Marketing is a very interesting field where we face numerous challenges in the market while trying to build solutions to overcome these challenges. Just like COVID-19, mobile app marketing did not have its vaccine ready. It was rather being researched in a company called AppsFlyer in a beautiful city, Tel Aviv in Israel. However, let’s discuss the steps to be followed while using this vaccine:
- Re-think your app tech stack (start using native technologies)
- Onboard new tools such as MMT on your stack to compare
- Build solutions to connect data across Web/App measurement tools
- Build your re-engagement strategy
- Have a dedicated talent or outsource to setup Mobile Analytics solutions
- Train team members about Mobile Analytics
- Discuss with IT teams and have everyone on the same page
Let me briefly walk you through them.
Re-think your app tech stack
An app tech stack is continuously evolving. However, these decisions are taken by the IT team while marketing suffers. As an informed marketer, you need to get involved in the process of brainstorming which SDKs should be added. Take a look at the SDK Map by uxcam.com that can be useful for a marketer.
Onboard new tools like Mobile Measurement Platforms
Starting your discussions with tools like mentioned below can help to understand the gaps in your current tracking and discover opportunities. The sales reps from these companies can train your team and are more than willing to guide you.
Build solutions on connecting data across Web/App measurement tools
When you have multiple systems, it’ll create more problems rather than solving them. You need to build solutions that can ultimately connect data points from the two systems into a single system, which can be again fed back to respective marketing tools.
A really good team or partner companies who excel at technology, data or cloud solutions can come to rescue for this piece. Several companies like Amazon and Shopee created a data lake where the user’s journey is mapped across different devices such as websites and apps.
Google claims to build a first of its kind solution app+web which aims to merge the data from websites and applications into a single interface and tool. The beta version has already been released in the market and you can reach out to Google for a better understanding of this new beta product.
Build a re-engagement strategy and proper measurement for them
A lot of brands at the initial stage are happy with getting installs. At the initial stage, brands are happy with the number of app installs. But when they realise how hard it is to bring users back to the app, they start focusing on app re-engagement strategy. A re-engagement strategy is a different topic, but the core of re-engagement is a deep-link. A deep link should be enabled on several channels which need to be measured. Some of them are:
- Paid Ads (Mobile Web -> Mobile App Journeys)
- UTM Tagged Marketing Links
- Organic Search
- AMP Pages
- 3rd Party referral Websites and Apps
- Google App Referral
- Social Sharing Traffic
Consider outsourcing or bringing the right talent on MMP on your team
Not all web analysts have a great knowledge of Mobile Analytics. If you have such partners or people within the team, consider yourself lucky. If not, it’s time to hunt for an agency who are experienced in this field. We do provide Mobile App Measurement Strategy Consulting as one of our offerings, so feel free to reach out in case you’ve any doubts.
Train your teams on different tools and what are each one’s plus points.
Training comes next. Once you’ve implemented the right tools and have the data flowing in, think about training the team so they can better understand the tools and use them. Without proper training, Mobile Analytics can be really confusing to navigate as well to interpret the reports.
Below chart can help you identify which tools to use and when. We have provided a feature chart that explains the comparison between these tools.
* The MMPs are evolving every day. Check with us for the latest update as the above screenshot is based on our findings in August 2020:
Discuss with IT teams and have everyone on the same page.
People and processes are always problems even if you have the right knowledge. Take early steps to build processes and on-board the right talent so that this seemingly difficult digital transformation is not a challenge for the IT teams. And avoid surprises and push back from different teams when you start educating them and keeping them in the loop.
These tips are great steps for you to start driving app engagement and strategy in your organisation. Let us know once you embark on this journey and if you’ve any questions, you can directly ping/email me on [email protected].