Segment Gives Businesses a ‘Blueprint for Analyzing Mobile Data’

SEGMENTWith more than 1.5 million apps in Apple’s App Store, 2 million in Google Play and more than 1,000 new apps released daily on each platform, mobile developers need to differentiate on customer experience.

That’s the advice issued Wednesday from the team at Segment, a customer data platform.

The company just released the Native Mobile Spec — a new feature that offers businesses an easier way to capture mobile customer data, understand the mobile customer journey and, ultimately, build better mobile products.

More than 3,000 mobile apps — with collectively more than 500 million downloads — like Instacart, HotelTonight, HomeAway, and DraftKings rely on Segment to collect crucial customer data. To build its Native Mobile Spec, Segment examined the most popular types of data its mobile customers track, and then created a blueprint for automatically capturing key events across the mobile user lifecycle.

“People interact with mobile applications in a few standard ways, but the order of interactions are hard for developers and marketers to analyze because they are siloed in different tools,” said Peter Reinhardt, co-founder and CEO of Segment. “With the Native Mobile Spec, Segment automatically collects key user interactions, so developers save time, product managers can improve the user experience, and marketers can finally measure the how well their campaigns are working.”

By the company’s own admission, understanding the customer journey on mobile is not easy, as users engage with apps in dozens of overlapping ways. Segment asserts that its new Native Mobile Spec automatically captures essential mobile touchpoints, like app installs, app opens, screen views, app updates and completed orders, which comprise the backbone for analyzing customer behavior on mobile.

“The Native Mobile Spec also maps out mobile acquisition and re-engagement data like deep links, push notifications, and attribution events,” a provided statement reads. “In the coming weeks, Segment will continue to update its mobile SDKs and integrations to automatically collect events surrounding mobile marketing campaigns.”