This is a three part post about mobile analytics and why they matter for enterprise apps. This is part two.
Understanding data
There is a clear requirement for businesses to measure and monitor the performance and usage of these apps. How else will companies know whether apps are having an impact or just causing issues? Despite this, some organisations either aren’t aware analytical tools are available to them, or alternatively choose not to use them. According to ‘The upwardly mobile enterprise’ report from IBM, 50% of companies indicated that understanding how users interact with apps was a challenge. It’s essential that organisations are using analytics to help them continually improve their apps and in turn, deliver a better return on investment for their organisation.
Depending on the analytics tool of choice, the stats available can include anything from the number of downloads and session counts at a very high level, right down to granular detail around user journeys and real time data. Downloads and session counts are important in terms of employee adoption, but other statistics are far more useful in terms of improving apps and getting the best return.
Looking closely at user journeys and setting up bespoke event tracking, are great ways to analyse how employees are moving around the app and how long they are spending in the app. For example, how long are employees spending on training screens; are employees ticking all of the right boxes in the training quiz, or is more training required? What about sales teams on the move? Are the sales teams making the most of the app and using it to its full potential? If they are filling in a form for a customer, how long is it taking them? Could this be improved to make form filling quicker in front of the customer? Could they add more marketing content to help with cross-sell and up-sell opportunities?
Comparing data across different platforms, devices and operating systems can also produce some interesting insights. Through this data, businesses can understand, not only more information about their target audience and their devices of choice, but also if there is a requirement for the app to be tested on different devices to improve user experience.
By analysing how employees are using the app, businesses can understand learnings across the user base and find out how the app is being used and ways to continuously improve it based on user behaviour.

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