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Posted by Jennifer Wise on February 14, 2014
First, the good news: Mobile marketing is maturing within organizations. More marketers than ever have mobile programs in place, and they are shifting from testing to “see what happens” to the more strategic, and Tim Gunn-recommended, “make it work.”
Now for the bad news: Marketers have to demonstrate whether their mobile programs are, in fact, working. And in a still-evolving industry that lacks measurement standards, coupled with marketers who are just starting to measure strategically, this is no easy task.
But it can be done! Our advice to marketers is this: Start by benchmarking against yourself. Here are the three steps to help you set the right baselines:
After you have completed these steps, you will have established your baselines and begun to benchmark. But how do you know if your performance is objectively “good”? No marketer wants to be an island, and it’s recommended that you turn to other resources as a gut check, including similar mobile campaigns within your own company and partner-established guidance based on their rolled-up and anonymized client data.
For more details about mobile dashboards, benchmarking practices, and examples, see the full report, Establish A Baseline For Mobile KPIs. And we want to hear what your experience with setting mobile baselines has been: What has — or has not — worked for you?