What do you think of when you think of great explorers? Vikings? Jules Verne adventures? Astronauts?
They all share a purpose – to uncover new information. Marketers seeking mobile analytics solutions could learn a thing or two from their spirit.
As it stands, mobile analytics can sometimes be a bit of an afterthought. Let’s face it – marketers are busy folks, and given all the demand for your attention, it’s hard to figure out what to focus on (much less make time for exploring). You wouldn’t be the first marketer to think, “We need to measure mobile? Just throw the web analytics tracking on it!” With increased pressure to understand mobile behavior and demonstrate the value it brings to their business, marketers look to mobile marketing analytics solutions for deeper insight and optimization opportunities.
Exploration isn’t a lackadaisical endeavor. Failing to plan an approach for mobile analytics can have great consequences. For instance, measuring mobile usage with a web focus masks differences in usage behavior. A common example of this is to use an app install metric instead of a user retention metric to assess mobile app performance – you get an idea of volume, but not a method to ascertain quality. What’s more, like any analytics implementation plan, a coordinated, carefully considered approach increases the likelihood that you’ll collect data you can actually use. If you find yourself unable to drive business value on mobile, you’re doing it wrong. Contributing to that is likely the state of your mobile analytics implementation.
So, let’s figure this out. The mobile marketing analytics space is complex and fragmented. It’s tough to get an idea about the right tool for the job. How do you decode it and figure out what the right tracking is for you?
We’ve recently published a Market Guide for Mobile Marketing Analytics (client login required) to guide you through the process, providing a map of the tools and capabilities available. It categorizes mobile marketing analytics providers into three groups:
Diversified providers, who offer mobile analytics as part of a larger marketing suite.
Mobile website and app user analytics, stand-alone solutions that track user behavior and engagement within mobile websites and apps
Advertising and experience management providers, who support performance and brand marketers who want to improve the performance of mobile ad campaigns, generate advertising revenue with their mobile properties, or engage users to upsell/cross-sell/acquire.
Providers in each area differentiate on features, as they relate to analytics, marketing automation and optimization, and advertising on the buy side or sell side.
I’ll leave you with one final recommendation: engage this market with a spirit of exploration! This is an emerging technology market, and features within platforms change rapidly. Like any analytics approach, measurement is an ongoing process that requires flexibility and adaptability. Soon, we’ll all be able to go on vacations to space. Think of your journey into mobile marketing analytics as practice for that.