In our last few blog-posts, in-app analytics for retail e-commerce apps has been at the heart of discussions and to ensure better clarity on the topic, we’ve taken the specific examples of various sub-verticals in this app domain.

While we started with the rationale behind looking beyond attribution data and shifting focus on the user actions occurring inside the app, we’ve also pinpointed the kind of in-app activities that matter the most for fashion & lifestyle apps and marketplace apps.

To sum up this series, we’ve picked the case of ‘hyperlocal apps’.

Hyperlocal Apps – Critical in-app events

In case of hyperlocal apps like Walmart, Jet or Grofers, where ‘location’ is already the focus, in-app ‘user search’ is another critical event.

Let’s take a look at what kind of KVPs or in-app events can be monitored under ‘user search’

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From the above KVPs, hyperlocal apps like Walmart can track some key ‘in-app events’ that are triggered right after a user searches for ‘Groceries’ on the app.

Say, Walmart considers a KVP as ‘Type of Product’ and ‘Retailers/Stores’. Now, the data collected from tracking these two in-app events simultaneously can tell Walmart about the most user preferred store for buying breakfast cereals like Kellogg’s Cinnabon Cereal.

Again, tracking ‘Days’ and ‘Purchases/Revenues’ can pinpoint the days with the highest or lowest volume of sales.

Accordingly, decisions related to inventory management and operations related tasks like associating with new vendors or removing inefficient vendors, can be made.

If we also take a look at the Grofers App, which is doing quite well in India, similar comparisons with KVPs can be made.

Suppose Grofers picks a KVP as ‘product type’ & ‘diet type’, it can draw specific insights about various products. Looking at the data from such a KVP, it could indicate the user segments who prefer to only buy multigrain bread for daily consumption. This could imply that this section of users is very health conscious and they could be enticed to purchase similar healthy products by targeting them with the timely push notifications and relevant retargeting ads.

Conclusion

As you can see, there’s no limit to tracking in-app events for e-commerce apps. In fact, the most critical decision is to correctly identify the most relevant events.

So make sure that you define your KPVs in such a way that they meet your app’s business KPIs and you can gather the maximum insights from them.

We hope this was useful for you. Should you need any help in tracking in-app events for your app, please drop us a line connect@mtraction.com and we’ll be happy to assist you with the same.

If you’re currently using any SDK platform, make sure that you’re tracking the right events.

About The Author

You Ask. I Answer. Drop me a line at neelanjana@affle.com to learn about mTraction.

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