About the job Digital App Analytics Manager
A. PROFILE
Role Title: Digital App Analytics Manager
Reporting to: App Design and Development Senior Manager
Division: Digital
Department / Section: App Design & Development
B. CONTEXT
Purpose:
The role is responsible for leading app performance analytics and transforming data into strategic insights that drive user growth, engagement, retention, and revenue. The role manages analytics initiatives across U9 digital eco-system, enabling data-driven decision making for App Design & Development, product, and business teams. The role is expected to establish analytics standards, optimize tracking frameworks, and provide actionable recommendations to improve customer experience and business outcomes.
Context:
Digital Team – the dynamic team that takes care of the full Digital ecosystem, including SuperApp, M-Pitesan, Dealer App, U9 Website, all Digital Products & Services (such as O-Cade, GameVerse), Social Media channels and so much more.
C. ROLE ACCOUNTABILITIES
- Monitor key app KPIs such as DAU, MAU, retention, engagement, conversion, app load time, screen load-time, response time, and app responsiveness.
- Analyze app stability metrics including crash rate, crash-free users, crash-free sessions, ANR rate, and error trends.
- Track and analyze Firebase Crashlytics reports to identify recurring crashes, affected app versions, devices, operating systems, and user segments
- Collaborate with Technology, QA, and Product teams to prioritize high-impact crashes and performance issues
- Provide regular app health reports highlighting critical incidents, trends, root causes, and business impact
- Monitor app version performance and compare stability across releases
- Identify technical issues that may affect user engagement, retention, conversion, or customer satisfaction
- Analyze performance of push-notification, in-app messages, SMS, user behavior and usage patterns across digital journeys
- Define and maintain app event tracking frameworks and taxonomy standards
- Identify growth opportunities and performance gaps through data analysis
- Design and monitor end-to-end customer funnels across the app journey
- Identify drop-off points and recommend optimization opportunities
- Collaborate with Product and UX teams to improve user experience and conversion
- Track effectiveness of enhancements and optimization initiatives
- Provide regular performance insights to management and stakeholders
D. KEY PERFORMANCE INDICATORS
- App Performance
- DAU/MAU growth
- Active Rate
- User retention improvement
- Engagement rate improvement
- Funnel conversion improvement
- Feature adoption rate improvement
- Data quality accuracy rate
E. WORKING RELATIONSHIPS & DECISION MAKING
Interacts with: (who else do they interact with and at what level and for what purpose Internally & Externally)
Internal:
- Infrastructure team, IT/Network team
- Software development team
- Business management
External: Software development vendor
Decision Making:
- App Performance Optimization
- Customer Journey & Funnel Decisions
- App Stability & Technical Performance Decisions
F. EXPERIENCE AND QUALIFICATIONS
Minimum Experience & Essential Knowledge
- 5-7 years of experience in digital analytics, product analytics, business intelligence, or app performance analysis
- Strong experience in analyzing mobile app performance, customer behavior, funnel optimization, and engagement metrics
- Hands-on experience using analytics and engagement platforms such as: Google Analytics (GA), Firebase, CleverTap and Mixpanel or similar analytics tools
- Experience in telecom, fintech, or digital services industries is preferred
- Experience in leading analytics initiatives and managing cross-functional stakeholder engagement is an advantage
- Excellent communication and teamwork skills
Minimum Entry Qualifications
- Bachelor/Master's degree in Computer Science, Information Technology, Data Science, Business Analytics or a related field.
- Certifications (optional but preferred):
- Google Analytics/Firebase
- Fluent in English