The document discusses building your own app analytics tools. It notes that companies may want to build their own tools rather than use external services so they can own the data, build tools for special requirements, and have the ability to change data collection and analysis. It then outlines 1&1's requirements for analytics tools, including hotmaps to see screen designs, crash analytics to find app crashes, and usage statistics. Finally, it demonstrates their tools manager, hotmaps, crashes, and statistics tools in a live demo.