Quit playing hide-and-seek with your app users

A guide to app usage analytics.

Once upon a time, getting to know your customers was as easy as striking up a conversation when they walked into your store. But now, with more and more business transactions taking place through digital platforms, understanding who your customer is, what they desire or even how they heard about your business is a much more difficult challenge.

A recent study by Vanson Bourne indicated 90 percent of organizations lacked insights into their customers’ digital experience. One of the top areas cited for improvement was app usage analytics or being able to understand user location, retention and their experience.

Usage analytics is a key to understanding how your users are engaging with your app, where and why they’re dropping off and whether or not they had a good or poor experience with your app. These insights are the next best thing to seeing your customer face-to-face. With insights from an app analytics solution, you can not only better understand who your users are and what they’re doing, but you can also virtually peak over the shoulder of your users by watching app session replays, seeing what they did in the app, where they clicked and what their experience was like. Watch the video below to see how an app experience analytics solution can help you better understand your users.

Isn’t that Marketing’s job?

Usage analytics was and is a primary concern of the marketing organization. Using tools like Google and Adobe Analytics, marketing is able to measure the traffic to their content and website as well as track their campaign success. But today, the roles and responsibilities in organizations are changing. To be successful in the app economy requires collaboration across departments and now more than ever, IT Operations, developers, and app owners need to understand usage, retention and drop-offs to get a deep understanding of the customer experience and when and why it’s failing. App analytics tools go a step further in correlating these usage indicators to specific events and app issues. For example, the solution can show if higher drop-off rates are the result of a code, design or infrastructure issues. It can also pinpoint if the users are on a certain device, network or location. These kinds of insights provide these teams with a deep understanding of exactly what the users are experiencing and if there’s problem, how to solve it.

At the end of the day, a successful customer experience is the responsibility of everyone in the organization. Digital success requires collaboration and a single, shared analytics solutions with a common data set so everyone is on the same page, reducing finger-pointing and increasing productivity.

Understanding your customers is the first step to improving your experience.

To learn more about how usage analytics can help you better understand your customers, improve your applications and to hear a real-world example from CNN, watch the on-demand Digital Transformation Virtual Summit


Derek Stevens (@DerekintheCloud) is a Sr. Product Marketing Manager at CA Technologies specializing in mobile…

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