Centralizing Your Customer Analytics

Market Trends - July 3rd, 2013 by Elie Khoury.

One of the biggest mistakes I’ve seen businesses make over the past 6 years is tracking apps instead of customers.

Tracking Multiple DevicesWe live in a multi-device world where customers are interacting with us via laptops, desktops, mobile phones, tablets, gaming consoles, TVs, and more. Centralizing customer information across all those touchpoints is the key to understanding the full picture of your customers’ behavior. Customer analytics is based on the principle of one customer, many touchpoints.

In practice, this means tracking all of your touchpoints, such as websites or apps, in a single account. For example, at Woopra, we have a marketing website, a web app, and two mobile apps. We aggregate all the tracking of our website and apps in a single account so that we can more accurately understand how our customers are behaving.

Why Is This Important?

Data is never 100% complete. We know that. There’s always a bit of noise, a missed offline interaction, or some other lost piece. Yet, every layer you add gets you closer to that 360 degree view and truly understanding your customers’ behavior.

Focusing on a single channel, as you may do with traditional web analytics, will only give you a part of the story.

For example, it’s important to know that 5,000 customers touched the web application and 5,000 touched the mobile app, but that doesn’t mean 10,000 people touched both. On average, a customer will interact with your business from 1.8 devices. That means if you’re relying on pure cookie-based web analytics, you’ll have 80% more noise in your data.

It’s not about tracking the device, the channel, or the app. It’s about understanding the customer.

Tracking Physical Products

With the advent of The Internet of Things, you should also be tracking your physical products with Woopra. As long as the product is connected to the internet, you can send HTTP tracking events to Woopra.

For example, Withings makes a wi-fi body scale that syncs with a mobile app. Using Woopra, the company can track customers’ usage of the scale and the mobile app in the same place.

Other similar examples include a smart refrigerator, Nest thermostat, Apple TV, a smart camera – anything that connects to wi-fi.

It all goes back to the centralization of all your customers’ touch points. Whether customers are visiting your website, using your mobile app, or using your physical products, you need to understand their entire lifecycle.

How To With Woopra

To track multiple channels using Woopra, you will need to identify your customers across every platform and device.

In addition to the Javascript tracking code, SDKs are available for iOS and Android. We’ve also opened up the HTTP tracking protocol for those who want to track other connected devices or platforms.

Every type of interaction can be measured separately, yet aggregated to reveal the big picture.

Need help? Contact our support team by emailing support@woopra.com

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