Mobile Analytics and impact on Digital Transformation

Mobile usage has surpassed the desktop usage a few years back and is fast becoming consumer’s preferred portal to the internet. Always-on consumers spend more than 70% of their media consumption and screen time on mobile devices, and most of that time in smartphone apps. Analyzing their behaviors, understanding their needs, complaints and proactively using that for revenue growth, is essential in today’s Digital Age. Mobile analytics captures data from the mobile apps, websites, and web app visitors to help companies improve retention, engagement, and conversion. Mobile analytics is similar to traditional web analytics (used for desktop browsers and applications) in that they identify unique visitors and record their behaviors.

Mobile analytics is generally split between mobile web and mobile apps. Mobile web refers to when individuals use their smartphones or tablets to view online content via a mobile browser. While mobile apps analytics works on the apps downloaded, installed and used for further insights. Mobile analytics gives companies unparalleled insights into the otherwise hidden lives of users. It gives insights about what users engage with, who those users are, what brings them to the site or app, and why they leave.

How different departments are using Mobile analytics:

Marketing: Tracking campaign ROI, segmenting users, automating marketing
UX/UI: Tracking consumer behaviors, measuring user experience

A typical mobile analytics platform should be able to:

Offer a unified view of the customer: Track data across operating systems, devices, and platforms
Measure user engagement: For both standard and custom-defined events
Segment users: Create groups based on location, device, demographics, behaviors, and more
Offer dashboards: View data and surface insights with customizable reporting
A/B test: Test features and messaging for performance
Send notifications: Alert administrators and engage users with behavior-based messaging

There are three major types of mobile analytics:

Advertising/Marketing Analytics – covers how many installs, opens, clicks, purchases, registrations, shares etc.
In-App Analytics – covers type of device, location, event tracking, language etc
Performance Analytics – covers app uptime, crashes, errors, responsiveness etc.

Marketing analytics enables you to allocate your ad spend to right customers. In-app analytics helps you to understand your users are and their interactions with the app. Performance analytics helps in keeping your apps stable and your customers happy. Google Analytics is one of the free tool available and then there are multiple commercial products available for organizations to use. Mobile Analytics can help you realize the entire user experience of your mobile app – from detection to download to engagement. Through actionable insights at each stage of the app lifecycle, marketers and developers can create an app experience that is more useful and be engaging for their users and improve overall marketing strategy.

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