As mobile marketing increases in popularity and the various techniques available become more numerous, it becomes increasingly important for businesses to be able to implement effective mobile analytics, and understand what they mean in terms of the successes and failures of a certain campaign and how that information can be applied to improve the results of future campaigns.
The term “mobile analytics” itself refers to the various types of solutions and metrics that can be applied to mobile marketing efforts, for example, QR codes, SMS messaging, smartphone web data, and mobile apps. It can also have to do with the effectiveness and engagement brought about by a given mobile marketing campaign and the online activity within a smartphone or other type of mobile device.
Different types of mobile analytics can provide you with various kinds of insight into the way in which customers have interacted with the parts of your mobile marketing campaign. For example, analytics that are application-based can let you know how people are using different elements of your apps, how many downloads there have been of an app, and vital crash data.
By properly applying mobile analytics, you can obtain a much better idea of the return on investment for your campaigns. An improved comprehension can be developed through the use of this data with respect to a campaign’s response rates, click throughs, and conversion rates. This information can also be applied for calculating the ROI on specific campaigns such as click-to-call, mobile search buys, QR codes, SMS campaigns and in-app ads.
The primary focus of mobile web analytics, on the other hand, have to do with tracking the analytics of use of a web browser from smartphones. Data which can be obtained can include bounce rates, site visits, page views, the types of devices that are used, and the click behavior of the customers. This data can all be used to improve the optimization of the mobile website.
