We'd like to change the name of our app within the App Store, but keep the existing name that displays when a user downloads the app. i.e. the App Store name and the name on the app when it's downloaded would be different. How can we do that?

Anyone else's Analytics for the App Store (downloads, etc.) look "off"? They don't look quite right based on the analytics we can see once a user gets to the app. Granted, there is a lot of information in analytics. Anyone have specific sections/filters they use to narrow the scope to the most relevant download and conversion data?