April 2014

Mobile Analytics for Start-upsAlexandra Friedman, Senior Manager, Analytics

Mike Rollins, Lead Engineer, Partner Integration

Brief introductionMeet the Flurry team

@FlurryMobile

Alex Friedman, Sr. Manager, Flurry Analytics

Alex is responsible for developing and retaining key clients for Flurry Analytics. She counsels some of Flurry’s largest clients on their mobile business strategy and immerses herself in client data to identify trends that might inform key product decisions.

Mike Rollins, Lead Engineer, Integration

Mike is responsible for helping important partners integrate Flurry services. He primarily fills in on the advertising side, but is well-versed in all Flurry products. He is also an individual contributor to the core Flurry products.

1.2 BillionMonthly Unique Users

#1 Mobile Reach

Brief introductionFlurry Analytics

#1 Analytics Provider

155KApplication Developers

500KApplications

1.3 TrillionMonthly Events

@FlurryMobile

Topics for today

@FlurryMobile

1) Know your data

2) Identify your most valuable users

3) Measure success

Agenda

@FlurryMobile

1) Know your data

2) Identify your most valuable users

3) Measure success

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 appSessions

• 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

• In-app Actions are known as ‘Events’ in Flurry

• Events enable you to know when a user:– Makes a purchase– Completes a level– Shares on Facebook– Listens to a song– Searches for content– Makes a phone call from a number listed in the app

How can I track app-specific actions?

How granular can I get with Events and Parameters?

Parameters can be exact values (as shown), ranges of values, or user-defined

What are sample Events in Game apps?

• Event Name: Level play• Trigger: Level 1 loads for player• Parameters: Level played, Level started, Level re-started

Gameplay

• Event Name: Tutorial, Step• Trigger: User completes Step 1 of the tutorial• Parameters: Step, Duration

Navigation

• Event Name: In-app purchase initiated• Trigger: User taps on “buy” to initiate purchase• Parameters: Level, Coins, Duration

Monetiz-ation

• Event Name: Facebook share• Trigger: User shares activity to Facebook• Parameters: Score, Level

Social

• Get started in minutes– 2 lines of code gives you all your mobile usage metrics, demographic information, and User Acquisition Analytics

What does implementation entail?

FLURRY SDK

• Advanced Flurry implementations with full event tagging take days, not weeks or months like other enterprise software solutions

• Flurry Analytics is a SaaS-based delivery model and does not require additional resources from your IT department

What does iOS SDK implementation entail?

Basic Integration

Events Integration

What does Android SDK implementation entail?

Basic Integration

Events Integration

Agenda

@FlurryMobile

1) Know your data

2) Identify your most valuable users

3) Measure success

How to identify and acquire valuable users?

@FlurryMobile

• Use segments to identify cohorts of valuable users

• Understand personas (audience segments) in your app

• Flurry empowers you to create any custom segment you can imagine.

• Powerful examples include segmenting your audience by:– Paying vs. non-paying consumers– Casual vs. power users– Men vs. women

Segment Your Mobile Users Your Way

• View all of your mobile usage metrics such as new users, active users, and user retention by segment

• Use this information to:– Plan your next acquisition campaign to acquire users most like your whales– Package key parts of your audience to sell directly to advertisers– Determine the ROI of your marketing spend

Cohorts: Segment based on acquisition date

Usage Level: Define heavy, regular & infrequent users

Events: Any event, parameter, or value you specify

Demographics & Geography: Age, gender, location, language and more

Acquisition Source: Segment by channel & campaign

Create segments using all important metrics

Segment Your Audience Your Way

Determine which Personas are valuable to you

BUSINESSReal Estate FollowersBusiness ProfessionalsPersonal Finance GeeksSmall Business Owners

TRAVELBusiness TravelersLeisure Travelers

SHOPPINGValue ShoppersCatalog Shoppers

ENTERTAINMENTBookwormsCasual & Social GamersEntertainment EnthusiastsHardcore GamersMusic LoversNews & Magazine ReadersTV Lovers

LIFESTYLEAuto EnthusiastsFashionistasFood & Dining LoversHealth & Fitness EnthusiastsHome & Garden ProsPhoto & Video EnthusiastsTech & Gadget EnthusiastsSinglesSocial InfluencersSports FansNew MomsMoms

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. CreateBusiness Traveler Persona

Agenda

@FlurryMobile

1) Know your data

2) Identify your most valuable users

3) Measure success

• 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

Are you able to optimize user acquisition spend?

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

How It Works: An Example Campaign

Flurry records app install

For each campaign, set up a unique clickthrough URL

Flurry records app launch

Flurry matches launch to install source

Reporting available within 2 hours

• Use your events to create funnels to measure any series of steps you want consumers to complete

• Improve conversions over time and versions• Analyze funnel data by segments, versions, and time to gain even more insight

Are users converting along the key paths in your app?

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

Concluding thoughts

@FlurryMobile

Collect the right data early on

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

Conduct on-going assessment of goals and progress

@FlurryMobile

Questions?

Please contact us at:Alex Friedman: Alexandra@Flurry.comMike Rollins: Mike@Flurry.com @rollinsio