An old English proverb says, “The eyes are the window to the soul.”
In other words, when you look into a person’s eyes, you can glean deep insight about that person. Similarly, by using Adobe Mobile services, mobile teams will gain deep insight into their customers’ true passions and behavior via amazing app analytics.
Recently in part one of my blog series, I introduced you to the app-centric interface for Adobe Mobile services, a new capability that is making the lives of mobile marketers a lot easier. We discussed how the interface is a team player; it’s responsive, wise, and personal.
The user interface was created to address the irony of mobile, which is this: Life for consumers has gotten easier while it has become more complicated for marketers. Many marketers, if asked the following questions, would be unable to deliver accurate answers:
- Do you understand how frequently people use your app?
- Do you know what paths customers take through the app?
- Can you access app store performance metrics from Google Play or Apple iTunes?
- Do you know whether or not customer pathways convert effectively to drive monetization?
Unfortunately, according to Forrester, only 46% of companies use a mobile analytics solution, which means that many companies are simply “flying blind” with no data to guide business decisions. To address this problem, in today’s blog, we will learn more about the app analytics capabilities of Adobe Mobile services.
1. Analytics that speak your language: Mobile-ease
The analytics provided by Adobe Mobile services speaks mobile-ease, or the language of mobile teams.
It understands what questions you have and responds with language that you can understand. It’s fluent and able to carry on quick and relevant conversations with your team. Adobe Mobile services organizes information by mobile app type, providing integrated workflows across solutions to enable both analysis and optimization activities in one place.
2. Analytics help you to understand App Behavior
Adobe Mobile services understand your app behavior even when you don’t. It understands data related to the app lifecycle, geo-location, campaign tracking, and more.
- Lifecycle Insights
Savvy mobile marketers, at a minimum, measure app lifecycle data which includes metrics such as: launches, crashes, days since last use, average session length, and more. This information provided by the App Software Development Kit, or SDK, make it very easy for developers to build in from the beginning.
These analytics provide and lead to insights about app behavior and customer preferences. For example, do you understand if customers who launch the app in the same month are dis-engaging with the app over time? Why? Is there a point in their pathway, or app use, where you see a pattern of “drop off”? Perhaps this indicates frustration or user-functionality that could be improved upon. These are the types of insights that marketing teams can now seek and find.
- Geo-Location Insights
Do you understand the relevance of the GPS location and where app users are launching your app? You don’t have to with Adobe Mobile services.
Geo-location is not stalking, it’s smart marketing. It’s targeting where your customers are at (literally) in order to provide them with the products or services they don’t even know they want or need. Can this be controversial? Yes. Some mobile users still prefer not to disclose their location. That’s their right; but for those who do opt-in to provide their location, you can leverage the data to provide better marketing.
For example, when a customer launches an app within a proximity radius to a specific point-of-interest (e.g., retail store, stadium, concert venue), you can personalize the interaction with them by providing a location-based offer.
- Campaign Tracking Insights
Leading mobile marketing teams measure any campaign that they use to drive app downloads. For example, if your organization has purchased display ads inside of Facebook or ESPN, are you tracking the results? The interface can help you track and analyze the effectiveness of campaigns for acquisition and re-engagement, a best practice all organizations should be practicing.
3. The App SDK is a Peace Maker
The App SDK is a peacemaker between marketing and app development teams.
Since 2008, when apps first emerged in the digital ecosystem, mobile marketers and app developers have been crying out: “Why can’t we all just get along?” In “Enhancing the efficiency and effectiveness of app development,” the McKinsey Global Institute (MGI) identifies “analysis (requirements gathering), design, build, and testing” as the most costly and time-consuming phases of app development. Since creating apps is difficult, it’s vital that the marketers and app developer(s) get along to ensure that analytics are included in the app. The App SDK can help you become better friends because it is easy to implement and does not impact the user experience.
Really, it’s this simple: one line of code and less than five minutes to implement lifecycle metrics. Deliver those words (“one line of code, five minutes”) along with the favorite junk food of your app developer(s), and you will become better partners in mobile marketing.
4. Analytics to help you become the App Store Insider
Have you wondered what’s going on with your app in the various app stores in the digital universe?
Many organizations do not currently gather app store insights because it’s too time-consuming. Adobe Mobile services address this problem by becoming an app store insider. Adobe Mobile services combine performance metrics for apps, making them available in one place. With this new integration, mobile teams can “gain better visibility” into app performance, pulling “app data from the various app stores (iOS, Android, BlackBerry, Windows)” into the interface for reporting and analysis. Insights include “automated daily syncing of app store dimensions (app name, app store, app region) and metrics (downloads, revenue, rankings).”
Why is app store information important? Well, for one thing, it provides motivation for the mobile team. If you don’t know how your app is performing or competing in the wider world of apps, how can you maintain morale and motivation? Secondly, it “provides a complete picture of how apps are creating value for your organization.”
And ultimately, that’s what you’re trying to do: use mobile apps to create value for your organization. With these new analytics capabilities built into the app-centric interface, mobile marketing teams and developers will be positioned for success in your organization.
To learn more about Adobe Mobile services, please click here.