Kraig BrockschmidtSenior Program Manager, Ecosystem & FrameworksAuthor, Programming Windows Store Apps with HTML, CSS, and JavaScript, 2nd
Edhttp://aka.ms/BrockschmidtBook2
Understanding Customer Patterns:Instrumenting Your App for Telemetry and Analytics
2-638
First thing: help out the demo!Install “15+Puzzle” (Windows Store) http://aka.ms/15Puzzle
Play some games, change grids (from app bar),change settings, etc.
What are customers doing with your app in the wild?
Is the app serving your business goals?
How successful are your engagement strategies?
Where should you concentrate your investments?
A gold mine of answers
What is Telemetry (tele-metering)?
Automated remote measurementand data collection
Used in many industries, e.g. tracking spacecraft, tracking wildlife, medical monitoring, law enforcement, etc.
Without telemetry, you are flying blind
Oh Voyager,where art thou?
What are Analytics?
Gather telemetry data…
collect on a server…
aggregate and analyze…
and report as actionable insights.
Store-provided analytics
Third-party market analyticsDemo
Specific telemetry serves your business
Business model Primary business goal and questions
Fame Growing a customer baseQuestions: Are you acquiring new customers? How are you acquiring them? What strategies in the app lead to new customers?
Fortune MonetizationQuestions: Are your strategies working? Are your features discoverable? What user patterns can be monetized?
Fun Sharing your joyQuestions: are your customers enjoying themselves? Are they sharing with their social network?
Philanthropy Promoting a message or causeQuestions: are customers inspired by the message? Are they willing to support the cause?
Questions lead to telemetry design
What user actionsare meaningful to yourapp’s business goals?
What telemetry datawill accurately track
those actions and answeryour business questions?
Note: this is different from logging used during development
Events express telemetry design High-level, human readable verbs
Typical apps track about 30 statically-named events
Give actionable insight into user behavior: Example: Log what content is tapped, not the taps
Properties/attributes for events provide second-tier data for charting and analytics Example: A “resized view” event has attributes for the new size Best practice: “bucket” numerical attributes into ranges
Typical Events App start, exit, suspend, resume Registration, log in, log off Settings changes Content sharing: Share charm, share to Facebook/Twitter In-app purchases or conversion from trial to paid app Error (recoverable), exception (non-recoverable) Media/Content apps: view, save, favorite, commented Commerce apps: item viewed, category viewed, search, filter, barcode
scan, wishlist add, item rated, add to cart, begin/complete/abandon checkout, find store, call number
Social apps: friend invited, invitation accepted
Adding telemetry & analytics
Implement your own service from scratch
Use a provider
vs.
Analytics providers
Check for binary components that must be targeted to Windows 8.1
Support for Windows and Windows Phone across languages (C#, C++, JS)
MarkedUp Localytics
Google Analytics
Parse
Adobe Omniture Application Insights
AppFireworks
Attackpattern (uses Google)Flurry
mtiks
Limited support (at present) for platforms and languages
App Annie (HTTP API)
Typical flow with an SDK
Create account @provider portal
Get keys
Dev
Beta
Rele
as
e
Init SDK with a key(in a telemetry layer)
SD
KGet SDK
Log events Providerbackend
See results onprovider dashboard
The business: exploring opportunities in tile-sliding games
Business development:
Use data to drive investment decisions and design
15+Puzzle telemetry goals
Growcustomer
base
Understandcustomerpatterns
Identify monetizationopportnities
Invest dev time wherecustomers spend their
time
Shortcut design and devprocess for similar apps
15+ Puzzle TelemetryDemo
Summary
Telemetry and analytics is how you learn what customers are doing with your app
Well-designed telemetry events = good analytics Treat telemetry like an app feature—iterate and improve!
Good analytics answer your important questions about with your app, to build your business
Windows Partner Directory: http://services.windowsstore.com/
Related Sessions 2-504: Maximizing revenue for phone, tablet, and PC apps in the Windows Store 2-639: Driving user engagement with your Windows apps
Application Insights 3-592: Make data-driven, high-impact improvements with Application Insights 3-596: Rapidly detect application outages with Application Insights
Design 2-502: Practical design for Windows developers 2-549: Strategies for world domination: design research advice for developers 2-660: It’s a trap: remarkably common UI traps and how to avoid them in your
designs
Resources
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© 2014 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
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