The Importance of Analytics in Mobile Apps for Hotels
By Tom O'Rourke President & CEO, O'Rourke Hospitality | October 30, 2011
Looking back on the state of the mobile app market over the last twelve months it is apparent that everyone has been focused on one question: "How many downloads did I get on my app?" While lots of downloads may seem impressive, but what is the actual value of that number? What does it tell us about our return on investment? The answers in the most simplified terms (respectively) are: minimal and not enough. By shifting the focus from downloads to what's truly important we will find out exactly how well our app is performing. And just what is truly important? Behavior.
Now, with analytics for apps, we are able to track behavior, thereby making more informed decisions and higher functioning apps that meet both the needs of our customers, and our own business objectives. Analytics for apps brings behavior to the forefront, where it belongs.
Today, how many of us are actually taking advantage of mobile analytics? How many of us even knew they were available? The likelihood that that's a large number is slim based on the fact that it hasn't been around for long.
Behavior vs. Downloads
It's not all about downloads when it comes to measuring the success of an app. I am reminded of the early 1990s, when we obsessed over the number of visitors to our website. We didn't understand the importance of behavior tracking then. Today, the insights we gain from understanding behavior clearly allow us to make good business decisions, which leads to increased revenue.
"You hardly ever have to worry about keeping up with your competition if you keep up with your audience."(i) Throw this statement by digital marketing expert Bryan Eisenberg against the wall and it sticks. His context may have been different but translates perfectly to mobile applications.