Utilizing Mobile Data Analytics for Effective Marketing Strategies

In our fully digitized world, we leave a footprint every time we communicate through digital channels. Our digital data is analyzed and used to understand our habits and fulfill our needs and desires.

What is mobile data analytics?

We can say that mobile data analytics is right at the center of this issue. Various analytics solutions process, analyze, and utilize many actions such as clicks, purchases, navigations, and ad clicks within applications for various marketing campaigns.

It is crucial for a digital product to analyze and understand user behaviors, enabling application owners to increase usage and achieve sales goals by taking various actions based on these analyses.

Understanding what users are doing in your application, what interests them, and knowing their shopping habits can minimize the time, effort, and money spent on marketing actions while maximizing revenue.

This data is, of course, very complex and extensive. Various analysis products are used to analyze such large and complex datasets. These analysis products analyze past user behaviors and present different insights and metrics to you.

The most important mobile app data analytics metrics to measure

Increasing sales and engagement is one of the main goals of a mobile application. You aim to implement marketing strategies to boost revenue by targeting the appropriate user group effectively. For this, you need to track various metrics to find the right audience. So what kind of data do we use to obtain these metrics?

• App installations and deletions

• Button clicks

• Time spent in the app

• In-app purchases

• Crashes in the app

• Ad clicks

• Users who installed the app through ad clicks

• User demographic information

Based on the application type, you can extensively diversify the mentioned data types. With this data, you can analyze various metrics including:

1. Completion percentage of revenue-generating flows.

2. User demographics: who completed the flows and their past behavioral habits.

3. Average completion times of flows.

4. Application usage patterns.

5. Number of purchases and logins.

6. Past click streams of users who uninstalled the application.

7. Evaluation of campaign effectiveness: determining if users arriving from campaigns fulfill campaign objectives.

8. Assessment of marketing channels: identifying which channels result in the highest engagement levels

How to use data analytics to inform your marketing strategies?

The analysis of in-app movements is, of course, the primary source of information for marketing actions. Proper analysis of this data sheds light on marketing strategies. Describing data analytics and marketing actions with an example will clarify the situation.

For example, in a mobile application where online shopping is done, the flow of users adding the product to the cart, entering card information, and then the purchase of the product is a revenue-generating flow.

Through funnel analyses, you can learn the percentage of completion, which users completed it, which products the purchase was made with, the average time spent in the cart, and how many users did not complete the purchase flow.

A marketing action to users who did not complete the flow will increase the completion percentage of the flow. When performing this marketing action, it is necessary to examine the past movements of these users within the application and which products they are more inclined to purchase. In this way, you can attract users' interest and increase the in-app interaction percentage. Afterwards, you can examine the return metrics of these marketing actions and see how successful they are.

Metrics such as engagement changes, application logins, changes in purchases, the number of downloads of the application (you can determine users who downloaded the application from advertising as unique with mobile attribution), changes in user usage time are the main metrics that need to be examined to certify success.

To increase the success rate further, you can increase this percentage by examining the user group where the marketing is successful and providing optimization.

Why are push notifications important in mobile applications?

One of the most crucial communication tools that enhance the success of mobile applications today is push notifications. Through push notifications, you can increase interaction with users, offer personalized app experiences, and consequently boost in-app purchases and engagement. We can evaluate the importance of push notifications in mobile applications under the following headings:

1- Increasing user interaction and usage

Push notifications are one of the most important capabilities of a mobile application to provide users with instant information and campaigns. It allows you to draw users into the application more successfully with the launch of a product, sharing information, or announcing an event. When used in a personalized manner as we described earlier, notifications tailored to attract the most interest from your users can encourage them to enter the application and participate in revenue-generating activities.

2 - Decreasing user churn and reacquisition

One way to reduce user churn, i.e., users not engaging with the application and leaving, is through push notifications. By sending notifications that appeal to their interests based on their past activities, you can encourage users who do not use the application to use it again. For this, it is important for push notifications to be interesting, special, and specific to the user group to attract users to the application.

3 - Personalized user experience

Push notifications fulfill the need to provide users with personalized and targeted content and services. Sending personalized messages based on user behavior, in-app preferences, or demographic information enhances the user experience and increases usage rates.

4- User feedback

Push notifications can also be used to obtain feedback from users. You can use them to ask users various questions and conduct surveys. This way, you can learn about your users' thoughts on your application and identify areas for improvement to enhance their experience.

It is crucial to send push notifications in the right strategy. Sending push notifications that annoy users or present content far from their interests can have a negative impact rather than a positive one. Sending notifications tailored to the user group with the right content at the right time can turn this situation into a positive effect.

The importance of mobile analytics in advertising campaigns

In the world of digital marketing, advertisements are the most critical component of revenue generation and enhancement. The sole component of ensuring that advertising campaigns are conducted and analyzed correctly is mobile analytics. We can examine the critical points of advertising campaigns under the following headings:

1- Analyzing of user behavior and preferences

With mobile analytics, you can conduct detailed analyses of user behaviors to understand the success of your advertising campaigns. You can obtain answers to questions such as users' responses to your ads, which content they respond to, and how much time they spend in the app after seeing the ads. With this information, you can optimize your advertising strategies.

2- Monitoring advertising performance

You can analyze performance metrics such as the level of interaction your ads receive, which content is more effective, the CTR value of ads broken down by target audience, and the demographic distributions of ad interactions.

3- Analyzing conversion and revenue

The primary goal of advertising campaigns is conversion and revenue growth. Mobile analytics provide insights into how users behave within the app after interacting with your ads and the extent to which they complete revenue-generating flows. This allows you to track the return on investment of your advertising campaigns and determine if they have achieved their objectives. For underperforming ad campaigns, you can track these metrics and conduct optimization efforts using remarketing techniques.

4- Analyzing cost-benefit

The aim of advertising campaigns is to achieve the highest revenue with the lowest cost. With mobile analytics solutions, you can examine the costs of your ads. By analyzing the costs incurred for your ads and the revenue and user interactions generated in return, you can obtain a cost-benefit analysis. Strategies aimed at maximizing your ROI should be developed using mobile analytics techniques.

5- A/B Testing

Mobile analytics empowers you to perform A/B tests for your advertising campaigns, allowing you to gauge the efficacy of different modifications.

Through analyzing alterations like button colors, headline texts, or adjustments in target audience segmentation, you can optimize your campaigns for optimal performance.

In short, mobile analytics is of utmost importance in the lifecycle of a mobile application. It sheds light on understanding user behaviors, measuring advertising and campaign performances, and guides us towards success. It helps us analyze the past and make deductions and predictions about the future. Actions taken without personalizing users' app usage habits will result in low success rates.