Mobile is changing the way we are approaching the environment around us. The way we communicate, work or even play; has been transformed with the advent of smartphones. Americans owning smartphones have outnumbered the basic mobile phones this year according to Mashable Tech. If these figures don’t strike you, maybe the claim by one of the Mashable citation will. By 2015, usage of the mobile web will outpace desktop usage.
With the growing number of mobile users, knowing how people are using their mobile to engage themselves with the content and media is a vital part of the success strategy. Mobile analytics include, identifying and measuring Key Performance Indicators (KPIs) to tracking specific activity. Mobile analytics thus holds the key to delivering the right information to the right audience at the right time and place, to help achieve success and desired objectives. It plays an important role to identify what action to take – or in some cases – not to take.
Mobile Web Tracking
Mobile web tracking can enable businesses to understand what features on the site are leading to specific conversion behavior and, in turn, help to maximize sales. As the visits to leading ecommerce websites from consumers’ mobile devices are skyrocketing, the importance of mobile web tracking is intensifying.
Mobile web tracking, if done using traditional methodologies, may provide misleading data that represents only a fraction of actual mobile traffic. If the usual methods for normal site tracking are adopted for a mobile website tracking, it may only provide data for HTTP requests coming from the most advanced mobile browsers, such as those in iPhone.
Identifying unique mobile visitors may also fail if the general website tracking methodology of using server log parsing and associating different IPs with "unique visitors" is adopted. This is because the gateway IPs of the network access providers are the IPs from where cellular wireless network HTTP requests originate. Several dynamic server-side platforms are used to develop mobile sites. Therefore, a more accurate mobile analytics reporting can be achieved by server-side tracking code.
The best use of mobile web analytics can be made if there is a comprehensive data collection by integrating the information on the desktop website with the mobile website. Mobify, an open mobile platform, can provide considerable assistance with the integration. Mobify helps in launching a high-quality mobile website version, with integrated popular analytics and marketing channels like search, email and social media. Mobify can provide assistance to build a mobile web, which in turn provides a better user experience for the customer across all devices including desktop, mobile or a tablet. Mobify also optimizes the mobile website experience and results in greater usability, low bounce rate and high conversion rate.
Mobile Web Tracking provides a better understanding of how consumers are spending their time on site. With consumers spending majority of their time on the applications now, mobile Application Tracking has slowly grown in stature.
Mobile Application Tracking
Smartphones are now driven by mobile applications which are becoming front and center for marketers and businesses. There are already more than 1,400,000+ mobile apps on Google Play and iOS App Store combined. We are seeing a growing adoption and innovation in the mobile industry, which is driven by mobile apps. With the growing number of apps, the key lies NOT with counting app downloads but with the usage of the app. Understanding user interactions with the applications by Mobile Application Tracking and adjusting tactics accordingly, has become a lifeline of customer engagement. Using a sophisticated mobile app measurement tools can be of huge help with Mobile Application Tracking, which is becoming a core to how marketers invest, analyze and market their apps. Some of the mobile app measurement tools that can be of assistance are mentioned below.
Localytics is a powerful tool that helps in investigating the user interaction with the mobile app on a real time basis. Localytics tracks app usage, engagements (new v/s returning, loyalty analysis, session interval etc.), and trends, quite effectively. It also allows a client to break down the targeted segments by demographics, usage, interest, and geography. Customized event tracking and customizable dashboards features in Localytics also helps a client to generate reports in desired formats.
Flurry helps in investigating the way app users interact with an app. Flurry can help in learning how, when, where and by what kind of audience is using the app. Flurry is also a convenient way for App monetization and to depict conversions with funnel.
Bloodhound is an app measurement tool that displays and parses real-time hit data on app measurement implementations that ensures a better implementation for app developers and the marketing team. The hit details, hit counter, and evar/prop output features streamline the app tracking QA process. The tool can be used for apps in the development cycle or to validate live apps in the app store. Another key aspect of Bloodhound is that, it can be easily integrated with the Adobe mobile analytics.
Stratigent has been instrumental in helping clients with trended mobile usage and engagements. Key metrics like duration, frequency, geographic location and conversion event history are all accounted for to help in developing success strategies for clients. With my short stint at Stratigent, I’ve also had the opportunity to work on developing mobile strategies for clients.
If you have any questions or require further insight about mobile analytics, feel free to leave a comment below!