Engage 2013 - Mobile Measurement Workshop

Engage 2013 Mobile Workshop
Paul Lawbaugh & Dash Lavine

Agenda
•  Mobile SDKs: Intro
•  Advanced Analytics Events & Howto
•  Cross-channel & Hybrid Apps
•  Custom Data with Data Collection API

Mobile Measurement with Analytics 10

INTRODUCTION

Insight Across Your Digital Channels"
"
Reporting and analytics data for all of your channels (standard/mobile web,
mobile apps, social, etc…) should be available within a single tool

Data Beyond The Tag"
"
Ecosystem data from 3rd party sources (bit.ly, Twitter, Facebook, iTunes,
YouTube, etc.) should be integrated with your 1st Party data"

Flexibility"
"
You should not be forced to make decisions that lead to uncaptured or
unanalyzed data, especially when it comes to key events"

True Visitor Level Data & Segmentation"
"
The collection of visitor attributes/events and the ability to score, segment,
and ultimately act upon data at the individual level is one of the keys to true
success across your channels"

Data Privacy"
"
Protection of your customer data is of extreme importance, especially as
data and devices becomes increasingly personal"

Mobile Strategy: Common Areas of Focus!

•  Monitoring of adoption and top line
performance!
!
•  Assessing top drivers of traffic and
refining the site/app to increase traffic
from those channels!
!
•  Prioritizing design/implementation
decisions based on device data!
!
•  Optimizing the user experience to
decrease abandonment!
!
•  Personalizing the mobile site/app to
increase engagement and lift!
!
"

Mobile Strategy: Questions & Data Points!
Are people ﬁnding and using your Mobile properties?"
ü  Downloads!
ü  Total Users/Visitors!
ü  Active User/Visitor Rate!
ü  New VS Returning Users/Visitors!

How engaged and loyal are your Mobile users?"
ü  Visit/Session Frequency!
ü  Visit/Session Depth!
ü  Visit/Session Duration!
ü  Bounce Rate!

Are your Mobile users engaging in high value activities?"
ü  User/Visitor Characteristics!
ü  User/Visitor Segments!
ü  Key User Activities!

How do you retain users and encourage usage?"
ü  Stickiness!
ü  Feature Usage!
ü  Trafﬁc Drivers!
ü  User/Visitor Feedback!


MOBILE SDKS

developer.webtrends.com > “Data IN” > “Mobile App SDKs”

Platforms
•  iOS (iPad and iPhone)
•  Android (1.6 and up)
•  Blackberry (Java)
•  Windows Phone 8 (and 7)

iPhone Step 3: Import Frameworks

iPhone Step 4: App Delegate
Insert “Super” in AppDelegate.m -- see “SDK - iPhone Code
Snippets.rtf”

iPhone Step 5: Convenience Methods
Insert Convenience Methods for more advanced events as desired
See Paul’s “SDK – iPhone Code Snippets.rtf” for examples


CROSS-CHANNEL &
HYBRID APP MEASUREMENT

What is a Hybrid Mobile App?
Hybrid
Native + Mobile Web

Hybrid apps run inside a
native container, and
leverage the device’s
browser engine to render
the HTML and process the
JavaScript locally.

© 2012 Webtrends, All Rights Reserved. | 22

Hybrid Mobile App Benefits
ü  Faster time to market and reduced cost.
ü  Less native coding required
ü  HTML5 developers are typically easier to find and less
expensive than native developers.
ü  A reduction in native coding usually results in more reusable
code across platforms as the HTML5/JS/CSS code base can
be utilized across platforms.
ü  Maintenance costs are usually lower.

ü  App update approval submissions can often be
dramatically minimized.
ü  The web-to-native abstraction layer enables access
to device capabilities that are not accessible within
mobile web applications, such as the
accelerometer, camera and local storage.

© 2012 Webtrends, All Rights Reserved. | 23

Measurement Challenges
ü  Many point solutions often focus on just mobile apps and
not mobile web.
ü  Both sets of data cannot always be collected and/or
combined.
•  Native: Measurement is usually handled via SDKs
•  Mobile Web: Measurement is typically handled via JavaScript Tagging

ü  When you can collect both data types, the IDs are usually
not synced up.
ü  The end result is either missing data or the inability to tie
the data together when you are able to collect both.
ü  When you cannot tie that data together, you are not
getting a true picture of what is happening within your
hybrid apps or with the traffic that is flowing between your
mobile experiences.

Privacy Concerns & Solutions
ü  You should always ensure you are focused on safety and
privacy when it comes to your users’ data. Data ownership/
control of data and customer opt-out preferences should not
be overlooked.
ü  The use of certain identification methods is often problematic
from a privacy standpoint.
ü  Apple’s deprecated UDID and MAC addresses are two great
examples as the user often has no control over whether or not
their data can ever be cleared (as both of those ID types are
device specific IDs).

ü  Recommended Approaches:
ü  Use a app specific ID if you do not need cross app identification.
ü  If you do need to use a cross app/platform identifier, do not use a
device specific ID that cannot be cleared by the end user.
ü  Make sure your privacy policy is accurate and up to date.
ü  Always provide an easy opt-out option.

Measurement Solution
Webtrends Hybrid SDK
ü  Privacy compliant default app specific Visitor ID.
ü  Custom Visitor ID override method should you want to use another
method such as your own ID or something like SecureUDID.
ü  Automatic Visitor ID syncing for webview content and mobile web to
mobile app (or vice versa) traffic.
ü  Easy, developer friendly convenience methods to automatically populate
advanced custom reporting (in-app purchases, searches, video, etc…).
ü  Built-in single line of code opt-out.

Decoupled Data Collection/Analysis & Advanced Reporting
ü  Allows for unlimited combinations of data and customizable roll-up
reporting.
ü  True big data collection/analysis at scale.
ü  Large collection of mobile specific spaces, dashboards and standard
report sets.
ü  Unlimited custom variables and unmatched custom reporting flexibility.
ü  Integrated 3rd Party Data (iTunes Connect, Google Play, etc…).

Hybrid/Cross-Channel Analytics!
Anatomy of a Modern App!


Red Text = Hybrid Content

Blue Text = Cross-Channel
Scenario


Search Suggestion

WebView Content

Text, Content,
Messaging

Images, Maps, Video


Search Suggestion

WebView Content

Text, Content,
Messaging

Images, Maps, Video

Matching User and Session
ID across App and web
requests

Scenario – Bringing it all together!

User starts on Web:
Groupon, m., email
or other site.


Link click
(1st or 3rd
party)
launches
mobile app


Content Relevant in Mobile
Analytics

Link click
(1st or 3rd Cross-channel Conversion
party) Details: hotel chain, image
launches selection or hotel features
mobile app

Conversion
Event

Which
elements
influence
conversion?

VDM profiles
user segment
for optimize &
targeting

WebView or
online
checkout

User session
must match
from
acquisition -
conversion

App Referrals
WT.fr on conversion events
WebtrendsDataCollector.firstReferrer()

iOS Launch referral
didLaunchWithOptions

Register CURL (custom URL)
info.plist > add url > reverse domain convention
myapp://


CUSTOM DATA WITH
DATA COLLECTION API

Sample App – Data In
http://developer.webtrends.com/docs/DOC-1205

DC API HowTo
•  An example walkthrough using Fiddler follows the
step details
•  DC Requests follow our Open Exchange REST
precedent:
•  http://dc.webtrends.com/v1/[DCS ID]/events.svc?dcsformat=plain

DC API HowTo
•  Address: dc.webtrends.com
•  Version: v1 (when we release new versions, previous
will remain active)
•  DCS ID: [A valid WebTrends DCS ID] - If you are
testing/debugging, create a test DCS data source
•  DCSFormat: plain, XML
“Format” specifies the return request format
You still need a request header to ID the POST data
•  [optional] DCSVerbose=true

DC API HowTo
Step 1: Form a Base DC Request with your DCSID:
•  http://dc.webtrends.com/v1/
dcst2axhq00000oqoz417slqm_2m2n/events.svc?
dcsformat=plain&dcsverbose=true

DC API HowTo
Step 2: Header Content
•  You will also need to specify in the request header the
format of the POST data you are sending.
•  Currently we are only supporting text formatted data (no
XML in the POST body just yet):

•  Content-Type: application/x-www-form-urlencoded

DC API HowTo
Step 3: Form the content of the POST
•  “Core” Required Params in POST body:
•  •dcsuri= (URI stem)
•  •dcsua= (useragent string)
•  •WT.ti=[pagetitle]
•  •WT.co_f= one of the several visitor ID parameters
WebTrends supports (see docs for full details)
•  •WT.tz=-8 (time zone) this is optional but a good practice
•  •WT.co=yes this is a fixed value needed to validate the hit

Put all of these parameters into a single & joined string like:
dcsuri=apphome.php&wt.ti=Home%20Page&dcsua=android...
Remember to URL encode special characters you want to include in the
values like spaces = %20.

DC API HowTo
Step 4: Testing in Fiddler
•  Fiddler is a free open source tool for sending and
monitoring http and other protocol requests.
•  Our use case is to allow you to send a POST and easily
view the return response from the WebTrends server
•  Get Fiddler2 @
http://www.fiddler2.com/fiddler2/version.asp
•  Open Fiddler
•  Click on the "Request Builder" tab
•  Insert the data from Steps 1-3 as created above
•  Click execute

DC API HowTo
Step 5: Debug the Results
•  Double click on the results shown in the Web Sesssions window
after you execute the request.
•  The details it will show include the full POST you made, the header
sent and a parsed return from the server.
•  One of the details WebTrends returns is a version and build number
in case you are running into trouble with a beta server

Additional Parameters

https://developer.webtrends.com/community/dc/blog/2011/02/03/preview-
how-do-i-create-my-own-sdk-for-platform

Digital Measurement with Analytics 10

DASHBOARDS AND REPORTS

Webtrends & 3rd Party Data for Mobile Spaces
• What’s Included?!
»  Key Metrics !
•  Downloads!
•  Revenue!
•  Updates!
•  Installs!
•  Ratings!
»  Break-Out Reports!
•  iOS Ratings!
•  iOS Sales + Trends!
•  GP Installs: App
Versions!
•  GP Installs: Carriers!
•  GP Installs: Countries!
•  GP Installs: Devices!
•  GP Installs: Locales!
•  GP Installs: OS!
•  GP Sales: Cities!
•  GP Sales: Countries!

Sessions You Must See
•  Tues @ 11am : Webtrends Customer
Showcase: Success with Analytics On Demand
–  3M, Orbitz, Thomson Reuters

•  Tues @ 3pm: Mobile Measurement Strategy
–  Zinio

•  Wed @10am: What to Measure in Social
–  Susan Ettlinger – Altimeter
–  John Lovett – Web Analytics Demystified

Thank You

paul.lawbaugh@webtrends.com
blogs.webtrends.com
@portland_friend

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Engage 2013 - Mobile Measurement Workshop

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