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Measuring app success through mobile analytics

Oliver Hansen, technical director at Nodes, gives you a short presentation in this video, which tells how you can ensure your business tracks and analyses highly specific app-related data for your app development and marketing purposes.

Tracking and analysing data is easy to get wrong. By not identifying which aspects to follow and which data is of particular interest to your specific key performance indicators, it is easy to get swamped with useless information. When faced with numerous, unspecified data this usually crucial information loses its value; it becomes no longer possible to see the forest for the trees.

Data overload wastes time and makes otherwise useful data obsolete; after all, we need to be able to observe the patterns within this data, and by adding superfluous information these patterns become impossible to distinguish. At Nodes we have our own strategy for picking out the right data for your analyses purposes by turning the ‘pyramid of data value’ on its head.

For app marketing purposes, one should look from the product strategy and KPIs perspectives instead of from that of the consumer model.

First we help our client to find out exactly what he or she wants from their product via a personalised tracking sheet. This is where an app developer or marketer makes their goals clear and defined. From this precise information it is then simple to pick out which KPIs and strategies will offer the most useful data when tracked and analysed.

Oliver’s short introduction about funnels explains how, with one or more specific strategies, it becomes possible to pinpoint where things are going either less optimally or terribly wrong. Once these areas have been defined, it is simple to discover exactly where to concentrate your tracking and analytics tools.

You should avoid being overwhelmed by only gathering data from a maximum of five issues; these might include pre-login keychains or checkout flows.

By integrating two top analytics platforms and tool providers – Google Analytics and Mixpanel – and by avoiding the use of multiple tools to confuse and render useless app-specific data, the information you and we gather can be fully implemented towards the optimisation of your app’s success.

These carefully selected analytics tools are easy to install and have many interesting features when it comes to app marketing, such as anonymity, the ability to follow the user journey from various platforms and the option to segment tracked data into subsets.

By thinking hard about whether you would be best served through the recording of daily, monthly or real-time single or cohort user data, you can ensure that all of the information you gather is both rich and useful.

Because we only use two quality tracking and analytics platforms, you are then also able to compare results without the need to install further tools; multiple tools will only end up clouding your view.

Oliver makes it very clear that the app business has very particular needs when it comes to data gathering and analysis. He ends this presentation with three key points which stress the importance of knowing what and how to measure according to a very well considered strategy.

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