Product Development Managers and Marketers Are Increasingly Engaging with Analytics

Posted 3/18/2016 2:05:55 PM by RICHARD HARRIS, Executive Editor

Product Development Managers and Marketers Are Increasingly Engaging with Analytics
Amplitude has released its State of Analytics 2016 report which is based on a survey of C-level executives, VPs, directors, and product and marketing managers. The report provides insight into analytics trends, the importance of analytics in driving business decisions, pain points and the types of analytics tools being used. 

The survey reports that key users of analytics are not only data scientists - they are people who can make strategic business decisions. Of analytics users surveyed, the majority described themselves as: having a job title of manager or VP/director in product development or marketing and were interested in engaging in questions about increasing engagement and retention.

Among the findings of the report:

- There is a strong focus on wanting to understand what user behaviors keep them coming back to an app as 43% wanted to know about discovery and attribution and 31% about frequency and stickiness.

- 58% of the respondents are currently using event-based product analytics.

- 86% of respondents found event-based analytics to be very important or “mission critical” for their business.

- 60% report using two or more different analytics tools at the same time.

- Cost and complicated interfaces are the top pain points for respondents at 45% each.

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About the author: RICHARD HARRIS, Executive Editor

As the Publisher and Editor for App Developer Magazine, Richard has several industry recognitions and endorsements from tech companies such as Microsoft, Apple and Google for accomplishments in the mobile market. He was part of the early Google AFMA program, and also involved in the foundation of Google TV. He has been developing for mobile since 2003 and serves as CEO of Moonbeam Development, a mobile app company with 200 published titles in various markets throughout the world. Richard is also the founder of LunarAds, a mobile cross-promotion and self-serv mediation network for developers. He has been a featured presenter at trade-shows and conferences, and stays active with new projects relating to mobile development.

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