Data savvy mobile marketers love their dashboards, but they have a particular taste for raw data. Raw data reports provide mobile app marketers with access to everything that their attribution and analytics providers measure – so the marketer can dive deeper into their data, slicing, dicing and analyzing the data to their heart’s content.
At AppsFlyer, we believe that marketers should have total access to their data, any way they want to use it. Raw data reports can be accessed at anytime as a CSV download or synced automatically to external BI systems, or even delivered daily via email. Raw data access is an incredible feature, and one of the most popular components of the AppsFlyer platform, especially for experienced, professional marketers. In fact, many large mobile app marketers and ad networks now use their Raw Data Reports as a basis for performance-based billing (the networks are paid based on Raw Data Reports).
How To Use Raw Data Reports
Raw data contains a treasure trove of information and can provide insights many marketers never even thought possible. What days of the week are users most active? Are purchases frequently made within a specific geographic proximity to bricks-and-mortar locations? The possibilities are endless. This data can be used to highly targeted retargeted campaigns, build better targeted messages, identify potential fraud and so much more.
- Market Insights and New Market Discovery
While targeted campaigns help attract specific types of users, you may be surprised to discover other populations of users that are installing or using your app. Often, marketers discover new audiences, geos and demographics via their retention and cohort reports and raw data reports. This data can help you create new opportunities hadn’t been previously considered, including secondary uses for the app and expansion into foreign markets.
- Fractional Attribution
Some advanced mobile advertisers prefer to use fractional attribution models rather than multi-touch or last-touch attribution. Raw Data Reports include reporting across the funnel, allowing these advertisers to leverage their own fractional models as desired.
- Trend and Fraud Analysis
One of the keys to raw data report analysis is to find new usage or behavioral patterns. Some patterns will be expected, such as users completing purchases after receiving discounts or special offers. However, there may be other patterns that may prove difficult to explain. Often, these are a sign of mobile fraud and should be addressed.
- Discrepancy Resolution
Raw Data Reports are also helpful when trying to resolve discrepancies between data platforms. Check out this blog post to learn more about common mobile analytics discrepancies and how to solve them.