Heap features that makes it popular for Ecommerce analytics Part 2
In Part 1 of this article on the Heap Analytics tool, we discussed some of its unique features such as automatic data control, automatic tracking of user events, complete user history, and retroactive analysis. We also evaluated how the codeless tagging mechanism in Heap Analytics is better suited for today’s complex web application and smartphone apps than Google Analytics that still requires the writing of manual code for tracking different type of events.
This article covers the remaining 4 features of Heap Analytics that enables it to visualize user events more flexible and derive real-time insights.
Event VisualizerWith its simple and effective point-and-click interface, the Event Visualizer feature in Heap Analytics allows any individual in your company to define analytics events without writing any code. As compared to Google Analytics that requires complex tag management and custom development code, it is much easier for Heap Analytics users to set up event tags in a matter of seconds.
Available for both websites and smartphone apps, the event visualizer is retroactive in function, enabling you to define events and generate retroactive data from your app’s historical data. With its user-friendly interface, the event visualizer allows you to understand your event data by just hovering over the event name.
User PropertiesAmong the most unique features of Heap Analytics, the Users view displays a granular view of how each user is interacting with the mobile app. Arranged in a reverse chronological view (with the most recent user activity shown first), Heap Analytics also displays the user properties of each individual including their events according to user sessions.
Through the use of a title and colour coding, the User view displays all the events captured automatically by the automatic event capture tool of Heap Analytics. Additionally, the User view also shows undefined events (if any) with the raw event name as the event title. You can also click on any event to view all of the event properties in the User view.
Real-Time InsightsYou can generate real-time reports using Heap Analytics, which let you understand what your customer is doing or generate metrics that reflect the overall usage. With lesser overhead in implementation and maintenance, virtual events reduce the time to generate real-time insights, thus empowering your team to make more informed decisions.
Real-time insights enable you to see every user action before a conversion, thus allowing you to devise strategies to improve the conversion rate and reduce drop-offs. You can also track product engagement among user segments on the basis of their real-time behaviour.
Retention AnalysisAlso known as Cohort Analysis, the Retention Analysis feature of Heap Analytics provides the Retention view where you can track and monitor users completing one event after another. Cohort analysis is a powerful medium of answering questions such as “how do users engage with my app on a daily basis after installing?” or “are my older app users more active on my app than the recent ones?”
Additionally, retention reporting allows you to generate a session-to-session retention report with hover facility over each cell of the report. As you can see in the example provided above, the number of first-time users in the September 1 cohort dropped to 1,579 from 1,739 on August 31. Thus, Retention analysis allows you to derive meaningful insights into customer engagement over the stipulated period of time.
In this concluding part of the article, we have delved deeper into the features of Heap Analytics that make it a powerful tool for data analytics and help E-commerce enterprises in understanding customer behaviour and engagement on a real-time basis.
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