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“SMALL ARCHITECTURES FOR A BIG DATA”

¿Conoces a todos los miembros de Geenapp?

Hoy queremos presentar a Joakim Vivas, CTO (Chief Technology Officer) de Geenapp. Se define a sí mismo como especializado en Scale Up Tecnológico, utilizando para ello las mejoras tecnologías y creando, a la vez, equipos IT multidisciplinares para su consecución.

Gracias a su pasión por la tecnología, Joakim participó como ponente en el Big Data Week en Barcelona.

Ahora, quiere transmitirnos su entusiasmo y contarnos con detalles qué es el Big Data y cómo puede beneficiarnos.

joakim-vivas-moderna

Casi siempre tenemos la costumbre de pensar que Tecnología es todo aquello que es grande, caro y complicado. Bueno, no es cierto! Básicamente la tecnología es el bolígrafo que nos permite dibujar aquello que nos imaginamos, ya sea mediante un lenguaje de programación, mediante un hardware que lo sustenta todo, etc… en este breve artículo veremos cómo afrontar la construcción de una pequeña infraestructura de Big Data basada en AWS 8Amazon Web Services). Veamos cómo:

 

Lo primero que tenemos que hacer es resolver tres simples preguntas:

1.- ¿Qué tenemos?

2.- ¿Qué necesitamos?

3.- ¿Dónde queremos ir?

Quizás, también, tendríamos que añadir: ¿Qué presupuesto tenemos?, pero parto con la idea que: muy poco. Esta arquitectura no será superior a 1000€ de coste anuales.

Muchas veces nos ponemos a construir cosas sin antes pensarlo bien, ya hemos visto anteriormente las preguntas que vienen a ser la base del todo. Pero, también, es muy importante conocer nuestros Flows de Datos. ¿Realmente los conocemos? O ¿simplemente hemos empezado a construir la arquitectura sin saber qué tipología de datos tenemos? Vayamos más allá, ¿para nosotros qué es un Dato?. No olvidemos que un Dato no es lo mismo para nosotros que para otras personas, puede ser algo muy grande o algo muy, muy, muy pequeño. Quizás, por ejemplo, para nosotros el número de ID que figura en la tarjeta de fidelización de la tienda de electrónica que frecuentamos, pues ya no es válido como dato, simplemente tenemos que guardarlo; pero, para ellos, ése simplemente es un dato que enlazará a muchos otro datos nuestros como por ejemplo: ficha de cliente, facturas, carritos perdidos de la compra, etc… no despreciemos nunca un dato pero tampoco nos estresemos con ello.

Por lo tanto, ¿Big Data qué es? ¿Es aquella típica situación de tenerlo todo guardado en una enorme base de datos? Miremos de diferenciar el Tipo de entrada. Sólo con ello ya tendremos muchas mejoras y, también, enfocada cómo podría ser nuestra infraestructura más inicial. Por ejemplo, supongamos que tenemos estos tres tipos de datos o, mejor dicho, de Tipología de Datos:

  1. a) Datos Transaccionales
  2. b) Datos Realtime
  3. c) Datos Analíticos

Pensad que un dato, por ejemplo, de facturación no es un dato en Realtime. ¿Qué lo podría ser? Pues por ejemplo los datos de Google Analytics, que están dándonos información al minuto de lo que está pasando en nuestra web. En realidad si nuestra ficha de cliente no está actualizada al minuto, tampoco pasa nada (depende del tipo de negocio que tengamos, claro…).

Al final, un proceso de Big Data se puede descomponer en tres grandes bloques:

1.- Ingesta de datos (entrada y primer filtro)

2.- Almacenamiento de datos (Según tipología de los datos)

3.- Proceso y explotación de los datos (con aquello datos, ya limpios, podemos lanzar procesos de cálculo posteriores)

Para cada uno de los pasos, tenemos soluciones simples que nos pueden ayudar. Mi recomendación para el primer punto es “Fluentd” que nos permitirá, a partir de un proceso BPM, ir cargando datos a  la base de datos que le indiquemos, aplicarle unos mínimos filtros y, luego, mediante los procesos que podemos desarrollar ya sea en “R” o “Python”, por ejemplo, pues acabar de optimizarlos y sacarle el máximo jugo posible.

También, no olvidemos que tenemos posibilidades como “Elasticsearch”, fusionado con “Kibana” (ELK), que nos pueden sacar de más de un apuro si los tenemos correctamente configurados. Aunque Elasticsearch no es propiamente una base de datos, sí nos puede ayudar en la indexación de éstos y, luego, mediante Kibana, permitirnos extraer datos analíticos. Aunque, se requerirá de una cocina de los mismos para no pincharlo directamente a los datos en sucio (raw).

Por supuesto que tenemos muchas posibilidades que no hemos contemplado pero, la gracia era poder construir una Arquitectura simple, sin complicaciones y relativamente económica. Aunque, estaré encantado de tener vuestro feedback para mejorar el artículo.

 

 

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7 Steps to Improve Mobile User Experience

To improve the user experience you need to put yourself in the heads and shoes of your customers and provide an experience which is compelling enough so the users will be willing to come back.

user-experience-tips

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Burst Campaigns

Burst campaigns, also known as boost or hype campaigns, are a great way to release an app and make the world aware of it. Not to mention they are also the quickest, most impressive and coolest way to do it. These campaigns create a lot of expectation and incentivate users to download and try your app.
Users often uninstall apps coming from burst campaigns after a short while, but there is nothing to worry about it since all those previous downloads will make your app rank pretty high on the stores and drive lots of organic and high qualified installs.

There is a lot of controversy on whether this is a good user acquisition method or not, and if advertisers around the world get long lasting benefits from promoting with these types of campaigns.

burst campaign chart

This is how your user acquisition campaign is going to look like

When

The best time to release a burst campaign is the App Launch: This will allow your app to rank shortly, as well as to boost its performance (CTR + CVR). In my opinion, holiday periods are a great time to launch an app, since users spend more time on their devices browsing for new content and new tools. Based on our experience, organic traffic and installs increase drastically during these holiday periods and time lag decreases. However, be aware that your competitors adapt their strategy and therefore install costs tent to go up.

Finally, if your app it’s heading down and you need fresh new users… you shouldn’t hesitate to push things a bit with one of this highly effective campaigns.

user looking for new apps

“I wish I found an addictive app to not think about life these holidays”

Where

Boost campaigns are highly effective for iTunes Store, but not as much for Google Play. This has to do a lot with Google’s algorithm to position apps in the rankings, making it very hard to do an appearance based only in numbers.

Burst campaigns for your iOS app, if done right, can boost your rank up to #1 in the general store, within hours. This, because the store considers only the number of installations and the frequency they’re made. Google Play is a little bit more complicated. Their algorithm contains various elements, such as number and frequency of installations, actual usage, quality of the app, performance issues, SEO status (Google’s general web search), reviews, ratio of uninstalls, quality of all the apps by the same publisher and so forth. The conclusion is: for Android campaigns, you need to do more than a burst.

Once you have reached the top, you can expect to stay there for the rest of the day, even two. But keep in mind that you’re now on a downward path. Try and do some other activities to maintain yourself in there.

Why

Your main goal is climbing the store’s ranks. These campaigns will (if made right) boost your app all the way to the top, in order for it to be discovered by the whole world (which will get us juicy, great organic installations).

Why won’t you get great quality users? Well, because these types of promotions are made with an incentivized technique. The ad-network you hire for this job will allow all their users to give rewards in exchange for the installations. Say: if your app ends up being promoted in-app, it will be worth 2 lives on Gardenscapes or Candy Crush. If it is promoted by social media, it will probably be worth a followback or a shout-out. If it ends up on a content locker, it will be worth 30 minutes of free wi-fi, etc.

store app rankings

For whom

Burst campaigns make your app available for everybody. Make no mistake, don’t believe when a certain ad-network tells you you’ll only get female users or kids under 10. All ages, demographics and interests will be able to see and download you app. It can be good for you if your app is relevant or appealing for all kinds of users, but if your app is targeting a niche you may want to stop and think again about spending your budget on burst campaigns.

Bottom Line

Burst campaigns have turned out to be very useful for advertisers worldwide, to acquire visibility, to complete their ASO strategy and in the pursuit of organic and quality users. However, these types of campaign have to be carefully created and executed in order to achieve the desired results instead of a big chaos. Interested in learning more about how you can boost your app store rankings using burst campaigns? Find here tips for having a successful boost campaign, or contact us and ask all your questions!

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Mobile App Analytics Explained

To get the best out of app promotion it is essential to understand all the key parameters of app analytics and the process of mobile app attribution.

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News Update; What Is Happening In The Mobile/Technology Industry

Welcome to the weekly mobile news update, we give you essential information you need to know to keep on top of the hottest stories in the business. This week you can read all about, how Uber scaled the great wall, how to fight fraud and sabe on your mobile advertising, is Apple developing a car, Google’s Shopping Inshights and

How Uber Scaled The Great Wall, Or 5 Tips For Acquiring Mobile Users In China

China is the largest smartphone market in the world. It’s no surprise, then, that Uber has committed more than $1.2 billion in this coming year to winning the market. After just 12 short months, Uber has gone from one percent to somewhere between 11 and 30 percent market share (stats seem to vary widely), with plans to expand to 100 new Chinese cities this coming year.

Read all about it here!

 

How to fight fraud and save up to 30% on your mobile advertising invoice!

Recent studies have found that mobile fraud represents between 20% and 30% of the global mobile inventory, whose cost could amount up to $1 billion to advertisers this year. The mobile economy is still young and uncontrolled, leaving space for more dishonest individuals to find ways to cheat the system and make money though fraudulent means. There are two main tactics used to commit fraud: offering fake traffic carried by bots or install farms, or offering low quality traffic at a premium rate.

Read all about it here!

 

Did Tim Cook Just Gave Us A Hint About Apple Cars?

Despite persistent rumors that Apple is developing an electric vehicle, the tech giant hasn’t actually copped to working on one. In a recent appearance, CEO Tim Cook touched on the topic of cars, offering what some hope are hints at company’s plans…

Read all about it here!

 

Google Launches Shopping Insights To Help Stores Figure Out Potential Bestsellers

Inventory is a tricky problem for retailers, especially small ones. Ordering too much of an item that doesn’t sell is an expensive mistake, but running out of popular products also loses money and risks alienating customers. A new tool by Google, called Shopping Insights, might help businesses by showing what stuff people in their cities are searching for the most.

Read all about it here!

 

Instant Ads (Not Articles) Could Be Facebook’s Next Big Mobile Money-Maker

Ads are one of the last ways to click out of Facebook. The social network is trying to eat the internet to keep you from ever leaving. Meanwhile, businesses know it’s tough to persuade you to interrupt your social experience by opening one of their ads.

Read all about it here!

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What Does The Future Of The Mobile Industry Holds For Us

The mobile market is still changing and emerging every day, so to keep you up to date we bring you the most important future prospects of the mobile industry.

 

Facebook plans satellite ‘in 2016′

Facebook is planning to launch a satellite that will provide internet acces to remote parts of Africa, this was announced by the social network’s founder Mark Zuckerberg.

Read all about it here!

 

Microsoft’s big devices event: What to expect?

The prediction for Microsoft’s big devices even on Tuesday in New York City is pretty simple. There will be hardware — potentially a lot of it.

Read all about it here!

 

Robots will create robots (and other Gartner predictions)

Te research firm foresees a time where algorithms — problem-solving systems, The research firm foresees a time where algorithms — problem-solving systems, basically — will increasingly take control of many of the things humans now do, such as drive vehicles, dispense drugs and enforce the law.

Read all about it here!

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Read All About What Is Happening In The Mobile Industry

Welcome to the weekly mobile news update, we give you essential information you need to know to keep on top of the hottest stories in the business. This week you can read all about, Google’s new ranking boost for App Indexing, new features of IOS 9, Snapchat’s new way of monetizing their services and the date breach of T-Mobile.

Google Adds Additional Ranking Boost For Using App Indexing API

Google announced a new ranking boost for App Indexing, as well as a new iOS indexing protocol and Search Console features.

Read all about it here!

What Is New In ASO for iOS 9

There are over 1500000 listed so far on the App Store, and that number keeps growing month after month. Getting apps indexed is not only a problem of visibility for the app publishers, who try new and more sophisticated methods to climb the charts, but also for the Apple App Store itself, which must index apps properly in order to make the best suggestions to each user.

Read all about it here!

Snapchat Plans Advertiser-Supported ‘Sponsored Lenses’

Snapchat has found a new way to monetize its service and this time it’s not undermining the reason it’s become such a popular social tool in the process.

Read all about it there!

Data Breach Hits Roughly 15 Million T-Mobile Customers 

Hackers stole the personal data of 15 million T-Mobile customers by going after the company that processes the wireless carrier’s credit checks.

Read all about it here!

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Future Prospects In The Mobile Industry

The mobile market is still changing and emerging every day, so to keep you up to date we bring you the most important future prospects of the mobile industry.

The Future Of Coding

APIs, the rules governing how software programs interact with each other, not user interfaces will upend software for years to come.

Read all about it here!

The Future Of The Mobile Industry

Mobile growth is moving into media, advertising, software, and services. Meanwhile, new devices are expanding the meaning of “mobile.”

Read all about it here!

Apples New Secret Weapon 

Apple’s first interface breakthrough happened when it unleashed real multitouch on the world. Until the original iPhone, screens reacted to one single point and often required a stylus to operate. There were exceptions, but even after the iPhone launched competitors couldn’t keep up and had to release resistive screen phones until they could join in the multi-touch game.

Read all about it here!