The Data is In The Details.
Before we dive into the key elements of a world-class mobile app user experience --here’s something ANY platform you evaluate needs at its core—powerful analytics.
Powerful analytics are important for a number of reasons, here are just a few:
- You can’t improve the app experience and deliver relevant messages if you don’t know who your customers are and how they’re using your app.
- Analytics are critical for identifying different groups of users, which can form the basis for the audiences you send specific messages to.
- You want to identify who your most valuable users are and where they come from. This makes it easier to hone your acquisition strategy so that you aren’t wasting time and money acquiring bad users.
Why Not Have a Separate Analytics Solution?
We often are asked if it’s okay to use one platform for analytics and another for marketing. The answer is that in most cases, it’s not a good idea. Obviously, since Localytics combines analytics and marketing in one platform, we think it’s pretty important, but this is more than just a sales pitch. If you choose to go with two separate solutions for analytics and marketing, it becomes very difficult to make your analytics actionable. Here are some additional issues that are often encountered when separate solutions are used for analytics and marketing:
- Data is siloed - Certain teams or personnel have access to the analytics tool and others have access to the marketing tool. Analysts can’t understand how the data they are seeing is being driven by marketing campaigns and marketers can’t see the analytics they need to be data-driven.
- It’s difficult to maintain - When you are using two solutions, your app developers are burdened with twice the work: they need to integrate and keep two SDKs up-to-date and often need to add every event tag twice.
- There are two vendors to deal with - This means two vendors to get through your company’s approval process, two different points of contact for support, and two relationships to maintain.
- All marketing platforms should have data insights - Think of your current marketing automation platform. Odds are, it has all of your campaign insights right inside the tool so that you can optimize for success, so why treat mobile any differently?
Below is a handy checklist for evaluating the data capabilities of mobile marketing platforms:
Does the platform track the following high-level usage metrics?
- Session length
- Unique Users
- New Users
- Purchase Frequency
- Push Enabled
- Acquisition Source
- Acquisition Campaign
Does the platform allow you to do the following with user data?
- Create user profiles to store key information for segmentation and personalization
- Filter reports so that you can view analytics for specific groups of users and split reports so you can compare analytics between groups
- Create custom in-app events to track users’ actions inside the app
- Understand the paths users take as they navigate through your app (screenflow)
- Monitor user retention over time
- Use predictive analytics to predict what a user will do in the future
- Track app uninstalls
- Segment users based on in-app behaviors
- Create user funnels to understand the path to conversion and where users are dropping off
- Track revenue and the lifetime value of your app users
- Import and export data to other systems using APIs without incurring charges
Does the platform grant you the following insights on your mobile marketing?
- The ability to A/B test your mobile messaging against a control
- Understanding the impact of your mobile messaging: