Analytics on Mobile

This is not a post about doom and gloom, you’ve see enough of that in the media. No, I want to tell you some good news about how you can make sure your mobile marketing investment will bring you the highest possible returns.

According to Anil Malhotra, SVP of marketing at Bango: “In difficult economic times advertisers shift budget to media that is measurable and mobile is one of the most measurable forms of media today.”

In the case of a tool like Bango Mobile Analytics, implementation is very straight forward; a URL referring users to your landing page enables you to measure your campaigns, and tags placed around your mobile site enables you to monitor the success of your mobile site.

What metrics can be seen?

A whole range of rich information can be accessed through mobile analytics services. As with web analytics you are presented with a dashboard that summarizes activity for a set period of time giving you the ability to drill down and analyze the results.

The main metrics comprise unique visitor count, device type, network operator, country, campaign results and visitor activity which can include engagement and user paths. To get an independent view, make sure you use a third party solution. This will enable you to manage and measure all of your marketing activities through one view with the ability to easily compare ad networks and other mobile marketing activities.

Campaigns can be measured in a number of ways depending on the campaign itself. The unique visitor count is a great indication of the effectiveness and can be compared to the amount of money spent on marketing. If a campaign is encouraging visitors to take a specific action such as download a free piece of content or click to call, all of this can be measured to see the conversion between the initial response to the campaign and the action.

The metrics are used to improve campaigns and better target users. Information such as top device type enables brands including AutoGlass® to make sure their mobile site is optimized for the most popular devices their visitors are using. This ensures brands improve the user experience and in turn maximize conversion rates.

Countries are also a good indication of which are the best target markets. With a range of mobile advertising networks enabling you to place your advertising on publishers mobile sites across the globe, you can see if a particular area is more responsive, tailor your messaging and look to reinvest your marketing dollars in the most appropriate area.

Another indication of targeting is by network operator. Look out for mobile analytics tools where you can see the MVNOs. This immediately indicates a specific demographic – e.g. Sprint’s Boost Mobile network where subscribers are made up of the urban youth market. This is a great way to segment and see who your target audience is based on age and interests.

If you’re already running mobile campaigns yourself or for clients, get measuring! Try one of the free tools on the market and start by counting the unique visitors responding to your campaign.

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