Mobile app analytics allows museums like Tate to understand how users engage with their mobile apps. Some key metrics include downloads, active users, session length, user retention, popular app features, and user behavior within apps like the most visited artworks or levels that caused the most deaths. Segmenting users by attributes like location, demographics, and in-app behavior helps Tate tailor the app experience and identify opportunities to boost engagement.

1. Mobile app analytics
A look at how users engage with Tate mobile
apps
Museum & Mobile Online Conference VI
Elena Villaespesa
@elenustika

2. Mobile apps
http://www.tate.org.uk/context-comment/apps

3. App store metrics

4. Downloads

5. Revenue

6. Ratings and reviews

7. Ranks

8. Features

9. But… what happens once
your users download your
mobile app?

10. Active users
Downloads
7,643 downloads
Active users
6,591 active users (86%)

11. Session length

12. Retention and frequency of use

13. Audience

14. Users in common with other apps

15. Technical reports

16. Understanding every
click

17. Tate Britain QuizTrail
Produced by The Connected Set

18. Which is the most popular trail?

19. Playing at the gallery or at home?

20. User paths

21. Magic Tate Ball
Produced by Thought Den

22. What are the most frequent artworks found by the Magic Tate
Ball?
Salvador Dalí Edgar Degas Wassily Kandinsky
Lobster Telephone Little Dancer Aged Fourteen Cossacks

23. How many users shared an artwork on social media?

24. Race against time
Produced by somethingelse

25. Which was the art attacker that killed more users?
Total: 11,642 times Total: 54,418 times
Average: 0.23 times/level 6 played Average: 0.43 times/level 2 played

26. How many times did the chameleon fall through a
hole?

27. Funnel - How many users stopped Dr. Greyscale’s
machine?

28. Slice and dice your data
Segment your users!

29. Segmentation

30. Segment: Users that played at Tate Modern

31. Mobile apps evaluation
Acquisition Audience Technical
o Downloads o Gender o Devices
o App sales o Age o Error/Crashes
o Paid upgrades o Location o App version
o Features o Language o Network
o Ratings o Personas
o Sources
Engagement Ecommerce
o Active users o In-app revenue
o Returning users o Conversion
o Session length o Transactions
o Frequency of use o Time to purchase
o Retention o Average value
o Page views
o User path