CRyder Design

What is Mobile Analytics?

Mobile analytics is a valuable tool for companies. It will collect information about different types of user interactions with an app, and provide the data for the companies to understand the effectiveness of their app. In most cases, companies use this information to look for ways to boost their retention rate and increase their app’s “stickiness.” Stickiness is a term used to describe how habit-forming an app is, and how frequently users come back to use its features or services. The article, “What is Mobile Analytics?” explains, “Mobile analytics measures users’ interaction with the app in addition to metrics about the app itself, such as app installs, app launches, taps, screens, events, app versions, flows, user retention, funnel analysis, and more.” Now, you may be thinking, “They really measure all of this information? My information and interaction data?” The answer is, yes. As the advantages of mobile analytics continue to grow, and more and more information is being collected, as you can imagine,  privacy is becoming a concern.

Privacy Policies

“A privacy policy is a legal statement explaining how a company collects, handles, processes, and respects its customers’ personal data on a website or app. Most privacy policies use clear and explicit language to ensure that their customers or website visitors understand what personal data the company collects and how the company will use that information” (“Privacy Policy”). Sometimes, when users are prompted with a privacy policy, they quickly skim it over, or skip it entirely and just check the box stating “I Agree.” However, when this is the case, these users have no idea what types of their data are being collected, why it’s being collected, how it’s used, and how long it’s kept. Think back to the information that I presented to you in the opening paragraph of this post. Wouldn’t you want to know what is being done with your data and personal information? Let’s take a deeper look at an example.

Pinterest’s Privacy Policy

Recently, I read through Pinterest’s Privacy Policy to answer a few different questions:

1. What kind of information do they collect?
2. Why do they collect it?
3. What do they do with the information you provide, do they share it?
4. Do they retain your data even after you delete your account?

1. What kind of information do they collect?

Pinterest collects a few different types of user data, and the specifics of some of it were surprising. First, they collect what they call “log data.” This includes a user’s IP address, to identify their location, the websites that they visit, and the date and time they visited them. This is private information that is specific to each and every user. Next, they collect “cookie data” which is basically specific information about each and every user, such as an email address, and their individual preferences that they have indicated previously.  Then, they collect “device information” which determines what type of device users are accessing the Pinterest app or website on. Finally, they collect “Clickstream Data and Inferences” which identifies each and every item a user clicks on or action they take within the app. The inferences determine what a user would be interested in based on previous actions taken on the app.

2. Why do they collect it?

Pinterest collects and uses this information to develop a personalized experience for each and every user (this likely has to do with their “stickiness” as previously mentioned). They state, “We’re committed to showing you content that’s relevant, interesting, and personal to you.” They collect this information to show you more of the content that you’re likely to enjoy to boost your retention.

3. What do they do with the information you provide, do they share it?

Pinterest does a lot with this information, such as:

• Identify when users use Pinterest
• Recommend content users may be interested in
• Respond to questions or comments
• Identify safety concerns
• Conduct user research
• Improve user experience
• Suggest accounts to follow
• Assist the user’s friends and contacts in finding them
• Send updates
• Advertise Pinterest on other sites

They identify these uses as developing a personalized experience. They state, “We have a legitimate interest for using your info in these ways. It’s fundamental to what we do at Pinterest and necessary in order to make Pinterest and its features relevant and personalized to you.”

They do share this information as well, with online advertisers, third-party companies and service providers, and their affiliates as well. Most of this sharing has to do with targeted advertising.

4. Do they retain your information even after you delete your account?

This information was extremely interesting to me. Pinterest states, “When you close your account, we’ll deactivate it, remove your Pins and boards from Pinterest and delete your account data. Please note that there may be legal reasons for us to keep your data, such as if we receive a law enforcement request asking us to preserve data. We may also retain certain information in our backup systems for a limited period of time, or as required by law.” Even if a user deletes their Pinterest account, their data may still be kept for an unspecified period of time!

Concluding Statement

It is extremely important for users to understand the information that exists within a company’s privacy policy. Mobile analytics will continue to collect and store this data, so it is significant to the user experience that they understand the extent of the privacy of their data. Take some time to look through the privacy policy of an app on your smartphone. You may just be surprised by what you find out!