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.