It’s easy to chuckle when you start getting push notifications from an app designed to help you meditate everyday through the stressors of life. But Calm, the brainchild of Alex Tew, uses those push notifications to nudge users to nobler ends.
When you tear away all the tech, every startup is just a solution to a problem. The problem Calm has chosen to address is that meditating regularly (or at all, for some people) is really hard.
As mobile technology becomes more sophisticated, consumers are using their phones in different ways. This rapid shift makes it hard to understand mobile user behavior. At the same time, for your mobile presence to succeed, you need to keep up with how people are using their devices.
A major component of staying on top of these novel behaviors is adopting the right mobile analytics to help you better engage consumers. This isn’t an extensive list of every new analytic, but it will give you an overview of the types of metrics to put in place, and get you thinking about what the future of mobile looks like.
App developers can’t stop talking Android Instant Apps, one of the biggest announcements from this year’s Google I/O.
In a nutshell, Instant Apps are “lite” versions of native Android apps that users can use without having to download anything. When a user taps on a deep link associated with an Instant App, they are redirected to a small “app”-version of the mobile website. Instant Apps open as quickly as mobile websites (sometimes even quicker), but they function like native apps. No downloads necessary. This makes user acquisition frictionless for app developers.
What that means for analytics is huge: no more working towards vanity metrics like installs and Play Store rankings just because people need to download your app to use it. Now, you’re free to focus 100% on what comes after—building an awesome user experience, improving your retention, and bringing even more users to your native app.
This is part of our “How to Court Your Mobile Users” series with Prolific Interactive and Branch Metrics.
The best relationships are always a work in progress–whether that’s with your significant other or with your mobile app’s users. But some dates and relationships just don’t work out no matter how much effort you invest in them. What do you do when your mobile users are just not that into you? Sometimes, the only thing you really can do is accept that it’s you, not them. Do the best you can to learn from your mistakes and move on.
Two strategies that you can put in place to learn the most from your churned users are:
- Put analytics in place to quantitatively understand user behavior.
- Just ask why your users feel the way they do.
“Success consists of going from failure to failure without a loss of enthusiasm.” – Winston Churchill
Every product decision should be centered around solving customer pain. Whether you are data-driven product manager who asks complex questions about user behavior every single day or a marketer who wants to keep track of how well their campaign is doing, analytical insights should be achievable for everyone. That’s how you start cultivating a company culture of data-driven decision making.
What role does analytics play in a business? What does it mean to be an analytics user in 2016? What do they find difficult or painful about analytics? These are some of the questions we sought to answer with our State of Analytics Survey. In order to do so, we surveyed about 150 people, ranging from C-level executives, VPs, directors, and product and marketing managers.
What follows are the key insights we derived from the responses we received — what we’re calling the “State of Analytics 2016.”
Nothing exhibits financial promise like a company with a telltale hockey-stick growth graph. Pre-revenue, seed-stage companies, in true lean fashion, launch a minimum viable product and then throw all their resources into acquiring users as fast as they can. Most average-sized tech companies spend around 10-20% of their revenue (or ARR) on marketing and sales — some early SaaS companies can spend up to 120%.
This past year has been an exciting one for mobile analytics. More and more people are recognizing the value of using simple, self-service analytics platforms, as demonstrated by the hundreds of millions in capital that such companies have raised this year alone.
Many of these companies added integrations and features to make their service a “one-stop shop” for analytics, with predictive features being the most popular. And the app analytics space is expanding; huge companies like Facebook, Yahoo!, and Apple rolled out with their own app analytics this year.
Here are some of 2015’s most important highlights from the analytics space via Infographic:
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