Professional Documents
Culture Documents
Mobile Measurement Whitepaper
Mobile Measurement Whitepaper
At A GlAnce
Business Trend Consumers across the globe continue to spend more and more time on their mobile devices. Many brands are dedicating a higher percentage of their marketing budgets to engage an audience in this new channel. However, total marketing budgets remain relatively fixed, which puts pressure on mobile marketers to justify spending as they try to grow and monetize their mobile audience. At Issue Even as businesses are starting to better articulate their strategy, a majority is still not effectively measuring the performance of their mobile tactics. With unclear objectives, no key performance indicators, and lacking tools to assess and optimize programs, proving return on investment is a major challenge. Business Solution As mobile matures as a marketing channel, it will have a significant impact on the bottom line, ultimately leading to increased revenue and/or decreased costs. Measurement of the direct and indirect contribution of mobile marketing towards these business objectives is necessary in order to properly manage this channel. With digital analytics, they measure what matters to their business, build a business case for ongoing investment, and identify opportunities to incrementally increase returns.
Over the next few years of the mobile journey, some technologies will flourish while others may disappear. Which ones are anyones guess, but one thing is certain: Mobile is contributing to the splintering, or multiple ways, in which your customers access the Internet and how they engage with your company. Ongoing measurement to show that you are on the right track is imperative.
Site Visitors Number of unique visitors to the site over a period of time. This metric shows how many people use the mobile site. New Visitors Count the number of visitors that first accessed your site during a period of time. This is a useful metric to understand if you are interacting with the same users or unique people over time.
About the Author As Director of Mobile Analytics at Webtrends, Eric Rickson is responsible for driving product strategy and evangelism for Webtrends measurement solutions for mobile. Most recently, Eric was responsible for emerging markets and vertical market measurement solutions at Webtrends with an emphasis on retail, CPG, Media and Financial Services. Prior to Webtrends, Eric was a Strategic Consultant helping businesses understand and optimize the performance of their digital channels using various analytics solutions. Eric brings over 11 years of experience as a digital analytics professional working with brands such as Coca-cola, Wells Fargo, Visa, Microsoft, and Nike.