For digital platform development teams, app analytics is the best friend they can have. Through an effective app analytics strategy, a team can understand how to optimize the behavior and application of its users to achieve its objectives. Without mobile application analysis, you would be blindly testing different things without any data to back up your experiments.
That’s why it’s extremely important for developers to understand the analytics of their mobile apps so they can track their progress as they work to achieve their goals.
Digital analytics has gone from once-a-month Google Analytics screenshots to becoming the central focus of organizational decision making.
To establish a successful app analytics strategy and ensure that we are leveraging all available data in favor of the business, I recommend following an iterative process that allows us to generate continuous improvement processes and perform the necessary analysis before moving on to execution. A process to follow can be seen as follows:
Business requirements
Through Design Thinking workshops, establish the priority questions that the business wants to answer and align them to the previously analyzed information.
Solution design
In this phase the team must establish the events, tagging and data needed to solve the business questions. In this phase is when we define the measurement and control plan .
The data needed does not always come out of the application, through data enrichment techniques we can mix what we already know (customer demographics, patterns and trends) with the information we have available (socio-economic censuses, social listening, studies and public data) to enrich our data sets and achieve more accurate answers.
Solution development
In this phase everything previously designed is executed. This is where we ensure that there is an integration of tags in the applications, data enrichment routines. Analytical modeling is performed to obtain more business insights.
Validation and testing
It is vitally important to ensure that the measurement objectives are being met and to ensure the quality of the solution established. For this, testing and adjustment before going into production is necessary.
Measurement and Retrospective
Once in production, we must measure the results obtained and carry out an internal exercise to understand whether what we set out to do was achieved. The best exercise for this is an After Action Review (AAR). An AAR is a structured review or debriefing process to analyze what happened, why it happened, and how participants and those responsible for the project or event can do better. AARs in the formal sense were originally developed by the U.S. Army.
Conclusion
App Analytics is a means to an end. They are extremely useful to understand everything about our mobile application: how it is used, what works, what doesn’t, what needs to be optimized, etc. If used correctly, mobile application analytics can help us achieve our objectives and take our application to new dimensions.
At enacment we can help you define a successful strategy and execute it with you to guarantee results. If you want to know more about our process you can read about it in: App analytics – Enacment
