General / Data / Tech Talk

How Analytics Can Help Put Marketers And Developers On The Same Page

by Nadia Tatlow, Manager of Marketing
19 Sep, 2017

The difference between an application that just holds its own and one that becomes a breakout, industry-leading success is often the proper use of data. Groundbreaking development and stellar marketing moves don’t happen by accident. The companies that are leading the pack are gathering all the data they can and using it to guide every step they take.

 

Gathering the right data and analyzing it properly doesn’t just help teams work better, it helps teams work better together. It also helps you get to the bottom line.

 

Whether you’re getting a new app ready for launch or preparing to release an update to one that already exists, it’s important to make sure everyone is on the same page. Marketing and development teams need to make decisions together to ensure the best possible outcome. While that is no easy feat, the data you can provide along the way is critical to your team’s direction and success rate.

 

Ask yourself this: are your marketing people telling the same story to your potential customers as your JIRA boards are to your developers? How are these teams – and the Product Mangers in between – connecting the dots when it comes to tying everything together, and building a truly excellent product?

Here are just a few of the ways that desktop application analytics can help guide your big picture goals strategically, and with purpose, while allowing for smoother development, more effective marketing, and a better overall user experience from start to finish.

 

Analytics Show What’s Being Used (And What’s Not)

 

Desktop application analytics make it easy to see exactly which features your users are using the most, and which features might not be so important to them.

 

Why it’s useful for developers:

When you know which parts of your software your users find the most useful, it’s easy for the development team to prioritize their work. A clear roadmap emerges that lets them move to enhance and expand the things that matter most to your user base.

 

Why it’s useful for marketers:

It stands to reason that whatever current users see as the most important features are also going to be the most attractive features for people who haven’t seen your application yet. Your marketing team will have a much more accurate picture of the target audience they should be going after, and exactly what they should highlight to get the best reaction. They’ll also be able to make clear requests to the development team for anything they need to help reach their goals.

 

Analytics Show You Exactly Where Conversions Happen

Not all conversions are created equal. Some customers will buy because they’re impressed with the overall package while others might only make the choice after they’re convinced they need one specific feature. Knowing exactly what prompted a free or trial user to convert into a paying customer is just as important as knowing that the conversion happened.

 

Why it’s useful for developers:

When developers can see how their work is influencing user actions, they can take a more active (and proactive) role in designing features and interfaces that maximize conversions. Features that seem to prompt a high number of purchases can be made more prominent in menus throughout the app, for example.

 

Why it’s useful for marketers:

For marketers, it’s more or less a no-brainer. If a specific function or interface feature seems to be producing over the top conversions, that item needs to be made highly visible in marketing material.

 

These statistics can also help to point out areas that make your product stand out from the competition in the eyes of consumers. This makes it easier to set priorities for both the marketing and development teams.

 

Analytics Show You How Your App Is Being Used

It’s not uncommon to find people — sometimes large amounts of people — using your application in ways you never thought of. With the right analytics in place, you can see exactly how people are using your app. Are they going from A to B to C, or do they seem to start more often at B and then jump right to F? Have they found an easier way to do things? Or maybe they’re even avoiding a feature you thought they would find useful. Understanding behavior is critical to effective resource planning, so assume nothing! Take advantage of custom event tracking whenever possible to gather data on everything.

 

Why it’s useful for developers:

When developers can see how people are really using their applications, choices about things like implementing new features or redesigning interfaces become much more clear. This kind of information can even steer future development in unforeseen directions. Each new step forward is backed by solid data and logic rather than suppositions or guesswork.

 

Why it’s useful for marketers:

When your marketing team knows how your application is being used in the real world it allows them to tune their marketing material for your target audience, or segments within it. Marketing content can be designed that shows off real-world solutions and use cases rather than hypothetical demonstrations and theories.

 

How are your teams doing? Do they have the right data at their disposal? Get everyone on the same page with Deskmetrics advanced software analytics. You can check it out on your own for free or set up a 1 on 1 live demo.

Nadia Tatlow • Manager of Marketing

Marketing for Deskmetrics

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