This session covered the app tool ecosystem.

App analytics tools can be of several types:

1. Attribution partners: These help the marketer figure out the channels through which users are
installing the app.
2. App intelligence tools: These help the marketer understand the competitive landscape that they are
operating in.
3. App performance analytics tools: These help the tech team detect bugs in the app and improve user
experience.
4. In-app behaviour analysis tools: These help the marketer understand how the users interact with the
features of the app.

An early step in app analytics is the decision regarding which attribution partner to pick.

The example of PredCred demonstrated how startups base their decision on their business needs and
budgets. PredCred chose its attribution partner after creating an elaborate comparison chart. It rejected
some attribution partners for being to expensive, and some for not having the Facebook MMP status, and
finally decided to go with Branch.io.

Afterwards, PredCred used Branch.io to find out which acquisition channels were working best for it. It also
analysed post install metrics and user behaviour.

Through this it figured out that the quality of users coming through Facebook was significantly better than
those coming from other sources.

Another important insight included in the session is the fact of app users being more engaged than mobile web
users and tend to make higher value transactions. Therefore converting mobile web users into app users is
beneficial.

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An elaborate strategy of converting mobile web users into app users was demonstrated through the example
of Zomato. Zomato converted users by deploying smart banners, customised templates and full page
interstitials.

1. Differentiate between the different types of attribution partners.

2. Pick the right attribution partner for your firm based on your business needs and budgets.
3. Analyse post-install metrics to figure out which acquisition channels are bringing in the best quality
traffic.
4. Understand the general differences between mobile web users and app users.
5. Convert mobile web users into app users.

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