ux analytics for data-driven product development

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: trieunt@fpt.com.vnMore 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