- Category: July 2014 - Marketing Analytics
Netbiscuits newly published whitepaper Segment, Target, and Track: getting the most out of mobile with analytics argues that web usage data from mobile devices provide insights into consumer behavior that are far beyond what we are used to in the world of desktop web analytics.
Emphasizing the fact that mobile devices allow marketers to get closer to their customers the company explains in detail how to use insight from mobile analytics optimally for segmentation, matching customer expectations and targeting respectively.
Revealing the device, software and technology trends that need to be considered to create a mobile user experience as well as the impact on consumer behavior is just the first step.
It is crucial to identify which data points to track that reveal customer profiles that are prone to exhibiting certain behaviors. Armed with such information, web users can then be targeted with better content or a better site experience, depending on how they’re using their devices to respond to marketing content or site functionality.
“Decisions related to delivering the most relevant site content and an optimal experience to a user should be based upon effective segmentation. At a high level, effective segmentation must include factors such as the time of day, and the type of device being used by a visitor. Adding to this, capturing factors such as the geo-location of the device, provides the ability to group together users that can then be segmented for proximity targeting. Another dimension that should be monitored is device bandwidth, which offers a better understanding of a customer’s likely behavior in different situations. For example, when bandwidth is limited and sites become slower, how tolerant are different categories of users? This level of segmentation provides an opportunity to consider whether sites are matching customers’ expectations when circumstances are constantly in flux”, the company explains.
Of course, segments are not absolutes, but they help marketers uncover trends, and subsequently, make decisions about where to focus. Marketers can progress-on from a position of knowing nothing about a mobile visitor, to monitoring specific data sets like device type, usage, location and behavioral aspects of visitor web engagement through personas, justifying all investment in analytics.
Mobile visitor data adds yet another stream of information that needs to be analyzed and measured. And mobile analytics have become a key focus in particular since more and more organizations track and segment mobile traffic to extend their reach.
Marketers can even develop and track visitor personas around device, preferences and contextual uses, identify causes of abandonment and ultimately deliver better engagement to increase conversions from mobile channels, demonstrating why it’s time to bring mobile into the fold by creating a seamless omni-channel Web experience.
It’s important to establish the right tracking metrics as guidance to evaluating cause and effect, since marketing departments increasingly spend time and energy on measurement. By using data points such as device type, length of visit and bandwidth availability, and then applying the correct logic to the data, Netbiscuits solutions can identify whether pages are matching users’ intentions and make sure there is comprehensiveness of mobile data driving the strategy behind what to track for measuring efficacy.
“Analytics provides the basis of a successful mobile strategy when it puts the customer – and crucially the customer’s circumstances – first. Whether this is based on device type, time of day, software choices, bandwidth or other factors such as location, it is the central pillar of a customer first, context aware mobile strategy”, Netbiscuits concludes.
Take a look at Netbiscuits’info chart which highlights the market demand for analytics solutions.