Let's say that you have a mobile app, one that you launched on March 1. Do this for me.
Step 1: Segment users into one of three groups during March. Group 1 = Visit Website. Group 2 = Use App. Group 3 = Website + App.
Step 2: Segment users into one of three groups during April. Group 1 = Visit Website. Group 2 = Use App. Group 3 = Website + App.
Now, what you want to do is create a two-way table that counts how many users fell into each group in March, and then again during April. Here's an example:
|Website + App||50||250||300||1,000||1,600|
This table forms the basis for our study of channel shift. I'll give you six days to think about this table. What do you observe happening here with app users?
Next week, we'll explore the meaning of the numbers in the table.