A tactical guide to implementing a custom event strategy for mobile apps and games

Andrew Pearlman

Applied Marketing Analytics: The Peer-Reviewed Journal, 2017, vol. 3, issue 3, 239-249

Abstract: There are many ways to write a custom event strategy for a mobile application or game. This paper outlines a process designed to avoid three common tracking errors which can cause behavioural data to be unusable. These errors comprise: (a) communicating event tracking methodology across departments to avoid misinterpretation; (b) organising the implementation and testing of events to ensure details do not slip through the cracks; and (c) using strong naming conventions to make analysis easier and more consistent. By creating a centralised reference workbook called an ‘event dictionary’, any employee can feel confident about how to interpret metrics without the assistance of an analyst. Although this instructional guide has been drafted for someone who has never written an analytics strategy before, it also provides tips and tricks that experienced analysts can incorporate to hone their current approach.

Keywords: mobile analytics; business intelligence; custom events; user behaviour; monetisation; tutorial (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2017:v:3:i:3:p:239-249

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