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Mobile Marketing

5 Benefits of App Analytics

Guest Blogger  //  July 21, 2015  //  5 min read

It’s old news that the growth of your app directly depends on the value you create for your customers. But without knowing which acquisition channels work best and how your customers respond to different marketing strategies, you’ll never be 100% sure how to make your app better to increase traction.

To put data behind your customer motivation hypotheses, you need to integrate app analytics into your marketing plan. App analytics allow you to create an acquisition strategy which gives more return on your investment, and allows you to build for your customers in a way that benefits them most.

Integrating analytics into your app marketing yields endless insight, but there are five massive benefits that stick out. Let’s have a quick look:

  1. App analytics help drive ROI over every aspect of performance.
  2. App analytics help you to gather accurate data to better serve your customers.
  3. App analytics allow you to drive personalized, customer-focused marketing.
  4. App analytics let you track individual and group achievements of marketing goals from campaigns.
  5. App analytics offer data-driven insights into issues concerning churn and retention.

Now that we’ve covered the benefits at a high-level, let’s have a detailed look at the five most important ways marketing strategies are improved by integrating analytics.

1. App analytics help drive ROI over every aspect of performance

Millions of apps on the app stores are contesting for visibility and customer attention. In this cut-throat contest, you cannot afford to have an acquisition strategy lacking monetary goals. Marketing costs money, and naturally, you need to measure how different channels deliver and compare throughout various acquisition strategies to understand what results in the best ROI. Without an ROI-focused acquisition strategy, you are quite likely to put the bulk of your marketing dollars in the wrong channels.

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Where are you spending your marketing dollars?

However, app analytics are not just about app store optimization (ASO) and reliance on app store search engines. It’s important to have a robust ASO strategy for ranking highly in search results, but you can’t stop there. A winning analytics strategy requires two additional points:

  1. Observing which channels provide the highest customer lifetime value (LTV). Customer LTV of users commonly calculated by users generating higher revenue and higher retention possibility.
  2. A focus on in-app messaging. Hearing from customers who have the power to connect with your team at the right time throughout your app experience are imperative to improving your strategy.

It is needless to say that without integrating app analytics into your marketing channels, you won’t be able to dive deep into any of the above learnings from your customers.

2. App analytics help you to gather accurate data to better serve your customers

It’s difficult to listen to your customers without looking deeply at their use patterns and feedback. App analytics allow you to gain insight into customer data to better serve them across all lifecycle stages. Gathering a huge bulk of users quickly and then slowly becoming villain in their eyes simply because you haven’t listened to them is the unfortunate fate for many apps.

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One is the loneliest number, especially for a customer.

Naturally, app marketing strategies focused on delivering long-term results cannot solely focus on acquiring users; they also have to focus on customer retention by ensuring a constantly upgraded and improved-upon user experience. A large portion of app downloads and purchases are only used once, with customers quickly leaving and never coming back to open the app again. So, receiving customer-specific feedback and addressing the right issues can be crucial to increasing engagement.

3. App analytics allow you to drive personalized, customer-focused marketing

Creating an individually targeted customer experience is now completely possible through the use of app analytics. Customer-targeted push messages delivered to specific people can make your app open rates double in a short amount of time, and can convert up to three times better than generic push messages. App analytics working in unison with your marketing campaigns can even help you win back churned customers with targeted messages and experiences.

App analytics also provide deep insight into new customers who could easily be converted into higher lifecycle stages, but who have somehow fallen out of the funnel. You’ll learn about customers who don’t return to your app after a single use, and the data you gain can help figure out targeted strategies into how to win them back by making them priority targets. By analyzing in-app customer behavior and profile data, you’ll find that offering a customer-centric approach will garner far better results than all-for-one messaging.

4. App analytics let you track individual and group achievements of marketing goals from campaigns

Many app marketers rely on channels they’ve had experience with in order to drive results, but integrating app analytics gives you a whole new set of customer data to learn from. Now more than ever before, app marketers can gain insight around individuals and small groups of customers completing specific, directed tasks within the app, and the possibility to capitalize on this knowledge is endless.

Today’s app environment is changing rapidly and apps are sneaking into every corner of our daily life. To help your app stand out, it’s time to move away from the mindset of preferred acquisition channels being the right ones for you before their performance is verified. App analytics can help you decide whether or not you’re spending your money in the right places, right down to the individual customer level.

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Make sure your spend is on the right investment.

Detailed, specific customer data opens up the possibility for many new types of app marketing channels to work for your app, so it’s important to keep an open mind as you gather new data points. As you make your presence on all types of acquisition and marketing channels better known, your app analytics will keep gathering data points on performance to help you focus on the channels that work best for your app.

5. App analytics offer data-driven insights into issues concerning churn and retention

There is a huge amount of buzz these days about customer engagement, but you can’t achieve a strong app engagement score until you have a strong pool of loyal customers using your app regularly. The bottom line is apps with higher retention rates enjoy better engagement, and more retention and engagement helps the app to gain more customers and achieve growth.

The most successful apps use app analytics to focus not only on high LTV customers and acquisition channels, but also on closing the gap between churn and retention. App analytics play a key role in this process by providing you with predictions around possible churn based on real customer data. Knowing when, where, and why customers are more likely to dump the app helps you meet the problem head-on and offer new ways to win them over or win them back.

In conclusion

App analytics work in the background to enhance and optimize your app marketing efforts, allowing you to achieve better growth, happier customers, and higher ROI. The above benefits paint a picture around why app analytics are crucial to success in today’s marketing world.

What other benefits have you seen from integrating analytics into your app? Leave your thoughts in the comments below.

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Author Bio: Chirag Leuva is the CEO of Yudiz Solutions, a mobile app development company. He enjoys pushing the limits of user interaction and finding ways to create awesome, reusable components within a mobile environment.

About Guest Blogger

This article was written by one of our awesome guest bloggers. We're lucky to have these community members to share their knowledge with our mobile community.
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