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Mobile app analytics
A look at how users engage with Tate mobile apps
Museum & Mobile Online Conference VI
Elena Villaespesa@elenustika
App store metrics
Downloads
Revenue
Ratings and reviews
Ranks
Features
But… what happens once your users download your mobile app?
Active users
Downloads
Active users
7,643 downloads
6,591 active users (86%)
Session length
Retention and frequency of use
Audience
Users in common with other apps
Technical reports
Understanding every click
Tate Britain QuizTrail
Produced by The Connected Set
Which is the most popular trail?
Playing at the gallery or at home?
User paths
What are the most frequent artworks found by the Magic Tate Ball?
Salvador DalíLobster Telephone
Edgar DegasLittle Dancer Aged Fourteen
Wassily KandinskyCossacks
How many users shared an artwork on social media?
Race against time
Produced by somethingelse
Which was the art attacker that killed more users?
Total: 11,642 timesAverage: 0.23 times/level 6 played
Total: 54,418 timesAverage: 0.43 times/level 2 played
How many times did the chameleon fall through a hole?
Funnel - How many users stopped Dr. Greyscale’s machine?
Slice and dice your data
Segment your users!
Segmentation
Segment: Users that played at Tate Modern
Mobile apps evaluation
Audienceo Gendero Ageo Locationo Languageo Personas
Engagemento Active userso Returning userso Session lengtho Frequency of useo Retentiono Page viewso User path
Technicalo Deviceso Error/Crasheso App versiono Network
Ecommerceo In-app revenueo Conversiono Transactionso Time to purchaseo Average value
Acquisitiono Downloadso App saleso Paid upgradeso Featureso Ratingso Sources
