Where Mobile App Analytics are Heading
With this rapid rate of growth,
mobile app analytics are becoming more critical to the success, return of
investment (ROI), conversion, and reputability of any company that is trying to
establish an effective mobile strategy. Mobile-connected devices are increasingly
becoming a central focus of business marketing campaigns. According to a recent
study by ClickZ and Google Analytics:
- 87% of
marketers are planning to increase emphasis on mobile during 2013
- 48%
plan to increase engagement in mobile advertising
- 41%
hope to develop a mobile app
Current Hurdles to Overcome
The mobile market is a difficult
one to successfully break into. There are more than 50 million apps in the
iTunes App Store and Google Play. Gone are the days where success is measured merely
by the number of app downloads. The number of installs does not provide an
effective understanding of customer behavior, experience, value, or other
strategic parameters.
With mobile applications available
almost instantaneously at the fingertips of consumers, keeping them engaged
repeatedly or for extended periods of time is a daunting task. Unlike the
desktop application market, it is no longer viable to expect mobile customers
to remain connected to the application for hours at a time. Mobility is
centered around a life on the go.
An additional hurdle in mobile app analytics is avoiding negative reviews. Nothing hurts brand or company
reputation faster than receiving public complaints and negative app store
feedback. If issues go unaddressed, it will often lead to user abandonment
or stagnation. Stagnation promotes failure and is difficult to recover from.
Create a Mobile Strategy
Mobile app analytics provide key
consumer insights. Finding out as much as you can about your customers - as
quickly as you can - will help you to increase the chances of the mobile app becoming
a success. An effective mobile strategy can only be accomplished if the correct
pieces are in place. For a successful mobile campaign, there is a need to know
who is actually using an app rather than simply trying the app once and then
ignoring or deleting it – like many of us do so often. Keeping the customer
engaged and interested in returning is a critical factor that can lead to
financial success in the mobile space.
Likewise, creating a positive user
experience may not only keep the consumer engaged, but also give them reason to
promote the application to friends or colleagues. If there are issues with
performance or usability, these issues will need to be addressed quickly. Customers
will let you know what they think about your app when they rate it. This can
either stifle success or promote it.
Remaining
fluid in the mobile approach, is of utmost importance in mobile app analytics. Monitoring
user interaction can enable continuous refinement of the user-experience. This
will allow for more data to be collected. The more data that is collected, the
more the application can be optimized towards the specific interests of the
customer. This level of personalization and optimization will help to improve
the mobile applications ability to convert usage into financial success.
Finding
Relevant Mobile App Analytics
A good
place to begin a mobile approach is by finding a mobile app analytics vendor
with a service that is tailored towards the mobile application. There are a handful
of mobile app analytic vendors which are currently available to the market. A
few of the most well-known vendors in the space are Flurry, Google Mobile App Analytics, Mixpanel, and Localytics.
Moving Forward
In order to achieve the best results for the mobile application, it is
important to begin using mobile app analytics early on in the development
process. If companies are slow to embrace the data that mobile app analytics
can provide, they may find themselves at a major disadvantage as the rapid
growth of mobile-connected devices continues.
Further Readings:
A concise and informative series of Mobile App Analytic tips
can be found at: http://mashable.com/2012/11/14/mobile-app-analytics-tips/
A Long List of Mobile App Analytic vendors can be found at:
A Short List of Mobile App Analytic vendors with concise
list of features provided can be found at:
References:
Mobile analytics is the really going to be the next big trend in data gathering as more and more businesses see the ROI benefit of using it.
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