Measuring Mobile Matters
Mobile devices, from smartphones to tablets, have become the remote controls for daily living. Usage is big and ramping fast, and global brands are rushing to invest billions of dollars in mobile apps, sites and advertising - even before they have a marketing strategy in place. As with other digital channels, knowing how customers are using mobile is vital to determining where marketing budgets and resources are best spent.
How do your customers use mobile?
It's clear that the number of downloads or site visits is just the beginning of measuring mobile success. Are customers using their phones and iPads on Twitter, Facebook or texting? For QR codes, banking, purchases, comparison shopping, reading the news, locating a restaurant? Or have they ignored your app completely? You'll want to know. And the more data you have, the more opportunity there is for consumer engagement that is meaningful, influential and ultimately, profitable.
Webtrends Analytics helps global brands measure and evaluate mobile adoption, engagement and effectiveness - from downloads to campaigns - allowing quicker and greater return on investment.
What do you want to measure?
See how Mobile Analytics can help you improve your mobile marketing performance.
Mobile Analytics for All Your Channels
Expertise
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Mobile Measurement: Mission Critical
Understanding how customers engage beyond the initial download or site visit is essential to the success of mobile marketing efforts. Stay ahead of the curve by measuring what matters. |
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Developing a Strategy for Mobile Maturity and Investment
As mobile matures as a marketing channel, measurement of the direct and indirect contribution of mobile marketing toward business objectives is critical to success. Set yourself up for long-term ROI. |
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Metric-Driven Mobile Marketing
Break through the noise and reach customers with precision-targeted mobile marketing. This Aberdeen Group report highlights industry best practices for maximizing business results from mobile marketing initiatives. |
Products + Services to Consider
You need a partner with the right products, people and expertise to ensure your success. Below are our products + services specific to mobile marketing.
Mobile Analytics™Our measurement and analysis platform for understanding digital media, website, social, mobile and SharePoint performance. Includes Mobile Analytics and Facebook Analytics Learn more about Mobile |
Digital Marketing OptimizationStrategic consulting, enablement, program development and analysis across digital marketing channels Learn more about DMO |
Mobile Maturity Model
We've developed this maturity model with our customers. We think it's a helpful guide to understand where you are today and where we might go tomorrow
1
Operational Mobile Reporting
Operational Mobile Reporting
- Assess mobile traffic to existing sites
- Understand mobile data silos and develop means to measure all App tagging, 3rd party data, SMS + QR and existing web analytics data
- Focus on meaningful measures around adoption - App downloads, site/app visitors + sources, SMS subscribers
- Leverage external resources for tagging and reporting needs
2
Mobile Usage
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Engagement Insight
Mobile Usage + Engagement Insight
- Build processes and workflow for infusing insights into all Mobile programs and site/app development
- Define key data silos and understand metrics around frequency of use/visits, depth of use (experience). SMS + QR response, retention + sharing
- Improve all Mobile efforts based on key insights + testing
- As efforts grow and become more successful, begin to consider dedicated resources for measurement + optimization
3
Mobile Effectiveness Insight
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Optimization
Mobile Effectiveness Insight + Optimization
- Understand mechanics and drivers of key conversions
- Improve efforts based on ROI and high-value activities
- Expand testing efforts to be more frequent and robust
- Integrate Mobile data into customer profiles to drive targeting
- Dedicate internal resources and expertise around Mobile measurement + optimization
Increase the Return on your Digital Investment
As your mobile measurement + optimization efforts mature the return on all your mobile investments increase exponentially. Click on each stage to learn more about how each step leads to higher returns.
Mobile Maturity Phases
