Developing Real Time Tracking of User Behavior, with Google Analytics for Mobile Phone Devices
Van Long Johnny To, Ahmed Hulo · Lund University Publications Student Papers (Lund University) · 2015
Sony Mobile has a quite large internal user group with the purpose of investigating the usability of their mobile devices. The Telephony Domain was using among other techniques usability testing to evaluate the usability of their products. The performed conventional usability testing has its limitations e.g. the controlled test environment cannot fully represent real life setting and it’s very expensive in terms of time and resources. This ultimately results in less test persons and potentially biased results. These drawbacks cannot be overlooked when it comes to determining the next software release influencing millions of mobile device users. The purpose of this thesis work was to accommodate this problem by examining real time tracking of user behavior and interaction with mobile devices. By utilizing Google Analytics in the Telephony Domain, we could autonomously gather large quantity of real user behavior data from a natural environment. The investigation resulted in the conclusion that Google Analytics & Google Tag Manager solely weren’t sufficient for our purposes in aiding information for user behavior. To account for this, a tool were developed that were to be called Usage Tracker. Usage Tracker works as a complement to Google Analytics & Google Tag Manager by providing further functionality e.g. finding out how many users are using a feature and how these events are distributed over the users. The resulting statistics from Usage Tracker is also presented in a more intuitive way for easy interpretation. Furthermore, a direct consequence of using Usage Tracker is that less data traffic will be required.