Posts Tagged ‘mobile analytics’
Earlier this year, I reviewed where the mobile industry stood in terms of fragmentation and reviewed how big of a problem it really was. Well, now that we’re a few months down the road, unfortunately not much has changed. And if anything, the problem is only being fueled with the unveiling of brand new Blackberry device and OS.
In February’s post, I came to an unfavorable conclusion in regards to a fragmentation magic bullet—i.e. that there isn’t one. But today, I wanted to take a different approach to finding a “solution” by looking at the problem from a different angle….
Could fragmentation be actually a good thing? Read the rest of this entry »
The idea for the event grew out of a lack of satisfaction around most industry conferences. Instead, of the usual talking heads giving presentations on recent industry data or pay-to-play panels of people trying to pitch their services by way of sharing information, we wanted to create a forum around education and information with some of our peers in mobile. This invite only event pulled together mobile executives from brands, media companies and solutions providers for a series of round-table discussions covering all facets of mobile strategy.
Today we’re bringing you the next post in our “2011: A Mobile Year in Review” Q&A style blog series that features the thoughts and insights of mobile industry luminaries, media executives and brand marketers.
In this week’s post, Michael Ricci (@MobileNTRactv), Vice President of Mobile at Webtrends (@Webtrends), talks shop about why mobile really took off in 2011. He shares his thoughts on such subjects as the biggest mobile innovation of the year and the top reasons companies decided to invest in mobile analytics. Additionally, he offers his perspective on the mobile device that came out of nowhere and really delivered the goods in 2011. Finally, Ricci gazes into his crystal ball to predict the next big thing in mobile for 2012.
As VP of Mobile for Webtrends, Mike is responsible for all facets of Webtrends’ mobile analytics business and works with blue chip clients like Coca Cola, Hilton, Microsoft, NY Times, RIM, Polar and a host of others to effectively implement measurement programs that shape mobile strategies and user experiences. Mr. Ricci joins Webtrends from Merkle, where he served as vice president and mobile practice leader. At Merkle, Ricci established the company’s presence in mobile marketing and worked with Merkle’s blue-chip client list to develop mobile engagement strategies. Prior to Merkle, Mike held key executive roles at iLoop Mobile, Volantis Systems, Aggreko plc and York International Corporation.
Last month we discussed our Top 5 Indicators for Mobile Analytics and gave you a general overview of the types of metrics you should be looking at when judging the performance of your mobile website. Today, we’d like to take things just a step further and dive into a key method of analytics reporting. This method, outlined last week in a highly recommended webinar by Google exec, Avinash Kaushik, will allow your analytics team to get a better understanding of your overall mobile success and how to optimize your site in certain areas to increase this success.
An Acquisition-Behavior-Outcome (A-B-O) report can be created in any of the top analytics providers and will deliver the full story of your website’s performance utilizing any number of different metrics. It takes into account the end to end journey of your visitors, from the time they land on your site to the time they leave or complete a specific task or goal. These three segments should be integral pieces in each and every single analytics report you create.
A major challenge for digital professionals today is measuring the success of their mobile initiatives. Oftentimes, achieving high ROI comes not only from the mobile platform itself but the ability to analyze real-time mobile specific data and make informed budgetary decisions thereafter. Now, as the mobile web begins to grow out of its infancy phase, it’s just as important for a company to have a “mobile analytics strategy” as it is to have a “mobile marketing strategy.”
Mobile analytics differs from traditional web analytics in the sense that it allows marketers and product managers to understand how their mobile content is consumed on the thousands of different mobile devices. Here’s the sort of stuff users can do with mobile analytics tools, such as Webtrends (who we recently chose as our primary analytics provider):