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What Is App Data?

App data measures app usage in a given market or location. Additionally, it collects information about the users of these mobile apps.

Where Does App Data Come From?

This data comes from app stores like Google Play and App Store as well as internal data from companies selling the apps. Additionally, websites offering apps, either on their site or in an app store, can install cookies that track website visitors to their eventual downloads, providing valuable demographic and behavioral information about app users.

What Types of Columns/Attributes Should I Expect When Working with This Data?

There are several different types of information presented by mobile app datasets, available in APIs or CSVs.

Internal data includes user profiles, language, app upgrades, and real-time location via location tracking SDKs.

Alternately, data that may be more publicly available is usage data. Examples include number of downloads, number of active users, average number and duration of sessions per user, and, of course, in-app purchase data.

What Is This Data Used For?

Companies use this data to monitor their performance among existing customers and their promotional campaigns targeting new customers. It also lends itself to market research for companies weighing whether to enter a new market or develop a new app in their suite of products.

How Should I Test the Quality of App Data?

With the millions of mobile apps available and the many sources of data for any of them, the most important test of quality is the seamless integration of data. Naturally, this process must occur constantly.

Once you have collected and standardized the data, focus on proper cleansing.

Interesting Case Studies and Blogs to Look Into

Case Study: United Airlines
Dog Town Media: 6 Machine Learning Use Cases for Mobile Apps

Tangible Examples of Impact

Users, regulators and sometimes even the app developers and advertisers are unaware of the extent to which data flow from smartphones to digital advertising groups, data brokers and intermediaries that buy, sell and blend information, he said.

How smartphone apps track users and share data

Gen Z users spend an average of 4.1+ hours per month in top non-gaming apps, or 10% longer than older demographics. They also engage with apps more often, with 20% more sessions per user in non-gaming apps, at 120 sessions per month per app, compared with older groups.

Gen Z spends 10% more time in non-game apps than older users

Relevant datasets

Virtusa Application & Platform Engineering

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Virtusa Application & Platform Engineering provides expertise on all technologies to help organizations in building their own application.

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Fluent Mobile User Acquisition

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Mobile User Acquisition by Fluent allows businesses to have more successful campaigns and more engagement through mobile app users.

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Factual Observation Graph provides customer online behavior and location data from billions of mobile devices so that companies can improve their customer service, product promotions, and marketing campaigns, and more.

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