JEFF STEINKE

co-founder: Less Meeting | BlueFletch Mobile Consulting

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jeffsteinke.com

@jeff_steinke

The Tao of MAU

turning app downloads into engaged users

A STARTUP STORY

chapter I

3

our startup’s monthly active users (MAUs)

Name

This

Chart

with essentially 0 MAUs a few months prior,

by mid July our startup has reached 420,000 MAUs

Guess Who

- Growth explosion during the summer of

2011…

- In the music industry…

- Lets users stream music with friends as

virtual DJs…

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VANITY METRICS BAD,

ACTIONABLE METRICS GOOD

chapter II

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Who still wants to give me $1,000,000?

How about $10?

from The Verge:

“[Turntable.fm] proved to be the kind of thing

that many people used exactly once”

3 Characteristics of GOOD

Actionable Metrics…(there are more, but this will get you started)

1. Actionable metrics drive decisions(aka they’re actionable)

2. Actionable metrics complement design(designers, listen up!)

Where’d the fun go?

3. Actionable metrics are

Quantitative AND Qualitative

CLIMBING THE MOBILE

ANALYTICS MOUNTAIN

chapter III

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1. novice

5. expert

4. proficient

3. competent

2. advanced beginner

DREYFUS MODELof mobile analytics skill acquisition

1. novice 5. expert4. proficient3. competent2. advanced beginner

Data for data’s sake

Vanity metrics (e.g. how

many app downloads?)

It’s better than nothing…

NOVICE

1. novice 5. expert4. proficient3. competent2. advanced beginner

Descriptive data

Demographics (e.g. who is downloading my

app, by country, keyword, etc?)

The “Who”

ADVANCED BEGINNER

1. novice 5. expert4. proficient3. competent2. advanced beginner

Diagnostic data

Event metrics (e.g. what did the user do after

downloading my app?)

The “What”

COMPETENT

1. novice 5. expert4. proficient3. competent2. advanced beginner

Predictive data

Data Analysis (e.g. which button color led to higher

engagement?)

The “Why”

PROFICIENT

1. novice 5. expert4. proficient3. competent2. advanced beginner

Prescriptive data

Drives behavior (e.g. how can I proactively get users

to be more engaged?)

The “How”

EXPERT