Localytics Senior Solutions Consultant, Richard Sgro, discusses the tactics and benefits available to mobile marketers who employ the right strategy, based on app analytics data.
Hello, everyone. My name is Richard Sgro. I’m a Senior Solutions Consultant, here at Localytics. Welcome to Whiteboard Wednesday. Today, we’re going to be talking about how the marketer can own app analytics, and we’re going to present three strategies to help you really drive value from them.
Let Your Business Questions Guide The Analysis
The first is in the question definition. An analyst, or an engineer, left to their own devices, may tag all different sorts of information, with no real rhyme or reason, or thinking through what questions may need to be answered. As a marketer, you can come in and shepherd that process along, making sure that the analyst and the engineer are tagging information that’s meaningful, to help you answer your important business questions. How are people checking out? How many people have exercised a promotion? How many people are taking advantage of a GPS feature that you’ve added? By defining those questions, it helps you to ensure that you’re getting the right data, which brings me to my second point.
Once that data starts coming in, and because you’ve spent the time defining these questions, be sure that you use it. As I said before, there’s a tendency to tag all sorts of information, to collect the most granular minutia, to collect data for data’s sake, or to find lots of answers, in search of questions. Because you’ve shepherded this process along by defining the key questions, you’ve got that data in hand. Now, use it. That could mean a number of different things.
Take A Holistic View Of Your Brand
Once you’ve defined the questions, and you’ve worked to get really good data that you’re using, it’s important to also take a step back, and look beyond that data, look beyond what your users are doing when they’re engaging with your brand in a mobile app, and look to some of the other representations of your brand. You may find, for example, that users that are your most valuable on the mobile app, they never engage with your brand in a brick-and-mortar store. Or, perhaps, they spend a bunch of their time on the web, and they engage with your brand in that way. This thinking beyond allows you to take your brand to the next level, because you’re understanding how folks are engaging, at all different points.
Discover Opportunities Within The Data
In our check-out example, perhaps folks are getting items added to their shopping cart, and never checking out. That’s an opportunity for you, as the marketer, to nudge them along, to drive them further down that conversion funnel. This information will also be valuable to your product management colleagues, and engineering. Together, the two of you can think about what’s potentially next for your application.
Just a quick recap. You want to work with your analysts and your engineering team to define the key questions. Once you get the data in, you want to actually take advantage of that, and start to make decisions based on that information. Then, once you’ve got that data, you also want to look beyond.
We here at Localytics, we have a great set of solutions. We like to think that our product is built with marketers. We’ve got a great analytics platform, that’s very easy to use, and we’ve got a very powerful marketing platform built on top of that, but whatever analytics provider that you use, be sure to think through how you can own some of this on each step of the way. I hope you found this informative, and I hope that this helps you, as the marketer, better own your app analytics. As I said before, my name is Richard Sgro. Thank you for attending this Localytics Whiteboard Wednesday.