Adobe Announces New Mobile App Analytics Offering

Chris CrumDeveloper

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Adobe announced a new mobile app analytics offering called Adobe Analytics - Mobile Apps, which is obviously aimed at helping marketers and developers measure the effectiveness of apps, and get a better idea of how people are using them on different devices.

Adobe Analytics - Mobile Apps includes enhanced support for iBeacons, app acquisition analytics, a new mobile SDK that integrates with Adobe Target for A/B testing, Customer Lifetime Value reports, and retention analysis.

"To under­stand how users are find­ing, down­load­ing, and using apps, app acqui­si­tion ana­lyt­ics allow mar­keters to prop­erly attribute the suc­cess of app acqui­si­tion cam­paigns across paid, earned, and owned media back to all post-download user engage­ment," explains Adobe's Jeff Allen in a blog post. "A sin­gle mobile SDK inte­grates with Adobe Tar­get (A/B test­ing), Audi­ence Man­ager (third-party data inte­gra­tions with audi­ence seg­men­ta­tion), and Adobe Expe­ri­ence Man­ager (devel­op­ment and man­age­ment of app con­tent) to dis­play a broad array of met­rics in real time includ­ing life­cy­cle, device-centric, and location-specific data. For exam­ple, mar­keters can under­stand how fre­quently peo­ple launch the app, which seg­ments are dri­ving the high­est con­ver­sion rates, how app usage dif­fers in-store vs. out-of-store, and much more."

"Cus­tomer life­time value reports using cus­tomer attrib­utes based on your app mon­e­ti­za­tion strat­egy, such as prod­uct pur­chases, video views, and ad impres­sions, help mar­keters bet­ter under­stand and tar­get cus­tomers based on their pro­jected life­time value," adds Allen. "Built-in sup­port for iBea­cons enables mar­keters to tar­get and deliver location-based mes­sages in a vari­ety of settings—from retail stores to large event venues. And, reten­tion analy­sis allows them to under­stand the reten­tion of newly acquired users, seg­ment cus­tomers based on how they use the app, and more."

Adobe Analytics - Mobile Apps will be available next month. More details here.

Adobe says its analytics offering is already used by over 140,000 marketers.

Image via Adobe

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.