The mobile analytics space is dynamic with many players. But what differentiates a good mobile analytics provider from others is the fact that

1. THE USER
UNDERSTANDING
PLATFORM FOR MOBILE
Prepared by
Rashi Agarwal
Personagraph
rashi@personagraph.com

2. THE POWER OF USER
UNDERSTANDING

3. THE AVERAGE PERSON HAS 65 APPS
ON HIS PHONE
ONLY 16% OF THESE APPS
ARE USED AFTER THE
SECOND TIME
THAT’S LESS THAN ONE OUT
OF FIVE APPS!

4. USERS DEMAND A LOT FROM APPS
RELEVANT TO MY TASTE
PERSONALIZED CONTENT
AWESOME UX
NOT A ‘ME TOO’ APP

5. KNOWING THE RIGHT DATA IS
IMPORTANT
WHAT
HAPPENS
INSIDE THE
APP
WHAT HAPPENS
OUTSIDE THE APP
Defines User Insights; Interests,
Demographics, Intent
Defines App Usage and User
Interaction

6. THE EVOLUTION OF USER
UNDERSTANDING
AGGREGATE INTERESTS, DEMOGRAPHICS
PERSONAS, USER LEVEL INTERESTS,
DEMOGRAPHICS, PREDICTIVE ANALYTICS
USAGE ANALYTICS, APP HEALTH ANALYTICS

7. WHY IS USER UNDERSTANDING
CRITICAL?
MONETIZATION ENGAGEMENT ACQUISITION
Earn higher CPM by
delivering relevant
content and
personalized ads.
Engage with users
who are most likely
to convert.
Send custom
messages based on
behaviors, interests,
demographics and
intent.
Acquire High Value
users for greater
retention and value
out of your
campaigns.

8. THE MOBILE ANALYTICS AND
USER UNDERSTANDING
LANDSCAPE

9. 3 TYPES OF INSIGHTS PROVIDERS
USAGE ANALYTICS,
APP HEALTH ANALYTICS
CAMPAIGN ANALYTICS
AGGREGATE INTERESTS AND
PERSONAS, DEMOGRAPHICS,
USAGE ANALYTICS
USER LEVEL INTERESTS AND
PERSONAS, DEMOGRAPHICS,
PREDICTIVE ANALYTICS, USAGE
ANALYTICS
Personagraph
Mixpanel.
Google Analytics,
Omniture
Others – Appsee,
Appia,
Localytics, Apsalar
Flurry
INFERENCE
BASED
USER
UNDERSTANDING
INFERENCE
BASED
MOBILE
ANALYTICS
MOBILE
ANALYTICS

10. FLURRY - EVENT BASED ANALYTICS FOR
PERSONALIZATION
Flurry offers event based user segmentation; their
insights are defined by in-app user actions only
Features:
Personas, Interests
Gender, Age
Geo-location
Device and OS
Usage Analytics
Custom Segments
Monetization Channels

11. MIXPANEL: EVENT BASED ANALYTICS FOR
USER ENGAGEMENT
Mixpanel is a user engagement service based on in-app
interaction and known CRM/POS data
Features:
Usage Analytics
Engagement Module
Custom Segments and Cohorts
3rd party data ingestion

12. GOOGLE ANALYTICS : EVENT BASED
ANALYTICS FOR AD TARGETING
Google Analytics tracks in usage data and can provide
interest and demographics for web only
Features:
Web and Mobile based Usage Analytics
Interests based on web searches
Gender, Age based on web searches
Custom Segments
Alerts

13. PERSONAGRAPH - USER UNDERSTANDING
FOR BETTER ACQUISITION, ENGAGEMENT
AND MONETIZATION
Personagraph combines signals from social media and
applications with usage analytics
Features:
Interests
Demographics
Inferences from Apps and Social Media
Usage Analytics
User level Analytics data

14. WHY IS PERSONAGRAPH BETTER?
Complete User Profiles that define users’
interests & demographics and how they
relate to in-app behavior
User Level insights that enable highly
personalized content delivery

15. MORE DATA SOURCES = HOLISTIC
USER PROFILES

16. SUMMARY: FEATURE COMPARSION
Personagraph Flurry Google Analytics Mixpanel
Interests Interests derived from a
combination of data sources
and based on an iterative
machine learning process.
Interests based on app
sessions with various
app categories and
defined by threshold of
usage*
Web search based
interest segments**
No interest segments
Demographics Age, gender, marital status,
household wealth, kids
Estimated and Reported
Age and Gender
segments
Web based Age and
Gender segments**
Application reported
age and gender
segments
In-app analytics
– sessions,
events
Sessions, events, new and
active users, Location
breakdown, slice and dice
analytics
No custom segments
Sessions, events, new and active users, Location breakdown, slice and dice
analytics
Ability to create custom segments based on user behavior and interaction with
the product.
Top locations
visited
Yes No No No
Top apps used Yes No No No
Competitor
apps
Yes No No No
Use Case /
Partnership
NA May/may not combine
with 3rd party data to
enhance inferences
Does not offer any
products that lets app
owners combine 3rd
party data
Mixpanel solely focuses
on app behavior &
interaction analysis for
engagement purposes.

17. Thank You!
Learn more at www.personagraph.com
Email enquiries to info@personagraph.com