Today, there’s a 60% chance users who don’t come back to your app within seven days will never return. While we don’t love the sentiment, it is one of our favorite metrics, because it illustrates the biggest problem you need to overcome to grow your app. Acquisition and basic analytics alone are no longer enough; data-informed marketing has to be part of the equation.
As brands enter this new arena, they are faced with a challenge: currently, there are many disparate options available for app analytics and app marketing platforms.
Not enough vendors have a closed-loop system that combines app analytics and marketing in one place for truly immersed, effective and actionable data and insights. Often, these vendors expect you to want two separate systems: one for tracking user analytics and one for launching app marketing campaigns (like in-app and push messaging).
This is a problem.
The adoption of closed-loop website analytics and marketing software has proven the need for a similar system for mobile and web apps, and there are concrete reasons to follow suit. In this post, we outline some of the reasons why a closed-loop system is the absolute best bet for your web or mobile app.
Sure, you can capture analytics data on its own and draw conclusions about your app – but this is only really functional if your app is static, and doesn’t change to meet individual user expectations (including personalization) or use app marketing automation. Tracking your users from acquisition through engagement, conversions and lifetime value means that you’ll be tracking a lot of different sessions, events, funnels and screen flows, all of which inform your app strategy and help you improve over time. Simply put: you won’t have the kind of quality insights needed to evaluate every aspect of your app. Plus, it will be more difficult to identify what’s working and what isn’t in your app if your usage analytics are in one place and your marketing (in-app, push, acquisition campaigns) analytics are in another.
When your customized user tracking is separate from your marketing campaign creation and measurement, you’re missing a valuable opportunity to run smart marketing. Take segmentation. If you have two separate systems, segmentation might allow you to answer important questions about your users, but you would not be able to easily run intelligent campaigns to those segments and measure those interactions. Segmentation within a closed-loop system, however, is the basis for running strong campaigns. Beyond that, your segmentation analytics are made richer by quantifying those user’s interactions with your marketing campaign.
This is also where automation comes into play. What you really want from a marketing solution is the ability to specify automated campaigns based on those key user segments to help you grow usage, revenue, or both. Automating things like recurring push messaging, in-app messaging that triggers based on real-time in-app user actions, and notifications or email campaigns that are sent after conversions or purchases makes your mobile marketing smarter – and your users happier.
If your analytics data and marketing campaigns aren’t part of the same closed-loop system, you can't automatically feed the user data from those campaigns back into your analytics to improve and personalize your app experience. For example: are there users from acquisition channels that converted at higher rates on an in-app messaging campaign? If so, what channel were they from? These closed-loop insights can help you define which acquisition channels are worth sticking with or investing more money in.
Similarly, knowing how your users interact with your marketing programs can help you determine new audiences to target, which app features aren’t resonating with users, where people are hitting bottlenecks and falling out of a desired funnel or program, and which user attributes (such as gender, location, device, and more) are tied to in-app behavior. All those insights are harder to gain with your data scattered across systems.
If you do decide it’s worthwhile to export and combine your separate analytics and marketing data and attempt to look at those together, you risk a data integrity issue. In many cases, you can export and import data between your analytics system and your marketing platform, but some of your data can be lost, dropped, and confused with constant exporting, importing, updating, exporting and importing again. Having your data live in a closed-loop system ensures that it is automatically updated and not at risk for human error.
Data is great – for brands, it provides the insight you need to grow and progress. So having an accurate, complete set of data around your app’s performance is necessary to proving ROI and validating it as a marketing channel. Along the same lines, consider the cost around having two systems and what that entails. Proving your app also means proving the credibility of your data and the costs involved.
Let’s face it – managing two systems that could be operated as one naturally means more work: more time spent reviewing data to draw conclusions, an increased chance of discrepancies to correct, double the vendors to work with, and additional time spent to implement two products. Think again about proving your app as a worthwhile marketing channel: that is easier to do when you’re not pulling data from multiple places to create one report.
The sheer amount of technology you use to grow your brand today was nearly unthinkable 10 years ago. When it comes to choosing the right solution for your mobile or web app, keep it simple, and go with a solution that offers the most in one place.
Thanks for signing up. Look for your first email shortly!
We’ll reach out shortly to schedule a time to talk.