Always-on analytics: Why data is more important than ever
Senior Content Manager
Posted Feb 7, 2017
Whether it be advanced user behavior analytics or simple mobile measurement, analytics itself has become the backbone of the digital marketing industry since its inception, and has grown to a high level of sophistication. Though the metrics differ depending on the ecosystem, as well as the kinds of data being analyzed, analytics itself should be at the core of decision-making and of user understanding.
However, as has been found in the recently released Gartner report, ‘organizations underutilize or ineffectively utilize mobile app analytics…which leads to underperforming and underwhelming app deployments and experiences.’ The focus of the report is on recommending tools that can help companies deal with the challenges of analytics, stating that ‘organizations risk complete abandonment of…mobile app[s] by users’ without fully making use of analytics.
In the transition to a mobile-first digital economy, the importance of understanding that users are ‘always-on’ produces the need for ‘always-on analytics’ as well. Users don’t fall off their path to a conversion just because they’ve stopped using their desktop for the day; they could follow on the next day, cycling through multiple devices. Furthermore, you may find your app has a lot of users at times that go against the norm.
As such, staying aware of your users at all times, figuring out when they find the time to use your product, and then optimizing for those moments are the key facets of ‘always-on analytics’. But there’s a little more to it, so let’s take a look.
Analytics growth, and trying to keep up
As decisions are increasingly driven by data, analytics has become more intricate, but also more fragmented. With the growth of multiple different channels, it’s common that many organizations do not have their data organized in one central place. This is a wider organizational challenge that can be partially beaten by analytics providers creating the tools to pull data yourself (such as Adjust’s Native Connector, which allows you to take raw data from our dashboard, and send it to Amazon S3 storage.) The next issue is creating an easy way to organize the data yourself.
Internal challenges and a lack of knowledge of the industry can leave companies struggling to handle all of the data they receive. For example, attribution is different to analytics, and there are only a few solutions which do both. Many may not initially realize the difference between the two, viewing them as the same. Education combined with adequate solutions would help reduce a perceived fear around the difficulty of using and understanding analytics.
Always-on doesn’t just mean tracking users around the clock, but always following a user from one device to another without attributing an activity to two different people. According to GfK more than 40 percent of users in the US start an activity on one device and finish on another. It’s here that analytics could miss correctly identifying two users as one.
In an example, users flicking between Facebook’s app, and its web or desktop browser could result in misidentification when it comes to attribution. Therefore finding an analytics solution that creates its own User ID to track users without a break (while respecting privacy) can prove tricky. Fortunately, Adjust can fully perform this function.
Targeting, retargeting, and optimization
Without analytics, it’s difficult to return to the users that matter. Different people may drop off over a certain period, but may still be open to another session of game time should they be well targeted with a timely advertisement or with a good offer. Without analytics set up to spot the opportunities, and segment users together, a lot of revenue could be missed out.
Always-on speaks to always being reactive. While you can evenly spend your budget throughout the year, there might be unforeseen events that combine well with your app or brand messaging. A great creative tied to an opportunity could be a huge win, and the analytics prove that it works in the same way that it may show you the markets that respond to your product at different times. Save budget to target potential opportunities, and test to see what works through your analytics results.
Dedicating time to working out your analytics, as well as your providers, could save you from losing users and potential revenue in the long run. If you’d like to know more about the importance of analytics, and what kind of providers could help your potential needs, download the Gartner report below.
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