Analytics is at the heart of Lean Startups (learning from empirical data), Marketing (Are our marketing investments working), and Product (Are users engaged). This presentation was given at the Austin iPhone Meetup at Capital Factory in September 2014.

1. Mobile Analytics
Presentation By: Chad Pavliska

2. Overview
• Intro to Analytics
• Technical deep dive
• The business side of analytics

3. MARKETING Analytics PRODUCT
Design
Engineering
Branding
Execution
Executives Investors

4. State of Mobile Analytics
• Still in Early Adopters stage
• Heavily Fragmented market
• New entrants and new categories of tools
• Analytics, People, User Testing, User
Feedback, Error Reporting, etc.

5. PRO TIP: Know thy vendors business model to
understand their focus and direction.
Advertiser or Analytics vendor?

6. Aggregate Data
Bulk, anonymous data that shows big picture trends
Individual Data
Data specific down to a single users actions in the
app

7. Quantitative Data
Generates objective numerical data that can be
measured and analyzed.
Qualitative Data
Focus on subjective written or verbal data which can
then be interpreted.
“I just don’t like this feature…” - User

8. “The answers are outside the building.”
– Steve Blank, Customer Development

9. Part II: Tech Deep Dive

10. Building Blocks
• Events are the foundation
• Events contain properties
• Some tools allow tracking events by distinct user
• Reports are created based on events and filtered
and/or segmented by properties

11. Mixpanel Walkthrough
• Engagement Reports
• People Reports
• Client Code Demo

12. That’s one tool, what if we
want to switch vendors?

13. Hello, Segment.IO

14. Segment.io
• Integrations
• Debugger
• Client SDK Architecture and Demo

15. Implementation Tips
• Resist temptation to use the business analytics
as a centralized debug logging mechanism
• Do read the client SDK code which is often ahead
of online documentation

16. PART III: Business of
Analytics

17. Pirate Metrics! AARRR!
• Acquisition
• Activation
• Retention
• Referral
• Revenue

18. Lean Startup
• Use the scientific method and empirical data to
drive decision making
• Treat everything as a hypothesis
• Build -> Measure -> Learn loop is the
fundamental activity of a startup.
• All startup processes should be geared towards
accelerating the BML loop.

19. Growth Hypothesis
How new customers will discover a product?
Value Hypothesis
Does a product deliver value to customers once
they are using it?

20. “If you are building the wrong thing, optimizing
the product or it’s marketing will not yield
significant results.”
– Eric Reis, on the Value Hypothesis

21. “"The only way to win is to learn faster than
anyone else.”
– Eric Reis