Overlapping Customer Behaviour With Lifetime Value Data.
Objective
Help to optimise a global app with millions of users through granular analytics.
Obstacle
Understanding not only which features were popular, but which drove revenue.
Outcome
Insights into app usage and user behaviour, & lifetime value.
Background
World of Peppa Pig is an app aimed at educating and delighting young children. With a small development team, they needed detailed analysis on the app features that would not only drive more usage and happier users, but also drive subscriptions. They had no data infrastructure set up and needed something which could accommodate a large amount of users and a complex set up with multiple countries, currencies and subscription amounts.
Challenges
Starting Fresh: The app had no foundational systems in place for collecting, processing, or analysing user data. Without a data pipeline or analytical framework, the team lacked the ability to track user behaviours, measure engagement, or evaluate feature performance.
Scaleability: Given the app’s target audience and potential for rapid growth, any solution had to be designed to manage analytics for millions of users across multiple countries. This required not only handling large-scale data collection and storage but also ensuring that analytics tools could process and analyse this data without performance bottlenecks.
App Optimisation: The team’s primary goal was to identify and prioritise app features that would deliver the greatest impact on user satisfaction and subscription rates. They needed analytics to provide clear, actionable insights—such as understanding which features were most engaging, which drove users to subscribe, and which required improvement.
Solution
One Source Of Truth: A comprehensive Data Dictionary was created to formalise and standardise key data concepts, ensuring consistency across analytics efforts. It served as a blueprint for structuring the user journey, mapping out critical touchpoints, and defining metrics such as engagement rates, subscription triggers, and feature interactions.
The Right Tools: A reliable and efficient data pipeline was built to extract raw data from the app, model it into meaningful formats, and structure key app usage metrics for analysis. This automated system enabled real-time tracking of user behavior, feature engagement, and subscription patterns.
Currencies: Dealing with multiple currencies is one of the most challenging aspects of planning and forecasting. Understanding fluctuating foreign exchange (FX) rates added complexity to revenue calculations and financial projections, often creating inconsistencies or making planning efforts cumbersome. To address this, we simplified the process by standardising the use of a single monthly exchange rate for all currency conversions for ease-of-use and then serving more detailed actuals to finance.
The Proof Is In The Numbers...
4+
1157
8
Implementation
Dashboards: User-friendly dashboards were developed to present analytics in an intuitive and visually appealing format. These dashboards provided an at-a-glance view of critical metrics, including app usage trends, feature engagement levels, and subscription behavior. By incorporating dynamic visualisations and customisable filters, stakeholders could explore data in detail or focus on specific areas of interest.
Usage + Value: Not only were we able to provide detailed analytics on app usage, but we also directly linked these insights to subscription behavior and overall value generation. This connection allowed us to uncover key insights into which features were most effective in retaining subscribers and driving long-term engagement. By understanding these dynamics, the team could pinpoint where to focus their efforts, ensuring that development priorities aligned with the features delivering the greatest impact on user satisfaction and revenue growth.
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