Analyse and Optimise Mobile App Performance with Oracle Responsys Mobile App Analytics

By: Rohit Sah

As a data-driven mobile app marketer you aim to continuously measure, analyse and optimise app performance in order to maximise your organization’s return on marketing investments. The rise in mobile app marketing costs, such as the costs of acquiring new installs and paying users, and the challenge of retaining existing users make understanding your app performance even more important. For example, for North America-based shopping apps the average cost per install and the cost of acquiring a paying user are $5.28 and $75 respectively, while the retention rate (worldwide) for new shopping app users after 30 days of app install is only 5% (based on data from Statista). To better understand and optimise app performance it is important to:

• measure KPI trends for instance new user acquisition, paying user, and revenue trends;
• optimise user journeys such as new user onboarding and product purchase flows; and
• monitor and optimise user retention rates for use cases such as new users and paying users

Oracle Responsys mobile app analytics empowers you to achieve these objectives within Responsys with the following features:

1. KPI Metrics Dashboard to monitor trends for your KPIs (e.g.: DAU, MAU, Number of Purchases, Revenue, ARPU)
2. Funnel Analysis to analyse and optimise user journeys (e.g.: new user onboarding, product purchase flows)
3. Cohort Analysis to understand and optimise user retention for key use cases (e.g.: new user retention, paying user or subscriber retention)

KPI Metrics Dashboard

You may find yourself regularly monitoring a set of key metrics to understand the performance trends for your app and business. For instance, the marketing team for your shopping app might want to track trends for DAU, Number of Purchases, Revenue on a daily basis. Using the KPI Metrics Dashboard you can:

• Monitor a set of industry-standard KPI metrics
• Review a set of KPIs that cover the entire user lifecycle (from acquisition to app uninstall)
• Analyse KPI trends through past period comparisons

Note: Definitions for the KPIs are available in the Product Documentation at Measures for Mobile App Analytics

KPI Metrics Dashboard

YouTube Explainer Video on KPI Metrics Dashboard

Funnel Analysis

Understanding and optimising user journeys for conversions is key to enhancing your mobile app marketing strategy. For instance, optimising the new user onboarding, user registration, and product purchase flows. Funnel Analysis enables you to analyse mobile app user journeys by providing three key insights:

• Conversions and drop-offs at each step of the user journey
• Average time and median time between steps
• Ability to compare the performance of two segments

Using these insights, you can identify bottlenecks in user journeys, such as steps where:

• users are dropping-off at a high rate; or
• users are taking longer than expected to complete the step

Cohort Analysis

In times of constrained marketing budgets and increasing marketing costs retaining new users (app installers), paying users, and subscribers is also important. Cohort analysis enables you to understand and optimise user retention for your app. With Cohort Analysis you can group app users that share common behaviours within a specific period of time into cohorts and track retention trends for these cohorts. You can design a Cohort Analysis in Responsys by specifying:

• An Inclusion Event that a user must perform within a specific period of time (day/week/month) to be included in a cohort; and
• A Return Event that a user must perform to be counted as a retained user

Cohort Analysis enables you to analyse user retention by providing three key insights:

• Overall Retention rate trends for your mobile app
• Retention rate trends for cohorts
• Ability to compare retention analysis for two segments

Data-driven decision-making is a critical ingredient of successful mobile app marketing and app development teams. As illustrated in this article, Oracle Responsys mobile app analytics provides a range of insights on KPI trends, user journeys, and user retention. Incorporating these insights into the decision-making process will enable your teams to take a data-driven approach to enhancing your mobile app performance and marketing strategy.

Learn more:

• Mobile App Analytics Dashboard
• KPI Metrics Dashboard
• Mobile App Campaigns Overview