Mobile analytics gives businesses unparalleled insights into how app users behave on their devices. It harnesses mobile phone use patterns to accurately determine the most profitable marketing, advertising, and engagement strategies. With detailed device information, marketers can segment users into distinct groups to target content, advertisements, or both. They can also measure performance over time and create customized reports to provide management tools. With data management tools, marketers can efficiently and accurately track and manage app usage data to ensure performance excellence.
User Behavior
Mobile analytics identifies the behavior of users who access a particular application. It can take many forms, from the type of content viewed to the number of times a user interacts with the application or service. More specifically, it focuses on identifying intent from these metrics and taking steps to influence engagement, retention, and conversion. The scope of mobile analytics has become increasingly sophisticated, and a core component in marketing mix for most companies is a custom web analytics tool that can provide detailed reports from device activity, including the location of the device, time spent on the device, what apps were installed, and how frequently users move between various applications.
User Experience and Mood Data
Mobile analytics also includes user experience and mood data which can help marketers focus on the consumer’s experience as they interact with a product or service. While this provides valuable insight, it often takes a second or even a third pass through the data to fully capture all of the behavior and user journey data. The data from funnel analysis tracks the individual behaviors of users to isolate and compare against prior discrete points in the user journey and enables the company to track performance over time.
Mobile Marketing
As an example, when mobile marketing metrics are combined with data from other sources, like social media, it becomes easier to understand the complete journey and identify commonalities in behavior so that improvements can be made based on what users are really looking for. In addition, this type of research can help marketers focus on what they should be focusing on to better serve their customers by pinpointing the actions users are more likely to take. For instance, marketers might find that certain actions, such as downloading an app, are far more likely to result in a sale than completing a survey. By employing a combination of screen tracking and detailed behavior analysis, a deep understanding of the behavior of each device user can be revealed which can be used to fine tune marketing campaigns accordingly. This results in a higher return on investment for mobile marketing companies and ultimately, better consumer experience and enhanced brand recognition.
Social Media
The demand for mobile analytics is growing faster than ever. Businesses are always looking for new ways to attract more customers. Social media and apps are one of the best ways to attract new customers. When it comes to using social media, some experts recommend that businesses build an app to complement their existing marketing strategies. However, some business owners prefer to retain their apps and focus on the analytics and user experience features offered through the mobile platform.
Mobile Apps and Web Analytics
Mobile apps that integrate with web analytics and web-based management tools are gaining traction as business owners discover the benefits of mobile analytics. Integrating apps with analytics not only improves customer engagement and monetization, but also allows the business to take advantage of the in-app behaviors and data. Users who are most likely to buy a product are those who spend the least time on the home page, according to studies. To take advantage of this behavioral data, mobile apps track user activity such as time on the home page, time spent reading an article, time spent on shopping, time on a search, and screen time.
In addition to tracking app performance, mobile analytics can also be used by marketing teams to gauge retention and customer attrition rates. Most marketers and advertising agencies today rely on customer retention data to gain an upper hand in their market competition. Statistics show that if a customer leaves an app within a certain time frame, he or she is more likely to return to the same app in the future. By tracking retention data, business owners can fine-tune their marketing campaigns to increase return-rates.
Selecting the Right Mobile Analytics
Another use for the mobile analytics is the measurement of campaign effectiveness. Depending on the type of business, an app can analyze key performance indicators like user friendliness, app downloads, device availability, user interface design, user interaction behavior, engagement levels and much more. These data can help marketing campaigns build more efficient campaigns by pinpointing app weaknesses.
When selecting the right mobile analytics for a particular business, it’s important to look for tools that offer a wide range of functionality. Although most developers choose to stick to one or two types of tools, it’s wise to diversify your options to obtain the best information and insight into which customers are most likely to use your app and how it performs in comparison to competitors. For example, having access to more than just basic data such as user engagement or downloads doesn’t make sense if you’re hoping to increase conversion rates.
The purpose of mobile analytics is not to replace the need for in-person or on site visits to developers or designers. However, the data provided from the software development kit can prove invaluable in helping the team identify gaps in functionality that could be detrimental to the apps overall performance and success. With this data, business owners can create effective apps that solve issues and capture user preferences while still providing a high level of functionality. By reviewing the performance of these apps and analyzing the unique users a business has, problems can be identified before they arise. Businesses can prevent these problems from the onset by implementing an app monitoring system before launching their first app.
Conclusion
In the end, mobile analytics is more than simple tools to launch marketing campaigns. It is a vehicle to capture, track and analyze data to identify trends and behaviors. Google and others have made it easy for businesses to understand their customer data and target them effectively through data collection and analysis. Companies who do not utilize analytics to benefit their business will likely find themselves at a competitive disadvantage. Investing in this type of technology now will help businesses track their competitors and devise innovative solutions to retain their current customers while diversifying into new markets.
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