Note: This is part two of a three-part blog series. Part one is avail­able here and part three is here.

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.

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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.

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  • 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.

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