• Using Data Analytics to Personalize Mobile User Experience

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    Indispensable to the contemporary world of technology, mobile apps have enhanced the way people across the world use their smartphones. The days of using mobile phones just for messaging or calling are history. Today enterprises, startups, and freelancers are enabling themselves to run an entire company via smartphone, through mobile apps. None of this could have been made possible without ‘knowledge’.

    Running an entire enterprise via smartphones is nothing like running a traditional one. Conventional trading and business methodologies are futile, and the competition increases by the second. As a company hosting a mobile app for any utility service, it all comes down to the operational effectiveness of your app, efficiency of the services or products being offered, the customer service in place, and most importantly, the user experience.  It’s the user experience alone that can either bring your clients to you, or drive them away from your app.

    Turns out, mobile app development companies are left with the billion-dollar question: How can you create the ideal user experience by balancing the aspirations and expectations of millions of users, scattered across cultures, countries, and continents?

    The unprecedented growth of data in the last 4-years

    More data has been created in the last-4 years than in the entire history of mankind. By 2020, we will have accumulated 44 Trillion Gigabytes of Data, with data in excess of 10 Billion Megabytes being created per second. In 2017 alone, more than one trillion photos will be captured via smartphones, with billions of them making it to different social networking sites through different mobile apps. From fitness to eatery bills, graphical data in an unparalleled amount will make it to the World Wide Web.

    Thanks to cost-effective hardware, 2015 alone, saw the shipment of close to 1.5 billion mobile devices across the world, with a majority of them being sold in the South Asian countries of India and China, the biggest markets on the planet. By the end of 2018, this number is expected to touch 2-billion worldwide.

    Clearly, the data being generated is directly proportional to the number of smartphones being sold, and the surging numbers have facilitated mobile app development for multiple platforms; the major players being iOS and Android.

    Understand data and where it leads us

    Each time you sign up for any utility app, you are required to fill in your name, location, and other basic information.  Some apps even register your interests and preferences relevant to the services or products they offer. Supplement this with the information coming in from thousands of users in your area, and millions in your state, then if you are in China, the billion in your country…  For the biggest virtual cab, food delivery, or newspaper service, there is a lot of data at their disposal. Unless this data is processed into meaningful information, one can’t attain any ‘knowledge’.

    Data in its processed form, qualifies as information, and the conclusions drawn from the same information qualify as knowledge, and this is where data analytics comes into play.

    No corporate giant would be willing to let go of this knowledge. Investing heavily in business intelligence, enterprises are now using this ‘knowledge’ to offer personalized user experiences. Taking cue from Amazon, many of these mobile app companies have switched to personal recommendations, promotional offers, and social ads.

    Surprisingly, enterprises across the globe have only used 0.5% of the data at their disposal, and are only just getting started on a journey that shall change the development and operations of mobile apps for good.

    Data analytics in mobile app development

    Going by Gartner’s findings, data in the virtual world is composed of three components; high velocity which depicts the pace at which data is originating, along with changing dynamics; volume, which denotes the data being generated through the use of digital platforms; and variety, showcasing the versatility of data – how data can be generated into different forms, such as: videos, images, texts, transcripts… Together, these 3Vs constitute the foundation of data upon which mobile app development is being structured.

    According to a report in Forbes, a Fortune 500 company’s ability to increase its access to data by merely 10% could add as much as $65mil to revenues, but how is it done?

    Data, for mobile apps, plays a dual role, it’s both a strategy and an outcome. For the evaluation of sales and marketing of an app, the previous outcomes can be used to formulate a strategy, while startups can use data in the public domain to create their user design. In the realm of mobile app development, data analytics works on multiple fronts. From design to user design, and from marketing ads to supply-chain management, data is employed to increase overall efficiency of an enterprise.

    Data analytics works in three dimensions: past, present, and future. Using records, real-time analytics, and projections, mobile app development companies can enhance their work, and impart their users with a user experience that is personal and unparalleled.

    Mobile app development changes in the age of data

    In our recent webinar with Forrester, we pondered the possibilities of using data to curate an ideal development process complemented by a customized user experience. Given that the average length of a mobile session won’t exceed 72-seconds, it becomes inevitable that mobile companies will invest in data intelligence and analytics, in order to work towards the growth of their mobile apps.

    5 out of 10 users never return to an app after they have had a negative experience, and therefore, it is necessary to have a perfect user experience the first time. Unlike a few years ago, UX/UI is no longer just about helping your customers with a simplified design or an engaging page, but about giving them what they need quickly.

    Unleashing the power of data, mobile app development companies are now assisting users with an experience they want, even when the users themselves are unsure as to what they are looking for. Ranging from Netflix to a local pharmaceutical company, each one of them is investing heavily in data intelligence.  The virtual future is already under construction with data worth trillions of Gigabytes at our disposal.

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    Looking ahead:

    Data intelligence is not constrained by any mobile app development domain, each has its own way of interpreting the data and playing with it. There is no single way of enhancing mobile app development and user experience through data analytics.

    This our first article in a series on data analytics and mobile app development.  Our objective is to unearth the potential data has to offer, for enterprises looking to attain a strong virtual presence.

    For the ones looking to understand how data analytics will transform the way we look at mobile app development, we recommend our webinar: Building High-Performing Web and Mobile Properties.

    If you are looking for any help on building any digital solution for better customer or employee engagement or seeking guidance on design thinking processes, this an area where we can help. Please contact us at info@netsolutions.com.

    Amit Manchanda

    About the Author

    Amit Manchanda is working as Project Lead at Net Solutions and has over 9 years of experience in technologies like ASP, Adobe Flex and Android. He has been part of SME (Subject Matter Expert) Group for RIA applications. He has good understanding of analyzing the technical need/problem of client and providing them the best solution. He enjoys interacting with his team & is passionate about his work. In his free time he loves to listen music, watch Cricket and play with his daughter.

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