Mail Ru : myTracker, The Free Mobile Analytics Platform from Mail.Ru Group, Now Available for Outside Companies

18.07.2017

myTracker, The Free Mobile Analytics Platform from Mail.Ru Group, Now Available for Outside Companies

The free analytics platform for mobile apps is now available for testing to outside companies. Anyone can access the product by signing up at the main site. In addition to the product itself, the testers will gain early access to a number of services, including early use of the platform's predictive analytics tools as well as access to Russian mobile market data.

To celebrate the public test launch, myTracker, together with the Mail.Ru Group research and analytics team, has already prepared a first study which displays the Profile of a paying Russian mobile gamer. According to the results of the study, users in the age range of 25-35 are most likely to pay for services from their apps. However, young gamers (12-24), contrary to conventional wisdom, make almost 30% of total payments. The most frequent paying among young gamers are users within the 18-24 age range. These gamers account for about 20% of transactions which is comparable to the amount of payments by adult players (35-45).

Additionally, young players, more than other gamers, like to progress in their games quickly; and if they do pay, then they pay almost immediately: in the 12-18 and 18-24 age groups, the first payment happens on either the first or second day significantly more often than with adult players. Notably, teenagers, on average, make the second payment within a day after the first.

Most paying mobile gamers also typically use expensive devices whose price exceeds 20 thousand rubles. The share of cheap devices (under 10 thousand rubles) among paying players is only 15%. The most expensive models mostly belong to users from the 18-24 age range.

While mobile activity in general reaches its peak by the evening (9-10 p.m.), mobile gamers are more active in the first half of the day - around noon - primarily due to the age group we are dealing with.

'Currently, myTracker makes use of a wide range of mobile products that are part of what Mail.Ru Group has to offer. Thanks to this wide selection, the platform's outside users will be able to analyze consumer behavior in their respective apps, making use of the widest and most accurate socio-demographic data. At the moment, the system receives and processes actions from more than 400 million mobile devices and this number is growing ', announced Yaroslav Astakhov, Marketing Director of Mail.Ru Group

The myTracker platform is based on Mail.Ru Group's own analytical tools which the company has been designing and developing for the past 11 years for analysis of its own projects. The interface of myTracker allows users to conveniently manage several projects at once, compare metrics and statistics in a 'one screen' mode, and generate analytical reports for several apps simultaneously.

In early 2018, the platform will gain a predictive-analytical function that predicts user behavior and quickly identifies inefficient actions in the advertising campaign as well as in the product itself. The developers who join the testing of myTracker now will be the first to access this predictive function since they will have accumulated enough data for analysis.

[Attachment]