Friday, February 8, 2013

Five Predictions for Mobile Measurement

2012 was definitely a banner year for mobile: Subscriptions hit a whopping 6 billion, many new devices hit the market and Apple’s and Google’s app stores exploded with new apps—a combined total of 1.4 million. With the entire planet “going mobile,” retailers that aren’t already onboard will be close behind.

But something was missing—analytics, measurement and embracing mobile’s differences. Retailers must learn to measure the effectiveness of mobile engagement, be it advertising, push notifications, SMS or mobile email, and then act on that data. 

This is increasingly obvious to retail marketers, many of whom have recognized they can’t apply the same old Web metrics to mobile and get the same results and drive the same sales. The channels differ, the experience is different and so is the engagement.
Here are five predictions on what the mobile messaging and measurement landscape will look like in the year ahead

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