ux analytics for data-driven product development
TRANSCRIPT
UX Analytics for Data-driven Product Development● Turn your data into real products● Discover user interests in real-time way
Trieu Nguyen - http://blog.trieu.xyz or @tantrieuf31Lead Engineer at Ad Platform ( http://adsplay.vn ) at FPT Telecom
If you like Big Data Analytic Intern Jobs, submit your CV to me: [email protected] at http://engineering.adsplay.net
Just little introduction● 2007 I did my first Graph Analytics on Yahoo 360 friend'
blogs (use Web Crawler)● 2008 Java Developer, develop Social Trading Network for a
startup (Yopco)● 2011 joined FPT Online, engineer at social network
platform, develop first API for VnExpress Mobile App● 2012 Join Greengar Studios to learn more about mobile● 2013 at FPT Online, back-end engineer for http://eClick.vn ● 2015 at FPT Telecom, lead engineer for http://itvad.vn
Contents for this talk
● Trends of Now and the Future● Why analytics for mobile development● Core KPIs● How to implement, case study and demo● Lessons ● Questions & Answers
Trends of Now and the Future
● Mobile● Big Data● Analytics
In 2013, mobile devices will pass PCs to be most common Web access tools.
By 2015, over 80% of handsets in mature markets will be smart phones. Source:http://www.forbes.com/sites/ericsavitz/2012/10/23/gartner-top-10-strategic-technology-trends-for-2013/
We are in the age of Internet of Things with connected handheld devices
Why analytics for mobile development ?
Turn your data to actionable things ?
Measure UX using quantitative research ?
Mobile Apps => Backend APIs => Statistics => Find the Trends & Insights?
Connecting the dots ?Users are active dots.and ...“We Belong When We Connect with Each Other”
http://tinybuddha.com/blog/we-belong-when-we-connect-with-each-other/
How could we see "user interest graph" in our user's database ?
● Social Graph => Keep the connection
● Interest Graph => Make new connection=> recommendation platformSource: http://en.wikipedia.org/wiki/Interest_graph
Source: http://gigaom.com/2012/10/02/it-pays-to-know-you-interest-graph-master-gravity-gets-10-6m/
Why do analytics for your business ?=> read these Behavioral Economics Books
http://www.goodreads.com/shelf/show/behavioral-economics
Core KPIs for Data Analytics
Web vs Mobile AppWeb
Visitors
Visits
Pageviews
Events
Mobile AppUsers
Sessions
Events
How we build KPIs for mobile analytics ?
● Keep it simple as possible, but no simpler● Identity => Tracking => Data Mashup (Social API)● Leverage the "small" data in real-time
Metrics: Causes and Effects● Screen Size => App Design, UI/UX, Usability● App version => Deployment, Marketing● Connectivity => Code, User Experience ● Location => Marketing, User Behaviour● OS => Marketing, Cost, Development● Memory => User Experience ● Feature Session => How to engage app users
Big Data on Small Devices: Data Science goes Mobilehttp://strataconf.com/strata2013/public/schedule/detail/27605
Keep it simple: Just log them all !
How to implement, case study and demo
And your databases could be overloaded ?
We can't solve problems by using the same kind of thinking we used when we created them.Albert Einstein
“lambda architecture” proposed by @nathanmarz
I have applied this architecture at FPT since 2012
My “lambda architecture” technology stack
● Kafka (http://kafka.apache.org)● RFX ( https://github.com/rfxlab )● Redis ( http://redis.io )● MEAN stack for reporting● Hadoop (HBase, HDFS)● Spark ecosystem https://spark.apache.org ● D3 - http://d3js.org
Too theory. I want "Seeing is believing".Examples from my experience
Case Study (from my freelance project)
Problem:
● Build the app to promote advertising information in real time way
● Measure everything● Report useful information● Mashup and data integration with Facebook
API for social data analytics
Context:
● PhongCachMobile - Smartphone Retail Storehttps://play.google.com/store/apps/details?id=com.mc2ads.browser4x
Simple architecture● App <=> PHP API <=> JVM Data Analytics API● User tap on an item, tracking it.● User shares/likes an item with Facebook ID,
tracking these events, crawling data using Graph API for Statistics.
Data Collector
Social Data Integration
Social Data Integration
LessonsWhat I have learned so far
What I have learned ● Keep it as simple as possible, but no simpler !● Choose right KPI, right questions => Profit● Design an architecture for your data products● Implement it! Just right tools for right jobs.● Turn your data into the things everyone can
"look & feel"
Stay focused, keep innovating
“Logic will get you from A to Z;
imagination will get you
everywhere.” - Albert Einstein
Use your imagination with data analytics, not just logic