+ Turn your data into real products + Discover user interests in real-time way

1. 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 @tantrieuf31
Lead Engineer at Ad Platform ( http://adsplay.vn ) at FPT Telecom

2. If you like Big Data Analytic Intern Jobs,
submit your CV to me: trieunt@fpt.
com.vn
More at http://engineering.adsplay.net

3. 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

4. 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

5. Trends of Now and the Future
● Mobile
● Big Data
● Analytics

6. 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/

8. We are in the age of Internet of
Things with connected handheld
devices

10. Why analytics for mobile development ?

11. Turn your data to actionable things ?

12. Measure UX using
quantitative research ?

13. Mobile Apps => Backend APIs =>
Statistics => Find the Trends & Insights?

15. 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/

16. How could we see "user interest graph" in our user's database ?

17. ● Social Graph
=> Keep the connection
● Interest Graph
=> Make new connection
=> recommendation
platform
Source: http://en.wikipedia.org/wiki/Interest_graph

18. Source: http://gigaom.com/2012/10/02/it-pays-to-know-you-interest-graph-master-gravity-gets-10-6m/

20. Why do analytics for your business ?
=> read these Behavioral Economics Books
http://www.goodreads.com/shelf/show/behavioral-economics

21. Core KPIs for Data Analytics

22. Web vs Mobile App
Web
Visitors
Visits
Pageviews
Events
Mobile App
Users
Sessions
Events

23. 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

24. 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

25. Big Data on Small Devices: Data Science goes Mobile
http://strataconf.com/strata2013/public/schedule/detail/27605

26. Keep it simple: Just log them all !
How to implement, case study and demo

27. And your databases
could be overloaded ?

29. We can't solve problems
by using the same kind of
thinking we used when we
created them.
Albert Einstein

31. “lambda architecture”
proposed by @nathanmarz
I have applied this architecture
at FPT since 2012

32. 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

33. Too theory.
I want
"Seeing is
believing".
Examples
from my
experience

35. 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 Store
https://play.google.com/store/apps/details?id=com.mc2ads.browser4x

36. 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.

39. Data Collector

42. Social Data Integration

43. Social Data Integration

44. Lessons
What I have learned so far

45. 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"

46. Stay focused, keep innovating

47. “Logic will get you from A to Z;
imagination will get you
everywhere.” - Albert Einstein
Use your imaginationwith data analytics, notjust logic