By John Houghton on January 29, 2014
Do you want more data about your customers and prospects? It’s a worthwhile pursuit. He who has the data, has the power; and if you have the data, you also stand a much better chance of winning. I remember in my Marketing class at UC Berkeley, when my professor David Aaker explained that in the ‘70s, the grocery store retailers held the power because they controlled the shelf space. Then when the brands began to harness the data, the power position reversed, so that the brands now told the retailers what to do. This is because the brands were first to harness customer data. Information is power, and as the playing field has shifted to mobile, you must play well in mobile.
It’s wise to know what you want to learn about your audience before you get started. It doesn’t do much good to collect a bunch of meaningless data, but if you know what you’re after, the right data at the right time can make a big difference. One best practice is to start collecting data as your app is going through beta testing. This can help you understand what users value the most, and just like any kind of sales, once you know what someone wants, you have a very important key to getting what you want in exchange. There is a lot of in-app A B testing that can be performed to better understand your audience’s motivations.
By collecting and harnessing mobile data, you will be on a better path toward gaining insight to help you reach your audiences more effectively and grow revenue.