Business mobile app development is an effective means of taking your organization to the next level, whether that means increasing operational efficiency and employee productivity, or expanding your customer base. But a key element of app development often overlooked by companies eager to dive into the world of enterprise mobile apps is the drafting of a mobility strategy.
Without a clear strategy in place as to its role in a company’s overall business plan, any mobile app created is destined to languish, once the initial novelty has faded. And the need for strategizing doesn’t end with deployment; on the contrary, once an enterprise mobile app has been introduced, it’s just as vital to continuously monitor and analyze its performance and usage data, and then use that information to tweak the strategy – and the mobile app itself – as needed.
Thus it’s clear that robust analytics tools are vital to the ultimate success of any mobile app development project. Mobile app analytics give enterprises actionable insights into:
How effective their app design is. By collecting and interpreting data on user behavior, businesses can see how their app’s design influences that behavior, as well as how that behavior drives usage. Once they’ve reached an understanding of any patterns, they can use this information to predict behavior, and act accordingly. The app design can be reworked to better suit this anticipated behavior.
Which issues might develop into problems. Mobile app analytics also give businesses clues that help them predict problems before they become critical. App reliability levels become apparent through the data collected, as well as the necessity for any maintenance. The ability to prevent problems from affecting usage is invaluable in protecting a company’s investment in app development.
Which opportunities shouldn’t go untapped. With the right mobile app analytics tools in place, enterprises can easily see opportunities to optimize their mobility strategy. Streamlining operations or sales, or both, becomes a simple matter of adjusting the strategy according to an understanding of the data gathered.
What sort of impact the app is having on their business. By analyzing user behavior, enterprises can identify whether their app is impacting their business in a positive or negative manner, and then take steps to either amplify positive effects or eliminate negative ones.
Gathering and analyzing usage data with mobile app analytics is the only way to ascertain whether your enterprise mobile app is providing you with real ROI, and the only effective way to gain actionable insights into how to tweak your mobility strategy to ensure it fits seamlessly within your overall business plan.
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Adam cultivated the creation of an industry leading $300M affiliate program and also worked as a marketing consultant on the start-up team of a now publicly traded commercial energy brokerage firm. He was one of the first media buyers on Facebook, and also among the first to work in the SAG-AFTRA New Media (WebTV) industry, serving the online commercial and content needs of major Hollywood studios.
Adam holds a BA from Southern Methodist University and a MS in International Marketing Management from Boston University.
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