(mbl303) get deeper insights using amazon mobile analytics | aws re:invent 2014
DESCRIPTION
Choosing the right mobile analytics solution can help you understand user behavior, engage users, and maximize user lifetime value. After this session, you will understand how you can learn more about your users and their behavior quickly across platforms with just one line of code using Amazon Mobile Analytics.TRANSCRIPT
November 12, 2014 | Las Vegas, NV
Andy Kelm, AWS Mobile
Patrik Arnesson & Vedad Babic, Forza Football
Chris Keyser, AWS Partner Program
The King of England sent his best men
ahead to learn context to plan the battle
Tactics used:
Segmented army into three divisions
Chose higher elevation around flat land
Waited for the enemy to buy time to rest
and prepare
Built a system of ditches and pits to bring
down the enemy cavalry
Source: britishbattles.com
militaryhistory.about.com
Amazon Mobile Analytics
Collect, visualize, and understand app usage
Amazon
Mobile
Analytics
Amazon
Mobile
Analytics
Amazon
Mobile
Analytics
Amazon
Mobile
Analytics
Amazon
Mobile
Analytics
Amazon Cognito Amazon Mobile Analytics Amazon SNS Mobile Push
Kinesis DynamoDB S3 SQS SES
AWS Global Infrastructure (11 Regions, 51 Edge Locations)
Core Services
Mobile Optimized
Connectors
Mobile Optimized
Services
Your Mobile App, Game or Device App
AWS Mobile SDK
Compute Storage Networking Analytics Databases
Integrated SDK
But, customers tell us they want to dive deeper
Live score VotingPush notifications
+5 000 000downloads
50%Sticky factor
800 000 000push notifications / month
2 500 000 monthly active users
100 000 000 sessions / month
1 600 000 000events / month
FORZA FOOTBALLSINCE 2012
OUR EXPERIENCEPRE AMAZON MOBILE ANALYTICS
0
440,000
880,000
1,320,000
1,760,000
2,200,000
February 2012 October 2012 April 2013 November 2013
CHOOSE THE RIGHT TOOLFROM THE BEGINNING
GA(Google Analytics)
GA Mobile GA sample data
SCREENING THE MARKETWE TALKED TO ALMOST EVERY ANALYTICS VENDOR IN
THE MARKET
THIS WAS IMPORTANT FOR USWHEN CHOOSING ANALYTICS TOOL
PricingFlexible pricing
(Pay as you use)
Competitive pricing
FeaturesRetention
Custom events
Mobile friendly
DataOwnership
Export functionality
No sampling
AMAZON MOBILE ANALYTICS + REDSHIFT
VISUALIZE DATA THAT MATTERS TO YOU
TWO MONTH RETENTIONFRANCE VS AVERAGE
VISUALIZATIONSBY TABLEAU
GROWTH PER COUNTRYTHE WORLD CUP IS THE MOST INTERESTING FOR THE AMERICANS
World Cup
PENETRATIONUSERS PER CAPITA
Potential
Same penetration in the UK as in Denmark would equal 4 400 000 users
LEVERAGE ON MISSIONTABLEAU VISUALIZATION
The users in the nordic countries are the most interested in voting
HOW AND WHY DO USERS USE OUR APP?DATA GUIDE DESIGN DECISIONS
PUSH NOTIFICATIONS9/10 PEOPLE I HAVE MET SAY THAT THEY REMOVED THE
APP BECAUSE OF TOO MANY NOTIFICATIONS.
NOTIFICATIONS
>30% set notifications for more than 11
teams.
We wanted to see if the amount of
notifications could affect the retention.
0-4 notifications
5-9 notifications
10-14 notifications
PUSH NOTIFICATIONSRETENTION PER GROUP 65 DAYS
10-14 notifications retain best
PUSH NOTIFICATIONSRETENTION PER GROUP 148 DAYS
5-9 notifications retain 1.5x better than 10-14 notifications
USER SEGMENTATIONSEGMENT USERS BASED ON USAGE
SEGMENTATION BASED ON ACTIVITYWE WANT TO SEE WHICH GROUP USE EACH FUTURE
Low activity Medium activity High activity
Build features for the medium activity group
APPROACH TO SEGMENTATIONWE WANT TO SEE WHICH GROUP USE EACH FUTURE
Experiment Define criteria User group size
EXPERIMENT
• Sessions?
• Session length?
• Days active?
• Per day?
• Per week?
• Per month?
HOW TO DEFINE ACTIVITY
CRITERIAHOW TO DEFINE CRITERIA
Days active (14 days)
• # days active over 2-week
period
• Gaussian distribution?
• Let’s try it out!
USER GROUP SIZE
• Averaged over 16 time periods
• ~60% in medium activity
• Result
• Low activity: 1-4 days
• Medium Activity: 5-12
• High activity: 13-14
HOW TO DEFINE SIZE
MAIN MENU WHY WE DELETED A COMPLETELY NEW FEATURE
MAIN MENU
Low activity group: 12%
Medium activity: 25%
High activity: 35%
FILTER MATCHES
Old design New design
10 GigE
(HPC)
Ingestion
Backup
Restore
JDBC/ODBC
S3 Redshift
172.16.0.0/20
Public Subnet 172.16.0.0/22
172.16.0.0/20 Local
0.0.0.0/0 IGW
Amazon
Mobile
Analytics
EC2
event_timestamp arrival_timestamp
application_key account_id
app_title event_type
unique_id model
make platform
platform_version locale
app_package_name app_version_name
sdk_name sdk_version
a_level
a_promo_code
m_score
m_quantity
Activity
Monitor
(custom
application)Amazon SNS
Cross-platform
Mobile Push
event_timestamp arrival_timestamp
application_key account_id
app_title event_type
unique_id model
make platform
platform_version locale
app_package_name app_version_name
sdk_name sdk_version
a_level
a_promo_code
m_score
m_quantity
a_endpoint_arn
http://bit.ly/awsevals
http://aws.amazon.com Follow on Twitter:
@AWSforMobile
@FootballAddicts