Firebase Predictions – Start Prediction your App User Behavior & Engage with them

Firebase Build new feature called Firebase Predications that tracks user behavior & generate User group. We can communicate these users group to engage & retain them 

Below User Groups are populated to target & engagement with them 

  • Churn Group –  churn group contains users who have been active during the last 7 days but are predicted to become inactive within the next 7 days
  • Not Churn Group – The not_churn group contains users who have been active during the last 7 days and are predicted to continue to be active over the next 7 days

Pls. Note: Note that churn is different from uninstalling your app. Users may churn long before they uninstall an app.  in fact, many users will never uninstall an app short of replacing their device

  • Spend – The spend group contains users who are predicted to make in-app purchases or ecommerce purchases
  • Not_spend – The not_spend group contains users who are predicted not to spend in the next 7 days. 

Engage with Target Users

  • Notification – we can communicate with User Groups to increase engagement & decrease churn rate. New tool to minimize the churn rate.   
  • Remote Config – It is possible to do A/B Testing ffor user Group 

 

Only 30% of Indian Population has access to Internet

60% of the Urban population is accessed to internet but overall 30% of the Indian population has access to Internet. Nearly 65% of the population are below 35 Year old but still 30% has access to internet means How we Indians is way behind in infrastructure has compared to China. Even Africain countries like Sudan have internet Penetration of 28%, Uganda is 45%, zambia is 30% & South africa 54%. India is huge population & huge opportunity in digital space but lacks in infrastructure. 

Graph Source: https://etimg.etb2bimg.com/photo/58942714.cms

Free Single Page Website for Small business from Google

Image Courtesy: Search Engine LandSmall business can build single page website for free using the website building tool called "Website" .Via Google My Business. You can build website with responsive design. The website is Search engine friendly & Google Map friendly.

Why Google is giving the website free?

  • Lead Gen Strategy – Free website give Small business lead contact & info for free 
  • Most of the small business deals caters to local or micro locality audience. Giving the website free with seo friendly features & Map integration features, it is easy for google to translate to Paid client
  • More Localised Service provider –  Google will get more info & more control are service provider website that caters local audience
  • More Verticals – Even Medium level enterprise are wooed & will create free website(even they have the website) to take advantage of local listing  

Image Courtesy: Search Engine Land

Does Mobile App Install / Uninstall does have relevance in future?

Image Courtesy - /blog.galaxyweblinks.comFor App platform, App Install & Uninstall is the key acquistion & product metrics. If a company publish new version, the existing & new users installs the New version of the App. Most of the companies come up with different strategies to maximize the install & retain the existing App Consumers.

The Existing Install & Uninstall Concept is painpoint for business & consumers because, every new version is realised the consumer needs to be update / install the App. 

In Future, I personally feel that there is no concept of Install / Uninstall. The App can be accessed from cloud. Just register / login from the cloud. 
 

Cutting distribution channel Offline? How?

I am a digital marketing & analytics professional. One advantage of digital medium is that, it cuts the distribution channel. That is why, the ecommerce portal selling products in competitive price & passing the benefit to consumers 

Cutting Distribution channel in Offline – Strategy

Few days back, I read an article that one FMCG (ID Fresh) is started opening "Trust Shop" in Gated communities in Bangalore & Chennai. 

What is Trust Shop? How it cuts the distrubution channel

Trust shop, where no sales person exists. The FMCG food products are stocked in the refrigerator (Batter, parrates) inside the gated community. The consumer take the product & pay as they like. The shop runs on trust. There is no supervison / monitoring (Like Web cam), etc. 

By doing so, the company cuts the intermediates & stock the product in the consumer zone. They don't have to pay the middleman (Store keeper). 


"Trust Shop" from Business perspective

Advantage

  • Brand value – This will build brand equity & value.
  • Profit – Maximizing the profit by cutting the distribution channel
  • Elite Group – When Tracking Elite Locality, payment is 99%
  • Consumer behavior – The product is within the reach, habituating the consumers to buy

Dis-Advantage

  • No Monitoring – There is no monitoring exist. There are chancesAround 15% of people won't pay
  • Product Tamper / Product expiry – If the product got tampered or the exipired product are displayed, it affects the brand
  • Stocking – Restocking interval is not same for all the real estates

"Trust Shop" from Consumer perspective

Advantage

  • Convenience – Food Take Away is Near by. Pick & pay anytime
  • Branded Product – Quality is not at stake

 Dis-Advantage

  • Monopoly – Only product is displayed
  • Issue – In case of issue, consumer cann't communicate immediately
     

Google Decoding Measurement & Attribution – DMA 2016 Event (Part 1) – Micro Moments

Attened Google Decoding Measurement & Attribution – DMA 2016 Event. Pls. find below the keypoints discussed in the meeting. 

Guide to Micro Moments in Smart Phones & Consumer Behavior (Presented by Dhruv Dhawan – Industry Manager @ Google)

  • Smart Phone Behavior – India

    •    180 min. spent in smartphone on any avg. daily
    •    130 times checking the Smart Phone
  • What they do in Smart Phone – India

    •    Know Moments (Discovery & Search App Downloads)
    •    Go Moments

      •   2X increase in "near me" search interest
      •   39% conducting local search visited local stores
    •    Do Moments

      •   54% on online users to learn something new
      •   55% of watch youtube
    •    Buy Moments

      •   Compare Prices
  • On Succeeding Micro Moments

    •    73% consumers say regularly getting useful Information
    •    51% go for other brand because of information
  • On Consumer Behavior

    •    57% of people are more likely to visit a store when they search on mobile
    •    62% of marketers measure marketing efficiency & effectiveness based on each specific channel or campaign
  • On Consumer Journey

    •    90% People purchase across screens
    •    87% consumer research before enter the store
    •    82% turn to mobile device for product decision

o   We knew people start on mobile &  then convert in desktop

Overall Insight – In India, people use mobile phone for research & engagement, but to do transcations, people prefer deskop

 

 

Google Search Query to Search Analytics? What’s in it?

Google launched "Search Analytics Beta" evolved version of "Search Queries ReportCourtesy: silverarcsearchmarketing.com

How you can slice & dize keyword report 

  • Devices (Desktop Vs Mobile Vs Tablet) Breakup – Slice the keyword engagement on different devices. This helps to understand the Desktop & mobile search trend
  • Search Type Breakup – How the People are engagement with Web, Image & Video Search for specific keywords
  • Country Breakup – How the people are engagement with specific country for specific keywords

Limitations in Search Analytics

  • Dimension Fetching – we can only fetch Max Two dimension at a time. For example: What is the breakup of Device for specific keywords? Yes, it is doable. But, if we want to know device breakup of Specific keywords in Specific country is not doable. These kind of multi-dimension stiching helps to get more granular data.
  • Time Range Limit – We can only trend data for only three months
  • You cann't integrated Search Analytics with Google anlaytics (Only Search queries data are available in Google analytics)

Upgraded URL in Adwords

Adwords introduced upgraded URL instead of destination URL

Upgraded URL's

  • Upgraded URLs let you enter the landing page portion of your URL and your tracking information separately in AdWords.
  • Manage tracking for many entities in a single location
  • Editing shared template doesn't trigger editorial review or stats reset

Upgraded URLs Benefits: 

  • less time spent managing URL tracking updates
  • reduced crawl and load times on your website
  • new ValueTrack parameters that help you gain additional insights about your ads

If you using the Destination URLs are made up of two components:

  • Landing page URL This is the URL that customers see in their browsers when they get to your landing page after clicking on your ad.
  • Tracking This section includes information like redirects to third party tracking services, ValueTrack parameters, or custom creative IDs. 

Google Analytics Feature Release – Update

The following changes in Google Analytics have begun rolling out to user accounts and will be available in the coming weeks.

  • Trash Can: Provides a self-service interface for users to rescue items that were mistakenly deleted from their account structure. 
     
  • Geo ID Widening: Adds City and Region fields to the Measurement Protocol and adds a Geographical Data import type. This feature also exposes a new Geo dimension in the Reporting API. 

  • Custom Funnels (Premium only): Allows customers to create user level, ad-hoc “funnels” to perform task completion analysis. 

  • Improved GA/AdWords Remarketing List Activation: Improves the activation flow for new lists created in Google Analytics. 

  • “Query Word Count” dimension: Adds Query Word Count to Search Queries report. This allows advertisers to analyze incoming search queries based on the number of words used in the query.

  • Cohort Analysis Reporting: Adds a report that provides cohort analysis on user behavior, including daily, weekly, and monthly retention and revenue/purchaser behavior. This report allows website owners and app developers to examine the percentage of users that are still using an app/site over time, and how much revenue/desired behavior they are generating. 

Source – https://support.google.com/analytics/answer/6180622?hl=en&ref_topic=6179391

 

Facebook launches analytics for App

Facebook App AnalyticsWhat you can do with facebook app analytics?

Break down trends by country, age, gender, language and platform in order to gain insights about how specific groups of people use your app.


Funnels – Discover when your customers are having a problem getting through your app. Whether a checkout flow is asking for too much information, a level is too hard to beat, or you have a bug in your latest release – funnels help you get to the bottom of the problem.

Cohorts Analysis – You can look at what percentage of people who installed your app on a given day are still opening your app one week later. You can use cohorts to better understand retention, lifetime value, and repeat purchase rate.

Facebook App Ads & Third Party add tracking – Measure the lifetime value of your Facebook Ads. If you are running app ads on other mobile ad networks, you can integrate with attribution solution to measure ad performance and lifetime value by ad network.

Remember: Facebook Won't allow Google Analytics UTM Tracking in Facebook Ads. Does Google allow Adwords / Ad Tracking in Facebook Analytics?