Next-Level Analytics – Behavioral Segmentation in AppMetrica Next-level аналитика – поведенческая сегментация в AppMetrica (White Nights Conference St. Petersburg 2016)

2. Run experiments and UX Concepts testing
App Analytics
Study your audience and watch project
KPIs - AU, retention, engagement, target
events
Improve user experience

3. Ad Tracking
Track traffic sources and build reports on
user acquisition campaigns
Optimize CPI, CPA campaigns

4. Crash Reporting
Watch app stability
Allow for quick updates on new issues and
how to reproduce and fix them

5. Things to know
Real-time reports
Unlimited data - no quotas on audience and custom
events
Access to raw data - all data attributes including device
IDs
Free

6. One platform to rule them all
Crash ReportingAd TrackingApp Analytics

7. SDK for all
platforms
One platform to rule them all

8. Try demo and sign up at
appmetrica.yandex.com

9. Behavioral

10. Behavioral Analytics
User-centric analytics - primary feature for
studying and segmentation is user behavior.

11. Behavioral Segmentation
Apply condition for Custom Event, Install
or Launch for separate date ranges
Add up to 5 conditions
Users from given condition can be
Included or Excluded from the segment

12. MAU
Connection Type
WAU
Jailbreak
Session Length
Geo
Platform
Platform Version
Application Version
DAU
Network Provider
Traffic Source
Device
Screen Resolution
SessionsGender
Age
New Users
Returning Users
Crash Logs
Retention
Rolling Retention
Goals Completions
Behavioral Segmentation
Can be used for all reports to
analyze metrics by any dimension
Allows to build almost all queries
you can speak out =)

13. Yandex Music
Build a report to show conversion to second-time
purchase

14. Yandex Music
Show geography and device type of users who
had been loyal previously but haven’t launched the
app during previous 4 weeks
Build a report to show conversion to second-time
purchase

15. Yandex Music
Show geography and device type of users who
had been loyal previously but haven’t launched the
app during previous 4 weeks
Compare retention of users who skipped/passed
on-boarding
Build a report to show conversion to second-time
purchase

16. Behavioral Segmentation

17. Behavioral Segmentation

18. Custom Events | Must Have
Insights
Sign In
Tutorial Complete
Checkout
Purchase

19. Custom Events | More Useful Data
Not just signal events. Engage event payload to get more
breakdowns in reports.
Level Complete
LevelID: 12
Score: 74
Time: 23
Sign In
Type: social
Provider: fb
UserId: 123456
Purchase
ID: com.my.in-app
Cost: 1.99
Currency: USD

20. Custom Events | Report
Analyze number of devices and number of events with
breakdown to event properties values

21. Custom Events | Segmentation
Use properties for segmentation

22. 1. Design and describe your event model. Include event
content, conditions and context where it will be sent.
2. Implement in application - just single-line reportEvent()
call
3. Verify reports to make sure that all is fine
4. Ready for production usage
Custom Events | Steps to start

23. Users Profiles
Build CRM-like with Custom Events. This allows to explore
a single user path and history

24. Users Profiles
User Profile
ID: someuuid
Name: Dave
1. Add User Profile event. It can be sent once or
more. Event should uniquely identify a user.
2. Design event content - which identifiers or
data should be passed and stored?
3. Segment desired report to get the path of this
user

25. Hypothesis Testing
A/B and other tests are good way to get new insights, measure
new features perception, assess effectiveness of marketing
activities.

26. Hypothesis Testing
1. Prepare hypothesis and determine
resulting report you expect. Put appropriate
marker events.
2. Correctly distribute the experiment to audience
samples
3. Analyze the result
HMarker
Experiment:
experimentID
Timestamp:
1234567

27. Hypothesis Testing
Simple experiment to improve conversion to authorized users

28. 〉Carefully design event model for your application
Summing Up
Take step towards user-centric analytics
〉Develop metrics and scenarios

29. Free install attribution and mobile analytics platform
Sign up and try demo at appmetrica.yandex.com
lookin@yandex-team.com