Vincent Baskerville gave a presentation about mobile metrics and analytics. He discussed understanding user behavior through metrics on content viewed, user paths, and engagement. Baskerville covered different mobile analytics tools and categories of metrics including content, user behavior, technical factors, and different types of engagement metrics. He emphasized the importance of lowering cognitive load on users while maintaining engagement.

1. Mobile,
Metrics &
Mayhem

2. Mobile
Analytics
Making sense from data
your users give you
Presentation by:
Vincent Baskerville | @whoisvince

3. vince baskerville | @whoisvince

4. realize
your brand nation
prove
guide the business value
listen engage the conversation
on existing networks
to understand
understand the tap into existing harness the power to transform the overall
create an owned hub
social customer social networks drive business impact customer experience
vince baskerville | @whoisvince

5. realize
prove your brand nation
enterprise
suite
the business value integration
guide employee
solutions participation
the conversation
KPI dashboards
social marketing
engage community social commerce
on existing networks
listen widgets social support
mobile social innovation
to understand
level up
social media monitoring

6. questions &
vote
vince baskerville | @whoisvince

7. vince baskerville | @whoisvince

8. vince baskerville | @whoisvince

9. web metrics
• hover • entry / exit
• clicks • page views
• above / below fold • browsers
• heat maps • operating systems
• page load • network speed
• time on page • ... etc
vince baskerville | @whoisvince

10. vince baskerville | @whoisvince

11. vince baskerville | @whoisvince

12. understand the story 1st
before mining for data
Text
vince baskerville | @whoisvince

13. what’s so special
about mobile
• over 1 billion smartphones in use
worldwide
• it took us 16+ years to pass 1 billion, but
only 3 yrs to the next bill.
vince baskerville | @whoisvince

14. what’s so special
about mobile
• 3.2 billion people (46% ofactive cell phone
billion) have *at-least* 1
population of 7
• 800 million without includefew zombies
unemployed, babies and a
elderly, disabled,
vince baskerville | @whoisvince

15. mobile web mobile app
Session tracking done primarily through Session tracking done primarily through
cookies & JavaScript UDID / adertisingIdentifier (iOS6)
Measurement model centered around page Measurements focused more on deep
views, referrals, search & visits engagements, nav funnels, up-charges
Unique visitors are tied to server IP Can track ‘anonymous’ users 100% with
addresses or logins accuracy
Things get really, really complicated if using can break down per device; +/- for
media queries Android heavy fragmentation
vince baskerville | @whoisvince

16. vince baskerville | @whoisvince

17. It’s impossible to get real time
data from a phone that’s not
always on or in range of a cell
tower
vince baskerville | @whoisvince

18. Flurry.com
vince baskerville | @whoisvince

19. Application
Delegate
#import "Flurry.h"
- (void)applicationDidFinishLaunching:(UIApplication
*)application
{
[Flurry startSession:@"YOUR_API_KEY"];
//your code
}
vince baskerville | @whoisvince

20. MixPanel.com
vince baskerville | @whoisvince

21. how engaged
are your users
vince baskerville | @whoisvince

22. mobile metrics
categories
• content • biz funnels
• user behavior • technical
• people / location • elements / ui
vince baskerville | @whoisvince

23. content
• screens • ads
• unique visitors • in-app purchases
• page / layout views • funnels
vince baskerville | @whoisvince

24. content
vince baskerville | @whoisvince

25. content
vince baskerville | @whoisvince

26. content
vince baskerville | @whoisvince

27. user behavior
• user paths • frequency
• exits / bounce rate
• touch events
vince baskerville | @whoisvince

28. user behavior
vince baskerville | @whoisvince

29. people / location
• new / active users • geographic usage
• user segments • session length
• demographics
vince baskerville | @whoisvince

30. people / location
vince baskerville | @whoisvince

31. engagement
• frequency of visit • duration
• depth of visit
• lifecycle metrics
vince baskerville | @whoisvince

32. technical
• devices • benchmarks
• carriers / speed • version adoption
• errors / bugs • os / firmware
• cross-app usage
vince baskerville | @whoisvince

33. elements / ui
• a/b tests
• e-commerce
• cta conversions
vince baskerville | @whoisvince

34. 3 engagement
load types
Cognitive Visual Motor
vince baskerville | @whoisvince

35. Cognitive
in relation to thinking
and the users memory;
high human energy &
attention
vince baskerville | @whoisvince

36. Visual
pertaining to the users
perceiving, noticing the
ui / ux flow
vince baskerville | @whoisvince

37. Motor
physical actions; using
the keyboard, scrolling,
pinching, zooming, etc
vince baskerville | @whoisvince

38. cognitive loads are the *most
expensive* — take lots of human
energy
while motor loads are least
expensive
vince baskerville | @whoisvince

39. vince baskerville | @whoisvince

40. vince baskerville | @whoisvince

41. vince baskerville | @whoisvince

42. when you lower all the loads
you are also lowering
engagement and
entertainment.
vince baskerville | @whoisvince

43. vince baskerville | @whoisvince

44. AU REVOIR
STAY
CLASSY