The app marketer's survival guide to navigating economic downturns Part 2: Centralized data

Despite the tumultuous economic climate and the threat of a recession, the global app market remains characteristically robust. In fact, mobile consumers spent a record-breaking $33.9 billion in Q1 2023. To maintain their market position and generate impressive results, however, app marketers must think creatively and continuously adopt innovative solutions in the ever-intensifying and diversifying space. Mobile marketers must also continue to be agile and adaptable to succeed in uncertain times.

In the first part of our blog series on app marketing during an economic downturn, we uncovered exciting opportunities for mobile marketers to grow their apps by honing in on remarketing and retention strategies. Another way to stay ahead of the curve is via data consolidation, as it unlocks the ability to gain a deeper, more holistic user understanding and make smarter decisions quickly. It enables marketers to optimize their campaigns and allocate their resources more effectively. In this second part of our blog series, we’ll explore the benefits of centralizing data and how Adjust’s all-in-one analytics suite can help you leverage data to drive growth and innovation even during the most challenging economic times.

Data is the foundation of modern marketing, but many companies are still yet to capitalize on its full potential. In fact, 87% of marketers admit that they need to make the most of their data. That's why 40% of brands plan to increase their data-driven marketing budgets in the coming years. But with so much data available, it can be overwhelming to sift through it all. That's where centralizing your data (and your tech stack) comes in. By consolidating your data into one accessible location, you can reap a host of benefits, including improved data quality and more accurate decision-making. The following are other critical advantages:

• Reduces reporting time: Centralizing data can reduce reporting time by up to 80%, freeing up marketers to allocate their time more strategically. By consolidating data into one location, teams can spend less time on manual data prep work and more time on data-driven decisions.
• Saves marketing budget: Centralized data can save you 15-30% of your marketing budget, freeing up valuable resources. You can identify inefficiencies and overspending with a holistic view of your data.
• Helps you plan ahead: Investing in centralized data now can form the basis of your 3-5 year marketing plan. You can create an executable, multi-year strategy by bringing your data and teams together in one place. It helps you recognize user trends, optimize marketing campaigns, improve the user experience, and ultimately drive growth.

Utilizing mobile app analytics allows marketers to understand what consumers truly value and whether their marketing strategies are effective. According to a recent study, there will be a 63% increase in spending on marketing analytics within the next three years. As of September 2022, 8.9% of marketing budgets are dedicated to analytics, which is expected to rise to 14.5% within the next 36 months. Additionally, respondents of the survey claimed that they use available or requested marketing analytics on 48.9% of projects before making a decision. If you’re looking for the most efficient mobile analytics platform that gives you a view across all channels and within the app itself, then look no further. Adjust’s all-in-one suite, Datascape, has a solution for every stage of the app marketing journey.