1. The document outlines the 6 most common objections to investing in app analytics and marketing. These objections include not having a mobile strategy, not seeing revenue on mobile like web, already using a web-first solution, thinking free tools are sufficient, not knowing who to market to on mobile, and thinking broadcast messages are better than targeted marketing. 2. Each objection is addressed by explaining how app analytics can help overcome the limitation, such as providing app-specific metrics, insights into mobile users for segmentation, and capabilities for targeted messaging and testing/optimization that free and web-first tools lack. 3. Not having app analytics is argued to result in assumptions rather than data-driven decisions, stalled mobile efforts, lack

1. T H E 6 M O S T CO M M O N
O B J E C T I O N S TO I N V E S T I N G I N
A P P A N A LY T I C S & M A R K E T I N G
1
12 45Friday, August 22
YourApp
I don’t know much about you.
Use my app anyway?
1m ago
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2. 2
Every app owner wants to grow their app as
fast and effectively as possible.
Here are the most common objections that get
in their way.

3. #1. Mobile is really new for us and we
need to figure out our strategy before
we buy a tool
3
Objection

4. 4
Establishing a mobile-minded internal
culture is critical to getting the most out of
any mobile strategy.
!
Reality

5. 5
Download me!
Buy this!
Customers can distinguish between a phony sales rep and a
caring one & mobile users know a great app effort from an
“app for app’s sake.”
!
!

6. 6 (Source: ExactTarget, 2013)
68% OF CONSUMERS SAY IT IS SOMEWHAT OR VERY
IMPORTANT THAT COMPANIES THEY INTERACT WITH
ARE SEEN AS A TECHNOLOGY LEADER.
!
SO IF YOU HAVE AN APP, IT NEEDS TO SERVE
A PURPOSE.

7. 7
Beyond That
You need dedicated resources and app analytics
to create an engaging experience for users.

8. 8
App analytics make it easier to create a
comprehensive strategy.

9. You’ll also have a solutions provider on-hand
with expert guidance on how to grow your app.
!
!
9

10. #2. We aren't seeing as much
revenue on mobile as we are on web
10
Objection

11. 50%
11
Mobile phones now account
for over 50% of all internet
usage.
So if you're not seeing revenue
increase, it could mean that
your app still needs work.
!
Reality

12. A lack of mobile revenue can also be a sign you
aren't yet promoting it like your web experience.
12

13. 13
What you need is an app marketing strategy:
One that attracts users & one that retains users.

14. BECAUSE…
14

15. 15 (Source: Gartner, 2013)
By 2017, in-app purchases
will be the largest chunk
of app store revenue,
outpacing paid-for apps
and advertising.

16. 16
Which means you need a strategy that includes
in-app & push messaging to prompt in-app
purchases.

17. At that includes an app marketing
platform in which you can:
• Create app messages
• Send campaigns to the right users
• Track their success
• A/B test to improve
17

18. #3. We are already using a
web-first solution
18
Objection

19. 19
You need an app analytics tool to complement
your web analytics.
Reality

20. WHY?
Because the rise of mobile app usage
has lead to an overhaul in the
traditional metrics marketers measure.
20

21. And web analytics don’t provide app-specific
measurement capabilities.
WEB METRICS DON’T TRANSLATE
21

22. Web-first solutions also don’t allow you to create
track downloads or create & run messaging
campaigns.
!
Essentially, you can’t market your app.
22

23. -
10
20
30
40
50
60
70
80
2011 2012 2013 2014 2015 2016 2017
Advertising
In-app purchases
Paid-for
Mobile App Store Revenue, Worldwide, 2011-2017 (Billions of Dollars)
23 (Source: Gartner, 2013)

24. 24
And when it comes time to pull the trigger on marketing, you’ll
want a platform that offers integrated analytics and campaigns.

25. Or it will cost you additional time, money and resources
to export, import, collect, and optimize your app data.
25

26. #4. Free tools work just as well
26
Objection

27. While you might have the basics with a free tool,
you’ll never have room for experimentation and
improvement.
27
Reality

28. 28
Free tools are inherently limited - they
have to be, to stay free.

29. 29

30. A/B testing? Segmented push notifications?
Personalized marketing?
!
Count all of that out with a free tool.
30

31. When you’re new to mobile and in need of
guidance, free tools don’t offer you the support or
services you need to strategize and succeed.
31

32. 32

33. #5. We don't know who we
should market to on mobile
33
Objection

34. Mobile is just another marketing channel - you
still need to create buyer personas.
Reality
34

35. 35
With integrated analytics, you can
identify your valuable users based on
app usage patterns.

36. 36
You can also collect key user attributes

37. Segmenting your users based on similar
attributes and actions defines your personas &
informs marketing campaigns.
37

38. OR YOU CAN ASK APP
USERS DIRECTLY
38
Use your app marketing tool to
conducting an NPS survey asking
your app users to define their app
expectations.

39. #6. We don’t need targeted marketing
- broadcast messages are working
39
Objection

40. 40
Reality

41. !
It may not sound like a huge difference, but that’s more
than double the opens, and if your offer is attractive,
that's more than double the value
41

42. 15
30
45
60
THINK OF YOUR ROI
!
54%
15%
42
Only 15% of people who
click on a generic push
message convert.
But a staggering 54% of
people who click on a
segmented push message
end up converting.

43. GIVE USERS WHAT
THEY WANT
43
Creating offers that are tailored
based on data are more likely to
succeed.

44. 44
You need the analytics and targeting
capabilities to capture and use this data.

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45

46. 40 88
40
8
500
46
Determining what
content, offer, and
context works best in your
app marketing directly
translates into success.

47. 47
• An app strategy with built on assumptions, not analytics
• Mobile efforts stalled by web-first and free tools
• Little insight into mobile users
• A late start to capitalizing on in-app revenue
• Few options for detailed marketing insights
• No way to test, iterate & optimize your app marketing
The cost of saying “no” to
analytics & marketing:

48. !48
Not completely convinced?

49. LOCALYTICS.COM
!49
See how you can start using real app analytics
& marketing to grow your app: