This course will provide a 360-degree view of how users interact with mobile apps and how their experiences can be measured, tested, and optimized to increase engagement, retention, and monetization. The course focuses on both how to draw users towards apps through mobile analytics and app store optimization techniques. Students will set up unique events for different interactions to funnel creation, segmentation and user flow analysis so that users will be able to analyze their user base at a macro and micro level. Once the baseline metrics and key performance indicators are established, this course will teach students how to setup A/B and multivariate testing in order to quantify the impact of variations in an app with the aim of improving the user experience and lifetime value. This course will teach best practices to drive app downloads and distribution.
Upon successful completion, the student will be able to:
Effective as of Winter 2015
MDIA 1265 is offered as a part of the following programs:
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