Five data analysis tools you must know for mobile app market operations

Analyzing user behavior and improving user retention rate have always been the unremitting pursuit of mobile operators. A good mobile analysis product is particularly important. At present, the companies in the field of mobile application analysis in the domestic market include Umeng, TalkingData, MaxLeap, etc., and there are also Flurry, Countly, etc. abroad. Which one is more suitable for me? Let's do some comparative analysis on these platforms.

Mobile analytics products

Umeng (www.umeng.com)

Umeng is one of the projects incubated by Innovation Works and is currently the mobile application data statistics and analysis platform that is most familiar to domestic developers.

TalkingData(www.talkingdata.com)

Founded in September 2011, TalkingData is a platform focusing on comprehensive mobile Internet data services.

MaxLeap data analysis service—MaxAnalytics (https://maxleap.cn/zh_cn/analytics.html)

MaxLeap provides application developers with edge services that integrate cloud backends, including one-stop backend services such as analysis, operation support, storage, cloud code, and push, especially MaxAnalytics, its data analysis product, which has more than thousands of enterprise users' best practice cases.

Flurry (www.flurry.com)

A relatively old mobile statistics analysis platform abroad.

Countly (count.ly)

Countly is a real-time, open source mobile analytics application.

Basic statistical system (macro analysis)

You must be familiar with the following terms: new users, active users, launch times, version statistics, channel statistics, user retention time, usage frequency, page visits, device models... Yes, these are the common measurement indicators we use in App operations.

As can be seen from the table above, these indicators are basically supported by all major platforms and are similar. However, MaxLeap's data analysis service - MaxAnalytics is based on "service breadth" - the service covers a wide range of application categories, and "service depth" - one-stop application backend service solution accumulation, and is superior in payment analysis and game analysis functions.

However, these are only summary data. It is difficult to reduce user churn and improve user retention in a targeted manner with only these data. We need a data platform for refined collection, management, and analysis.

Refined statistical analysis system

Let's call the system with only basic statistical indicators the first-generation statistical system. What functions should the second-generation statistical analysis system (refined statistical analysis) have?

User group analysis (middle layer analysis)

We often need to analyze a specific user group, analyze their behavior, send them push messages/emails/text messages, give them discounts to recover lost users, etc. For example, users who return/do not return the next day, light/medium/heavy paying users, and specific scenarios such as monthly active users of iPhone 6 in Shanghai, etc.

Individual user analysis (micro analysis)

For specific users (such as heavy payers), we may need to study their behavior, understand the obstacles they encounter, help them solve problems, etc. At this time, it is necessary to analyze them accurately to the micro level of individual users.

As can be seen from the above table, MaxLeap's data analysis service - MaxAnalytics can also provide good support in refined statistical analysis. At the same time, only MaxAnalytics can truly go directly from analytical behavior to the result level.

Marketing and customer support service integration

With the analysis from macro to middle layer to micro, we have come to some conclusions, so we need to do some targeted user marketing or operations. For example, send push messages, emails, text messages, in-app messages, etc. to users. If we develop it ourselves, it will be a lot of work, so let's see what support these platforms provide us?

As can be seen from the table above, all major platforms have their own services, but since most platforms are mainly engaged in analysis, they regard these services as auxiliary services and do not spend too much energy on them. Only MaxLeap has realized a one-stop solution from data collection, display, analysis to marketing push operation, and has launched a marketing promotion product - MaxPromotion (https://maxleap.cn/zh_cn/promotion.html) in the marketing operation push.

Documentation, support, ease of use

Since replies to QQ and messages are slow and the customer support process is long, 400 phone calls are still the best choice in case of emergency. In this regard, TalkingData and MaxLeap's operating product - MaxOperation (https://maxleap.cn/zh_cn/operation.html) both provide good support.

How to choose

From the above analysis, we can see that the statistical support of basic indicators by major manufacturers is similar. MaxLeap has good support in refined user group/individual analysis, marketing/customer service support, payment/game analysis, and customized analysis of massive data. Therefore, MaxLeap completely wins in terms of functional support.

If you just need simple statistics and only operate domestically without considering overseas, then the services of the above companies are almost the same and can all be considered;

If you need an open source system that you can customize and store all data on your own servers, then Countly is worth considering;

If you need refined operations, marketing and customer support service integration, or need to operate both domestically and internationally, and need customized data analysis, I recommend you to try MaxLeap. I believe you will not be disappointed!