posted by Bernd Leger
In today's Whiteboard Wednesday, discover the business case for mobile analytics and marketing, so brands can capitalize on mobile-specific metrics.
Welcome, my name is Bernd Leger; I'm the VP of Marketing at Localytics. Thank you for joining us for today's Whiteboard Wednesday session. Today, I'd like to talk about how to build a fantastic business case to justify purchasing an app marketing and analytics solution.
As marketers, we are all used to having near unlimited access to rich data and statistics; we look at website stats all the time, but when it comes to mobile apps, measurement looks completely different. Pageviews and cookies do not exist, so we can't track them. People are accessing the mobile device either when connected or not connected to the internet, so it's a completely different ball game. Within the mobile world, you can't use your web solutions to track the same metrics.
You may have a stellar app product, but what sets your app apart from the 800,000 other apps in the store? Instead of building the minimal valuable product, reach higher to build the minimal desirable product, driving a passion and engagement with your users that distinguish your app. Great, but how do you do that? Building a MDP requires an analytics solution to gain insights about your users and their activity, which you can then apply to user engagement.
Where does a solution for mobile analytics and marketing drive value? For example, this specific solution can highlight what time of the day are your users most engaged. Perhaps on their way to work, users are more likely to use their smart phones, while in the evening hours, they might be using their iPad or tablet more frequently. This type of critical information can either drive marketing investments or user engagement directly in-app.
A solution also clarifies your user behavior and personalities, i.e. returning users, new users, time spent in your app, content viewed, screen progression, navigation, feature selection, etc. This information lets you focus on reinforcing the features that matter most while deemphasizing features that are not relevant for the app.
Apply analytics to specific conversion funnels for your most successful users. If you're able to create segments for your more active users and less active ones, then you can review each user segment is converting. You can develop strategies around getting more active users, including which steps you can take to drive conversion. This might lead to the discovery of a high drop-off in your conversion funnel. Fixing these drop-offs and prompting even a five percent higher conversion rate can mean the world to your app.
Push messaging is broadly used, but the reality is that eighty percent of people turn off push messaging capabilities in their devices. However, if you can engage with them directly in the app through in-app messaging, you can take a personalized approach to sending messages at the right time with the right content to the right person. Ultimately, it's all about identifying the top ten percent of your users that will bubble to the top and create passion and excitement among your user base. and you can leverage them to drive more revenue and more engagement.
These insights will ultimately help you build a better business case for you to show your superiors. This information drives successful apps and ultimately more value. Thank you again for joining us and we look forward to seeing you for another Whiteboard Wednesday!
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