Mobile, says Wang, is a now core part of companies' strategies. He says that 80% of marketers are expected to spend more money on mobile marketing next year than they did this year.
But gathering information about mobile users can be difficult, says Wang, because the data often resides in different places. "It's almost impossible to piece information from different sources together," he said. Google's value proposition, says Wang, "is to be a one-stop shop experience, to provide end-to-end value to app developers and marketers."
To do this, Google Analytics will offer user acquisition metrics such as the number of downloads and new users; engagement metrics such as user retention, user conversion, and app crashes; and commerce metrics such as app sales and in-app purchases. Google plans to make additional metrics from its online Android store, Google Play, available too.
Wang suggests a company like Pizza Hut or Domino's that has a pizza ordering app could use analytics information to understand how users get to the screen for placing orders, or to determine whether users make recommendations to friends or download coupons. Armed with such insights, companies can adjust their app or marketing strategy to get better results.
Wang says Google has rewritten the Google Analytics SDKs for iOS and Android, and plans to add support for custom solutions on other platforms. The SDK code now provides support for allowing users to opt out of analytics tracking and for secure HTTPS connections, to safeguard analytics data. Network access has also been optimized to preserve battery life on mobile devices.
Tracking is done using a using a random, anonymous number, says Wang, who says it won't be tied to a specific user or device and will not be usable to track users across different apps. This should help mitigate privacy risks associated with reliance on a tracking mechanism that can be linked to user identities.
"Our ultimate goal is to make the mobile analytics a first-class citizen and to make it a one-stop shop for marketers," said Wang.
SMBs have saved big buying software on a subscription model. The new, all-digital Cloud Beyond SaaS issue of InformationWeek SMB shows how to determine if infrastructure services can pay off, too. Also in this issue: One startup's experience with infrastructure-as-a-service shows how the numbers stack up for IaaS vs. internal IT. (Free registration required.)
InformationWeek Elite 100Our data shows these innovators using digital technology in two key areas: providing better products and cutting costs. Almost half of them expect to introduce a new IT-led product this year, and 46% are using technology to make business processes more efficient.
The UC Infrastructure TrapWorries about subpar networks tanking unified communications programs could be valid: Thirty-one percent of respondents have rolled capabilities out to less than 10% of users vs. 21% delivering UC to 76% or more. Is low uptake a result of strained infrastructures delivering poor performance?
InformationWeek Must Reads Oct. 21, 2014InformationWeek's new Must Reads is a compendium of our best recent coverage of digital strategy. Learn why you should learn to embrace DevOps, how to avoid roadblocks for digital projects, what the five steps to API management are, and more.