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Derek Pearcy - Reading Users' Minds For Fun And Profit


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What users say will generally be different from what they do -- this is true, but what's a good strategy when you can't get to enough of your users? What if you could answer some really big questions by performing simple research on ALL of your users? This is the same style of approach taken by companies like Google and Zynga, to target user research efforts which have made them what they are today. Log analysis, done well, can seem like mind-reading. If you haven't done it before: there's nothing to fear.

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Derek Pearcy - Reading Users' Minds For Fun And Profit

  1. 1. Log Analysis & Mind Reading <ul><li>How to influence application development and satisfy customers </li></ul>
  2. 2. Overview <ul><li>Rise of the Quants </li></ul><ul><li>Logs: Getting and Handling </li></ul><ul><li>Example Methods </li></ul>
  3. 3. Rise of the Quants: Why? <ul><li>Inexpensively optimize what exists </li></ul><ul><li>Target more expensive user research </li></ul><ul><li>Ask big sophisticated questions </li></ul>
  4. 4. Rise of the Quants
  5. 5. Rise of the Quants <ul><li>Between June 19 and August 27, 2009: “FarmVille” added on more than 1 million players per week; 11 million daily players. </li></ul><ul><li>Ending “the grind”: Rewards and Pacing </li></ul>
  6. 6. Rise of the Quants: WoW
  7. 7. Logs: Getting & Handling <ul><li>Getting </li></ul><ul><li>Handling </li></ul><ul><li>Legal concerns </li></ul>Consider what you want Find out what you’ve got Analyze Grow the sample set
  8. 8. Getting <ul><li>Where are the actual logs? </li></ul><ul><li>Consider what you want </li></ul><ul><ul><ul><li>Make friends with customer service </li></ul></ul></ul><ul><ul><ul><li>… with field reps </li></ul></ul></ul><ul><ul><ul><li>Change the process </li></ul></ul></ul><ul><ul><ul><li>Change the application </li></ul></ul></ul>hours months
  9. 9. Getting <ul><li>Read logs </li></ul><ul><ul><ul><li>Don’t take anyone’s word for anything </li></ul></ul></ul><ul><ul><ul><li>Get your own copy of the application </li></ul></ul></ul>
  10. 10. Handling <ul><li>Normalization </li></ul><ul><li>Analysis </li></ul><ul><li>Supplementation </li></ul>
  11. 11. Normalization <ul><li>Enforce consistency </li></ul><ul><li>Indexing for uniqueness </li></ul>
  12. 12. Analysis <ul><li>First-pass tools </li></ul><ul><li>Second-pass tools </li></ul>
  13. 13. Example Methods
  14. 14. Example Methods: simple [18/Sep/2008:14:11:13 +0000] [CLUSTER HTTPS] utacs wdNbTawxTApoSY8 &quot;login&quot; &quot;&quot; &quot;&quot; &quot;&quot; [18/Sep/2008:14:11:13 +0000] [CLUSTER HTTPS] utacs wdNbTawxTApoSY8 &quot;setting added&quot; &quot;UA&quot; WhiteList.ListEntries[100] &quot;-NA-&quot; &quot; ,8,11,'&lt;Enter%20description%20here&gt;',&quot; /conf?navTo=URLWhite[18/Sep/2008:14:11:14 +0000] [CLUSTER HTTPS] utacs fFVnSzCyKdxVQSR &quot;login&quot; &quot;&quot; &quot;&quot; &quot;&quot; [18/Sep/2008:14:49:30 +0000] [HTTPS] Admin TDto4a0iCBuoQdr &quot;logout (session timeout)&quot; &quot;&quot; &quot;&quot; &quot;&quot; [18/Sep/2008:15:33:59 +0000] [CLUSTER HTTPS] schis E0UtufI3k8pqwDY &quot;login&quot; &quot;&quot; &quot;&quot; &quot;&quot; [18/Sep/2008:15:33:59 +0000] [CLUSTER HTTPS] schis E0UtufI3k8pqwDY &quot;setting added&quot; &quot;byUsername&quot; WhiteList.ListEntries[30] &quot;-NA-&quot; &quot; http://www.techwebonli,8192,11,'Information%20Week%20Webinar%20Registrations',* &quot; /conf?navTo=URLWhite [18/Sep/2008:15:44:47 +0000] [CLUSTER HTTPS] bcadmin TlpuUatuzwnl4XI &quot;login&quot; &quot;&quot; &quot;&quot; &quot;&quot; [18/Sep/2008:15:44:47 +0000] [CLUSTER HTTPS] bcadmin TlpuUatuzwnl4XI &quot;setting added&quot; &quot;byUsername&quot; WhiteList.ListEntries[24] &quot;-NA-&quot; &quot; ,8,11,'Educational%20site%20requested%20from%20Mrs.%20Kramer',&quot; /conf?navTo=URLWhite[18/Se p/2008:15:53:42 +0000] [ CLUSTER HTTPS] bcadmin +g4WxtRjBTOJIFO &quot;login&quot; &quot;&quot; &quot;&quot; &quot;&quot; [18/Sep/2008:15:54:01 +0000] [CLUSTER HTTPS] bcadmin 8YbKF5X/bdlw8eR &quot;login&quot; &quot;&quot; &quot;&quot; &quot;&quot; [18/Sep/2008:15:54:02 +0000] [CLUSTER HTTPS] bcadmin 8YbKF5X/bdlw8eR &quot;setting changed&quot; &quot;byUsername&quot; WhiteList.ListEntries[24] &quot; ,8,11,'Educational%20site%20requested%20from%20Mrs.%20Kramer',&quot; &quot; ,8,11,'Educational%20site%20requ ested%20from%20Mrs.%20Kr amer',&quot; /conf?navTo=URLWhite[18/Sep/2008:15:54:27 +0000] [CLUSTER HTTPS] bcadmin I7SWNNrv 8QSTeNW 10.100.14 4.21 &quot;login&quot; &quot;&quot; &quot;&quot; &quot;&quot; [18/Sep/2008:15:54:27 +0000] [CLUSTER HTTPS] bcadmin I7SWNNrv8QSTeNW &quot;setting changed&quot; &quot;byUsername&quot; WhiteList.ListEntries[24] &quot; ,8,11,'Educational%20site%20requested%20from%20Mrs.%20Kraner',&quot; &quot; ,8,11,'Educational%20site%20requested%20from%20Mrs.%20Kramer',&quot; /conf?navTo=URLWh ite[18/Sep/2008:1 6:02:45 +0000] [CLUSTER HTTPS] Admin MyojZGN9/Nqu6Oq &quot;login&quot; &quot;&quot; &quot;&quot; &quot;&quot; [18/Sep/2008: 16:02:45 +0000] [CLUSTER HTTPS] Admin MyojZGN9/Nqu6Oq &quot;setting deleted&quot; &quot;MEGguest&quot; AccessControl.BlockList[0] &quot;&quot;;;&quot;&lt;Enter%20description%20here&gt;&quot;;*#&quot; &quot;-NA-&quot; /conf?navTo=FilterByExpressions &quot;setting deleted&quot; &quot;MEGguest&quot; AccessControl.BlockList[0] &quot;&quot;;;&quot;[...]&quot;;*#&quot; &quot;-NA-&quot; /conf?navTo=FilterByExpressions &quot;setting added&quot; &quot;byUsername&quot; WhiteList.ListEntries[30] &quot;-NA-&quot; &quot; http://www.techweb...,* &quot; /conf?navTo=URLWhite
  15. 15. Example Methods: simple before after &quot;setting deleted&quot; &quot;MEGguest&quot; AccessControl.BlockList[0] &quot;&quot;;;&quot;[...]&quot;;*#&quot; &quot;-NA-&quot; /conf?navTo=FilterByExpressions &quot;setting added&quot; &quot;byUsername” WhiteList.ListEntries[30] &quot; http://www.techweb...,* &quot; &quot;-NA-&quot; /conf?navTo=URLWhite setting deleted &quot;MEGguest&quot; AccessControl.BlockList[0] &quot;-NA-&quot; /conf?navTo= FilterByExpressions setting added &quot;byUsername” WhiteList.ListEntries[30] http:// &quot;-NA-&quot; /conf?navTo= URLWhite
  16. 16. Example Methods: simple 2010-04-12 20:58:05.493 analysisApp[19526:207] |setting added| HTTPSProxy.TrustedCAS[85] |CertificateVerification2010-04-12 20:58:05.494 analysisApp[19526:207] |setting added| HTTPSProxy.TrustedCAS[15] |CertificateVerification2010-04-12 20:58:05.494 analysisApp[19526:207] |manually triggered crl update| -NA- |CertificateRevocationLists2010-04-12 20:58:05.495 analysisApp[19526:207] |setting deleted| SSLScanner.CertificateList[1] |CertificateList2010-04-12 20:58:05.495 analysisApp[19526:207] |setting added| HTTPProxy.ListenerPorts[1] |HTTPProxySettings2010-04-12 20:58:05.496 analysisApp[19526:207] |setting deleted| HTTPProxy.ListenerPorts[1] |HTTPProxySettings2010-04-12 20:58:05.496 analysisApp[19526:207] |setting added| SSLScanner.CertificateList[1] |CertificateList2010-04-12 20:58:05.496 analysisApp[19526:207] |setting added| SSLScanner.CertificateList[2] |CertificateList2010-04-12 20:58:05.497 analysisApp[19526:207] |setting deleted| SSLScanner.CertificateList[2] |CertificateList2010-04-12 20:58:05.497 analysisApp[19526:207] |manually triggered crl update| -NA- |CertificateRevocationLists2010-04-12 20:58:05.498 analysisApp[19526:207] |setting changed| SSLScanner.CertificateList[1] |CertificateList2010-04-12 20:58:05.498 analysisApp[19526:207] |setting changed| SSLScanner.CertificateList[1] |CertificateList
  17. 17. Example Methods: complex default.conf default.conf “ factory default” “ customer’s default” westcoast.conf students.conf POTUS.conf “ customer’s customized”
  18. 18. Note: I am not a programmer. Be patient, think about what you want to do, look at examples.
  19. 22. In this case, correlation nearly aligned with number of values per row.
  20. 25. Thanks. Not formally approved by Opinions are speaker’s own
  21. 26. Credits <ul><li>“ Hang in there, baby ,” by binkle_28, via Flickr. </li></ul><ul><li>“ Artsy Stambul ,” by maistora, via Flickr. </li></ul><ul><li>“ Old tools ,” by Svadilfari, via Flickr. </li></ul><ul><li>Black-and-white photo, “ Tool trader ,” by Meena Kadri, also via Flickr. </li></ul><ul><li>Other materials © McAfee, Inc. or their copyright holder. All rights reserved. </li></ul>