Welcome to Part 2 of our overview of the Indian app analytics market. After taking a look at the recent trends, which indicated a fast-growing need for app analytics, we will continue by exploring what these so-called app analytic companies actually do and what solutions they offer to their clients.
Let’s start by putting it in a few simple words: An app analytics company offers a holistic service framework to maintain and optimize the commercial use of their client’s apps. This framework ranges from fixing technical problems over measuring important metrics up to defining strategies based on analyses of the stacks of captured data.
While fixing technical problems mostly increases the user experience, it is the collection of important mobile metrics that is needed to steer clients’ strategies and marketing. These mentioned metrics appear across various sources, including mobile websites, mobile app platforms and different mobile form factors.
App analytic companies also conduct ad-hoc investigative analysis of mobile activity. For example, if an Amazon app user suddenly begins mysteriously abandoning carts at a rapid rate, Amazon needs to find the cause – the ability to explore and interact with digital data in an ad-hoc fashion and to follow analysis paths to an unlimited depth provides analysts and marketers with incredible power.
Most e-commerce companies have launched new mobile campaigns because they know their customers are carrying out their pre-purchase research on mobile. App analytics companies monitor their mobile campaigns by tracking conversion and sales data generated through the mobile channel and comparing it to other channels. This data helps e-commerce companies to take actions to drive increased transactions for their campaigns.
A good app analytics company is even able to provide real-time mobile app analytics for the entire customer lifecycle with event-based analytics, crash analytics, heat map analytics and gesture recognition. With this information, companies can optimize their experiences across the entire customer journey. The more intelligence app analytics firms provide to customers, the more empowered (their clients’) marketing teams are to retain customers and fix problems they did not even know in the first place.
Summing it up:
A well-versed app analytics company empowers its clients to improve their app’s performance, not only by fixing its technical issues but rather by drawing on critical data that helps the client to understand its customers better and to show how these customers were engaging with it – understanding the usage patterns of mobile apps means gaining a clear understanding of mobile app engagement, which eventually helps in arriving at profound, data-driven decisions.
The third and final part will show us the road ahead and shed some light on the currently evolving culture of mergers and acquisitions with some major players, shaping the future of the entire industry.