Article

Cait Power
Cait Power 28 April 2017
Categories Data & Analytics, Mobile

Driving Results With Data: Mobile Marketing and Analytics

How do global brands vie for attention in an age of consumer saturation? The answer is by studying mobile marketing and analytics. While many mobile tactics go out-of-date fast, close examination of marketing analytics is a winning long-term approach for mobile retention and loyalty.

The mobile app market is moving at close to light speed. There are now two million apps in the Apple App Store and PocketGamer says there are more than 200 apps submitted to App Stores daily.

How do global brands vie for attention in an age of consumer saturation? The answer is by studying mobile marketing and analytics. While many mobile tactics go out-of-date fast, close examination of marketing analytics is a winning long-term approach for mobile retention and loyalty.

Statista estimates that by 2019, there will be more than five billion mobile phone users worldwide. That is a lot of opportunity to interact with your customers.

Mobile marketers are becoming more and more data-driven, using the insights that matter most to their app users. A data-driven approach to mobile marketing and analytics is vital across every vertical.

Mobile metrics are the key indicator of the revenue generated by your apps. Mobile marketing and analytics ensure brands are able to personalise and individualise for the mutual benefit of customer and operator. It's easy to count the number of app downloads, but how do you decide what else to measure.

Gaming App Operational Metrics

In gaming apps, mobile metrics are the best and only way of monitoring the real value from your players. For example, monitoring Daily Active Users (DAU) and Monthly Active Users (MAU) will reflect how sticky your game is. Comparing the ratios against each other will tell you how much work you might need to put in to give your app a boost.

For real-money apps, conversion is an important metric, a vital indicator that your marketing efforts are delivering returns. Depending on the type of app, information such as the number of spins per user, how many users are in your app right now or bet type and the number will tell you how active your players are and how much revenue they are generating. This translates into information for how best to communicate with your players in the future.

Choosing Travel App Analytics

Travel businesses can increase engagement in a variety of ways in mobile apps by analysing mobile usage and preferences. Let’s look at how people use apps. The common assumption is that people are always looking for the cheapest flight possible. While this is true for many app users, there are many more who search based on local departure points, flexibility of date or relevance to them.

This is the kind of information that is invaluable to marketers who see the value in individualisation of mobile messaging. Using app preferences, marketers can design inbox offers for the budget backpacker,  users who search by price, or in-app notifications to announce specific airline features for the business travellers.

Retail Mobile Marketing Delivers

Retailers are innovative when it comes to mobile marketing and the value it brings. These apps are looking for conversion and consistent engagement.

One advantage of mobile marketing and analytics is to know when users are abandoning their shopping carts. The ability to focus in on the exact drop-off point gives you the power to fix it and prevent haemorrhaging revenue. It might be as simple as a bug fix, or something more complex such as a UX problem. With access to mobile analytics, it becomes easier to introduce a solution to a problem you may not have known existed.

Monitoring Location Marketing

Location marketing and its constituent parts: geo-targeting, geo-fencing and beaconing are nothing without analytics. Engaging with customers at their location is a fun way to interact with them. Location marketing is only viable when mobile marketing messages can trigger for the customer and revenue from it is tracked.

Putting Analysis To Work

The most successful brands are now spending more time thinking about their mobile app strategy. There is a strong focus on the entire app experience from onboarding to retaining and winning back lapsed players. The key to monitoring the success of all of these user journeys and mobile funnels is to carefully analyse your mobile marketing.

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