Analytics, Mobile, Social Media and Digital Marketing Strategy
When I first started with Jump and WAW almost 4 years ago, I had no idea what “analytics” was or what it meant. In my 3 interviews for the company, I nodded my head wisely whenever the subject came up and somehow made it onto the team … and then was catapulted head first into a world I had no idea even existed!
April is one of WAW’s long term bloggers and one of the first bloggers I had the pleasure of working with.
A mobile app is just like planning a wedding. If you want it to succeed, you need hard work and dedication, coupled with plenty of love and an eye for detail.
There are so many facets of an app that need to be managed in order to consider it a success. And as business management writer Peter Drucker once said – “What gets measured, gets managed”, it is important to measure all the facets you want to manage.
Today’s apps aren’t as simple as they used to be 5 years ago … or even 2 years ago. There’s a lot of KPIs for mobile professionals to track and examine, from monetization efforts to usability to A/B testing (just to name a few).
In order to make the best data-driven decisions for one’s mobile app, mobile professionals need to equip themselves with the top app analytics tools in the industry. However, there’s one aspect of this whole app analysis process that should be quite easy, yet still has mobile professionals jumping through hoops: the process of researching and selecting one’s app analytics platforms.
One of the most difficult analytical challenges facing digital publishers is measuring the effect of quality on revenue and profits.
Quality is a characteristic, much like beauty, that is in the eye of the beholder. What counts as quality content and an excellent user experience to one reader may be shoddy and irritating to another.
The “Marketing Channel” is the main entry point for any analysis on digital campaign performance in today’s Web Analytics world. But how good is a channel if you can only see how much money it earned you, but not how much you spent on it?
Both Google and Adobe Analytics do not make it easy here.
While there is no way to get the cost per channel into Google Analytics apart from the context of the Multi-Channel Funnel Reports,, Adobe offers a somewhat hidden trick. And you can go full circle: Cost->Revenue->Refunds = the real ROAS.