Taiwan Sept Yodel Meetup - Yahoo 台北行動開發者聚會

Mobile

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  • Yodel Mobi le Developer Meetup P r e p a r e d b y F l u r r y A P A C t e a m 1 Yahoo Confidential & Proprietary
  • Agenda 2 Yahoo Confidential & Proprietary  Yahoo行動開發者套件與全球行動開發者大會分享 (Roger Lo - Yahoo APAC Strategy & BizOps)  Yahoo行動廣告方案介紹 (Quincy Chen - Yahoo Head of APAC Mobile Monetization)  Panel Discussion (與會貴賓和Quincy Chen)  自由交流時間
  • My background and roles Sr. Analyst, APAC Strategy & BizOps • Flurry Analytics/ Mobile Developer Suite Go-To-Market • Strategic initiatives (ecommerce, new product) Analyst, Global Sales and Ops Strategy Hyderabad office, India, 2011 KKR/ Goldman Sachs backed predictive analytics firm Business Development Associate, Greater China region, 2012-2014
  • Agenda  Yahoo Mobile Developer Suite and Flurry Analytics  Yahoo Mobile Developer Suite
  • Agenda  Yahoo Mobile Developer Suite and Flurry Analytics  Yahoo Mobile Developer Suite
  • 6 Yahoo Confidential & Proprietary YAHOO MOBILE DEVELOPER SUITE
  • 7 Yahoo Confidential & Proprietary Flurry Analytics + Explorer Flurry Pulse Yahoo App Publishing Yahoo Search in Apps Yahoo App Marketing Tumblr In-App Sharing
  • Single Suite for Analytics and Monetization Video ads Measure, track and analyze app performance and user activity Native ads Display ads Choose the right ad format(s) to maximize your revenue Search-in-app
  • The first “Designed for Mobile” and “Free” analytics platform since 2008 9 Yahoo Confidential & Proprietary
  • Average of 7 apps per device 720,000 apps 220,000 developers 2 billion devices Flurry at a glance
  • Flurry users and testimonials 11 Yahoo Confidential & Proprietary “Using Flurry Analytics, we have been able to greatly improve our apps and in-app purchase rates. We now know what users want in the app and can provide that with confidence.”
  • 12 Yahoo Confidential & Proprietary
  • Get started with Flurry Analytics in 3 steps 13 Yahoo Confidential & Proprietary  Sign up at developer.yahoo.com  Create new app and download SDK  Integrate SDK with 2 lines of code
  • What does implementation entail? 14 Yahoo Confidential & Proprietary  Get started in minutes– 2 lines of code gives you all your mobile usage metrics, demographic information, and User Acquisition Analytics  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 FLURRY SDK
  • 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 app Sessions • 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
  • Mobile App Analytics Introduction 16 Yahoo Confidential & Proprietary MISSION HOW FLURRY HELPS YOU TO ANSWER? 1. Demographic: gender, age, language, geography 2. Segments: to identify cohorts of valuable users 3. Persona: Through Yahoo superior database, Flurry can help developers to predict their audience’s interest and behavior 1. User Acquisition: Developers can track marketing campaign performance by UAA 2. Usage and Events: Developers can deeply understand user’s path in the app 3. Retention: Developers can use cohort analysis to realize how engaged their users are Understand Users Optimize App performance
  • 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 Optimize App performance Understand Users
  • Determine which Personas are valuable to you IDENTIFY USERS based on what apps they use 1 2 CREATE user persona 3 UPDATE membership bi-weekly 4 QUALIFY only recent heavy users of those apps Optimize App performance Understand Users
  • Flurry Personas BUSINESS Business Professionals Personal Finance Geeks Real Estate Follower Small Business Owner TRAVEL Business Travelers Flight Intenders Leisure Travelers SHOPPING In-app Purchasers Mobile Payment Makers Value Shoppers SPORTS Sports Fans Avid Runners Soccer Fans ENTERTAINMENT Bookworms Casual and Social Gamers Entertainment Enthusiasts Hardcore/Midcore Gamers Movie Lovers Music Lovers News and Magazine Readers Slots Players TV Lovers LIFESTYLE Auto Enthusiasts Avid Runners Engineering Enthusiasts Fashionistas Food & Dining Lovers Health & Fitness Enthusiasts High Net-Worth Individuals Home & Garden Pros Mothers New Mothers Parenting & Education Pet Owners Photo & Video Enthusiasts Singles Social Influencer Sports Fans Tech & Gadget Enthusiasts Optimize App performance Understand Users
  • Optimize App performance Top 3 Key Action from User View 20 Yahoo Confidential & Proprietary Acquire Activate Retention Understand Users
  • Top 3 Key Action from User View 21 Yahoo Confidential & Proprietary Acquire Activate Retention Optimize App performance Understand Users
  • Acquire – User Acquisition How It Works: An Example Campaign 22 Yahoo Confidential & Proprietary Optimize App performance Understand Users 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 for you to track
  • Yahoo Use Case (eCommerce) – Flurry UAA
  • Top 3 Key Action for your Analysis 24 Yahoo Confidential & Proprietary Acquire Activate Retention Optimize App performance Understand Users
  • Activate – Usage & Events Are users converting along the key paths in your app? 25 Yahoo Confidential & Proprietary Optimize App performance Understand Users  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
  • Yahoo Use Case (Yahoo News App) – Event Funnel 1,745 650 220
  • Flurry Analytics Case Study – PicCollage ~100M Global Users Increase the usage of collage through Flurry events, segments and usage tracking Conversion for each stage Clicks & Shares BEFORE AFTER
  • Flurry Analytics Case Study – Overstock • Different behaviors in iPhone & iPad apps through Flurry Events  Improved Search/ Flow in iPhone & improved photo display in iPad • In-App Purchase 70%; In-App Purchase Per User 25% • Transactions in iPad app 30%
  • Top 3 Key Action from User View 29 Yahoo Confidential & Proprietary Acquire Activate Retention Optimize App performance Understand Users
  • Retention Are users retained? 30 Yahoo Confidential & Proprietary Optimize App performance Understand Users  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
  • Get started with Flurry Analytics in 3 steps 31 Yahoo Confidential & Proprietary  Sign up at developer.yahoo.com  Create new app and download SDK  Integrate SDK with 2 lines of code
  • Source Code GitHub: https://github.com/flurry/FlurryLaunchOrigin Cocoapods: FlurryLaunchOrigin
  • Agenda  Yahoo Mobile Developer Suite and Flurry Analytics  NYC Mobile Developer Conference updates
  • 34 Yahoo Confidential & Proprietary http://ymdcnyc.tumblr.com/
  • I N - A P P S H A R I N G
  • WATCH ANALYTICS
  • 1,000 APPS
  • REAL TIME METRICS
  • 42 Yahoo Confidential & Proprietary Go to: http://ymdcnyc.tumblr.com/ http://ymdcnyc.tumblr.com/
  • Flurry Analytics – Explorer 43 Yahoo Confidential & Proprietary
  • Knowledge Base/ Resources for YOU Flurry 洞察:洞察與分析 (中文版) Mobile Analytics Taiwan/ 行動數據分析 Mobile analytics guidebook (Slideshare) http://goo.gl/7XAf1S Flurry Insights (Global site) flurrymobile.tumblr.com flurrymobilechinese.tumblr.com Facebook group https://goo.gl/JxLA3E http://goo.gl/7XAf1S http://goo.gl/7XAf1S http://goo.gl/7XAf1S http://www.flurrymobile.tumblr.com/ http://www.flurrymobilechinese.tumblr.com/ https://www.facebook.com/groups/1537840879811406/
  • Got question? 45 Yahoo Confidential & Proprietary  Roger Lo rogerlo@yahoo-inc.com mailto:rogerlo@yahoo-inc.com mailto:rogerlo@yahoo-inc.com mailto:rogerlo@yahoo-inc.com
  • A p p M o n e t i z a t i o n P R E S E N T E D B Y Q U I N C Y C H E N ⎪ S e p t 5 t h 2 0 1 5
  • 0 50 100 150 200 250 2011 2012 2013 2014 2015E More and more free apps in our mobile devices 47 Source: Gartner CAGR (11-15) 76% 47% # of downloads (B) Free Paid 2014 88% 90% 91% 93% 94% Free download%
  • Mobile in-app advertising revenue are growing with more free apps 48 Source: Yahoo; App Annie 0 0.5 1 1.5 2 2.5 3 3.5 in-app advt revenue Revenue Index 2014 2018 CAGR 34%
  • Flurry ANALYTICS + Explorer Flurry Pulse Yahoo App Publishing Yahoo Search in Apps Yahoo App Marketing 4 9 Yahoo Mobile Developer Suite
  • 50 E X P E R I E N C E SEARCH M O N E T I Z AT I O N +
  • Messaging today 1 2 3 4 5 6
  • Messaging with Yahoo Search In Apps 1 2 3
  • Simple Search for more content
  • Use Cases Launchers Communications Keyboards Media/Content
  • Search In App Value to developers Keep users in app Make money Easy to integrate allow developers to introduce a new form of sharable content and drive more engagement search comes with ads, so developers have the access to a new revenue channel 24 – 48 hours for some typical integrations
  • Flurry ANALYTICS + Explorer Flurry Pulse Yahoo App Publishing Yahoo Search in Apps Yahoo App Marketing Yahoo Mobile Developer Suite
  • Single Flurry SDK for Native, Video and Display Display advertising demand from 50+ DSPs Native ads from the Yahoo Gemini marketplace Video demand from Yahoo, BrightRoll and the Flurry marketplace
  • Native style display projected to reach $6 billion in 2018 58 Source: Business Intelligence 0 1 2 3 4 5 6 2013 2014E 2015F 2016F 2017F 2018F Native-Style Display $billion CAGR (15-18) 34% 1.3 5.7
  • Native or Banner? 59 Yahoo Confidential & Proprietary Native Banner viewed 52% more frequently than CTR is 2-6 times of Banner Native
  • Native ad for publishers: fill-rate, eCPM, and control 60 High Fill Rate Competitive eCPM Control
  • 61 Use cases
  • 62
  • 63 Source:
  • 64 Source:
  • 65 Source:
  • Native Video for App Publishers 66 Source: User experience Custom Formats Premium Advertisers
  • Insight across users, apps, and devices 67 May ‘08 50 apps 600m MAUs 720k apps 2B devices NEWS, SPORTS, FINANCE MAIL SEARCH
  • Flurry ANALYTICS + Explorer Flurry Pulse Yahoo App Publishing Yahoo Search in Apps Yahoo App Marketing Yahoo Mobile Developer Suite: DEVELOPER.YAHOO.COM Email: apac-gemini-publishers@yahoo-inc.com
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  • Yodel Mobi le Developer Meetup P r e p a r e d b y F l u r r y A P A C t e a m 1 Yahoo Confidential & Proprietary
  • Agenda 2 Yahoo Confidential & Proprietary  Yahoo行動開發者套件與全球行動開發者大會分享 (Roger Lo - Yahoo APAC Strategy & BizOps)  Yahoo行動廣告方案介紹 (Quincy Chen - Yahoo Head of APAC Mobile Monetization)  Panel Discussion (與會貴賓和Quincy Chen)  自由交流時間
  • My background and roles Sr. Analyst, APAC Strategy & BizOps • Flurry Analytics/ Mobile Developer Suite Go-To-Market • Strategic initiatives (ecommerce, new product) Analyst, Global Sales and Ops Strategy Hyderabad office, India, 2011 KKR/ Goldman Sachs backed predictive analytics firm Business Development Associate, Greater China region, 2012-2014
  • Agenda  Yahoo Mobile Developer Suite and Flurry Analytics  Yahoo Mobile Developer Suite
  • Agenda  Yahoo Mobile Developer Suite and Flurry Analytics  Yahoo Mobile Developer Suite
  • 6 Yahoo Confidential & Proprietary YAHOO MOBILE DEVELOPER SUITE
  • 7 Yahoo Confidential & Proprietary Flurry Analytics + Explorer Flurry Pulse Yahoo App Publishing Yahoo Search in Apps Yahoo App Marketing Tumblr In-App Sharing
  • Single Suite for Analytics and Monetization Video ads Measure, track and analyze app performance and user activity Native ads Display ads Choose the right ad format(s) to maximize your revenue Search-in-app
  • The first “Designed for Mobile” and “Free” analytics platform since 2008 9 Yahoo Confidential & Proprietary
  • Average of 7 apps per device 720,000 apps 220,000 developers 2 billion devices Flurry at a glance
  • Flurry users and testimonials 11 Yahoo Confidential & Proprietary “Using Flurry Analytics, we have been able to greatly improve our apps and in-app purchase rates. We now know what users want in the app and can provide that with confidence.”
  • 12 Yahoo Confidential & Proprietary
  • Get started with Flurry Analytics in 3 steps 13 Yahoo Confidential & Proprietary  Sign up at developer.yahoo.com  Create new app and download SDK  Integrate SDK with 2 lines of code
  • What does implementation entail? 14 Yahoo Confidential & Proprietary  Get started in minutes– 2 lines of code gives you all your mobile usage metrics, demographic information, and User Acquisition Analytics  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 FLURRY SDK
  • 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 app Sessions • 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
  • Mobile App Analytics Introduction 16 Yahoo Confidential & Proprietary MISSION HOW FLURRY HELPS YOU TO ANSWER? 1. Demographic: gender, age, language, geography 2. Segments: to identify cohorts of valuable users 3. Persona: Through Yahoo superior database, Flurry can help developers to predict their audience’s interest and behavior 1. User Acquisition: Developers can track marketing campaign performance by UAA 2. Usage and Events: Developers can deeply understand user’s path in the app 3. Retention: Developers can use cohort analysis to realize how engaged their users are Understand Users Optimize App performance
  • 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 Optimize App performance Understand Users
  • Determine which Personas are valuable to you IDENTIFY USERS based on what apps they use 1 2 CREATE user persona 3 UPDATE membership bi-weekly 4 QUALIFY only recent heavy users of those apps Optimize App performance Understand Users
  • Flurry Personas BUSINESS Business Professionals Personal Finance Geeks Real Estate Follower Small Business Owner TRAVEL Business Travelers Flight Intenders Leisure Travelers SHOPPING In-app Purchasers Mobile Payment Makers Value Shoppers SPORTS Sports Fans Avid Runners Soccer Fans ENTERTAINMENT Bookworms Casual and Social Gamers Entertainment Enthusiasts Hardcore/Midcore Gamers Movie Lovers Music Lovers News and Magazine Readers Slots Players TV Lovers LIFESTYLE Auto Enthusiasts Avid Runners Engineering Enthusiasts Fashionistas Food & Dining Lovers Health & Fitness Enthusiasts High Net-Worth Individuals Home & Garden Pros Mothers New Mothers Parenting & Education Pet Owners Photo & Video Enthusiasts Singles Social Influencer Sports Fans Tech & Gadget Enthusiasts Optimize App performance Understand Users
  • Optimize App performance Top 3 Key Action from User View 20 Yahoo Confidential & Proprietary Acquire Activate Retention Understand Users
  • Top 3 Key Action from User View 21 Yahoo Confidential & Proprietary Acquire Activate Retention Optimize App performance Understand Users
  • Acquire – User Acquisition How It Works: An Example Campaign 22 Yahoo Confidential & Proprietary Optimize App performance Understand Users 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 for you to track
  • Yahoo Use Case (eCommerce) – Flurry UAA
  • Top 3 Key Action for your Analysis 24 Yahoo Confidential & Proprietary Acquire Activate Retention Optimize App performance Understand Users
  • Activate – Usage & Events Are users converting along the key paths in your app? 25 Yahoo Confidential & Proprietary Optimize App performance Understand Users  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
  • Yahoo Use Case (Yahoo News App) – Event Funnel 1,745 650 220
  • Flurry Analytics Case Study – PicCollage ~100M Global Users Increase the usage of collage through Flurry events, segments and usage tracking Conversion for each stage Clicks & Shares BEFORE AFTER
  • Flurry Analytics Case Study – Overstock • Different behaviors in iPhone & iPad apps through Flurry Events  Improved Search/ Flow in iPhone & improved photo display in iPad • In-App Purchase 70%; In-App Purchase Per User 25% • Transactions in iPad app 30%
  • Top 3 Key Action from User View 29 Yahoo Confidential & Proprietary Acquire Activate Retention Optimize App performance Understand Users
  • Retention Are users retained? 30 Yahoo Confidential & Proprietary Optimize App performance Understand Users  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
  • Get started with Flurry Analytics in 3 steps 31 Yahoo Confidential & Proprietary  Sign up at developer.yahoo.com  Create new app and download SDK  Integrate SDK with 2 lines of code
  • Source Code GitHub: https://github.com/flurry/FlurryLaunchOrigin Cocoapods: FlurryLaunchOrigin
  • Agenda  Yahoo Mobile Developer Suite and Flurry Analytics  NYC Mobile Developer Conference updates
  • 34 Yahoo Confidential & Proprietary http://ymdcnyc.tumblr.com/
  • I N - A P P S H A R I N G
  • WATCH ANALYTICS
  • 1,000 APPS
  • REAL TIME METRICS
  • 42 Yahoo Confidential & Proprietary Go to: http://ymdcnyc.tumblr.com/ http://ymdcnyc.tumblr.com/
  • Flurry Analytics – Explorer 43 Yahoo Confidential & Proprietary
  • Knowledge Base/ Resources for YOU Flurry 洞察:洞察與分析 (中文版) Mobile Analytics Taiwan/ 行動數據分析 Mobile analytics guidebook (Slideshare) http://goo.gl/7XAf1S Flurry Insights (Global site) flurrymobile.tumblr.com flurrymobilechinese.tumblr.com Facebook group https://goo.gl/JxLA3E http://goo.gl/7XAf1S http://goo.gl/7XAf1S http://goo.gl/7XAf1S http://www.flurrymobile.tumblr.com/ http://www.flurrymobilechinese.tumblr.com/ https://www.facebook.com/groups/1537840879811406/
  • Got question? 45 Yahoo Confidential & Proprietary  Roger Lo rogerlo@yahoo-inc.com mailto:rogerlo@yahoo-inc.com mailto:rogerlo@yahoo-inc.com mailto:rogerlo@yahoo-inc.com
  • A p p M o n e t i z a t i o n P R E S E N T E D B Y Q U I N C Y C H E N ⎪ S e p t 5 t h 2 0 1 5
  • 0 50 100 150 200 250 2011 2012 2013 2014 2015E More and more free apps in our mobile devices 47 Source: Gartner CAGR (11-15) 76% 47% # of downloads (B) Free Paid 2014 88% 90% 91% 93% 94% Free download%
  • Mobile in-app advertising revenue are growing with more free apps 48 Source: Yahoo; App Annie 0 0.5 1 1.5 2 2.5 3 3.5 in-app advt revenue Revenue Index 2014 2018 CAGR 34%
  • Flurry ANALYTICS + Explorer Flurry Pulse Yahoo App Publishing Yahoo Search in Apps Yahoo App Marketing 4 9 Yahoo Mobile Developer Suite
  • 50 E X P E R I E N C E SEARCH M O N E T I Z AT I O N +
  • Messaging today 1 2 3 4 5 6
  • Messaging with Yahoo Search In Apps 1 2 3
  • Simple Search for more content
  • Use Cases Launchers Communications Keyboards Media/Content
  • Search In App Value to developers Keep users in app Make money Easy to integrate allow developers to introduce a new form of sharable content and drive more engagement search comes with ads, so developers have the access to a new revenue channel 24 – 48 hours for some typical integrations
  • Flurry ANALYTICS + Explorer Flurry Pulse Yahoo App Publishing Yahoo Search in Apps Yahoo App Marketing Yahoo Mobile Developer Suite
  • Single Flurry SDK for Native, Video and Display Display advertising demand from 50+ DSPs Native ads from the Yahoo Gemini marketplace Video demand from Yahoo, BrightRoll and the Flurry marketplace
  • Native style display projected to reach $6 billion in 2018 58 Source: Business Intelligence 0 1 2 3 4 5 6 2013 2014E 2015F 2016F 2017F 2018F Native-Style Display $billion CAGR (15-18) 34% 1.3 5.7
  • Native or Banner? 59 Yahoo Confidential & Proprietary Native Banner viewed 52% more frequently than CTR is 2-6 times of Banner Native
  • Native ad for publishers: fill-rate, eCPM, and control 60 High Fill Rate Competitive eCPM Control
  • 61 Use cases
  • 62
  • 63 Source:
  • 64 Source:
  • 65 Source:
  • Native Video for App Publishers 66 Source: User experience Custom Formats Premium Advertisers
  • Insight across users, apps, and devices 67 May ‘08 50 apps 600m MAUs 720k apps 2B devices NEWS, SPORTS, FINANCE MAIL SEARCH
  • Flurry ANALYTICS + Explorer Flurry Pulse Yahoo App Publishing Yahoo Search in Apps Yahoo App Marketing Yahoo Mobile Developer Suite: DEVELOPER.YAHOO.COM Email: apac-gemini-publishers@yahoo-inc.com
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