Page 22 - AeM_July_2014

TECHNOLOGY & PRODUCTS

Get clever with mobile

marketing analytics

Netbiscuits newly published whitepaper Segment, Tar- Mobile visitor data adds yet another stream of infor-
get, and Track: getting the most out of mobile with an- mation that needs to be analyzed and measured. And
alytics argues that web usage data from mobile devic- mobile analytics have become a key focus in particular
es provide insights into consumer behavior that are far since more and more organizations track and segment
beyond what we are used to in the world of desktop mobile traffic to extend their reach.
web analytics.
Marketers can even develop and track visitor personas
Emphasizing the fact that mobile devices allow market- around device, preferences and contextual uses, identi-
ers to get closer to their customers the company ex- fy causes of abandonment and ultimately deliver better
plains in detail how to use insight from mobile analytics engagement to increase conversions from mobile chan-
optimally for segmentation, matching customer expec- nels, demonstrating why it’s time to bring mobile into the
tations and targeting respectively. fold by creating a seamless omni-channel Web experi-
ence.
Revealing the device, software and technology trends
that need to be considered to create a mobile user ex- It’s important to establish the right tracking metrics as
perience as well as the impact on consumer behavior guidance to evaluating cause and effect, since market-
is just the first step. ing departments increasingly spend time and energy on
measurement. By using data points such as device
It is crucial to identify which data points to track that type, length of visit and bandwidth availability, and then
reveal customer profiles that are prone to exhibiting applying the correct logic to the data, Netbiscuits solu-
certain behaviors. Armed with such information, web tions can identify whether pages are matching users’
users can then be targeted with better content or a intentions and make sure there is comprehensiveness
better site experience, depending on how they’re using of mobile data driving the strategy behind what to track
their devices to respond to marketing content or site for measuring efficacy.
functionality.
“Analytics provides the basis of a successful mobile
“Decisions related to delivering the most relevant site strategy when it puts the customer – and crucially the
content and an optimal experience to a user should be customer’s circumstances – first. Whether this is based
based upon effective segmentation. At a high level, on device type, time of day, software choices, band-
effective segmentation must include factors such as width or other factors such as location, it is the central
the time of day, and the type of device being used by a pillar of a customer first, context aware mobile strategy”,
visitor. Adding to this, capturing factors such as the Netbiscuits concludes.
geo-location of the device, provides the ability to group
together users that can then be segmented for proximi-
ty targeting. Another dimension that should be moni- http://www.youtube.com/watch?v=dUIDtAiWKDo
tored is device bandwidth, which offers a better under-
standing of a customer’s likely behavior in different
situations. For example, when bandwidth is limited and
sites become slower, how tolerant are different catego-
ries of users? This level of segmentation provides an
opportunity to consider whether sites are matching
customers’ expectations when circumstances are con-
stantly 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 pro-
gress-on from a position of knowing nothing about a
mobile visitor, to monitoring specific data sets like de- Take a look at Netbiscuits’info chart (next page) which
vice type, usage, location and behavioral aspects of highlights the market demand for analytics solutions. ◊
visitor web engagement through personas, justifying all
investment in analytics.

22 Asian eMarketing July 2014 - Marketing Analytics