The surge of mobile usage necessitates understanding and analysis of app engagement to optimize features and deliver a better user experience. Here are some high-level strategies for owning your app's mobile analytics.
Always start with the question. An analyst or an engineer, left to their own devices, may tag information without considering which questions need to be answered with data. As a marketer, you can shepherd this process to assure the analyst or engineer is tagging meaningful events that can address your business questions. How are people checking out, how many people have exercised a promotion, how many people are taking advantage of a GPS feature that you’ve added? By first defining your KPI's and questions, you can get the most out of your mobile analytics.
There’s a tendency to collect the most granular minutia, to collect data for data’s sake, or to find answers in search of questions. Because you’ve defined the key business questions, you can now review your insights and directly connect them to your goals.
Consider an ecommerce mobile app with a checkout function. Perhaps users are added items to their shopping cart but never check out. That’s an opportunity for you, as the marketer, to nudge them along; to drive them further down the conversion funnel. This information will also be valuable to your product management and engineering colleagues. Together, your team can think about what’s next for your application. A good solution here might be to prompt users who have items in their carts with an in-app message offering free shipping if he or she checks out in the next ten minutes.
Once you’ve defined the question(s) and you’ve obtained usable data, it’s important to look beyond user engagement in your mobile app and discover how users interact with your brand in other capacities. You may find, for example, that users that your most valuable users in the app may never engage with your brand in a brick-and-mortar store. These users may spend most of their time on the web and they engage with your brand in that way. Thinking more broadly about user data allows you to take your brand to the next level with multiple touch points of engagement.
To recap: lock in your business questions first, followed by proper tagging of events to acquire useful data. With the right data flowing, spot opportunities to improve the user experience and nudge more users to conversions. Also, don't forget to take a step back and understand how users engage with your brand within and outside the app.
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