I recently sat down with mobiThinking.com to discuss the importance of measuring what works and what doesn’t in mobile, what the customer likes and doesn’t, and what delivers ROI and what doesn’t. Here are my top tips:
If you can’t measure it, you can’t manage it.
Mobile analytics are mission critical to any brand that wishes to operate effectively in the mobile arena. In a very real sense, these data points are crucial to a brand’s ability to establish an effective mobile strategy and prioritize limited resources. In other words, if you can’t measure it, you can’t manage it.
Not all mobile devices are created equal – one size won’t fit all with your mobile strategy.
Device detection helps marketers understand what types of devices are most commonly used by visitors to the mobile sites. Armed with this data, marketers can make rational decisions about prioritizing development of mobile apps, mobile web, SMS, quick-response codes, location-based services etc., according to what are the most appropriate channels to reach the target demographic.
Counting app downloads is pointless – app usage is what matters.
Mobile analytics provide key customer insights. Marketers need to know that all those people who are downloading their app are actually using it (which is the whole point, right?) rather than simply trying it once and then ignoring or deleting it. Understanding these sorts of interactions – and adjusting tactics accordingly – is the lifeblood of customer engagement.
Does your Web customer become anonymous when they switch to a mobile device?
If a marketer chooses an analytics solution that spans digital channels (including mobile, social and website) then it’s possible to understand consumer behavior, individually and in aggregate, across digital programs. Using this, marketers can create a digital profile for a consumer that allows them to deliver ever more relevant content across digital channels.
Can’t prove ROI? Don’t expect any more budget.
Implemented correctly, mobile analytics help marketers answer two critical questions: 1) is there adequate return on investment for mobile marketing programs? and 2) which tactics are reaping the highest returns? If you can’t answer these questions with hard data, then it’s virtually impossible to seek additional investment for the mobile channel or maintain job security for an extended period of time.
Read my other five top tips on mobiThinking.com here.