Analytics - The Key To Measure Your Mobile Performance And Unlock The App Economy

The app economy is blurring the lines and opening up new opportunities, with a lot of new entrants in the mobile space, be it with mobile CRM and analytics, store analytics, dedicated gaming analytics, etc. A bunch of players have raised more than $250+ million among the likes of Flurry, Urban Airship, Crittercism, Kontagent, Trademob, Apsalar, App Annie, and Localytics, to name a few. Expect a lot of innovation and acquisitions in that space once mobile is more naturally integrated into digital marketing strategies.

On average, mobile now represents more than 20% of overall traffic to websites. For some companies, including many in media, more than half of all visits come via mobile devices. In some countries, such as India, mobile has surpassed PC traffic. Marketers are integrating mobile as part of their marketing mix, but too many have not defined the metrics they’ll use to measure the success of their mobile initiatives. Many lack the tools they need to deeply analyze traffic and behaviors to optimize their performance.

Thirty-seven percent of marketers we surveyed do not have defined mobile objectives. For those who do, goals are not necessarily clearly defined, prioritized, and quantified. Half of marketers surveyed have neither defined key performance indicators nor implemented a mobile analytics solution! Most marketers consider mobile as a loyalty channel: a way to improve customer engagement and increase satisfaction. Marketers must define precisely what they expect their customers to do on their mobile websites or mobile apps, and what actions they would like customers to take, before tracking progress.

Marketers can improve mobile performance by linking customer lifetime value analysis with acquisition costs and engaging specific segments of users in real time. Such an approach requires them to use mobile as a variable in their existing marketing segmentation and to start measuring cross-channel attribution.

Clients interested in learning more can click here to download our brand new report, “Make The Most Of Analytics To Meet Your Mobile Objectives.”

Comments

In addition to the

In addition to the traditional analytics provided by the above players, we should put more emphasis on the importance of user experience (UX) analytics within mobile apps or mobile sites, due to the UX constrains. Visual analytics, such as heatmaps and user recordings, enables to see exactly how users interact with the app and improve the UX. By improving the UX, companies will increase their conversions, engagement and monetization. A good example of visual in-app analytics is Appsee.

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