Mobile Devs of London Meetup April 2016- Analytics
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Mobile app analytics can help understand how users are engaging with an app. Key metrics include acquisition, activation, retention, and revenue. Location, device, and timing data can provide insights into users. Funnels, cohorts, and A/B testing help optimize the user experience and measure what is working. Privacy regulations like GDPR require compliance.
Mobile Devs of London Meetup April 2016- Analytics
- 1. Mobile App Analytics why, when, what, where, how & gotchas @niallrochen.roche@ucl.ac.ukGet in touch Niall Roche
- 2. why use analytics? find out who users are find out how they are using your product (or not) find out what they are/are not interested in saves wasted effort or can try differently either way you have learned something! can help with innovation accounting
- 3. Industry Baselines compare with other apps in same category mine data from App Stores and Analytics Libraries user baselines sourced from the industry • app annie • visionmobile • Flurry • apptopia
- 4. without analytics no idea how users are using your site/app/device hard to prove to investors and prove metrics how to measure against KPIs? how to know if something new or different is working
- 5. metrics • Acquisition • Activation • Retention • Referral • Revenue • many many more…..
- 6. know your users where geographically (may not be accurate) how did they get there (referrals & campaigns) gender & age (may be implied) what devices what languages are they using when are they using it (any interesting trends?)
- 7. where? identify milestones along a journey different decision points for user all major events should be mapped to KPIs and metrics if in doubt - track as much as possible!
- 8. what? decide what to track and how to interpret what are the user journeys to focus on what goal performance to measure look crash reports exceptions and bad things don't forget about some feedback!
- 9. Product product = new Product() .setName("Dragon Food") .setPrice(40.00); ProductAction productAction = new ProductAction(ProductAction.ACTION_PURCHASE) .setTransactionId("T12345"); // Add the transaction data to the event. HitBuilders.EventBuilder builder = new HitBuilders.EventBuilder() .setCategory("In-Game Store") .setAction("Purchase") .addProduct(product) .setProductAction(productAction); // Send the transaction data with the event. tracker.send(builder.build());
- 10. heatmaps
- 11. Examine Funnels
- 12. cohorts cohort analysis match campaigns to cohorts ignore vanity metrics! no of page impressions + signups not as important as engaged users can always buy users to visit your site what campaigns convert into paying customers for lowest acquisition cost useful when calculating lifetime value of customers
- 15. A/B Testing implementation options AB Tasty Convert Optimizely Unbounce many analytics tools have simple implementations built in too with reports on variance
- 16. app launch events app icon spotlight push notification from other app / device url scheme intent (Android) Document Handler proximity trigger geofence beacon/iBeacon/eddistone/NFC system event (low battery) background mode may bypass initial start logic
- 17. multiple paths A -> B -> C is not always straightforward may be multiple routes to same point in app/site how did the user get there? Tab / Swipe / Press / Gesture from Hamburger menu, context and other menus tracking context of how an event was reached
- 18. actioning with data platforms like Liquid (onliquid.com) can adapt an app experience based on data identify variables to change inside the app trigger an actions on a funnel of users (e.g push notification) set rules to automatically intervene based on trends personalised experiences
- 19. technical problems • some technical issues for websites • leaving page on form submit • careful with placement of code • missing images, load events may not fire • add timeouts for error handling
- 21. privacy new EU legislation changes to Privacy regulations GDPR (General Data Protection Regulations) check you are compliant and the analytics provider is too!
- 22. UX Testing Tools Usabilla (https://usabilla.com/) CrazyEgg (http://www.crazyegg.com/) Heatma.ps ( http://www.heatma.ps) Testplant (http://www.testplant.com/) Usertesting (http://www.usertesting.com) Utest (http://www.utest.com) Silverback (http://silverbackapp.com/) Clicktale (www.clicktale.com) Five Second Test - https://usabilityhub.com Feng-GUI (automatic eye tracking) http://openhallway.com/ www.trymyui.com http://www.techsmith.com/morae.html http://www.loop11.com/ http://www.feedbackarmy.com/ https://www.nngroup.com/articles/icon- testing/ http://www.ethnio.com/ https://marvelapp.com http://entypo.com http://www.inspectlet.com http://www.invisionapp.com/ www.usertesting.com http://ethn.io
Editor's Notes
- #20: problems tracking when leaving page on form submit so default behaviour will mean event not tracked if done correctly placement of code and issues with missing images, load events may not fire timeouts for error handling to prevent webpage functioning in the event that an analytics library does not load