Smartphone adoption continues to explode, making mobile applications ever more popular for end users and mission critical for businesses. Globally, 197 billion mobile apps were downloaded in 2017 and that number is expected to reach 352 billion by 2021. Not only are mobile apps convenient tools on personal smartphones, they serve as a gateway for which companies can better understand, connect with and continuously engage their users.

Apps have the unique ability to reach global audiences in near immediate ways. As most users are rarely far from their smartphone, forward-thinking brands recognize that engaging users at the most opportune, relevant time can be incredibly effective in converting customers, building loyalty and re-engaging users who may have dropped off. A mobile app can deliver all kinds of valuable information, and this information opens a world of possibility in delivering the best message to your ideal audience.

The key to harvesting the full benefits of your mobile app lies in the proper and responsible collection, analysis and application of user data.

The Value Of Data

Knowing what makes your audience tick allows for unparalleled accuracy, not only in timing but in personalization of content and message. Rather than lean on generic ideas or overused push notifications to excite a user, this valuable data enables more effective messages to be delivered to the right person when they are most likely to engage.

This doesn’t just improve the app creator’s experience but the user’s as well. When an application serves the user more efficiently and productively, it offers significantly greater value. The data collected from better engagement turns into a profit opportunity for the business, as tools such as machine learning allow us to more effectively harvest, understand and commoditize the information we gather. The greater the understanding and application of the data collected, the greater value it has to the business and the individual user.