Understanding Mobile Analytics For Marketers

0 Posted by - 07/14/2010 - Metrics & ROI

Mobile Analytics & Metrics For Marketers

Mobile marketing and location-based marketing is are two of the fastest growing sectors of the technology industry. Worldwide mobile advertising spending is expected to grow from $1.7 billion in 2007 to $12.8 billion in 2011.  Wi-fi capable mobile phone shipments worldwide are expected to grow from 27 million in 2007 to 400 million in 2012, a 71.5% compound annual growth rate (Gartner, Berg Insight, June 2008).

These statistics are expected to continue to grow in the next year, particularly with new releases, applications and network/software updates to smart phones.

For marketers, it’s crucial to understand the behavior of mobile users so that you can appropriately position and target messaging campaigns. Businesses can significantly increase the ROI of their mobile initiatives through such optimization and targeting efforts.

  • What are the benefits to effectively measuring the mobile apps on the iPhone, Blackberry, Android and other smart phone devices?
  • How can analytics be leveraged on mobile optimized sites to drive ROI for the channel?
  • What are the key issues and drivers to effective measurement?
  • Who is currently using and seeing success by measuring, optimizing and targeting mobile messaging and campaigns?

During the Web 2.0 Expo in San Francisco, Matthew Langie of Adobe Omniture spoke on establishing metrics for mobile campaigns. The session discussed how to align vendor and customer interests, how to gain a broader understanding of site traffic via mobile measurement and how to incorporate video and other social media measurements on mobile devices to stay relevant in today’s competitive landscape.

What app platforms should I develop for?

Most people assume that mobile development should be geared towards Apple, Blackberry, Android and Nokia, but that’s not true. Marketers need to look at their analytics data; what devices are consumers using to come to that site. Marketers will find that not everything is smart phone, many consumers use regular mobile phones equipped with internet services.

Mobile Metrics Video Highlights

How Do You Establish Mobile Metrics?

Much like establishing web analytics and metrics, marketers are going to use information such as time spent on page, time spent on site and time spent in app to make data driven decisions and establish consumer behavior patterns based on their inter/actions within the app they’re using.

This allows the marketer to optimize site design, improve site navigation and usability and create stronger content affinities within site.

For example: When a marketer is analyzing web site engagement, if the mobile to web interaction is 1.9 page views via a mobile device versus 1.0 pages on the web, that’s a key indicator for  potential of mobile growth.

Question Marketers Should Ask To Establish Mobile Metrics

In order to accomplish those key, quick wins a marketer needs in order to establish effective mobile metrics, a marketer needs to ask themselves the following business questions.

  • What campaigns drive the most traffic to my site?
  • Do mobile efforts outperform other campaigns?
  • Do mobile efforts produce better conversion rates than untargeted efforts?

Finding the answers to these questions will lead to quick marketing wins for marketers, they will be able to:

  • Increase ad spend effectiveness
  • Increase email and newsletter effectiveness
  • Identify which paid partners drive the most traffic

For example, by analyzing consumer mobile behavior, large financial institutions (banks) found that customers paid bills more efficiently and quickly with mobile marketing. As a  consumer, this tells me that I could avoid late charges by using my bank’s mobile services. As a marketer, this tells me gives me a new marketing channel for products and services that a financial institution’s customers may be interested in based on what they do with mobile services. Marketing efforts would very by personal banking, small business services or investments.

Before your brand or business invests in mobile marketing, make sure the strategy fits and the efforts align with your overall marketing goals. As with all forms of marketing, mobile marketing isn’t a drive-by shooting.