Every organization has key questions to answer and core problems to solve. Without defined wins and proper measurement, it’s impossible to tell if your brand is on the right track, or headed for failure. Much like traditional marketing, mobile marketers need to set up specific, tangible success metrics that connect to KPIs and follow them closely.
One of the best ways to set up app marketing to meet your goals is to segment users and tailor the experience according to user behavior. The worst method is to blast the same offerings to all your users and never refine the experience.
Creating segments within your analytics ensures that you’ll be able to define your audiences clearly, and then use those defining characteristics to drive marketing strategy. In segments, you can track minute details like date range, action taken, gender, and other characteristics that give you deep insight into how your users think and act.
For all conversion-based goals, you’ll also want to set up funnels within your analytics. Similar to web funnels, app funnels are the process you want your user to follow in order to convert on a desired action. Having these in place will enable you to measure the most important actions prompted by your marketing campaigns.
Analytics is an essential component of a healthy app marketing plan, as tracking the way a user organically interacts with your app can inform the strategy of your campaigns. Using a combination of holistic observations and structured analytics will give you the insight you need to jump into impactful app marketing.