Upload
flurry
View
1.297
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Jarah Euston's presentation from GROW Conference, August 14, 2013.
Citation preview
August 2013!
Quality Over Quantity: Mobile Users Matter!Jarah Euston, Director of Analytics!@jarahk!
120,000!
350,000!
App Developers:!
Live Applications:!
Flurry Analytics!iOS, Android, BB, WP, HTML5!
1.1B +!Devices per month:!
110B!Sessions per month:!
AppCircle Ad Network!Engage mobile consumers: iOS, Android!
6,200!App Developers:!
350M!Devices per month: !
3M +!Daily Completed Views!
Flurry Is a Leading App Measurement & Advertising Platform!
`
BROWSER (20%)
APP (80%)
Games, 32%
Facebook, 18%
Safari, 12%
Productivity, 2%
Social Networking, 6%
Utility, 8%
News, 2%
Entertainment, 8%
Android Native, 4% Opera Mini, 2%
Other, 6%
Source: Flurry Analytics, comScore, NetMarketShare !
It’s An App World. The Web Just Lives in It.!
Time Spent on iOS & Android Connected Devices
In the US: Primetime Is Almost all The Time!
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
5:00 AM
6:00 AM
7:00 AM
8:00 AM
9:00 AM
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
11:00 PM
12:00 AM
1:00 AM
2:00 AM
3:00 AM
4:00 AM
Games Social &Photo Sharing News & Magazines Music, Media & Entertainment Utilities & Productivity Lifestyle & Shopping Sports, Health & Fitness Other
Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.
Average Time Spent on iOS Devices- US Only
iTUNES APP STORE GOOGLE PLAY
Competition for Consumers Continues to Increase!
~1 million available apps on iOS and Android
Sources: Google, Apple; number in thousands
2 20 80
200 250
350 460
600 675
800
1000
28
160 250
400 425 500
600 650
700 800
900
Mar-09 Dec-09 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13
It Takes Work to Make it to the Top of the Charts!
To achieve an App Store ranking of at least:
Minimum new users required
Average new users required
Maximum new users required
1! 190,000! 281,000! 372,000!
5! 145,000! 170,000! 194,000!
10! 75,000! 83,000! 90,000!
15! 59,000! 65,000! 70,000!
25! 44,000! 48,000! 51,000!
50! 39,000! 41,000! 43,000!
100! 25,000! 26,000! 27,000!
Source: Flurry new user data and App Store ranking data based on sample size of 149 apps over 90 day period (Jan. 20, 2013 – April 19); The findings on this slide are based on an ANOVA analysis that gives in general the number of new users required to achieved a certain rank. The ANOVA analysis was statistically significant at p < 0.000, and F =394; The second and fourth columns of the table are lower and upper bounds for a 95% confidence interval around the mean (third column).!
Source: Flurry Analytics.
Average 30-Day Churn Rate for Top apps
Churn for Top Performing Apps is ~50% After 30 Days!
100%
40
80
60
20
0
50
10
30
90
70
30
48%
29 28 27 26 25 24 23 22 21 20 19 0 1 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2
Days Since First Use of App
User
s Reta
ined (
%)
24%
After 30 days, ~50% of users are no longer
active
Source: Flurry Analytics. Churn based on new users acquired from January–May 2013 for top 1,000 apps Flurry tracks
Loyalty Varies by Application Category!
Source: Flurry Analytics, May 2013
IDENTIFY
ACQUIRE
MEASURE
Analytics Virtual Cycle Can Drive Marketing ROI!
IDENTIFY
ACQUIRE
MEASURE
Cohorts: !Segment based on acquisition date!!Usage Level: !Define heavy, regular & infrequent users!!Events: !Segment based on actions users complete!!Demographics & Geography: !Age, gender, language and more!!Acquisition Source: !Segment by channel & campaign!
Understand Who Your Users Are!
Segment Your Audience Your Way!
Example: Create Events for Purchase Funnel Steps!
SEARCH ROOMS
SELECT HOTEL
COMPARE
RATES
CHECKOUT 1! 2! 3! 4!
Example: The Booking Purchase Funnel!
SEARCH ROOMS
SELECT HOTEL
COMPARE
RATES
CHECKOUT
Note: Conversion rates illustrative!
IDENTIFY
ACQUIRE & MONETIZE
MEASURE
Understand Who Your Most Valuable Users Are!
Age & Gender • Male • Female • 13 – 17 • 18 – 24 • 25 – 34 • 35 – 44 • 45 – 54 • 55+
Geo & Language • Country • State • City • Language
Device & OS • Tablet • Smartphone • iOS • Android
Flurry Personas • Parents • Business Traveler • Value Shopper • Fashionista • Custom • 20+ AddiPonal
Segments
Once Characteristics of Valuable Users Known, Use Them!
IDENTIFY
ACQUIRE
MEASURE
Options for Paid Mobile Marketing!
ENGAGEMENT
Display – Banners & Interstitials!
Video!
Rich Media!
Branded App!Promotion!
Brand Integration!
INVESTMENT
ENGAGEMENT
Quality, cost and value indices
Range of Options for User Acquisition!
Source: Flurry Analytics. All values indexed to CPC; Quality index based on 7-day retention, Cost index based on Cost per 7-day retained user; Feb. 6 – May 29, 2013!!
Quality index
Cost index
Value index
1.0
0.2
1.6
1.0 1.5
0.8
CPC CPI (Incentivized) Video
2.1X 1.0X 0.1x
Whatever the Unit, Track Performance!
$$ Channel 1
Channel 2
Channel 3
??
1. Track User Source
2. Evaluate User Quality
Shared on FB
Made Purchase ✔
3. Optimize Acquisition Budget
4. Analyze Long-Term Performance
IDENTIFY
ACQUIRE
MEASURE • Events!• Segments!• Funnels!
• Demographics!• Personas!• Geography!
• User acquisition!• Focus on value!
August 2013!
Thank [email protected]!blog.flurry.com!@flurrymobile!