Analysts

Akangsha Bedmutha

Hardik Patel

Jinali Goradia

Pragati Bora

Priya Narayanan

Varun Shende

MIS 6344 Web Analytics

Spring 2015 -GROUP 8

Mobile App Analytics

In 2013, Starbucks

announced that its mobile

loyalty and payment app is

used by 10 million customers

with an average of 5 million

weekly transactions at US

stores.

MIS 6344 Web Analytics Spring 2015-GROUP 8

Mobile Mind Set

• Use data to understand when consumers are in their exact

moment of need and to meet that need with the right message or

service.

• Combine real-time analytics with push notifications to help deliver

contextualized experiences.

• Integrate your app into your CRM systems

App Revenue Models

Paid Apps /In App

downloads

In-App Purchases

Revenue Models

In-App Adds

MIS 6344 Web Analytics Spring 2015-GROUP 8

Web Analytics Vs Mobile Analytics

MIS 6344 Web Analytics Spring 2015-GROUP 8

Google Analytics Account

Google Analytics and Mobility

StateFarm

Sample

Native

Android

App Google

Analytics

StateFarm

Sample

Mobile

Web Site

User Events

on web app

GATC

GATC

User Events

on native app

Reports to track

Events / Goals /

Page Views

Browse, Click,

Submit, Save,

Print, etc

1

2

3

Implementation-Mobile Web and Mobile App

MIS 6344 Web Analytics Spring 2015-GROUP 8

Google Analytics Tracking Code (GATC) for android app (using Android-Google Analytics APIs) + Customized tracking codes

Google Analytics Tracking Code (GATC) for web app (using JavaScript/server snippets over http/https) + Customized tracking codes

GATC

GATC

1.Which mobile device the visitor used to access my website or use my

application? (ex. HTC Nexus One, iPhone 3GS, HTC Hero, Motorola

Droid, etc.)

2.What operating system / mobile platform was used and what

version? (ex. Google Android 2.1, iPhone OS 4.0, Windows Phone 7,

etc.)

3.How long the user has been using my app?

4.What are the most popular features used in my mobile app?

5.Is there any problem with my app on a specific handset

(compatibility issues)?

6.In which country my website/app is more popular?

What metrics interest mobile application developers and mobile website

owners?

MIS 6344 Web Analytics Spring 2015-GROUP 8

Comparison between different mobile analytics solution Choosing the right Tool

MIS 6344 Web Analytics Spring 2015-GROUP 8

• If you do not have a mobile app, the

tool that gives web analytics along with

mobile website analytics will suffice for

you

• Look for ease of integration

• Real-time data for knowledge

discovery and timely action

• Reliable security features

• For app, look for tools that give you

in-depth data on acquisition

Activation

Retention

referral

revenue

Google Analytics

MIS 6344 Web Analytics Spring 2015-GROUP 8

Advertise on the

Google Search

page +Google

Display Network

promote your app

+

advertising your

app

+

publisher by

hosting ads

hosts paid and free apps

for downloading

combine marketing data from

AdWords, AdMob, and app

marketplaces with behavioral data

• Business objectives

• The strategies and tactics that support

the objectives

• Key performance indicators (KPI’s) to

measure success

• Segments to better understand what

drives success

• And targets for each KPI to understand if

your business is reaching its goals

Starting with Measurement Plan

MIS 6344 Web Analytics Spring 2015-GROUP 8

Set-up

Requirement:

Setting up Mobile App Analytics requires the Edit permission for a Google Analytics account and technical knowledge of your app development environment

Using the Google Analytics SDK

1. Set up a new app property in your Analytics account.

2. Download the Google Analytics SDK and implement the app tracking ID

Using Google Tag Manager

1. Set up a new app property in your Analytics account.

2. Create a container for your app

3. Download and implement the Google Tag Manager for Mobile SDK for

either Android or iOS

4. Add the Google Analytics tag to your container.

MIS 6344 Web Analytics Spring 2015-GROUP 8

Acquisition Channels

• Search Ads

• Display Ads

• Social/Email

• Marketplaces

Acquisition Reports

• Campaign

• Keywords

• Hour of the day

• App Market place

Attracting New Users

MIS 6344 Web Analytics Spring 2015-GROUP 8

High Value Users

Low Value Users

• Current Monetized Users Come From

• How Often They Use The App

• The Features They Engage With

• Their Interests And Attributes

Segmentation and User Attributes

MIS 6344 Web Analytics Spring 2015-GROUP 8

Behavior

Screens

Custom dimensions and metrics

Enhanced e-commerce

tracking

Measuring Behavior

• Users • Session Length • Session Interval

• Time in App • Acquisition • Screen Flow • Retention • Lifetime Value • Button

• Clicks • menu selections • mobile ad clicks • video plays • swipes

• other gestures

• what screens users are seeing

• which ones are the most popular

• how long users stay on each screen

• how they navigate from one screen to the next

• Screen Views • Crashes • Total Number of

Events

• Sales performance

• Shopping behavior

• Merchandising blocks

• Category Performance

Events

MIS 6344 Web Analytics Spring 2015-GROUP 8

Identifying roadblocks to revenues

Re-engaging existing users

Remarketing to new and existing users

Increasing Revenue

MIS 6344 Web Analytics Spring 2015-GROUP 8