Hannah Levenson is the Content Marketing Manager at Appsee. She has previously worked as an Affiliate Manager and Content Strategist at affiliaXe.com. A UX and content strategy enthusiast, she has a great affinity for discovering and sharing unique insights and resources with the mobile tech community. Hannah also loves photojournalism, classic rock, and pretending that she’s the only one with a “foodie” Instagram account.
The Devil is in the data. When it comes to decision-making, it is important to leverage facts. This is particularly true in the world of mobile apps. Whether developers are in the launch, design, promotion or enhancement phase of their application’s life cycle, any decision needs to be rooted with data sets. By allowing the data to drive the decision-making process, developers will be empowered to make the right decisions for their project, business and users. This is why a decision support system (DSS) is so important.
DSSs’ are basically apps that compile data sets into a platform that provides insight. From this starting point, business intelligence thrives and impactful initiatives are derived. DSSs’ can be found across many industries from healthcare to transportation to technology. Decision support systems can benefit business leaders by compiling and categorizing data into a consumable view. From there, leaders can determine ways to differentiate their products from the competition. Alternatively, developers can leverage a unique DSS to figure out any gaps in their current UX, and offer a rational fix.
The importance of DSS for developers and mobile app brands
Today, DSSs’ can be invisible to end-users, nuanced and customized for developers, and are built with multi-variable, intuitive and predictive analytics. However, they were not always so complex. Just as technology has evolved exponentially over the years, so has the DSS. Early decision support systems were limited by computing capability. They became possible in the 1960’s with the advent of “minicomputers, timeshare operating systems and distributed computing.” With the advent of the Internet, the DSS found new runway and was able to takeoff.
DSSs’ are particularly important for mobile app brands because they are one of the few mechanisms in place for a developer to connect with their users. While some users may provide feedback, the true experience can be ascertained by the data compiled from the user’s interaction with an app itself. There, developers can determine points of strong engagement and other points where their lose their user’s attention. Further, they can determine who, what, when, where and WHY a user either commits to or quits an app.
Just as the number of apps has exploded, DSS options are growing. There are many strong decision support systems that can fit a developer’s specific needs. These systems can ensure app enhancements are being prioritized based on actual data derived from real users. When decisions are made in this manner, it is more likely that UX will be improved. Below we will recommend a few valuable DSSs’ depending on your app’s needs. This list is not the be-all and end-all of DSS recommendations- rather its goal is to serve as an illustration of some of the top tools available.
If your need is Attribution analysis…
AppsFlyer is the ticket when it comes to growing your base. Offering real-time data analysis, AppsFlyer’s dashboard provides marketers insight into their apps conversion rates, where their customer are coming from and which advertising strategies are successful. Track any marketing campaign, including social, TV and other media outlets, and quickly integrate this data into your own BI system leveraging AppsFlyer’s API’s. AppsFlyer offers pay-per-use, free and enterprise plans for both Android and iOS applications.
If your need is User Experience analysis…
Appsee offers developers with insights compiled from user interactions and compiled into custom touch heat maps and detailed user recordings. Leveraging this data, businesses can make fact-based decisions on enhancing the heart of their mobile app- their UX. With a dashboard that is fueled with real-time analytics, Appsee empowers developers with current and relevant information to help them make the best decisions for future enhancements to attract and retain customers. Further, Appsee can be leveraged to determine bugs or kinks in a current system and to quickly resolve these experience-killers. Appsee works for iOS and Android apps and they offer tailored pricing depending on clients’ needs, along with a 14-day free trial.
If your need is A/B Testing analysis…
Optimizely offers users with a way to deploy simple and effective A/B testing. Through this tool, developers can limit their exposure while testing creative, new and different ideas in the “wild.” From there, businesses can leverage this real world data to make informed and effective decisions about future releases and new directions for aspects of their mobile app. Optimizely’s analytics empower teams to be creative and bold in their decisions, with these decisions being derived from real-time data. Optimizely covers Android and iOS and offers a free package and an enterprise-grade package at a cost.
If your need is Marketing Automation and Engagement analysis…
Urban Airship connects developers to users by leveraging location-based services, personalized, targeted marketing and push notification features. By providing a useful combination of marketing analytics and engagement capabilities. Not only does it offer interactive push notifications and in-app messaging, it also has a unique “Wallet Studio” which allows you to easily create and distribute loyalty cards and coupons to your users. In 2014 Urban Airship decided to collaborate with iBeacon technology to make its push notifications even more targeted and effective. Urban Airship offers services for iOS, Android, Fire OS, Windows and BlackBerry and they offer packages that range in cost from free to their comprehensive package starting at $349.
Mobile app businesses should view their investments in a decision support system as a competitive advantage. This is because DSSs’ provide their teams the confidence to innovate combined with the evidence to justify their decisions. Implementing a decision support system(s) into one’s business will help elevate your KPIs from good to great.
You can check out the Appsee site here for more information.