Metrics we should know - or not! but we are gonna learn it!

This is a story about maths!
In this talk, we are gonna focus completely on metrics, from AB testing to analytics using Firebase and the importance that we need to address metrics when we start working on a project!
We are gonna talk about Bayesian and predictions models to track our AB testings and also we are gonna talk about Conversion vs. Retention vs. Count perusers

Bring your calculators! because this is a story about Firebase and Charts!

Transcript

1. Metrics we should know - or not! but we are gonna learn it! Dinorah Tovar Google Developer Expert - Android @ddinorahtovar @ddinorahtovar
2. Disclaimer
3. A story about data
4. @ddinorahtovar
5. Data gives the answer to the correct questions @ddinorahtovar All hit on the same place Planes on the research Result Research
6. Analytics
7. Data vs Metrics @ddinorahtovar •They are not the same •Data is generated by metrics •You don’t pick your data, you pick your metrics Data Metrics •Metrics are what you measure •Consistent •Cheap •Quick to collect
8. Analytics @ddinorahtovar •Analytics is the systematic computational analysis of data or statistics •Provides insight on app usage and user engagement. •Helps you understand how your users behave
9. Firebase has what you ned and more @ddinorahtovar
10. How does an analytic looks in Firebase @ddinorahtovar firebaseAnalytics.logEvent("SomeNameOfTheEvent") { // Extra parameters if you need more info param(FirebaseAnalytics.Param.ITEM_ID, id) param(FirebaseAnalytics.Param.ITEM_NAME, name) param(FirebaseAnalytics.Param.CONTENT_TYPE, "image") } •On android
11. How does an analytic looks in Firebase @ddinorahtovar Analytics.logEvent(AnalyticsEventSelectContent, parameters: [ AnalyticsParameterItemID: "id-\(title!)", AnalyticsParameterItemName: title!, AnalyticsParameterContentType: "cont", ]) •On iOS
12. Conversion
13. First, an example @ddinorahtovar app-ca app-email app-account 🏆
14. Conversion @ddinorahtovar •Conversion analysis is the process of analyzing data related to conversions •A conversion is defined as a specific, desirable action that’s taken by a user •Depends on the analytics selected
15. Conversion @ddinorahtovar •Conversion rate can be calculated over a math func coR = totalConversions/totalInteractions coR = 50/1000 coR = 5%
16. Conversion @ddinorahtovar Conversion Event app-account Second Event app-email First Event 
 app-ca
17. Conversion @ddinorahtovar
18. Conversion @ddinorahtovar •Conversions are related to multiple events •We decide which is the event we are interested
19. Conversion @ddinorahtovar •Conversions are directly related to the num of users and the number of clicks on the conversion •But it also can be unique
20. Conversion @ddinorahtovar •Conversions are directly related to time dimensions
21. Retention
22. Retention @ddinorahtovar •Retention analysis (or survival analysis) is the process of analyzing user metrics to understand how and why customers churn •Retention analysis is key to gain insights on how to maintain a profitable customer base by improving retention and new user acquisition rates
23. Retention @ddinorahtovar Time - Survival probability 0 0.25 0.5 0.75 1 Time (months) 0 2 3 5 7 9 10 12 60% of probability of surviving beyond 5 months - 25% of probability of surviving beyond 11 months
24. Retention @ddinorahtovar •Firebase - has this chart - you don’t have to do anything just plug the dependencies in your app and you are ready to go
25. AB Testing
26. But first - what is an prediction model @ddinorahtovar •Assume the probabilities for both data and hypotheses(para meters specifying the distribution of the data) Bayesian Frequentist •Assume the observed data is sampled from some distribution •Frequentist vs Bayesian
27. Bayesian Models @ddinorahtovar •How does it looks More overlap = Less con fi dence Less overlap = More con fi dence
28. Bayesian Models @ddinorahtovar •How does it looks
29. Metrics we should know - or not! but we are gonna learn it! Dinorah Tovar Google Developer Expert - Android @ddinorahtovar @ddinorahtovar