This is part three of a three part post about mobile analytics and how you can interact with your customer more effectively with the use of mobile analytics.

Incorporating data driven marketing

The insights should also be used across the business to influence data driven marketing. This information should be used to capitalise on opportunities to connect with their consumer across all platforms, not only mobile. Targeted campaigns, across platforms and media, can be implemented as a result of the insights gained from understanding how your customer interacts with your brand on the move. The effects can be as far reaching as to influence product strategy, where insights may indicate areas of product or service development, or new opportunities for the business.

Marketers should also think about effective app marketing strategies they can implement to keep the user coming back to the app. The most successful in-app marketing campaigns use analytics software, as well as customer preferences, to increase the relevance of their messages. By analysing all of this consumer data, from transaction history and user behaviours, to demographics, user journeys and location history; marketers can send personally relevant content to their users to enrich their experience and where applicable, increase revenues.

None of this really matters of course if the app doesn’t have a purpose in the first place, or if the concept behind it is lacking. There are hundreds of thousands of apps out there. It’s only the ones that have a true USP or a true value to add to a user’s life that will really break through. This value could be entertainment, or completing a task easier than they can anywhere else, or connecting them with other people in the best way possible, or any other myriad of possibilities. Analytics can only provide business value, if the app provides enough users with enough value.

Part one

Part two: understanding analytics

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