Blog : analytics

MAUs: Monthly Active Users vs Driving Downloads

MAUs: Monthly Active Users vs Driving Downloads

Business Basics

Online businesses need to identify their customer base to understand the relationship between themselves and their clients. How do companies measure success? Why do businesses keep track of their performance? How often should companies even keep track of certain information? These are questions critical to a business’ survival. Key Performance Indicators (KPIs) allow companies to measure almost every facet of their respective businesses interactions. With this data, they can understand their performance relative to the marketplace.

For some companies and mobile apps driving app downloads is the KPI but for those companies that operate solely digitally, a central KPI measurement is the Monthly Active Users (MAU). A standard definition of the MAU is defined as the number of “unique” users over the course of 30 days. This performance indicator is commonly used by social networking sites, digital gaming platforms, e-commerce businesses and mobile apps. MAU measurement allows digital services know who is using their product and how they use that product.

An active user is not just a person that may randomly access a site/service. An active user is determined as an individual who has created an account through email or username to access a site or service.

There are also two types of active users. There are first time users and recurring users:

  • A first time user is a new user who has accessed a site for the first time.
  • A recurring user is a user that frequents the site. It is important to clarify data to this extent when you are trying to track performance.

Ultimately it is up to the site or service to distinguish who they believe is an active user. Traditional social networking services like Facebook and Twitter have both have differing definitions:

  • Facebook defines a Monthly Active User as anyone that is a registered Facebook user, who has accessed the service through the website, messenger app, or mobile app at least one time in the last 30 days.
  • Twitter employs a slightly more complicated approach than its competitor. You must follow a minimum of 30 accounts and be followed by a third of the number of accounts you follow to be considered an active user. To put that in simpler terms, if you are a registered user who follows 30 accounts, with at least ten followers, and uses the site at least one time in 30 days, you are considered an active Twitter user.

It is crucial to measure user activity on digital platforms when examining performance especially with mobile app marketing. Calculating the metrics of Monthly Active User data is a practical industry practice. The proper manipulation of this data will help companies find the information they need to succeed.

If you need help tracking your audience’s habits, contact Colure.

It’s time for your 2015 corporate social media review

It’s time for your 2015 corporate social media review

The end of the year marks the time for a broad review of your corporate social media plan. Take this opportunity to examine your media successes and failures for 2015. Before you step forward into the next calendar year, you should examine what has and has not worked for your company.

This broad overview is a specific year-end event. This differs from the regular monitoring of  your media profile. The yearly review is an opportunity to see if you have reached the broad marketing goals you set for yourself and your company. Key Performance Indicators (or KPI’s) are the benchmarks used to measure social media performance. A KPI could be the measure of website traffic, likes, clicks, or retweets. You need to examine your audience’s level of interaction with your social media profile. Are they interested? Have they been motivated to interact with your media? Are you providing the content they crave? At the end of the day – what service or content have you provided that they value?

Your media team should be analyzing your social media on a regular basis. How often? Daily, weekly, monthly, who is to say? Every company has different needs and resources. No two groups are the same. However, the one constant common to every organization is the clear need to understand their own customers. You need to decide what works best for both you and your customers.

There is one definitive answer – choosing to do nothing will be the most costly option you can select. At that point, you are wasting resources – time, money, and most importantly, your relationship with your customers.

Keep in mind that your social media profile is a living, breathing relationship between your company and your audience. It’s critical you listen to what they are telling you. However, it’s not always a simple conversation. The difference between what your customers are saying and what you are hearing can be immense. Be sure that you take the time to provide an honest evaluation of your media’s track record.

Media analytics tools make the process of analysis clean and simple. As a manager, you’ll be able to read either a brief overview or an in-depth report. Take the time to examine the story that is being presented to your team. As a business owner, this is a conversation you must understand. You don’t have to have fluent media skills, but you must be able to speak the language. You have to understand the basic concepts.

The key steps here are:

  • Research and Plan – Do Your Homework
  • Execute
  • Review your Analytics
  • Modify your Media Plan
  • Re-Execute

Let your media team do the heavy-lifting for you, but as an owner, you need to understand what they are saying. A small investment of time will yield a great reward. Learn the simple mechanics of social media analytics.

This is a polite reminder to re-examine the performance of your corporate social media portfolio for 2015. Before you do anything else, schedule a review near the end of Q4 2016 or whenever you perform your next yearly corporate media review. Don’t allow another year to pass without this critical review.

As you read these words, hopefully, you’ll smile and tell yourself “I’ve already had my yearly media review”. If this is a new concept for you, I challenge you to review your 2015 media results soon. Before you step forward into 2016, be sure to review your performance for 2015.

If you have questions how to proceed, contact Colure’s Advisory Team to help you mold your media profile for 2016.

Audience retargeting in social media

Audience retargeting in social media

Advertisers use the practice of ‘audience retargeting’ in order to market a product to the most relevant audience. Social media has become one of the most vital parts of modern society because of its focused ability to meet this need.

The practice of retargeting allows companies to specifically target consumers who have previously demonstrated an interest in their goods or services. Manipulated content allows companies to place their brand freshly into the audience’s mind.

It is significant to focus on consumers who are truly engaged with a brand. In order to grow a business, it is critical to interact, stand out and appeal to your audience.

Facebook is extremely successful in terms of rebranding. They have access to critical data covering a fifth of the entire population of the planet. Because of this powerful information, they are able to place a specific ad in front of a specific person at a specific moment.

The data entered on Facebook pages such as personal preferences, searches, interests, and likes is identified, indexed and stored. Once the information is processed, they match commercial clients to your interests. It is not coincidental that as you search the web for a new computer, ads from electronic companies begin appearing.

The concept of retargeting is essentially a cycle. It begins when a potential customer visits a website and make a request. An association is established between that person and certain markets. As that person continues to ‘surf’, greater amounts of detail about that individual is gathered by various groups. As that person spends time on the internet, much of the commercial results surrounding that person will be molded to their tastes. The cycle both begins and returns to the individual.

By placing focused advertisements in front of a specific audience, companies are able to achieve a couple of critical goals. They maximize the effectiveness of their advertising budget. They’re able to place their advertisements directly before the audience most apt to make a specific purchase decision.

In the end, retargeting is the main tool used to manipulate consumer traffic towards your website. Contact Colure’s marketing staff to discuss the most effective exposure for your company.