Effective analytics, aggregated data, and mobile app marketing success
Data is everything in mobile marketing. And with data privacy making attribution and measurement increasingly complex, the ability to build strategies that best leverage the compliant data you have access to are essential for sustained success. At Adjust, we understand that this is not always easy and that it’s certainly more complicated than it used to be, particularly for those working on iOS. Agility and adaptability are more crucial than ever, as app marketers and user acquisition (UA) managers need to analyze data from an increasing number of sources and make important decisions as quickly as possible—just a few percentage points can determine whether a campaign succeeds or fails.
We work closely with our clients to ensure we understand their pain points and can create next-generation solutions that optimize for efficiency and campaign success. That’s why we recently released Datascape, which empowers markets to make smart, fast decisions by bringing all data into one place.
Data accessibility and real-time reactions
As a mobile marketer, data sets will be flowing in from APIs, attributions, consented App Tracking Transparency (ATT) installs, SKAdNetwork (SKAN) postbacks and more, representing a huge number of channels and campaigns to manage and analyze before making crucial decisions. One of the key challenges of juggling multiple large data sets is toggling between tools, spreadsheets, and dashboards, trying to make sense of the numbers. There’s no way to successfully make comparisons and draw conclusions in a timely manner when the bulk of your time is spent wading through and organizing. It’s time that should be spent on strategy, creatives, and driving growth.
Moreover, app marketing is increasingly focused on post-install metrics. Retention and engagement are taking center stage strategically, or are at least acquiring more emphasis as part of a balanced approach to scaling.
Engagement metrics are key
Adjust data shows that by the time a cohort reaches day 30 in the user journey, retention rates globally and across all verticals sit at about 6%. Improving the numbers even by a fraction can result in a substantial increase in ROI. Perhaps it’s about maximizing the 6% that does stick around, or maybe it’s about mixing both—this will largely depend on your monetization model but generally speaking, improving retention rates is universally understood to drive growth. And the key to improving these numbers is having full viability into the user journey.
By understanding how your acquired users are behaving on a granular level, you can pinpoint churn points and identify behaviors that indicate LTV or whichever KPI you’re optimizing for. Empowered with this knowledge and insight, you can improve your UX to weed out issues and understand the campaigns and channels that are delivering the best quality users to your app. Being armed with this information means you have the ability to make changes to campaigns and budget allocations and to improve performance quickly and easily.
Smarter, faster decisions are enabled by centralized data
An easily accessible overview of all your data is the key to removing the headache of the day-to-day grind that comes with managing data from a large number of sources. Whether you’re trying to quickly spot anomalies or need to deep dive into d7 ROAS for a specific creative, navigating through confusing dashboard views, multiple tabs and screens, and countless excel spreadsheets to make manual calculations is not the way to achieve your goals. Nor is it reliable, as there’s simply too much room for error.
Moreover, it’s the ability to act fast that can ultimately be the difference between a successful campaign and one that falls short. Or it can be the make or break percentage point that distinguishes you from the competition. For mobile marketers working on iOS, it’s the clear, easy-to-understand data that you’ll best be able to leverage to build conversion value schemas and form the basis of next-generation strategic solutions like predictive LTV.
Ultimately, an aggregated data view allows UA and marketing teams to focus on strategic and creative tasks while depending on granular performance measurement. This enables more effective campaigns and a better use of marketing budgets and team time.
Learn more about Adjust’s Datascape here.
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