Marc Andreessen said “software is eating the world,” but today it’s mobile that’s dominating the globe—and business intelligence and analytics. Over half of all worldwide data flows over mobile devices and users prefer apps to mobile browsers by a factor of three-to-one! The Google Play Store boasts more than eight million apps and games; Apple’s App Store, over two million. Mobile apps take up 89% of user time on smartphones, and people are on their smartphones a lot. That should be all you need to hear to get the message: think mobile first when it comes to analytics and BI.
When you have a problem to solve, what do you do? You reach into your pocket and pull out your smartphone. Your colleagues and customers are the same way. Giving them a mobile analytics app or a white label mobile app is putting analytics and BI right where your users are. It supercharges your software offering, opens new engagement and revenue opportunities, and gives you important insights into how your users are using your software.
Supercharge Your Offering
Whatever your software does, adding analytics tells your users that you’re serious about helping them get the most out it. The Mint personal finance app tracks users financial activity and helps them understand where they’re spending their money. But now a host of other banking apps also allow users to sort their activity in similar ways, going beyond the basic functionality of users checking their balances. Whatever your app’s core function is, adding analytics to it increases its usefulness for your user base, keeping them coming back more regularly and increasing stickiness.
Best of all, you don’t have to wait until you’ve got a whole app built to put mobile data analysis in the palm of your users’ hands: enter, the white label mobile app. This is a powerful mobile analytics app that perfectly matches your company’s branding look and feel and gives users access to the data and analytics that matter most to them. If you’re thinking mobile first, then a white label mobile app is an extremely efficient way to create a mobile BI or analysis offering for your customers that satisfies their hunger for data and captures valuable mindshare and phone real estate. The result is that you stay top of mind and become integrated into your users’ lives (again, right where they live, their smartphones). You can even use this to open upsell opportunities and other revenue-producing avenues.
Open New Engagement and Revenue Opportunities
Everyone’s favorite subject is themselves, and that’s no different in the world of mobile BI and analytics. Giving users insights into their own behavior within your app or service can keep them engaging with it over and over again.
Some good examples of upping engagement through analytics are Duolingo and Calm’s activity-tracking analytics. Language-learning app Duolingo shows users a flame emblem with a number over it to indicate how many days-long their hot streak of hitting their daily points goal is. A constantly-updating chart displays how many points they earned each day. Seeing a really high point total next to a missed day or a low-scoring day can encourage users to keep coming back and earning more points. The Calm app has a calendar which chains together days where the user successfully meditated and also gives info like how many total minutes they’ve spent meditating and how long the longest streak was. Keeping a streak going is a powerful motivator to many users, so even a simple embedded analytics widget that displays this info can be a game-changer for an app and something that should be considered early in the development process.
These types of analytics can even help drive revenue. Giving people a look at their own data for free is good, but charging to see how they stack up against the mass of other users (anonymously) is better. Duolingo uses its tracking data to push its paid option: when users miss their daily goals and lose their streaks, using the paid service allows them to preserve their streak a certain number of times per month. Users find this peace of mind is worth paying for, but they wouldn’t even know to care about it if Duolingo didn’t include analytics in their app. That’s the power of mobile BI and analytics.
Better Know Your Users
Lastly, we’ve talked a lot about how much people use their smartphones (obvious to anyone who’s ridden mass transit, sat in a waiting room, or even just ridden in a particularly slow elevator), but how do you know your users are using your software? That’s where usage analytics come in. Focus groups and surveys are only so useful; usage analytics show you exactly who’s using your app and how. This insight into how they’re using it allows you to phase out or overhaul features that aren’t popular and double down on what your customers love. It’s just another way that having a mobile app with analytics in it makes sense for your business.
Think of all the things people use apps for. The best-designed apps have a tight focus and only provide the functionality that people care the most about. It’s better to build and maintain an app that does three things well than seven things at varying levels of quality. Cutting out certain elements of an app allows you to keep your dev resources, marketing efforts, and salesforce focused on what you do well. And you won’t know what that is without usage analytics.
Don’t Fall Behind
The world has gone mobile and if you don’t have a mobile BI and analytics app, then you’re going to get left behind. Put mobile analytics in your users’ pockets, embed analytics into your software (or use a white label mobile app), and rely on usage analytics to see what’s working and iterate until you’ve got a killer app. If you don’t do it, someone else will.