Tue Feb, 2013 by Digital Bus
The social media revolution and conversion to mobile has forced marketers to rethink how to approach business, the marketplace, and customers. In order to succeed in this new era of easy and frequent conversation, companies need to look past revenue and profits and start listening and measuring what they are doing online, specifically through mobile. One way to gain insight from your mobile marketing effort is to integrate real-time web analytics into your mobile app or site. Getting a handle on the basics of mobile analytics is a foundational step in maximizing the return you are getting from this channel.
For starters, your mobile site or app should be user-friendly and easily viewable on any device, since most people will be accessing your site on a smartphone or tablet the first time they visit. Having an accessible web page is the first step to increasing traffic to your site. Once your company has established an accessible mobile platform, metrics should be put into place to track detailed results and measure success across all measurement categories. By continuously listening to and evaluating the market, you are more likely to identify important trends and behaviors that could lead to important business decisions.
With new measurement tools launching all the time, it can be difficult on deciding which tool to use for your business. Since there is no set standard for what features a tool should offer or what exactly we should be measuring, it is important to find a tool that helps accomplish your specific goals. One example for both mobile applications and mobile website usage tracking is Webtrends Mobile Analytics. Webtrends is a robust and flexible product that allows mobile website owners and apps developers to get in-depth data analytics of their app/website usage.
Mobile visitors are tracked just as any other visitor to your website, so it’s just as easy to measure data related to consumer behavior, your brand, your customers, and your competition. However, the these visitors make up a relatively small proportion of traffic, so you must look carefully at your analytics reports. One way to highlight your mobile visitors is to create an advanced segment in your report through Google Analytics.
No matter which type of mobile device your customers are accessing your site with, mobile web analytics gives you the ability to monitor, track and analyze real-time usage data and measure every metric that can possibly be measured through mobile. By consistently collecting data and measuring the results of your mobile marketing campaign, you will not only maximize your marketing exposure, but reach your full potential for success.
–By Emily Walsh