This document discusses key performance indicators (KPIs) and ad-hoc analyses at the data and analytics department of a company. It outlines the main KPIs such as revenue, retention, and advertising metrics that are important for monitoring. It also describes how ad-hoc analyses are conducted for issues like product support, data anomalies, and app crashes. Regular monitoring of KPIs and conducting relevant ad-hoc analyses are important for optimizing products and addressing issues.

1. © Outfit7 Limited 2010 – 2019
Main KPIs and ad-
hoc analyses
Sara Krk
Warsaw, February 2020

2. Data and analytics department in Ekipa2
● controlling
● analytics:
○ product analytics
○ product research
○ game monetization
○ system optimization

3. Main KPIs
Key performance indicator
● revenue ($) - most important KPI for company
Revenue ($)
Revenue per user ($)Daily active users
Installs Retention Impressions per user
Revenue per
impression ($)
Controlling
Ad sales
Product

4. ● retention - most important KPI for app
● affected by adding new interesting features
Main KPIs
Product KPIs
● ads metrics from product POV:
○ % DAU with at least one impression
○ number of impressions per user
● analytics team defines events (= triggers to send
specific data)
Event example
1. group: currency
event
2. event ID: "food"
3. item: “carrot”
4. currency: "coins"
5. value: 10
6. balance: 475

5. Main KPIs
Tracking main KPIs
● company KPIs: monitoring via Tableau dashboards
(controlling)
● product KPIs: monitoring via shiny (product analytics
and product managers)
● detecting inconsistencies with automatic discrepancy
detection (+ automatic, - false positives)

6. Main KPIs
Manual periodic checks
● market is changing constantly
● decline can be unnoticed
● know your trends
○ increases and decreases can
be expected

7. Main KPIs
Planning app updates
● Know your user base!!
○ what do your users like?
○ analyse existing features
● define events
○ what is the goal of the
update?
○ what you want to check in
the analysis?
Event example
1. group: dance
2. event ID: "dance"
3. currency: "coins"
4. value: 10
5. balance: 520

8. Main KPIs
Monitoring app updates
● checking dashboard for unexpected changes after
updates
● update report with main information:
○ all main KPIs (installs, DAU, retention, ads metrics)
○ feature specific metrics for newly added feature

9. What is ad-hoc analysis?
Ad-hoc analyses
● tasks/questions that were asked only for a particular need and were not
planned beforehand
● types of ad-hoc analyses in our team:
○ product support
○ data anomalies
○ crash investigations
○ customer support

10. benefit
● saw high usage of bathroom but no
monetization > increase revenue
solution
● feature dashboard for tracking features:
● % users using the feature
● discoverability of the feature
Product support
problem
● questions about current features
● support when designing new features
Ad-hoc analyses

11. Resolving data anomalies
Ad-hoc analyses
procedure
● Is it seasonality?
● Was there an update and the event was changed?
● Did backend change configurations?

12. procedure
● search for demographics patterns
● investigate other patterns
App crash investigations
Ad-hoc analyses
solution
● provide QA with instructions and queries for simple checks
examples
1. hackers unlocking removed item
2. users active when clock changed due to daylight saving time change -
took us two days, fixed in one minute!

13. Customer support
Ad-hoc analyses
task
● investigating customer complaints (i.e. not getting virtual currency after
making an IAP)
solution
● provide queries for QA and instruct them on events

14. ● not everything is important!
○ example: how do Polish iPad users use flight? - what is the
action point here?
● restrict the knowledge drive
● which good-to-know questions make a difference?
● prioritization is the key
● teach product managers about relevant questions
● teach QA about events and provide them with queries
● make useful dashboards and teach others to read them
● prioritise based on impact on the main KPIs
What did we learn?

15. Thank you for your attention!

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