There’s a lot that goes into making a great app. You know this because it’s probably a process you recently experienced.

Big brands today are making the investment in mobile or web apps as a critical component of a cohesive business strategy. And once you’ve gone through the planning, building and launch of your app, you need to be able to:

  • Track ad acuisition channels, campaigns and results
  • Discover how users are behaving in-app and what features they’re interacting with
  • Engage and re-engage customers at every step of the user lifecycle
  • Grow revenue and app user loyalty

The starting point for discovering your partner is the classic RFP – a tool that continues to be valuable as businesses grow, no matter the need at hand.

This becomes especially important in choosing a mobile analytics and marketing solution. There are a number of particular data needs, analytics functionality, built-in marketing tools, and other specs you need to consider that web-based providers simply don’t have. Because of that, there’s a lot to know about the app-specific features you actually need to be successful.

In this post, we cover some of the key components included in this RFP, and the most critical sections to sit up and take note of.

1. Acquisition tracking

You don’t want to know only where your users came from, but also how user acquired from different channels and campaigns behave in-app, where and how they convert, and how much revenue they will contribute to the app during their customer lifetime. Because of this, you need acquisition tracking that goes beyond downloads and cost per installs, to show you long-term engagement and retention trends, as well as helps you facilitate great relationships with customers from their first app experience to their last purchase. 

2. Analytics & reporting capabilities

One thing we’re adamant about always keeping top-of-mind is this fact: your users are people, not data points. When it comes to choosing an analytics solution, you don’t want to end up with a tool that surfaces canned data or one that doesn’t allow you to create highly-targeted user segments based on individual user attributes (what’s their favorite sports team? The last purchase they made on the website? How many times have they shared app content to Facebook in the last month). Similarly, you’ll want a tool that provides real-time data and easy reporting, so that you can uncover insights accurately and quickly.

3. Marketing & messaging features

Data is the foundation of all great marketing – in your app and outside of it. Instead of investing in two (or more) disparate systems for tracking app usage and running marketing campaigns (including push notifications, in-app messages and email marketing), stick with a closed-loop, all-in-one solution that will maintain data integrity, facilitate easy segmentation and campaign creation, and automatically update your usage analytics based on the results of your marketing campaigns. Also be on the hunt for a tool that allows for advanced targeting, campaign automation, and clear A/B testing.

4. Data organization

Does your solution provide CRM capabilities and allow you to house user behavior data and user attributes gathered outside of the app? Could you easily import data from our current CRM solution, web analytics, and email marketing to build robust user profiles? Do you have access to the raw data? These aren’t just questions important to your engineering or product team – as a company, you need clear data organization to derive better insights about your customers and to create better experiences for them.

5. Predictive analysis

The last thing you want to hear after having built an app is the word “churn.” Your goal is to bring in new users and to keep them engaged with your app, so user churn is a major concern. How can you uncover high-risk users before they churn instead of waiting for the inevitable to happen? The right tool will do just that for you. Find a solution that has built-in predictive analysis and will surface up at-risk users proactively instead of reactively, so that you can better understand why they’re churning and, most importantly, how to fix it.