Product Analytics

Mobile app marketing is a data-driven business. As app marketing is essentially product marketing, we usually have to rely on the data from app analytics to generate insights for marketing.

Why you need product analytics

The integration of an app analytics tool can be a meaningful addition to your current tracking and/or mCRM setup. Practically every app today utilizes at least one app analytics tool to monitor engagement, retention, and their app’s overall user experience. Most app analytics tools can be grouped into two categories, quantitative and qualitative app analytics.

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Feel free to contact us so that we can help you understand the basics (choice of analytics provider according to your needs, SDK integration…) and create a comprehensive and customized tracking concept that fits your overall marketing strategy.

Quantitative App Analytics

Quantitative, or as some might say, “traditional” app analytics focuses on analyzing core in-app metrics that can only be conveyed via numeric data. Mobile pros utilize quantitative analytics to get hard, aggregate insights on certain user actions, usage trends, retention, and conversion rates.

Qualitative App Analytics

While quantitative analytics focuses on big, aggregate metrics, qualitative app analytics zones in on the one essential element of your mobile app that cannot be described by numbers. That element is the user experience; your users’ unique story within your app. In order to fully understand and assess your users’ stories, you need data that allows you and your team to see what your users are experiencing and how they behave. This is what qualitative app analytics provides.

Image taken from UXCam

Data as a Source for Marketing

Google Analytics has become the go-to, free tool when it comes to quantitative analytics. Amplitude, Countly and Mixpanel are also dependable, long-time players in the industry. These tools help product teams to analyze user behavior across the mobile app by visualizing user flows.

To craft a data-based product strategy, product teams use analytics insights to build and defend their product roadmaps. Knowing how users interact with your product, how certain features are used, or whether they are used at all is essential to offer users a positive UX. There is another range of tools out there such as UXCam or Glassbox that offer actual screen recordings of user sessions.