Digital Analytics Enablement Overview

Any organization’s successful Digital Analytics execution is solely dependent on the quality of data available. With multiple platforms used for measuring and optimizing Marketing Attribution, Customer Experience improvements and Audience segments, having ready availability of quality data is the primary challenge which can enable or disable any well-articulated Digital Analytics Strategy.

Successful execution of a Digital Analytics Strategy begins with the right analytics enablement plan which involves

1. Business consulting – business analysis, interviews with key stakeholders, understand the business objectives, document business needs

2. Functional analysis of different departments which use Digital Analytics information for making business decisions and preparing a measurement strategy for each of them

3. Technical analysis of digital properties like websites, mobile apps, kiosks etc. digital channels and social media channels and developing a technical implementation plan for each of them

Tag management is the primary method used in Digital Analytics for collection of data used in Marketing Attribution for improving marketing efficiencies, driving improvements from Customer Experience Analytics and is the most important method for collecting first party data used in Audience Analytics.

A successful analytics enablement plan to drive best in class Digital Analytics strategy requires efficient systems and people for Tag Management.

Signature:

Roopkumar T.V.

Mobile App Analytics Tools

A lot of new vendors have started emerging in the mobile app analytics space

1. Google Analytics for Mobile Apps
2. MixPanel
3. Localytics
4. Appsflyer
5. Flurry

With the exception of Google Analytics, every other vendor listed above have been mobile first, focusing first on Mobile App analytics. Google Analytics has been able to quickly catch the changing trends in customer behavior and preferences, such as reduced Average Time Spent on PC websites/ web interfaces and increased Average Time Spent on mobile apps or mobile websites. 

In the largest Internet market by Revenue and RPU the US, Average Time Spent by the users browsing on mobile devices has already overtaken the Average Time they spent with PC interfaces making US a  'mobile first' market. 

Be it in US, EU, China, India, South East Asia or any other large internet market by number of Unique Active Users, Total Time Spent by users on mobile apps or mobile browsers has overtaken the Total Time Spent on PC websites / web interfaces.

Google Analytics is a 'must have' for every organization which deploys digital analytics, given it's powerful integration with Google Adwords, the leader in Digital Marketing execution and many other powerful features included in Google Analytics 360. Also, additionally MixPanel is a very useful tool which needs to be deployed in every important mobile app, given a lot of case studies of top mobile apps (like Uber, Airbnb etc.) using MixPanel.

Signature:

Roopkumar T.V.