How to make the most of your mobile analytics

Hester Gras

Recently, Forrester published a report on how to make the most of analytics to meet your mobile objectives. The report findings show that only few marketers are tracking mobile usage across multiple channels, while many of them are integrating mobile as part of their marketing mix. As a result, they cannot measure the success of their mobile initiatives. We picked some important tips from the report that help marketing leaders optimise their mobile performance.

First of all, there is no one-size-fits all strategy to mobile measurement because the metrics should match with your corporate objectives. That being said, there are some basic measurement practices that need to be in place:

1. Know the basic KPIs, such as the share of traffic coming from mobile devices

In addition, report tablet traffic separately from smartphones and analyse behaviours for the top devices. Knowing the specific mobile behaviours (pages viewed, time spent, conversion rates, et cetera) can help you prioritise features in your mobile road map.

2. Define what you want users to do and explain why

When it comes to increasing engagement via a mobile app, you probably want your customers to take specific actions like liking content or requesting information. As these objectives might be different for any company, it is important to define what you want users to do and why.

3. Define the precise metrics you’ll track to see progress

If your objective is to improve customer satisfaction, you might use various surveys and tools to analyse not just the extent to which mobile customers are happy with your mobile service but also whether non-mobile users rate their service better than the mobile service. 

 

Once you have mastered the basics of mobile measurement, have a look at the advanced metrics:

  • Focus on customer life-cycle analysis

    Do not just focus on app downloads but focus more on app usage and retention. Focusing on detailed navigational behaviour is critical to make decisions on how to improve the user experience over time.

  • Make the most of real-time analytics tools

    One of the biggest advantages of mobile is the ability to deliver real time brand experiences. Acting on this knowledge while it is fresh by offering customized and personalized services is critical. For instance, some gaming companies send push notifications at specific moments to ask customers to rate their app. They don’t automatically send a push notification after the third visit but rather send it to engaged gamers who have spend a particular amount of time in the app.

Other advanced mobile analytics are:

  • Correlate lifetime value with acquisition costs
  • Create engaging scenarios by optimising engagement for specific segments of customers
  • Leverage customer experience analytic tools
  • Use mobile analytics to embrace cross-channel analytics and attribution

Feel free to download Forrester’s report for a complete overview of the mobile analytics.

 

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