Mobile metrics vs Web metrics

Mobile analytics is a logical continue of web analytics. In other words it is part of Digital Intelligence. Let's try to build connection for our daily web analytics metrics in case with mobile analytics.
In terms of mobile we should focus on behavior and actions.

We can divide metrics into 4 groups:

1. Metrics to evaluate Awareness 
2. Metric to Evaluate Engagement
3. Metrics to Evaluate Long-Term Value (ROI driving metrics)
4. Using App Analytics to do Smart Marketing (grow your happy user base)

1. Metrics to evaluate Awareness 

• Site traffic (web) = downloads (in apps)
• Number of people who install your app
• Helps evaluate SEO, ASO and acquisition campaigns
• Does not show you long term value of users
• Visitors (web) = Users (apps)
• People interactively using your app (not just visiting it)
• Tracking and understanding users helps you: Build segments, Elicit deeper engagement, Launch targeted app marketing)
• Web Pages = Screens
• User navigates between app screens
• Responsive to touch, shorter than a webpage, functional or instructional
• Pageviews = Sessions
• Counted from app open to app close
• One uninterrupted period of interaction in which a user is actively using your app

2. Metric to Evaluate Engagement

• Monthly Unique Visitors = Monthly Active Users (MAUs)
• Number of people who have opened your app at least once within the last 30 days
• Look for trends (going up or down)
• Target Audience = User Segments
• Groups of users (based on shared characteristics or actions)
• Essential for personalizing app marketing campaigns and sending targeted messages
• Time on Screen = Time on Screen

• How much time someone spends on a screen (Also measure number of screens per session)
• Investigate which screens 
  • User visit most
  • Spend the most time on 
  • Navigate away from quickly
• Time on Site = Session Length

• Period of time between app open and close
• Closely related metrics 
  • Number of sessions (how frequently are users returning to your app?)
  •  Session interval (how much time that passes between sessions?)

In addition, there are the interaction-focused app metrics

• Monthly active users
• User segments
• Time on screen
• Session Length

3. Metrics to Evaluate Long-Term Value (ROI driving metrics)

• Conversions=Events
• Actions taken by users in app
• Key events move people towards "ultimate" in-app action
• Examples: Checkout completed, article read, video played
• Bounce Rate=Funnel Drop-Off Rate

• A funnel is a series of key events that lead to "ultimate" in-app action
• Look at drop-offs (and conversion rate) at each step
• Cohorts=Cohorts

• Segments of users engaging with your app, based on the date of their first visit
• Groups of people who first downloaded your app in X month, and what they went to do later
• Highlights most engaged and valuable users over time
• Can split out cohorts by
  • Device
  • Segment
  • Campaign
  • Custom dimensions
• Monitor changes to retention as you launch new app updates
• Revenue per visitor = User Lifetime Value (LTV)

• Represents how much each user is worth in their lifetime
• Capture financial worth over time in terms of loyalty and evangelism
• Primary app revenue metric (various formulas)

4. Using App Analytics to do Smart Marketing (grow your happy user base)

• Email Marketing=Push&In-App Messaging
• Puch Notifications
  • For re-engaging latent users
  • Delivered to home screen
• In-app messages:
  • For moving users through key app funnels
  • Rich design capabilities
• Content Marketing=Context Marketing

• Highly targeted, relevant and personalized app marketing
• Tailor push and in-app messages to take both in-app and outside-of-app behavior

Overview of leading tag managment platfotm Tealium IQ

In this post I want to cover Tealium. Our company really focus on digital transformation and as a result we want to be flexible and get more speed in all marketing processes. In other words, tealium gives us great power for all marketing activities.

By default Tealium IQ is a tag management system. 

What is Tag? 

Tags are an efficient method to exchange data between your site, your visitor and your digital marketing vendors.

These clever little bits of code sit on your website and allow you to connect from the digital world with your customer in the physical world. 

Tags allow us to gather knowledge.  To understand the likes, dislikes, habits and behaviors as our visitors walk through our website. 

In our day to day lives its hard to see the effectiveness of a billboard or sign in a shopkeepers window, but in the digital world, thanks to tags, we can see which offers we make to our customers convert and we are able to improve our marketing strategies with the knowledge we gather. 

Typically, the workflow for adding a tag to your website begins with the marketing department deciding to add a particular tag, contacting the tag vendor for their implementation guide, communicating with IT to get the tag hard coded on to the site and then working with the tag vendor to ensure that the exchange of information is working.  Simple enough?  Not always.

Tags have a dark side.  Getting a tag hard coded on to your website can take weeks, depending on the length of your organizations dev cycle and how busy your IT department may be.  Working with multiple tag vendors, running multiple campaigns can also be time consuming and complex. 

But most importantly, once you have invested in implementing a tag, you are then relying heavily on the data you’re receiving from your tag vendor to guide and shape your digital marketing campaigns. 

How clean is the data you are basing your decisions on?  And are your tags performing on your page? Or, are they lowering your site performance? 

What is Tag Management?

This is where Tag Management steps in.  Tag Management is about getting more of what you want and less of what you don’t want. 

What you want is cleaner data, faster.  What you don’t want is lengthy delays in deploying tags and the “one sizes fits all” solution your tag vendors provide. 

The Tealium iQ interface allows you to manage the process of cleaning up your data before sending it to your tag vendors with points and clicks.  It also allows you to decide when and where you want your tags to load on your website. 

You most likely have an array of tag vendors ranging from site analytics and affiliate marketing to multivariate testing and retargeting tools. This can quickly get complex and difficult to manage without a tag management system that standardizes your data and centralizes you digital marketing campaigns in one easy to use interface. 

Tealium iQ allows marketers to be more self-sufficient when it comes to managing their tags and to removing the IT bottleneck that can occur when reaching out to a development team for implementing or updating a tag in the source code.  On the flip side, TiQ also works as a time saving tool to development teams. 

Tag Management is just what it says it is.. it is the ability to manage your tags instead of your tags and tag vendors managing you. 

What is Data Centric Tag Management?  Simply put, it’s an agile and efficient data exchange system for managing your tags.  Instead of tags being content on your page that grabs data and sends it off to your vendors, tag management begins with identifying the data points that are available on your page and are valuable to your digital marketing campaign. 

Instead of multiple tags hard coded on to your webpage, now you have a single tag, the Tealium Tag, through which the data flows in to the User Interface, and from there you can begin asking yourself questions.  Questions like “When and where do I want these tags to fire?” and “Which data points do I want exchanged with each one of my tag vendors?”   

Through Data Centric Tag Management, miraculous things begin to occur. 

First, you get to standardize your data.  When your data flows in to Tealium iQ first, before being sent to your tag vendors.  Here in Tealium iQ it is identified as a data source, which you name, identify and describe.

From there, the data source is mapped out to your tag vendors, providing a standard data collection across multiple platforms.  Your data collection will improve because a data-centric tag management system is a simplified method from translating your data on the page to the different formats and syntax that is used by your various vendors.  

Now, you can control which data points flow to which vendors, allowing you to determine who you are sharing your data with. 

All of this occurs with fewer IT resources since you are stepping outside of dealing with JavaScript code, which is better suited for marketers, while still allowing advanced JavaScript editing capabilities for the more technical users of Tealium iQ. 

Remember, with data centric tag management, you are getting cleaner data, faster, with fewer resources and improving the collection and distribution of your data!   

That’s the benefit of Tag Management!

Tealium is a cloud application. It uses some of the biggest and fastest delivery networks on the planet to deliver technology tags to site visitor web browsers. 

We can visit one of Tealium IQ clients and quickly at client's data layer. For example, let's visit http://www.cathaypacific.com/ . If you have Ghostery plagin into you browser you can quickly identify list of trackers of this web site:

One of trackers is Tealium. There are lot's of business use cases and advantages of using Tealium IQ:

• Data Driven Marketing
• Single source of customer profiles to power cart and browse abandonment, as well as align customer messaging across channels
• Fast deployment of tags
• Meet rapidly changing business requirements
• Maximize its marketing technology investments
• and many many others

SlackIT with Splunk

Splunk has announced cool new app SlackIT. You can easy download it.

Wait, do you know what is slack? It is the best in class team communication service. Do you have a team? Then you definitely should use slack.

Ok, let's connect splunk and slack.

First, we should download new app in splunk. It is easy. Moreover we haven't do any addition actions in splunk interface, except some actions with slack.conf file. But before we start, lets go to slack and add new integration:

Let's choose channel, which will get result from splunk search

In addition, we can choose any person, who will get result. Then click on "Add Incoming WebHook Integration" and copy Webhook URL, which will send json result from splunk to slack.

We have done with slack. Let's start to configure slack.conf file, which we can find in slackit app:

• url: Webhook URL , for example: https://hooks.slack.com/services/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
• username: the username that appears in slack
• channel: the channel that will receive the search results, channel can be specified by slackit search arg or person
• icon: the icon that appears in slack.
• allow_user_set_slack_url: enable this option if you're allowing the users send results to different # slack teams
• send_message_even_no_results: disable option to send message without result

[config]
url = https://hooks.slack.com/services/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y
username = gold_unicorn
channel = our-team
icon = https://www.splunk.com/content/dam/splunk2/images/icons/favicons/mstile-150x150.png
allow_user_set_slack_url = 0
send_message_even_no_results=0

Save file. That's all. Now we can easy send result from splunk to the salck channel. Let's try to do it.

As you see on screen, I've just added slackit command. And what is the result? All my team in channel saw this result:)


PS As a bonus you send any message via terminal using the same Webhock URL:

curl -X POST --data-urlencode 'payload={"channel "#our-team", "username": "webhookbot", "text": "What's up!", "icon_emoji": ":ghost:"}' https://hooks.slack.com/services/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y