Marketers are responsible for engaging with a completely new kind of customer today – one who is always on the go, needs information at once, and has a limited attention span. In order to serve this customer, marketers have to integrate data from numerous sources while making data-driven decisions for the growth of their organization. In order to scale, marketers must acquire high-quality users and deliver on existing user needs, millions of users at a time. At CleverTap, our goal is to make this possible through innovations in machine learning (ML) so marketers can deliver on the promise of relationship marketing at scale. As we continue to launch new product features that align with this goal, we see this sentiment resonate in Gartner’s July 2018 Market Guide for Web and Mobile App Analytics. CleverTap is excited to be identified as a Representative Vendor in the Market Guide which we feel recognizes the increasing significance of mobile and app analytics in today’s marketing technology landscape.
Significant Trends Affecting the Mobile Analytics Market
In the Market Guide, Gartner’s research identifies the following trends:
Continued adoption of predictive/advanced analytics, ML and AI has created advanced analytic solutions that can discover segments of customers through patterns or anomalies that lead to conversion failure or success. Automated segment comparison capabilities compare all the dimensions and metrics for customer segments and surface the most meaningful differences.
Enhanced integration capabilities across a broad variety of tools for a customer-centric view of digital interactions, such as customer journey analytics, multichannel analytics, CRM, broader BI tools and data warehouses, and content management systems. These capabilities enable the combining of user interaction data from web channels with point-of-sale and transactional data to optimize the customer journey by using data to personalize the CX.
The proliferation of new channels also leads to increased complexity in cross-device tracking of users to understand the full customer journey, with more unique IDs and more data streams to deal with and try to pair up with users. These observations come at a time when we release several key features on the CleverTap platform – features that empower marketers with predictive analytics capabilities and the ability to offer users a consistent digital experience.
Product Innovation at CleverTap
The market continues to see innovation as vendors identify avenues to bring more advanced analytics to marketers. Here are some advanced analytics highlights from CleverTap’s roadmap so far in 2018.
Traditional segmentation methods? Too slow. We feel the above trends support the fact that it is impossible to stay on top of user interactions using traditional segmentation methods. We echo this sentiment wholeheartedly. Automated segmentation allows you to discover differences in customer segments across all attributes and touchpoints using continuous adoption of predictive analytics. CleverTap’s Predictive Segmentation Engine combines data across multiple channels and touchpoints to automatically identify micro-segments of users that are most likely to perform an action or inaction in order to meet a desired business goal.
How inclined are users to using your products? At CleverTap, we are constantly pushing the envelope with new features that help marketers create contextual messages that deliver timeliness, context, and relevance to users. In line with the observations above, CleverTap recognizes the ability to aggregate data and algorithm to predict future user behaviors as a key analytics capability. Using CleverTap’s Psychographic Segmentation, marketers automatically discover what product, content, or service each micro-segment is most interested in. For example, what type of video content is my top customer segment most interested in and what time of the day do they prefer to watch it? This helps me optimize campaigns to ensure that these reach users in the right context and at the right time.
Engage them in the right moment As the number of devices grows, there is a need to leverage enhanced integration capabilities that track user interactions from multiple channels. When you combine digital interactions from all online and offline channels, you can optimize the customer journey and personalize the user experience. With CleverTap Journeys, marketers have a radically better way of communicating with each user based on the user’s stage within the customer lifecycle. Marketers can orchestrate campaigns based on past and live user behaviors to trigger personalized messages across multiple channels. They can also customize engagement strategies for each user to thoughtfully nudge users to convert.
What’s Next for You?
As per Gartner’s Market Guide, among the top priorities for customer analytics, digital marketing analytics is one of the top three customer analytics investments for companies in 2018. The guide states that by 2020, more than 40% of all data and analytics projects will relate to an aspect of customer experience. The guide further recommends that data and analytics leaders should “Pilot and plan an advanced analytics and ML use-case roadmap to gain critical advantages over less sophisticated competitors.” We believe these findings are a testament to CleverTap’s innovative roadmap. Machine learning brings you closer to engaging your users in the moment and giving them the information they need. And we are building a platform that uses ML and AI to help you serve your customers better. Why not find out how your mobile marketing efforts can be improved by using CleverTap?
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
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