Thinker and consultant Peter Drucker already said it: “you cannot manage what you cannot measure”. This is 100% accurate for mobile applications and for a mobile marketing strategy: we cannot manage them or know how to improve them if we don’t measure what we are doing.
However − and no matter how obvious it may be − we have come to realise that this is not a widespread approach. Many developers we talk to tell us that analytics are not a priority for them, due either to a lack of time or of awareness, among other reasons… That’s why we would like to sum up the main reasons why mobile analytics are and should be a priority when it comes to your app.
1. By analysing you will build a better mobile marketing strategy
Many often think that the moment to start with analytics is once an app is launched, as it will be more tested at that point and we will already know quite well what to measure. However, this is not the case. It’s important to know what we want to measure and how we will measure it before launching an application.
Why? Because mobile analytics will help us define the strategy we have to implement for our app and its mobile marketing strategy. If we know what is working, we will be able to enhance it. If we find out where we are losing our users, we will be able to fix it. And all this from the very beginning of our app’s life.
2. Our app’s use
If we know how our app is being used, we will know how to improve it and make it more attractive. But there’s more to it! With mobile analytics we can know exactly how we’re acquiring users (and thus also improve our app’s monetisation) − as well as how much, when and how are they using our app. With all this knowledge on our app’s use, we can improve the user’s experience and launch targeted retention campaigns.
3. Mobile user
It’s great to know how the application is being used, but it’s also as important to know who our typical user is in order to launch better marketing campaigns. In which country does he or she reside? What URL has led him or her to our app? Was it via a direct download from the store? These are some of the issues that analytics can help us solve.
4. Mobile device
Knowing the device on which the app is being used is important both for our marketing efforts as for prioritising new versions. If − for example − Android is where our loyal mass of users resides, we will launch new versions and work on this platform before any other.
5. Can you test the app’s return on investment or ROI?
Analysing helps us know if what we are doing is working or not. If we aren’t carrying out measurements, we cannot confirm if the app is paying off or what is working best, which is very likely to translate into not obtaining a bigger budget to work further on the app.
In the end, it’s an ongoing process: analyse, customise, optimise and repeat. The more information about the user we get to collect, the better we will be able to customise our user’s experience. By customising user experience, we will increase our users’ loyalty who will in turn keep on using our app. By optimising the experience, we’ll obtain better results and improve our app’s monetisation. And, we must keep on, as this is like a wheel that doesn’t stop spinning!
In some articles and posts we will be discussing the best mobile metrics available to us for our mobile marketing strategy and campaigns, which mobile analysis tools fit our app best and much more!