mobile apps - measuring their effectiveness

Measuring the effectiveness of mobile appsFor non-profits

Shanelle Newton Clapham

6 November 2014

Hello internet!Mobile hit critical mass in 2011

What we’re going to cover

1. Common pitfalls & mistakes 2. Why some apps are more successful 3. Measuring Effectiveness of your App4. Tools for monitoring app activity.

7 mistakes non-profits make

Build an app:1. that doesn’t do anything 2. & not promote it 3. & not invest in a responsive website 4. & not launch it with an appeal/ campaign 5. & not track its usage 6. & not keep it up to date 7. because they think they should .

SuccessWhy some apps are more successful

A clear vision & purpose

Know your audience

BBC’s mobile user groups

The user

Easy to use

Launch with a strategy

Get lots of people to download it

Constantly improving & up to date

Recap: Why some apps are more successful

- Vision & purpose- Meets a need- Great experience- Smart strategy - Popular- Keeps improving

Measuring the effectiveness of your appYou’re crazy if you don’t

70% of global brands have no metrics or strategy in place!!!

January 2014- 1.4 million apps available- 1 billion iPhone apps downloaded mth- Ave. user has 15 apps installed- 25% never used again after download.

It’s unbelievable

What to measure

Users. Behaviour. Performance.Unique Drop off Load timeDownloads Actions CrashesSessions Social Platform

Mobile app analytics toolsUsers. Behaviour. Performance.

- Google Mobile App Analytics- Webtrends mobile analytics- Flurry- Appsflyer- Bloodhouse QA- Test & Target- Adobe AudienceManager.

Free chapter of book

http://www.parachutedigitalmarketing.com.au/resources-and-free-stuff/integrating-digital-fundraising-mix/http://www.parachutedigitalmarketing.com.au/shop/

Questions?