Many brands have embraced multi-channel analytics and they continue to design and refine the implementation of their channels to fit their business’ needs. However, the systems in place today do not support their needs when it comes to collecting data from the mobile channel. Unfortunately, most of the tools available today are web-centric and therefore require extensive configuration, implementation, and support to work correctly within apps. This can be a daunting challenge unless you start with a mobile architecture that gives access to the strategic insights necessary to be device and channel agnostic.
A Mobile Strategy Checklist
Our strategy for the mobile channel is simple, if you can’t check each point off the list below, it is time to rethink your mobile strategy.
Your mobile data should be:
___ easy to access and insightful
___ independent from vendor complications
___ able to easily glean actionable insights from data sets across channels and data sources
If you don’t already have a mobile strategy, don’t stress out, we can help you. Our mobile frameworks are designed to be both a mobile and native layer for device agnostic implementations. This functionality is designed to give brands a cross-platform, vendor-agnostic and native-first mobile implementation that functions seamlessly with existing website implementations.
Meet The Frameworks
Our architecture consists of two frameworks. The first is a Software Development Kit (SDK) framework designed to unlock mobile app data into a format that is easy to collect, manipulate, and use by marketing teams. The second is designed to do the same for mobile app optimization, integrating vendor-specific data formats and streamlining optimization data formats.
The SDK framework gives users the ability to leverage both native device data and SDK data. Native device data, such as geolocation coordinates, is interesting in that it provides context for any time a user interacts with the app. However, harnessing this data can be complicated. Our new framework reduces complexity by pushing customizations directly to runtime (while the app is in use), which increases the marketers control. Additionally, apps often utilize SDKs to send alerts, share to social networks, and provide useful bits of functionality.
Previously, these functionalities were locked away and unavailable to marketers. By using our SDK framework, the marketing team can now access and take advantage of these functionalities in a scalable and actionable environment.
Our testing framework solves vendor differences inherent to optimization and personalization campaigns. Each testing vendor has a specific data format for how they describe their campaigns and success metrics. Often, these data formats are vendor specific. Our optimization framework provides a solution for these differences in that starting campaigns or sending success metrics from an implementation works the same, regardless of the vendor optimization stack.
Beyond increased efficiency, this framework also solves the growing problems associated with vendor lock-in. If you need to change vendors, you will no longer need to worry about lost data or experiences.
Don’t get us wrong, mobile analytics implementation is not the easiest project that marketers are challenged with. A unique blend of technical and strategic considerations make mobile a powerful and, at times, unwieldy channel. For brands looking for an easier path to cross-channel analytics and optimization, our two frameworks are designed to simplify and streamline implementations. With this accomplished, marketing will be free to maximize their ROI while also increasing the efficacy of their mobile campaigns.
Do you need help collecting data from your mobile channel? We’d be happy to explain how our mobile frameworks could help you! Contact us at info.US@ebiquity.com or visit our Mobile App Optimization page.