Vice President of Taptica Matt Tubergen tells on the pages of Pocket Gamer how to work with analytics. We offer a translation of his third article, “Key Questions to Data”, devoted, respectively, to key questions on analytics.
In previous posts, we talked about how important it is to decide on questions before starting to collect and analyze information (any information about the market). In this post, we will talk about the key and basic questions that you need to formulate according to the data you want to get and the analytical tools that you want to use.
Earlier I wrote that the essence of any analytics is to help make a choice. And if so, then it is simply vital to understand what solutions are needed. To do this, in turn, they need to be turned into questions that require answers.
But before you start asking yourself these questions, before you start choosing software solutions, make sure that you understand what you want, what your basic goal is. This is what will help you in the future with decision-making.
We warn you that solutions will not be given easily, but you will cope with them based on the data obtained and the available tools.
Where do my users come from?
Regardless of what your budget is, a couple of million dollars or an empty porcelain pig, you need to know the source of your users and their cost.
Was the blog post a source of new users or did cross-advertising work? Get rid of what doesn’t work and increase the volume of the channel that provided you with traffic.
What is a quality/valuable user?
There are a huge number of cool free apps in the modern world. Users can download more and more applications, but, in fact, they use them less and less. So before adapting or correcting the application, make sure that the source of the data received is high-quality users. Flurry also calls them “heavy users”.
You may not know who all these people are, but at least you’ll have a starting point. Is it a suitable DAU, WAU or MAU?
Who are my quality users?
Every year it becomes easier to collect demographic data (more and more services that help with this) and link them to different user groups. Understanding who is using your app will help you in many things in the future – from brand formation to UI and localization.
What are your users doing?
I often hear stories about how users start actively using a function in the application that was made by accident. Such feedback is worth its weight in gold.
Make sure that you will be able to monitor the use of the application, based on the implementation of a number of functions by the user: passing / acquiring levels, receiving various improvements, and so on.
What contributes to consumption and conversion?
Understanding which patterns of behavior lead to conversion – whether it’s paid or free – is key to the success of the application.
What contributes to virality?
Virality is a very important tool for acquiring users.
Understanding why people share content from your app or what can contribute to the acquisition of users and increase retention is also critically important.
Further, everything is simple: we cut off everything superfluous that does not work, we focus on what brings real benefits.
What contributes to user retention?
Why do people come back to your app? What’s in your app that they want supplements for? If you understand, cut off what they don’t come for and add what attracts them.
These are just a few key and not very difficult questions that you need to figure out (at least write yourself on pieces of paper and memorize) before you start promoting the application.