By Ritika Puri
Once upon a time, web marketers had limited options when it came to mobile and web analytics: There were a couple resources that provided detailed, consistent reporting that companies needed to fully understand their user base.
But today, the market for mobile analytics tools is becoming more diverse. From the B2B and B2C worlds, virtually every company needs access to data, and a one-size-fits-all analytic solution is slowly becoming obsolete. You need a tool that measures the exact ROI benchmarks that your company cares about in order to better map the decisions you’re making during customer success, product, marketing, and engineering team meetings.
So how do you choose the right mobile analytics platform for your business? The decision starts with knowing what, exactly, to measure. Follow this simple framework as a shortcut and source of structure to your decision cycle.
To successfully measure ROI, you need to know what’s important to your business. Gone are the days of linear buyer journeys: Every single one of your users will span through a series of complex interactions before deciding to make a purchase. Having a mobile analytics solution that can accurately monitor and quantify milestones will help you to better understand these sophisticated journeys.
The process of choosing what to measure can be tough, even more so on a mobile platform. You need to pay attention to the nuances. That’s why, before you start evaluating software, you’ll want to map out the events that signify success within your app. For this reason choose an analytics tool that can help you measure success at every part of your unique conversion funnel.
All of these example metrics share a common trait: They’re actionable. Based on the knowledge that you’re generating, your company’s various teams can respond with very specific steps. This observation illuminates the larger point: Analytics software shouldn’t just provide insight. It should inspire a very concrete business direction.
Once you have an understanding of the quantitative picture that you would like to capture, start developing your unit of analysis, a statistical concept that’s used to define the “major entity” being analyzed in a study or report. Quite simply, units of analysis can include groups, social organizations, and even individuals.
This concept, as simple as it is, will be one of the most important components to your marketing analytics strategy. Consider the following scenario:
But let’s say that you also want to see which users were most influential to your overall conversion rates. Beyond collecting your data at the aggregate level, make sure that you’re set up to conduct analysis at the user level, anonymized or not. In this case, can you guess what your unit of analysis would be?
It’s the individual user.
Take the time to plan your units of analyses up front. Make sure your mobile analytics tools are set up correctly from a technical standpoint. Imagine if you couldn’t filter down to your app users at the person level: Your software could end up being useless for your exact marketing need.
The last thing you want is to have to replace your mobile analytics tool within a couple of years. When it comes to building a successful analytics strategy, continuity in data is key. You need to make sure you choose a tool that can continue to evolve with your business.
Before investing in an analytics solution, take a step back and ask your organizations the following questions:
You’ll also want to loop in a few team members across your organization:
The bottom line is that you don’t want to set yourself up for data fragmentation. The less time you spend chasing fire drills and wrong directions, the more time you can spend focusing on your marketing metrics. Make sure that your analytics tool is a core part of your business for the long haul.