Take a Tour of OMCe's Analytics Reports

Ready to get started?

Welcome! The best way to learn about OMCe Analtyics is to walk through a few sample reports so that you can get a feel for what it's like to work with your own.

We’ll use reports from the EasyShopping app during this little tour, so if you haven't already, select that app from the application picker (in the teal bar).

User Reports

You should now be looking at a pre-defined user report, which helps you keep a pulse on your app’s user base and growth metrics. This particular report definition has four charts. Let's take a look at the first one, "Events by Event Name", so you can learn about the different chart components. This chart shows you:

• Along the X-axis, all the events that have been raised during this time period. Events are actions that your app developer has deemed significant enough to track. For this shopping app, events like Catalog Browsed, Add to Cart, and so on, make sense as things you want to measure to understand how your users are interacting with your app. Every app has its unique set of events that relate to what its users want to do.
• Along the Y-axis, how many times users raised each event.
• How many of these events were raised per country. This is called the Group By criteria, which uses color to sort the data into certain categories. In this case, it's the country where the event took place.

Using what you just learned, take a look at the other three charts in this report and see if you can figure out what they’re telling you.

While "Events by Event Name" provides some interesting data, it would probably be a lot more useful if you could see how many events are raised by unique users, rather than just any user, some of whom may have repeated an event multiple times. Let’s edit this chart to show just the unique users.

Click the pencil icon next to the chart title. Now change the Measure to Unique Users and click Update. See how the report data changed? By carefully combining Measures, Dimensions, and GroupBy criteria in your OMCe Analytics reports, you can zero in on exactly the data you're looking for.

All the charts in this report are showing us data about ALL the EasyShopping app users, but you do have other options if you want to break this down by user type. You can look at data for those who have logged on to your app only once (New Users), those who haven't touched your app in the last 30 days (Inactive Users), or those who who have logged into your app more than once, no matter how often (Returning Users). Let's experiment with this now.

Above the green New Chart icon, click the little arrow next to All Users and play with the New, Inactive, or Returning options to see the default reports we've defined for each user type. Notice how each report has a different set of charts, all focusing on new, inactive, or returning user behavior, as appropriate.

As you’re experimenting, try clicking the icons in the chart's upper right to change the graph from a bar chart to a line chart and back again. Maximize or minimize any of the tiles on this page through the hamburger menu in the lower right corner. This is also where you create a segment based on the data in the chart. Let's try that out now.

Let's go back to the first report we were looking at, which has been saved as a favorite so you can find it again. Click the star icon on the right, then click EZShopUsers. (By the way, if you want to save your changes to any of the reports you edit in this tutorial, you can save it as a favorite and go back to it later. Just click Add Favorite in the report's hamburger menu in the upper right, then choose a unique name for your report.)

Back on the user report, in the "New Users by Platform" chart, click Create Segment. Assign a unique name to the segment, and take a look at how many users you can reach when you include this segment in a campaign. Or you can use this segment as a filter to apply to other OMCe Analytics reports. Just click Segments in the left nav bar to see all the segments you can use.

You should now have enough knowledge to create your own user reports, and to tailor them to show exactly the data you care about, in the format you prefer.

Funnel Reports

As the name implies, the goal of the EasyShopping app is to make it easy for customers to buy things. There’s a logical series of steps before that action: namely, opening the app, browsing the items, putting an item in a cart, and finally, buying it. Funnels help you see where your users are as they progress through this path. Analytics provides in-depth analytics about each step in the process through funnel reports.

Click the star to open the Favorites drawer, then click the sample report we've created to introduce you to funnels, EZShopFunnel.

Let's take a closer look at this report:

• Beneath the teal bar, the name of the current funnel, EasyShoppingFunnel, appears next to All Funnels. If you clicked All Funnels, you'd see all the funnels that have been defined for the EasyShopping app, but we won't do that now.
• The black bar shows you key summary statistics, like how many users started the funnel, what percentage completed EVERY step in the funnel, and other relevant information.
• Under the black bar you'll see the steps defined for the funnel; in this case, CatalogBrowsed, AddToCart, and Checkout.

Click AddToCart, then scroll down to the bottom of the report.

Lost Users shows you what users did instead of this step--in this case, what they did instead of adding an item to the cart. Why does this matter? Well, if customers are doing something other than what you expect or want them to do, you may want to target them with a campaign to drive the desired behavior, or work with your mobile app developers to see if the app itself needs to be re-designed to promote the flow you want.

While still in the Lost Users area, put your cursor on the ItemViewed event and click. See how it easy it is to create a segment for these users that you can target with a campaign? We won't do that now, but it's important to note that Analytics lets you create segments for discrete parts of a report or an entire report, depending on your needs.

Let's get back to this funnel report.

Of the users who successfully completed all the funnel steps, Converted Users shows you what users did in between the defined steps of the funnel. You may want to use this information to encourage your lost users to engage in the same type of activities as your converted users, in the hope that they, too, will convert.

Click the hamburger menu in the upper right to edit the criteria for the funnel. Remove a step, or add one, to see how the report changes.

Funnels are great for understanding where users lose interest, so you can focus on improving a process to increase conversion, getting rid of bugs that are causing users to leave your app, or offering incentives to users who are falling away.

Retention Reports

Retention reports let you compare the behavior of a group of users over time. In the Favorites drawer, select EZShopRetention, and let's see how it works.

A retention report is always defined by two steps; in this case, "Sign up" is the first event, and "Checkout" is the second. Of those users who did the first step, how many of them came back and completed the second step--that is, how many actually bought something with the app and checked out? Retention reports track this progression over time.

Let's examine this more closely:

• Take a look at the global date range in the upper right: February 15 to May 16. You can carve up this time period by day, week, or month, using the buttons so named. For example, there are 13 weeks in this period, so if you click Weeks, you'll see 13 rows worth of data.
• Looking at the data in the report, we can see that from the Monday before the date range (Feb 13) to the beginning of the data range (Feb 15), 31 users completed the first step. This means that 31 users signed up to use this app.
• Now let's look at the bubbles in the February 13 row. Of those 31 users (called a cohort), 74% of them came back to the app and completed the second step, "checkout". The next week, 77% of the original 31 checked out, and so on.

Click Day to see the data for every day within the global date range. (There are a lot of days in this time range, so this may take a while.) Now try Month.

Suppose you now wanted to send a campaign to those users who didn't come back to your app that first week. How would you create a segment to target just those users?

Click the bubble that says 74%. See how the total number of users, 31, is divided between those who DID complete both steps, and those who didn't? All you have to do is click the Did Not tile to highlight it, then click Create Segment to target just those users. Then you can click Campaign in the left nav and select this segment to reach these specific users.

What's next?

Now that you've completed your tour of the Analytics reports, you're ready to use them to gather meaningful data so you can drive user behavior. Don't forget to check out Analyzing Customer Data with Oracle Mobile Cloud, Enterprise to see how to define your own standalone segments (as opposed to those you generate from reports), as well as how to build out and send campaigns.

Good luck!