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
