter: follow 30 people

Goal (examples) -  DAU/MAU = 50% -  Day 7 retention = +10%

Goal (examples) -  Seller or buyer/users = 65% -  Match rate = 80%

Touch points Organic: ASO, Google SEO, GG/SB, Facebook, LINE

Paid: media buy, SEM…etc.

Prioritize backlog by ICE score


§ Assign 1 – 10 score for impact, confidence and Ease (10 best)

•  Impact: If it works, what is potential impact?

•  Confidence: Evidence that it will work?

•  Ease: How easy is it to test your hypothesis?

Source: Sean Ellis, Growthhackers.com

Team meeting discipline


§  15 min: KPI review & update focus area

§  10 min: Review last week’s testing sprint

§  15 min: Key lessons learned from analyzed tests

§  15 min: Select tests for this week’s sprint

§  5 min: Check growth of idea backlog

Source: Sean Ellis, Growthhackers.com

How to implement?


§ Equip with growth mindset § Speed § Data-driven approach


Some of the examples of experiments


PC users conversion added X,X00+ new apps users

Re-activate Notification

Added X,X00+ users to turn on notification

EDM campaign XX%+ open rate (

4.4%)

App promotion Increased daily installs by X00%+ by adjusting

the frequency


A Wikipedia page will tell you that it’s “a process of rapid experimentation across a range of marketing channels to identify the most effective ways to grow a business.” Although definitely true, growth hacking is so much more…

It’s a mindset. A skillset. An approach. A strategy. A vision.

Source: http://www.growthtribe.io/blog/what-is-growth-hacking-back-to-basics/

Look forward to exchange learning J


Roger Lo [email protected]

[mix 2016] 數據導向行動產品成長 / 羅荷傑 yahoo! 亞太區策略暨業務營運部...

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