Mobile analytics to measure demographic and behavioural insights

1. Describe your topic

Mobile Analytics measures users’ interaction with the app in addition to metrics about the
app itself, such as app installs, app launches, taps, screens, events, app versions, flows, user
retention, funnel analysis and more. Mobile analytics also tracks and measures similar
metrics on users such as how many new users used the app, from which countries, using
which devices and versions, whether they followed a link on a marketing campaign or an
application store search.

Demographic analysis: Demographic analysis is a technique used to develop an

understanding of the age, sex, and racial composition of a population and how it has
changed over time through the basic demographic processes of birth, death, and migration.

Why to collect demographic information:

Governments, corporations, and nongovernment organizations use demographics to learn
more about a population's characteristics for many purposes, including policy development
and economic market research.
Marketers can gain a lot of information from demographic analysis. The more they know
about their target population, the higher the chances their messaging will resonate with
their desired audience.
Demographic data is very useful for businesses to understand how to market to consumers
and plan strategically for future trends in consumer demand.
The combination of the internet, big data, and artificial intelligence is greatly amplifying the
usefulness and application of demographics as a tool for marketing and business strategy.

Behavioural analytics: Behavioral analytics is an area of data analytics that focuses on

providing insight into the actions of people, usually regarding online purchasing. Behavioral
analytics is used in e-commerce, gaming, social media, and other applications to identify
opportunities to optimize in order to realize specific business outcomes.
It uses the volumes of raw data people use while they're on social media, in gaming
applications, marketing, retail sites, or applications. This data is collected and analyzed, and
then used as the basis of making certain decisions, including how to determine future trends
or business activity, including ad placement.

Behavioral reports

 Overview Report. Shows a summary of behavioral data: screen views, crashes, total
events, average time on screen, etc.
 Screens Report. Shows the performance of each screen within your app, including
screen views, unique screen views, average time on screen, percent of users who
exit on the screen, etc.
 Behavior Flow Report. Shows the different paths users take while using your app.
 Crashes and Exceptions Report. Shows the most popular exceptions within the
different versions of your app. Note that crashes are automatically separated from
exceptions. You can also define exceptions using your app-tracking code to get more
data (e.g., device X and OS Y lead to “network failure” exceptions).
  App Speed User Timings Report. Shows how long requests take to load in-app. This
report shows how long it takes for screens to load, how long it takes to return search
results, how long it takes users to progress beyond level X/complete in-app tasks,
how load times differ based on geographic location, etc.
 Top Events Report. Shows data on the most commonly triggered Events (e.g.,
downloads, clicking ads).
 Event Screens Report. Shows which screens users are on when they initiate Events.
Track Menu selections, Ad clicks, Video plays, Swipes, Button clicks, Purchases
 Product Performance Report. Shows sales performance and buying behavior related
to each product.
 Product List Performance Report. Shows how category pages and search results
drive sales.
 Shopping Behavior and Checkout Behavior Reports. Shows you how users view
products, abandon products in their carts, complete transactions, etc.

2. Describe the current industry landscape around your topic or take real –world examples to
elaborate
Tools available:
 Flurry -  Its mission is to help you decrypt user behavior step by step. Flurry
accomplishes this by recording all kinds of data related to user behavior, including
event logging, user segmentation, funnel analysis, and demographics. Basically,
Flurry gives you the data you need to identify what’s going on at any point in the
user journey

 Localytics - It breaks down what users do in your app and gives you reports on
engagement, user flows, behavior summaries and predictions, segments, usage
patterns and more. You can also use Localytics to perform marketing interactions
with your users.
  UXCam - gives you the power of screen recording. You’ll be able to see exactly what
happened in each session to pinpoint where exactly things went right (or wrong). It
also uses machine learning to identify patterns in user behaviors and point them out
to you. Segmentation and funnel analysis are also included in its features
 Smartlook
 Adjust
 Countly

 Heap Analytics
 Mix Panel
 Feedier
 Facebook analytics - Facebook Analytics allows you to see how users are engaging
with your product across all devices and platforms. You can view user behavior data
and compare it with Facebook’s customer data. Features: Retention, Funnels,
Demographics, Segments.
 Adobe analytics
 Appsee

User path data analytics: User paths refer to the actual “path” that an individual takes as
they travel through the application’s user interface (UI), and they can offer some key insight
into UX. This information allows you to place yourself in the user’s shoes, identifying pain
points and correcting deficiencies as you optimize your app. User path data can offer some
useful insights about the efficacy of your app architecture and which features are most
popular. This info is especially helpful for improving and updating your app.

Ways to track user behaviour in mobile app:

 Session Recordings
Use Cases:
Watch recordings of first sessions to understand how users interact with your
onboarding and why they might have abandoned the app after just one session
 Increase retention by watching sessions under 20 seconds long, to pinpoint causes
for app abandonment
Watch sessions of loyal users to learn what works well in the app and what features
should be highlighted
 Navigation Paths
Use Cases:
Improve navigation by quickly identifying user journeys that show confusion, such as
navigation back and forth between two screens (e.g. ‘Login’ and ‘Settings’ screens)
Compare new vs. returning users to increase retention and understand why users
abandoned the app
Assess paths from cart screen to understand where users are going if they are not
completing a payment
 Touch Heatmaps
Use Cases:
Assess features that catch users’ attentions first on each screen, and then optimize
design accordingly
Instantly identify unresponsive gestures to improve gesture UX and understand and
meet user expectations
Observe the last gestures on each screen to see if users’ last gestures make sense,
such as tapping the “pay” button on a payment screen, or indicate a problem, such
as hitting the “back” button instead of creating an account
 Conversion Funnels
Use Cases:
Increase in-app purchases by watching recordings of users as they drop out of the
funnel, and understanding what made them fail to convert
Increase retention rates and improve onboarding by looking at conversion funnels
and session recordings for the onboarding, registration, and login processes
Measuring average time between each step of the funnel
 Action Cohorts
Use Cases:
Track the relationship between a user’s first and second in-app purchases
Track user behavior of new users by understanding what happened from the time
they completed onboarding and the moment they created an account
Increase user retention by looking at cohorts of users who created an account and
then abandoned the app, and watching relevant user recordings

3. Present at least 5 use cases, problem areas, application wrt to your topic

 Mobile analytics for product teams: Product managers often look at analytics data
and try to find patterns before making product decisions. After making a change,
they always check if there is any improvement or not. Even more aggressive analysis
is achieved by A/B testing and comparing data before making final product
decisions. Product managers analyze funnels, conversion rates, events, top used
screens, used devices app versions and operating systems of the users to make
better product decisions.
 Mobile Analytics for Marketing Teams: One of the most important tools for
marketing teams is probably the mobile analytics tool they depend on to analyze
acquisition channels and the activity, retention and funnel completion rates of users
acquired through various sources. Marketing teams usually track several campaigns
concurrently via unique campaign attribution links, measure their effect on app
installs, new/returning users, time spent in the app, sales funnel performance and
conversions of course. It becomes crystal clear which campaigns or acquisition
 channels are more effective compared to others. Thanks to all of this information
mobile analytics provides, marketing people can spend their budget wisely and
effectively, even save some of their budget!
 Mobile Analytics for UI & UX Teams: An increasing number of UI and UX teams use
mobile analytics to help them create the optimal user experience for various aspects
of their mobile applications such as a sign up or verification process, or paths to an
in app purchase. With the help of custom events and funnels, the design team can
easily track and analyze what the users are doing in particular screens of the mobile
app and whether there are any differences about the intended user behaviour and
the actual one. For instance, if users are not tapping a button they are supposed to
in an account verification process, resulting in less conversions, taking a look at
custom event and funnel reports would be the best way to identify such problems.
After identifying the problem and using an updated design, UI & UX team can see
their success in the percentages in funnel reporting.
 Mobile Analytics for Technical Teams: An analytics tool is a must for technical teams,
since it is the only way to understand technical properties of the app users such as
operating system version, device types, resolutions, network connectivity and
optimize all the code for most common ones. Apart from optimising the code for the
best user experience, analytics is crucial in order to discover technical problems
about the mobile application so that the app always functions as intended and other
teams such as the product and marketing team can properly do further
optimisations.


4. Give one elaborate explanation using real-world problem to explain your topic
Use of mobile analytics by fitness app Strava:
Strava is the world’s most popular platform for athletes to record and share their sporting
activity. Once dubbed ‘the social network for athletes’, today Strava is home to 64 million
active users in over 195 countries.
Strava captures and processes up to 4bn events from their app platforms in a single day
through its mobile app and other tools. It has a reliable system for capturing and processing
behavioral data on mobile. It has a system in place to help them surface the data to the
analysts and product teams who needed it most.

“Whether that’s a product decision or a business decision, we want employees to be able to

get insights from the data, without having to be an analyst or an expert.” – David Worth,
Engineering Manager at Strava

The volume of behavioral data uploaded to Strava each day made implementing reliable
analytics a huge challenge. A typical day might see anywhere from 3 to 4 billion events
entering the data warehouse, while a relatively small data team was tasked with managing,
cleaning and organizing the data to make it available for the wider business.
Massive, unwieldy tables of data cannot be easily handled, let alone queried and modeled
down into actionable chunks. On the other hand, a constant stream of requests for
engineering resources from analysts can easily turn into bottlenecks or ‘data breadlines’.
Strava’s team needed to find a way to ‘democratize’ their data, putting it in the hands of
analysts who could serve product teams with granular insights that would empower them to
continuously iterate on Strava’s rich suite of features.
Strava’s product teams are equipped with analysts who support product managers with
insights from behavioral data. Strava’s product analysts self-serve insights to support their
continuous cycles of iterate, learn, improve. While the product managers are empowered to
 enhance their mobile app, Strava’s data engineers are free to focus on more meaningful
projects. Strava is in prime position to build on their lead as the world’s athletic platform of
choice, driven by a steady flow of behavioral data that informs key decisions in the
organization on a daily basis.

The challenges:
● Huge volumes of events needed to be captured, modeled and delivered to analysts for
reporting and sharing into the business across multiple product teams.
● Volume scaling made cost management a key concern to keep budgets under control.
● Strava faced disparate data sets from many different sources, making it difficult to create a
unified data source for a single source of truth across the
● A broad ecosystem of features made it hard to stay on top of tracking, meaning in some
areas, analytics coverage was missing

The solution:
Mobile analyitcs robust data infrastructure for capturing behavioral data on a large scale.
● A consistent approach to tracking with mobile analytics to ensure analytics is a key part of
the product life cycle.
● Mobile analyitcs tools’ managed infrastructure frees up Strava’s data team to focus on
core projects.

Key results:
● Strava uses mobile analytics to collect and process over 4 billion events per day.
●mobile analytics helps Strava create a democratized data culture that empowers their
analysts and product teams.
● mobile analytics Insights helps Strava’s data engineers focus on meaningful projects

5. Conclude
Using Mobile Analytics to Boost Customer Acquisition and Retention

Use of Mobile Analytics to Solve Advertisers Problem and Offer Marketing Insights

Mobile Analytics for Risk Management

Mobile Analytics As a Driver of Innovations and Product Development

Use Mobile analytics in Supply Chain Management

It can be used to increase app downloads.

Retention Rates

User Lifetime Value (LTV)

In-app Referrals

App Performance Analytics

App Ratings and Review Analytics

In-app feedback and In-app Revenue Metrics

AOV Per User vs. AOV Per Paying User (Average order value)

User Conversion Points

Revenue to Target Reporting and User In-app Behavior

First-time User Drop-off Points

User-type Tracking

User Sessions

User time In App

Session Interval

Event Tracking

Funnel Tracking