Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.

1. Mobile Analytics
Mobile Analytics:
Measuring
Campaign
Success
Class 18

2. Mobile Analytics
What Is Mobile Analytics?
Device, Connection and Content
Keys to an Effective Mobile Strategy:
1.Don’t treat mobile as a stand-alone strategy
2.Your mobile strategy has to be integrated into your
overall marketing campaign
3.Understand the daily activities and lifestyles
of users
4.Find the “in-between” times in peoples lives to
target ad messages
5.Know how and where consumers interact with
friends, family and businesses

3. Mobile Analytics
A Framework for Mobile Analytics
Understanding Engagement
• Mobile analytics shares many terms and concepts that are
familiar to marketers who have experience with online analytics.
• A smartphone and a desktop computer can both access the web
and find the same content using a browser built by the same
company. The same metric reported for a desktop user does not
mean the same as it would for a mobile user.
• The key to this difference is in understanding how the context
and capabilities of mobile interact with consumer behavior.
• The most important difference is the nature of consumer
engagement, which is heavily influenced by the intimacy and
personal nature of mobile.
• At the heart of mobile analytics is an understanding of this
engagement.

4. Mobile Analytics
Creating a Mobile Strategy
Mobile Apps
• “There’s an app for that…”
• You must have a thorough understanding of your audience
• The best way to use apps is to create something useful and
valuable
• Apps must be functional such as a calculator
• Entertaining such as a video, game or music
• Provide some sort of social
connectedness, such as an for
a app for a user community
• Location aware apps are
driving growth in retail,
entertainment and travel
• Monetize apps by offer free
versions or subscriptions

5. Mobile Analytics
Creating a Mobile Strategy
M M A P r i m e r o n M o b i l e A n a l y t i c s
f o r m a r k e t e r s is it s a b ilit y t o r e a c h c o n s u m e r s a lo n g t h e e n t ir e
s s , C o n s id e r a t io n , In t e n t , P u r c h a s e , E x p e r ie n c e , L o y a lt y , o r
in t e g r a t e d c a m p a ig n s c a n u s e m o b ile a t a n y o r e v e r y p a r t o f
n r e a c h in g t h e c o n s u m e r . It c a n u s e d a s a b r id g e b e t w e e n
fo r a fu ll- fle d g e d m o b ile c a m p a ig n t h a t m a k e s u s e o f m o s t o f
F o r in s t a n c e , s e e k in g in fo r m a t io n o n a m o b ile d e v ic e is m o r e a k in t o s p e a r
c a s t in g a w id e n e t . M o b ile u s e r s a r e o ft e n v e r y t a s k - fo c u s e d w h e n u s in g t
r a t h e r t h a n c a s u a lly b r o w s in g t h e In t e r n e t . F o r e x a m p le , M ic r o s o ft A d v e r t is
t h a t n e a r ly 7 0 % o f s m a r t p h o n e s u s e r s c o n d u c t s e a r c h a n d t a k e a c t io n w it h in
s t a r t in g 7
. B e c a u s e o f t h is , t im e s p e n t o n m o b ile is p r e c io u s a n d t h e r e q u ir e
c o n t e x t u a lly r e le v a n t is m u c h h ig h e r in a m o b ile e n v ir o n m e n t t h a n o n t h e
d e s k t o p w e b . T h is d is t in c t io n is e x p la in e d in T a b le 1 .
T a b l e 1 : E n g a g e m e n t I n f o r m s A n a l y t i c s I n t e r p r e t a t i o n
M o b i l e D e s k t o p
T o t a l
v i s i t o r s
M o b ile w e b v is it o r s a r e t y p ic a lly f e w e r
t h a n o n d e s k t o p , b u t c o n s id e r in g t h a t
u s e r s a r e le s s lik e ly t o b e b r o w s in g
c a s u a lly b r o w s in g t h a n s e e k in g s p e c ific
in f o r m a t io n o n a m o b ile d e v ic e , t h e y
c o n s is t o f m o r e o f y o u r c o r e a u d ie n c e
t h a n a d e s k t o p .
D e s k t o p t r a ff ic , a t le a s t in
is f a r g r e a t e r t h a n m o b il
b u t it s a u d ie n c e is f a r
g e n e r ic in s c o p e .
T i m e
s p e n t
M a n y m o b ile a p p s a n d w e b s it e s h a v e
t o o l- f o c u s e d f e a t u r e s t h a t a r e d e s ig n e d
t o b e u s e d a s e a s ily a n d q u ic k ly a s
p o s s ib le .
D e s k t o p ’s g r e a t e r s c r e e n
a n d b a n d w id t h m a k e s it e
p u t m o r e lin k s , r ic h m e d
o t h e r c o n t e n t in fr o n t o f t h
P a g e s p e r
v i s i t
M o d e r n m o b ile d e v ic e s h a v e m a d e
s c r o llin g in - p a g e e a s ie r t h a n b r o w s in g
a c r o s s m u lt ip le t a b s o r p a g e s . M o b ile
u s e r s m a y h a v e f e w e r p a g e s p e r v is it ,
b u t t h o s e p a g e s m a y m a k e u p a g r e a t e r
p e r c e n t o f m o b ile c o n t e n t .
C lic k s t o o t h e r p a g e s y ie
in s t a n t a n e o u s r e s u lt s a
e a s ie r t o e x it b a c k t
p r e v io u s e x p e r ie n c e , b
w h ic h e n a b le m o r e c lic k s .
T h e r e a r e n u m e r o u s m o b ile m a r k e t in g m e d ia p a t h s , m o b ile c a m p a ig n e x p e
m o b ile e n a b le r s t h a t e n r ic h t h e m o b ile e x p e r ie n c e . T h is in c lu d e s m o b ile m e
S M S , M M S , a n d m o b ile e m a il; v o ic e in t e r a c t io n ; m o b ile s e a r c h ; m o b ile w e b ;
lo c a t io n b a s e d s e r v ic e s e n a b le d t h r o u g h G P S , W iF i, B lu e t o o t h , o r N F C ;
m o b ile p a y m e n t s ; a u g m e n t e d r e a lit y ; m o b ile a d v e r t is e m e n t s d e liv e r e d t h r o
M i c r o s o f t A d v e r t i s i n g B l o g . h t t p : / / c o m m u n i t y . m i c r o s o f t a d v e r t i s i n g .c o m / e n / m a r k e t e r s -
a g e n c i e s / a d v e r t i s i n g / b / a d v e r t i s i n g / a r c h i v e / 2 0 1 1 / 0 3 / 1 5 / r i m c - 2 0 1 1 - l e a r n i n g - a - d i g i t a l - l e s s o n - f r o m
M M A P r i m e r o n M o b i l e A n a l y t i c s
T a b l e 2 : C o n t e x t c a n g e n e r a t e a w e a l t h o f a n a l y t i c s i n f o r m a t i o n
M o b ile lo c a t io n is o n e o f t h e m o s t im p o r t a n t a n d m o s t s e n s it iv e p ie c e o f c o n t e x t u a l

6. Mobile Analytics
Challenges to Mobile Analytics
Implementing analytics across mobile is hampered by data silos
The variety of data available in the mobile ecosystem necessarily
brings with it a high level of complexity.
SMS, mobile web, app behavior data, app store data, location-
based data, mobile ad and QR code data all tend to reside in
separate data silos.
Breaking down these silos will help in numerous ways:
• Creating a more integrated way to report mobile web and mobile ad data
will create an analytics capability much more similar to what is available
with online analytics
• Uniting available app behavior data with mobile web data will make for
easier mobile web/app comparisons
• Standardized access and reporting of location information will make
available mobile web, app, or ad data more valuable
• Developing analytics packages designed with OPEN APIs that allow for
the simple import of other key mobile data

7. Mobile Analytics
Challenges to Mobile Analytics
Tagging and tracking users remains a technical hurdle
• Tagging and tracking mobile user behavior is essential to
collecting analytics, but it is a still-developing mobile capability
• JavaScript is a standard tagging mechanism, but this is only
effective for smartphones capable of handling JavaScript and
completely omits feature phones.
• This is becoming more common as users switch to smartphones
with “modern” mobile OS browsers – iOS, Android, and Windows
Phone browsers – which all support JavaScript.
• Pixel-based tracking has been introduced as a solution for non-
JavaScript enabled devices but is not yet standard practice.
• Third party cookies, the bread and butter of online tracking, are
not supported by many platforms, or are turned off by default, as
on iOS, making comprehensive web tracking more difficult

8. Mobile Analytics
Challenges to Mobile Analytics
Regional and national differences impact technical capabilities
and regulations
• There are regional considerations to keep in mind when
implementing mobile analytics programs
• Due to network and local infrastructure, what may be technically
or legally possible in one country may not be possible in another
• Europe is much more restrictive then the U.S. with mobile
privacy
• Each country has its own privacy and data collection regulations
that determine what can and cannot be done to contextually
enable relevant programs

9. Mobile Analytics
Challenges to Mobile Analytics
Privacy remains a paramount issue
• Consumers expect that some information will be collected about
their activities, but this needs to be balanced with the tenets of
privacy – providing consumers transparency, notice, and choice.
• While the mobile marketing industry works to create a self-
regulatory approach around these tenets, brand marketers and
their media and analytics partners must be mindful of the most
challenging tenet, choice, and the control that consumers must be
able to exert with any mobile device.
• A key issue here is that many analytics suppliers aggregate data
and use it for other purposes.
• In this model, a marketer’s data is truly not it’s own and it is
often being resold for a variety of purposes. Brands need to take
great precautions to insure that their data remains private
because changes in these privacy laws could leave many of them
dangerously exposed.

10. Mobile Analytics
Challenges to Mobile Analytics
Privacy remains a paramount issue
• Consumers expect that some information will be collected about
their activities, but this needs to be balanced with the tenets of
privacy – providing consumers transparency, notice, and choice.
• While the mobile marketing industry works to create a self-
regulatory approach around these tenets, brand marketers and
their media and analytics partners must be mindful of the most
challenging tenet, choice, and the control that consumers must be
able to exert with any mobile device.
• A key issue here is that many analytics suppliers aggregate data
and use it for other purposes.
• In this model, a marketer’s data is truly not it’s own and it is
often being resold for a variety of purposes. Brands need to take
great precautions to insure that their data remains private
because changes in these privacy laws could leave many of them
dangerously exposed.