Putting Your Data Into Action

Themarket for mobile app analytics is crowded yet fragmented. Despitehere being several different tools to help app developers capturekey metrics and analyze user behavior, many solutions only focus on asingle problem. The result is that many app developers are forced toinstall multiple SDKs to achieve one overarching purpose: understanduser behavior and respond with appropriate action.

Here’show it often plays out. An app developer installs one SDK for adcampaign tracking, another to capture user behavior in the app, andone more for crash and error reporting. This is just to gather data.Then they need to act based on this data. In goes another SDK to sendpush notifications and manage house ads. Add in half a dozen adnetwork SDKs to monetize users, and suddenly the developer is facedwith several MBs of additional weight, increasing the CPI they needo pay for user acquisition.

Notonly that, but most of these systems don’t talk to each other. Thedata sitting in their campaign tracking dashboard cannot easily beconsumed by their dashboard with retention stats. The non-paying usersegment they created with their in-app analytics tool likely does notsync up with the ad calls placed to their mediator.

Thankfullyhe app analytics market seems to be consolidating. The recent mergerof Kontagent and PlayHaven is evidence of this. Although it is stillearly days, more tools are becoming available that bring several ofhese capabilities together.

Thisis where InMobi Analytics comes in. From the beginning, we havedesigned InMobi Analytics to:

1. Generatedata on user behavior in the app
2. Putthat data into action.

OurSDK can perform campaign tracking and in-app analytics, but equallyimportantly, it can also show InMobi ads, call mediation platforms,or show house ads. It can optimize your campaigns on LTV rather thanjust downloads. It can also be used to retarget specific usersegments in other apps. It is flexible to work with whateveradvertising or monetization partners you choose.

Inshort, it helps you gain insights on your users and then put thoseinsights into action.

Thereis still a long way to go, but we are moving towards a unifiedanalytics solution that eliminates the need for multiple SDKs. AtInMobi, as we build out new analytics capabilities, we always askourselves, how can the app developer put this information to use?

Nextweek we will dive into how InMobi Analytics can be used for poweringa news or magazine app. Stay tuned.