The Rise of Contextual Analytics


#MWC19 Upcoming Trends

Behavioral Analytics can help your team to understand how users respond to your app and identify areas for improvement. But Contextual Analytics goes even further.

You can use data generated through Behavioral Analytics to optimize your app and improve your customer satisfaction and sales metrics.

However, in-app analytics don’t give your business the full picture. User experiences can vary across regions and devices; generating different sets of data that – in isolation – could present conflicting conclusions about your app’s performance.

Contextual Analytics focuses on collecting contextual data that can help your team to understand user problems and decisions on a deeper level.

User experience with context enables to make business decisions if and how to proceed.

Contextual Analytics can help you to form more meaningful conclusions about the real-world performance of your app and range of user experiences, than through Behavioral Analytics alone.

Four types of Contextual Analytics data:

1 . User experience

It’s important to discover how quickly your app loads. But you need context to make sense of these figures and draw conclusions. For example, the device, connection environment, and region that the user’s in.

2. Churn analysis

User churn is painful for any business. With an average industry churn of 71% at three months, it’s clearly important to understand why people stop using your app. User expectations can vary depending on contextual factors including their country, device model, and connection.

3. Device and connectivity analysis

Developing a great user experience with cloud content requires a strong understanding of user environment – which is at the core of Contextual Analytics.

4. Customer engagement

You can drive business decisions with Contextual Analytics. When you understand how engagement factors vary across countries, cities and rural areas, you can implement a more sophisticated strategy that delivers a consistently positive user experience.

Contextual Analytics empowers your team’s developers to optimize your apps and deliver great customer experience – even in areas with poor connectivity, and on handsets with weak technical specifications.

You can expect to see increased use of Contextual Analytics throughout 2019 – and the business benefits are clear.


  • Does your business use Behavioral Analytics to inform its development?
  • Are you using Contextual Analytics to optimize your Advertising content based on network performance?

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