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5 Marketing Analytics Tool Features Every Mobile Marketer Needs in 2022

Shivkumar M Shivkumar M has over 20 years of experience shaping technology product and GTM strategy. With B2B SaaS expertise across industries, he leads product launches, adoption, and GTM as Director of Product Marketing.
5 Marketing Analytics Tool Features Every Mobile Marketer Needs in 2022

If you search for marketing analytics tools, you’ll discover that they’re not exactly in short supply. Dozens of mobile marketing analytics tools will practically jump off the search results page vying for your attention. 
That’s because data science is every mobile marketer’s not-so-secret weapon. 
But not all analytics tools for digital marketing are created equal. Let’s take a look at some of the best marketing analytics tools for mobile marketing. We’ll talk about their key features, pros and cons, and pricing so you can find the best solution for your needs.

What Is Marketing Analytics Software Used For?

Illustration of what Marketing Analytics Tools are used for
Marketing analytics is the practice of gathering and reviewing metrics to get a better understanding of whether your marketing strategies are effective. Some of the metrics you might analyze include:

  • User behavior (ideally segmented by user type)
  • Marketing channels that are performing or underperforming
  • Campaign and UX A/B tests
  • Paid and organic ad campaign performance

Good marketing analytics software automates complex analytics reporting processes to help you gain a better understanding of who your customers are and what they need. Armed with that information, you can deliver products and services to meet those needs. 

5 Features You Need in a Marketing Analytics Tool in 2022

There are dozens of marketing analytics tools on the market with a variety of specialized features and price points. What works for one brand may not be as well suited for another. 
The features we’ve listed below cover five capabilities we think no marketing tool should be without. Although we recommend comparing different tool suites based on your unique business needs.

1. Real-Time User Insights

In marketing, you’re never guaranteed the ability to regain your user’s attention after they navigate away from your app or website. Real-time insights give you the ability to see what your users are doing in your app or on your website immediately, so you can respond quickly to user actions and trends.
Some of the benefits of real-time user insights include the ability to:

  • Quickly analyze customer data
  • Immediately begin tracking ROI
  • Make data-driven decisions proactively instead of reactively 

2. Campaign Performance Reporting

Vanity metrics may look good on paper at first glance, but savvy marketers know when you dive beneath the surface, it’s all about ROI. A good marketing analytics tool should give you the power to easily track and report on your campaign performance. A consolidated dashboard that reveals metrics like click-throughs, conversions, and average revenue per unit (ARPU) empowers you to adjust your sails and direct your marketing efforts toward strategies that move the needle.
Here are a few examples of vanity metrics and what you should track instead to make sure you’re acting on data that will yield the greatest impact. When you’re considering a marketing analytics tool, pay attention to whether it can provide valuable insights into areas that will drive growth.
Vanity metrics vs actionable metrics illustration

3. Behavioral Segmentation

Your users are more than numbers; they’re people with unique needs. 
When you group those people into cohorts — users with similar behaviors, affinities, and intentions — you’re able to get a big picture view of how to craft personalized messaging for each group and optimize for engagement and retention. Or, you can easily identify trouble spots where your users are dropping off so you can proactively prevent things like app uninstalls or canceled subscriptions.
The best marketing analytics tools have advanced behavioral segmentation features that automate the process of placing your users into groups with similar behaviors (like active times and days or specific events such as searches, and purchases). Segmenting your users allows you to target your campaigns and improve conversion.

4. RFM Analysis

Click-throughs alone don’t make a successful marketing campaign. RFM stands for Recency, Frequency, and Monetary value. A robust RFM analysis tool allows marketers to spot high-value customers and those likely to churn so you don’t miss opportunities to engage them. 
Automated segmentation gives an aggregate value of customer activities like purchases, readership, or subscriptions for each customer segment so you can focus your marketing spend in the right places.

5. A/B Testing

A B Testing - Illustration of 2 mobile phones side by side
Without the ability to test variations of your marketing efforts, you’re in the dark about the best way to connect with your customers. A good marketing analytics tool should provide a way for you to A/B test everything from your UI design and layout to your messaging strategy.
A/B testing is all about getting your messaging just right. Think of it as an experiment. Two variants of the same message are shown to two different user groups that make up a small sample of your target audience. After running the test, your marketing team selects the best message based on metrics like CTRs, conversion rates, or progress toward other goals you’ve identified.
When you use data to help you decide on the best new features, user flows, and campaigns, you optimize your user’s experience and improve customer lifetime value.

Marketing Analytics Software Provides Insights You Need

The more you understand your customers’ needs and behavior, the better you’ll be at meeting them where they are and providing a product that will earn their loyalty. 
According to Think with Google, marketing leaders are 1.7 times more likely to measure their marketing efforts against their business goals.
CleverTap is built for customer engagement and retention with behavioral analytics, audience segmentation, user journey orchestration, and lifecycle optimization. With these powerful marketing tools at your fingertips, you’ll be able to not only understand your customers but connect with them across multiple touchpoints to create a truly omnichannel experience.
Schedule a CleverTap demo to discover the power of an all-in-one mobile marketing solution.

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Last updated on March 29, 2024