The market for mobile app analytics is crowded yet fragmented. Despite there being several different tools to help app developers capture key metrics and analyze user behavior, many solutions only focus on a single problem. The result is that many app developers are forced to install multiple SDKs to achieve one overarching purpose: understand user behavior and respond with appropriate action.
Here’s how it often plays out. An app developer installs one SDK for ad campaign tracking, another to capture user behavior in the app, and one more for crash and error reporting. This is just to gather data. Then they need to act based on this data. In goes another SDK to send push notifications and manage house ads. Add in half a dozen ad network SDKs to monetize users, and suddenly the developer is faced with several MBs of additional weight, increasing the CPI they need to pay for user acquisition.
Not only that, but most of these systems don’t talk to each other. The data sitting in their campaign tracking dashboard cannot easily be consumed by their dashboard with retention stats. The non-paying user segment they created with their in-app analytics tool likely does not sync up with the ad calls placed to their mediator.
Thankfully the app analytics market seems to be consolidating. The recent merger of Kontagent and PlayHaven is evidence of this. Although it is still early days, more tools are becoming available that bring several of these capabilities together.
This is where InMobi Analytics comes in. From the beginning, we have designed InMobi Analytics to:
Our SDK can perform campaign tracking and in-app analytics, but equally importantly, it can also show InMobi ads, call mediation platforms, or show house ads. It can optimize your campaigns on LTV rather than just downloads. It can also be used to retarget specific user segments in other apps. It is flexible to work with whatever advertising or monetization partners you choose.
In short, it helps you gain insights on your users and then put those insights into action.
There is still a long way to go, but we are moving towards a unified analytics solution that eliminates the need for multiple SDKs. At InMobi, as we build out new analytics capabilities, we always ask ourselves, how can the app developer put this information to use?
Next week we will dive into how InMobi Analytics can be used for powering a news or magazine app. Stay tuned.