The time has come for marketers to blend analytics and MMP data, Marketing & Advertising News, ET BrandEquity

Creating a distinctive mobile application requires more than just innovative features. What really sets mobile apps apart is the way they engage with their users and understand their audience's needs.

In 2022, iOS and Android app retention rates after one week of initial install were 9.4% and 6.5%, respectively (Source: Satista: Mobile App Monetization in 2022 and 2023) , global markets were hit hard. The number of downloads will plateau at 257 billion and will increase by only 1% in 2023 (Source: Statista: World mobile app downloads from 2016 to 2023).

Marketers and developers are understandably focused on increasing in-app advertising budgets to increase user retention. Understanding your target audience and analyzing your app's performance will help determine the success or failure of your mobile app, making working with an MMP (Mobile Measurement Partner) all the more important. Consider them as external marketing partners that can help you track where your app installs come from and highlight the effectiveness of each source. MMPs also help marketers in their quest to maximize user acquisition by thoroughly analyzing in-app user behavior data from a large body of internal marketing data.

So how can marketers harness the power of MMPs? The answer lies in combining in-app analytics and MMP data to drive successful app marketing strategies and increase user retention. Here's what digital marketers should keep in mind:

MMP data helps you identify campaign performance metrics such as in-app purchases. But more than that, marketers need to monitor user events to help optimize future marketing campaigns. This is where in-app analytics data becomes important.

A comprehensive understanding of user behavior across different touchpoints allows marketers to drive segmentation strategies and develop targeted campaigns powered by personalized messages. For example, understanding in-app user initial behavior such as sections viewed, taps, and cart abandonment numbers, along with MMP data, can help assemble targeted marketing campaigns that drive conversions. For example, marketers may find that some first-time users abandon their carts because of price. In such a scenario, you can reduce cart abandonment cases by using MMP data to analyze the media source of app downloads and offer coupons through the same media source. This helps you constantly monitor and redefine your goal strategy to meet your users' needs while managing the inevitable gains. Over time, marketers will be able to acquire and retain high-value users by ensuring engaging and personalized experiences. Second, by measuring campaign performance against different traffic and campaign sources, marketers can not only measure and act on app personalization trends, but also improve the performance of such personalization efforts. impact can be quantified and ultimately future campaigns can be tailored to user preferences and needs.

In addition to optimizing campaign performance, MMP data and app analytics can detect campaign inefficiencies by detecting anomalies and identifying fraudulent activities such as click fraud and attribution manipulation. By analyzing traffic sources and in-app user engagement, marketers can quickly determine suspicious patterns in the case of install or attribution fraud and distinguish between fake and genuine clicks. Access to such datasets allows marketers to take action before damage is done and increase the effectiveness of their campaigns.

Additionally, increased visibility into your advertising campaigns provides detailed information about campaign performance, including which channels or campaign types perform better than others. Marketers can make decisions based on data rather than assumptions, devise effective strategies, allocate ad spend wisely, and optimize app development and marketing.

– Thankfully, marketers have several ways at their disposal to combine these data sets to enable strategic decision-making. Her API connection or third-party platform located on the server retrieves external data and combines it with mobile app analytics to ensure seamless data transfer.

– Data visualization tools are very useful in gathering insights from multiple sources and displaying them through charts and graphs in a single view dashboard. Marketers can also customize dashboards according to their goals and monitor campaign performance.

– Overcome data silo obstacles by syncing MMPs and in-app analytics datasets with cross-platform tracking of user behavior during the purchase journey.

Comprehensive dashboards ensure a single source of truth and make it easy for marketers to analyze data and identify patterns. The most advanced performance marketing platforms deploy machine learning algorithms to make accurate predictions based on data patterns. From the first ad click to in-app interactions and conversions, ML algorithms can process large datasets and predict user behavior to deliver targeted marketing campaigns. However, merging datasets can be operationally disruptive and introduce data quality issues, highlighting the importance of marketers' careful preparation. Seamless transition. Maintaining data hygiene on a regular basis is important to getting accurate and consistent information across platforms. This eliminates inaccuracies, duplicates, and outdated data, ultimately ensuring a smooth process and maintaining a clean dataset.A detailed view of the user journey gives marketers more freedom to experiment and manage targeted campaigns. This year, combining MMP data and app analytics into a powerful toolkit will help marketers not only capture data, but also maximize the effectiveness of their marketing efforts, drive user retention, and improve ROI. Masu.