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Mixpanel用事实证明,数据分析现在可以知道我们何时打开圣诞礼物

圣诞快乐

孩子们睁开朦胧的双眼,他们的父母也被从床上叫醒,在圣诞节早晨,有几个小时全家人似乎都放下了手中的移动设备。这是移动与网络数据分析公司Mixpanel最新报告得出的一个结论。

欢迎来到一个由数据驱动的圣诞节。通过挖掘手机和平板电脑上的数据,我们可以对人们一天的行动细节进行追踪。Mixpanel已经用事实证明,数据分析现在可以知道我们何时打开圣诞礼物,何时休息一会儿,接着再次沉湎于移动应用当中。

但在许多方面,通过移动设备追踪数据不同于通过其他媒介。多年来,市场研究机构已经对用户在圣诞节当天的行为习惯有所了解,他们可以通过我们听音乐或看电视的方式,追踪我们的活动。但现在不同的则是,我们家中的商品列表也可以被追踪。由于可穿戴产品和其他设备都可以传输数据,这一列表上面的东西会越来越多。

下面,就让我们来看一看Mixpanel在本次圣诞节都掌握了我们什么样的信息。Mixpanel在圣诞节当天分析了12亿次移动“活动”,较去年圣诞节增长66%。总共有90%的活动是在移动应用上生成。

36大数据

无论身处哪个时区,美国人大概都在上午10点半打开圣诞礼物,在这个时段,数据流量会下降,然后在中午12点重新出现上升,这种状况一直持续到下午2点半。随着时间的推移,58%的流量来自于游戏应用。只有11%的流量来自于社交网络。Mixpanel认为,孩子们继续玩游戏,而成年人则记录下发生在当天早晨的有意义的事情。Mixpanel称,该公司在游戏垂直网站的客户数量超过了社交网站领域,因此有可能会对结果带来影响。

圣诞快乐

总的来看,在圣诞节当天,大约25%的流量来自于平板电脑,较感恩节有所增长。在感恩节当天,15%的流量来自于移动设备。

在圣诞节当天生成的购物流量上,iOS平台领先于Android平台。我们可以从中挖掘用户的购买行为,而这也是商家最感兴趣的。例如,IBM节日基准数据表明,相比智能手机用户,平板电脑用户的支出更多。调查结果表明,在所有在线销售中,平板电脑上完成的销售占到19.4%,而智能手机上完成的销售仅为9.3 %。平板电脑用户每单消费平均达到95.61美元,同样高于智能手机用户每单85.11美元的平均消费。

圣诞快乐

更令人感兴趣的一个方面是,市场研究机构可以追踪的产品越来越多。桌子、椅子甚至是恒温器都会被追踪。但这是数据活动中的一个变量,这个变量也让keen.io联合创始人和首席产品官莱恩斯普拉茨(Ryan Spraetz)感兴趣。keen.io会基于iPad以及来自其它类型设备等不同来源的数据,对用户行为习惯进行分析。

斯普拉茨告诉我,相比移动设备,温度计的使用曲线会有所不同。正是数据分析中的这种差异及相关性,让我们知道老爸何时坐在嵌入传感器的沙发上,用全新的iPad查看体育比赛比分。(译:皓岳)

英语原文:

The kids woke up, the parents got called out of bed and for a few hours, shockingly, it looks like the family put down their mobiles on Christmas morning, according to data from Mixpanel, a mobile and web analytics company.

Welcome to the data-driven Christmas. A day that can be tracked in detail by mining the data on our phones and tablets. As proven by Mixpanel, data analytics can now tell when we open our presents, take a break and then once again immerse ourselves in our apps.

But tracking the data through mobile devices is no different in many ways to other media. For years, marketers have known the habits of people on Christmas Day. They could track what people did through the way we listened to the radio or watched television. But the difference now is the list of items in our homes that can be tracked. And the list will only grow as wearables and other things transmit data of their own.

For now, let’s look at what Mixpanel learned about us this Christmas. The company analyzed 1.2 billion mobile ”actions” on Christmas Day, which is a 66 percent increase over last Christmas. All told, 90 percent of activity was generated on mobile apps.

It looks like people started opening presents at about 10:30 a.m. across all time zones. That’s when there was a dip in data traffic. A spike came at noon and by 2:30 p.m. folks were back in force with their heads down in their devices.

As the day progressed, 58 percent of traffic was coming from gaming apps. A mere 11 percent of traffic came from social networks. The theory is that kids went on to play games while the adults in the house documented the mayhem of the morning. Mixpanel states that they have more customers in the gaming vertical than in the social space, which could influence or skew their results.

In all, about 25 percent of all data came from tablets, up from Thanksgiving, which showed 15 percent of activity coming from the mobile devices.

It’s unquestionable that iOS is leading over Android when it comes to holiday shopping. But it’s what can be learned about people’s shopping behaviors that the marketers want most. The IBM holiday benchmark data, for example, shows that people who use tablets spend more than those who use their smartphones. Tablets accounted for 19.4 percent of all online sales compared to smartphones, which accounted for 9.3 percent. Tablet users also averaged $95.61 per order, versus smartphone users, who averaged $85.11 per order.

The more interesting angle is about the growing list of devices that marketers can track. The table, the chair or the thermostat will all be tracked. But it’s the variation in data activity that interests Ryan Spraetz, co-founder and chief product officer at keen.io, which provides custom analytics based upon data from different sources such as an iPad or any other device.

The usage curves will look different for thermometers versus mobile devices, Spraetz tells me. It’s in that difference and the correlations in the data analytics that will let us know when Dad sits on the couch with the embedded sensors and checks the sports scores on his shiny new iPad.

via:techcrunch.com

36大数据知识图谱

关于Mixpanel:

Mixpanel是专注于数据跟踪和分析的公司,从2009年7月拿到种子资金至今,他们一直保持着高速的发展:

2010 年 10 月, Mixpanel发布邮件分析工具;

2010 年 11 月, Mixpanel允许开发者向用户提供即时分析数据;

2011 年 1 月, Mixpanel UI 大转变,月数据量增长40%;

2011 年 6 月, Mixpanel Streams:实时监测用户在你网站上的活动;

2012 年 5 月, Mixpanel 获Andreessen Horowitz领投的1025万美元A轮融资;

Mixpanel 最近的增长更多的表现在移动端,也就是说,这个“跟踪人”的功能将会在桌面端和手机端可用。

根据 Mixpanel 联合创始人 Suhail Doshi 提供的数据,目前 Mixpanel 每月跟踪的点击量已经达到 60 亿次,目前他们的用户已经覆盖了很多知名公司,如 Path,Yammer,BitTorrent 等,为其提供应用的监测分析。

36大数据

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