1.
Measuring the effectiveness
of mobile apps
For non-profits
Shanelle Newton Clapham
6 November 2014

2.
Hello iMntoerbnileet !hit critical mass in 2011

3.
What we’re going to cover
1. Common pitfalls & mistakes
2. Why some apps are more successful
3. Measuring Effectiveness of your App
4. Tools for monitoring app activity.

4.
7 mistakes non-profits make
Build an app:
1. that doesn’t do anything
2. & not promote it
3. & not invest in a responsive website
4. & not launch it with an appeal/ campaign
5. & not track its usage
6. & not keep it up to date
7. because they think they should
.

5.
Success
Why some apps are more successful

6.
A clear vision & purpose

7.
Know your audience
BBC’s mobile user groups

8.
Easy to use
The user

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Launch with a strategy

10.
Get lots of people
to download it

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Constantly improving
& up to date

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Recap:
Why some apps are more successful
- Vision & purpose
- Meets a need
- Great experience
- Smart strategy
- Popular
- Keeps improving

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Measuring the effectiveness of your app
You’re crazy if you don’t

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It’s unbelievable
January 2014
- 1.4 million apps available
- 1 billion iPhone apps downloaded mth
- Ave. user has 15 apps installed
- 25% never used again after download.
70% of global brands have
no metrics or strategy in place!!!

15.
What to measure
Users. Behaviour. Performance.
Unique Drop off Load time
Downloads Actions Crashes
Sessions Social Platform

16.
Mobile app analytics tools
Users. Behaviour. Performance.
- Google Mobile App Analytics
- Webtrends mobile analytics
- Flurry
- Appsflyer
- Bloodhouse QA
- Test & Target
- Adobe AudienceManager.

17.
Free chapter of book
http://www.parachutedigitalmarketing.com.au/resources-and-free-stuff/integrating-digital-fundraising-mix/
http://www.parachutedigitalmarketing.com.au/shop/

18.
Questions?