Has Apple set the scene for its next small big thing?


App Analytics in App Store Connect offers app developers a way to explore important app metrics such as transactions, redownloads, total downloads, pre-orders and updates; developers can drill down for insights into territory, source, device and so on, allowing them to understand and develop key app markets.

That’s great for developers, but what does it mean to enterprise users? For most, it’s an opportunity.

What’s in it for enterprises?

Companies with B2B or B2C apps can dive inside the information made available by users to extend their reach and better understand their customer base — what works, what doesn’t, and where core customers are located.

(You don’t gain access to individual addresses, of course. But the insights Apple provides can help companies determine the key locations in which their app succeeds.)

It’s also possible to measure the impact of marketing campaigns across multiple outlets. You can measure downloads from Smart App Banners in Safari and monitor the impact on sales/engagement of your marketing campaigns.

All of this can help businesses offering iOS apps build a deeper connection and understanding with their mobile customers, but it’s a drop in the ocean in terms of the quantity of data Apple’s devices have on what we do. Your iPhone even knows how many times a day it gets picked up. So, it’s better the information is kept on the device, rather than being shared.

Copyright © 2021 IDG Communications, Inc.





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