Mobile analytics data is rich, detailed, first-party, and incredibly valuable for understanding your customers’ needs, desires, and contexts. It’s also often siloed away from all your other business data.
Fixing that is a challenge, but it’s a challenge that both and-mobile and mobile-first companies need to tackle:
Often, your very best customers are the ones who are spending the most time — and generating the most value — in your mobile app. That’s why you have a mobile app in the first place, and not just a mobile web experience (which is valuable too, but more at the top of the funnel).
But that means that you need to be able to take what you learn in your app via mobile analytics — such as TUNE’s in-app marketing tools — and merge that knowledge with everything else you know: web sessions, phone calls, in-store visits, and so on.
“That’s the challenge,” says SweetspotCEO Sergio Maldonado. “Marrying can happen …