Using App Analytics to Plan for Next Year's Event
Understanding big-picture metrics such as total number of downloads and retained users are important to gauge an event app's overall popularity, yet these numbers are most strongly correlated with marketing the app and size of the event. Digging deeper into available analytics provides important lessons in planning the layout of content for next year's event, retaining or improving upon sponsor revenue, and understanding the user's overall app experience.
Section and Page-Specific Usage Data
While popular app sections such as the program agenda inevitably receive a high amount of activity when compared to supplemental information, placement of content within the app sways users to view one section over another. Placing a vital piece of information three layers into the hierarchy of content may not be the most effective choice, yet many apps contain significant amounts of data and choices need to be made to best utilize event content. Along with direct feedback from users, analytics specific to section and page views help event planners and organizers rearrange content for subsequent events in ways better suited to highlight important information.
Effectiveness of Sponsor Ads
A sponsor's presence in the app ranges from splash screens and banner ads to subtle touches such as color-coded exhibitor booths. Certain actions in the app are difficult to track with analytics (i.e. a user noticing a banner ad), yet tangible actions like tapping on a banner ad to display the sponsor's website are readily accessible in usage data and offer key insight into the amount of true interaction with sponsors in the app.
The data may be used to justify sponsor costs for the past event, or more importantly as a tool to sell future sponsor spots in the app. Learn how to better position ads or market the app more aggressively -- with the sponsor in mind -- if the desired result was not achieved.
Device Metrics and Error Data
Understanding the user experience outside of specific content viewed is another essential element in planning for future events and maximizing the attendee experience. Analytics provide device-specific information, not only per operating system (iOS vs. Android), but also versions of operating systems and often times the physical devices used. Noting a high number of iOS 6 devices, for instance, may necessitate a friendly reminder to attendees via email to upgrade their devices to iOS 7 to receive the best user experience and automatic updates of their mobile apps. Simple comparisons between Android and iOS users may also provide clues on which operating system to focus on for support and marketing screen shots.
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