Mobile Analytics Platform Umeng Adds New Tools, Now Supports WP7 Too

We all need a bit of a refresh from time to time, and the Chinese mobile analytics company Umeng seems to feel the same way, today launching a new look. More importantly there’s now a bunch of new tools to help app developers understand their users and optimize their smartphone app’s advertising.

‘Umeng Analytics 2.0,’ as the Innovation Works-backed startup is calling this, brings four new analytical tools to its dashboards – and it now supports Windows Phone 7 as well as iOS and Android. The ad and promotion platform itself remains unchanged, working with over 40,000 mostly Chinese apps and lots of major brands to help developers both monetize from ads and get stats about app usage. The four new analytical features added today are:

• Consumer Retention Analysis – This can help developers see when/if their apps start to lose users, and compare the retention rate performance between different app versions and app distribution channels.

• App Channel Distribution Analysis – With Android being even more fragmented in China than elsewhere – with most locals using alternative app markets, not Google’s own Play Store – this can help a dev assess the number and quality of users from these numerous sources. Umeng points out that this also helps:

Developers are able to analyze and compare user devices, user locations, and activation rates of the different app stores, and from there, plan their channel distribution strategy and measuring channel marketing distribution strategy and measuring channel marketing ROI .

• Customised Events Analytics – This will allow the app’s makers to track any very particular actions in the app.

• Funnel Analysis – The final new feature added today lets developers view the conversion rate of, say, steps in the buying process in a mobile commerce app. As shown in the image below, it could track users from searching to final payment:

If you read Chinese, there are more details about the new features on the Umeng blog.