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For a growing number of brands today, mobile apps are becoming the center of digital experiences. Whether it’s a streaming service, messaging platform, or a workflow collaboration tool, these apps are now the foundation of the user experience we’ve come to expect
Especially in mobile, interactions within the app can tell a very compelling story about its users — from their overall engagement with the app to their reaction to new features and offerings. This data is valuable, and for the marketing teams involved, it’s an opportunity to put this new data to the test.
At the intersection of product analytics and marketing analytics, marketers can find answers to many business-critical questions such as:
“What are the best marketing channels for highly engaged users?”
“Which user segments are more likely to engage with a new marketing campaign?”
“How do we maximize our users’ lifetime value based on their app engagement?”
That’s why we’re excited to announce our new Audiences integration with Amplitude — allowing marketing and product teams to leverage this unique data in their marketing initiatives, craft better messages for their users, and easily scale their activity across multiple channels and platforms.
Why product analytics is essential for marketers
Even the largest enterprises undergoing digital transformation are doubling
down on their app experience, and for a good reason. User-level data is scarce these days, and brands are looking for ways to make the most of their first-party data.
Product analytics is an excellent example of how first-party data can be used in marketing, as it encapsulates user behaviors and how they interact with your product. By adding this data into the mix, marketers can achieve better outcomes – whether improving their targeting or providing more personalized experiences.
Gaining a deeper understanding of customers and their interactions with your app should be at the core of every marketing initiative.
Integrating product data into your marketing strategy
Amplitude enables this by collecting product data such as feature adoption and engagement, purchases, and conversions, then transforming them into behavioral data.
This data is aggregated into Behavioral Cohorts, which are similar to AppsFlyer’s Audiences Segments, resulting in groups of users with similar behaviors.
With the help of the new integration, mutual customers of Amplitude and AppsFlyer can export Behavioral Cohorts from Amplitude directly into our Audiences tool — and utilize them in their marketing campaigns across multiple channels.