Making Sense Of Mobile App Analytics
Mobile is today the most rapidly emerging digital marketing channel, connecting brands with end users in the most personalized ways. However, the rules of the game have been redefined with rise of mobile analytics. Businesses are monitoring users’ mobile activities to identify latent needs, as engagements are moving beyond trigger based rules, to rely more on the behavioral aspects; the value delivered is both in terms of business results and end user delight.
Mobile App Analytics has given incredible power to marketers, with the ability to explore the behavioral patterns to an unlimited depth. Real-time access to the contextual details makes it possible to interact with the user in his moment of need, taking customer engagement to a whole new level. When used with an opt-in approach, it makes marketing highly targeted and result-driven.
With targeted marketing efforts, backed by mobile analytics and increasing levels of social sharing, businesses are witnessing a significant rise in brand awareness levels. In a recent report by Aberdeen Group, it was found that companies using mobile analytics saw a 11.6% increase in brand awareness, while those without a mobile-specific analytics strategy witnessed a 12.9 % decrease.
Where do businesses stand currently?
Mobile Analytics adoption is in a nascent stage with only 38% of marketers having implemented a mobile analytics solution, while the rest are still grappling with the right approach. On the business front, there seems to be a lack of clearly defined objectives and KPIs. According to a Forrester study, 57% of marketers don’t have defined objectives. But even in cases where marketers do have clearly defined KPIs, the alignment with the objective seems to be missing.
Businesses need to put analytics to work by clearly defining objectives and using it to derive KPIs from it, which will make the case for adoption stronger. The focus should be on making the mobile channel serve the corporate objectives in a better fashion. That being said, there is no dearth of possibilities presented by mobile analytics and it all depends on how businesses dive into this ocean of data and extract the most valuable pearls for themselves.
In any analytics setup, the first step is to capture germane data. Then enterprises have to decide which analytics model suits their requirements the best. At Endeavour, we have a proprietary framework called Endeavour Component Reusable Framework (EnCORE) which provides sophisticated analytics on app performance and user behaviour to help organisations arrive at a successful marketing strategy. With EnCORE, businesses can attain improved levels of flexibility, scalability, performance and functionality.
The various aspects covered include:
Behavior Analysis: Behavioural analysis derives insights from analytics like user segmentation, navigation path followed by users, etc.
Usage and Audience Experience: It provides information on customer profiling based on user engagement, integration across multiple apps and defect identification & optimization.
Advanced Analytics: With this, businesses can measure the effectiveness of various channels with respect to the campaigns they run, by extrapolating insights on demographics, geography and customer retention ratios.
EnCORE provides deeper insights into the performance and usage of apps, thereby helping businesses to increase adoption, maximize ROI and improve the end-user experience.
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