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Mobile Marketing Field Guide


Here a quote which should reason true to all businesses "If you make listening and observation your occupation you will gain much more than you can by talk.” —Robert Baden-Powell, founder of the Scouting movement One can state, without exaggeration, that the observation of and the search for similarities and differences are the basis of all human knowledge. —Alfred Nobel"

Girlfridayz Mobile Analytics Mobile App Analytics Primer 6 essential capabilities for sophisticated mobile marketers.

66% of the companies surveyed say mobile is very or somewhat important to cross channel marketing e­fforts 46% of eBusiness professionals have implemented mobile analytics solution In February 2014, for the first time ever, mobile apps exceeded the internet usage of PCs 47% to 45%, with the remaining 8% of traffic coming from mobile browsers*. This explosion of information from mobile users is invaluable to the modern marketer.

A flood of data flows in from a torrent of different devices and channels, giving greater opportunity to build a more complete picture of channel performance, consumer engagement and business monitization. Mobile data is unique to each user, it is personal, it is localised. It increases our ability as marketers to understand the behaviors of consumers and to act on that data in a powerful way.

Mobile users are spending the vast majority of their screen time in apps with smartphones and tablets. Unfortunately, according to Forrester, only 46% of companies use a mobile app analytics solution, which means that the rest (more than half!) can’t see what their customers are doing, because they aren’t even bothering to watch. The result is that these companies have missed out on valuable conversations, relationships, and income, all because they lack data they desperately need to guide business decisions.

Girlfridayz Mobile Marketing Field Guide 4 ANALYTICS

Mobile teams need to understand not only how many people are using their apps and what version they are on, but also how, when, and where, they are engaging with them. They need to understand how customers progress toward conversion, and how much it costs to get them there.

Monitoring and decoding this data enables marketers to strategically personalise and monetise the mobile experience, and show real movement to the bottom line and to business as a whole. The latest tools in mobile analytics give mobile marketers a clear picture of how apps are performing and what marketers can do to optimise and personalise engagement. They help mobile teams prove how they drive business goals and impact profits.

This primer contains an introduction to 6 of the most essential mobile app analytics capabilities which empower you to observe consumers effectively and efficiently, deliver a more personal consumer experience, and boost your bottom line. 16% For businesses with e-commerce sites, an average of 16% of revenue comes from mobile.

Girlfridayz Mobile Consumer Survey Girlfridayz ANALYTICS | Mobile Marketing Field Guide 5 ANALYTICS

How effective are your marketing campaigns for your mobile apps? Among millions of available apps, how do you get discovered? Marketers often see app stores as the proverbial “black hole”. You publish your organisation’s app into the marketplace gravity well and it may get lost forever. “I hope someone downloads it,” you might think as you cross your fingers, but you know that the odds are not in your favor. Sort of like playing on the Stock Market online, except you never even know if you won or lost.

You don’t have to resort to guessing how effective your app acquisition campaigns were, or how many profitable users were acquired, you can know and apply those learnings to future app and campaign development. App acquisition metrics help organisations understand the effectiveness of the campaigns that are being used to drive app downloads for the Apple App Store and Google Play.

The mobile marketer creates campaign specific tracking links which embed in paid, owned, and earned media that can then be tied to the app once a user has downloaded and installed it. This allows them to determine which marketing activities lead to an app download and launch event. This data gives the marketer insight to make informed decisions about how to adjust future acquisition and re-engagement campaigns to drive download and launch rates.

Who’s there?: App marketing conversion metrics Push messaging (e.g., app noti­fications sent to the device home screen) Re-launch campaigns via owned media (e.g., mobile web banners that encourage users to launch existing app on their smartphone or tablet) Re-launch campaigns via paid media (e.g., ad units that encourage users to launch existing app on their smartphone or tablet) No tactics used to drive re-engagement Not sure or don’t know Tactics used to drive re-engagement.

Girlfridayz Mobile Consumer Survey ANALYTICS | Mobile Marketing Field Guide 6 ANALYTICS

Example: A&E To help drive user acquisition, A&E has placed ads on their website for smartphone and tablet visitors. Using the mobile analytics capabilities from Adobe, they were able to determine that about 6 percent of Android installs were being driven by interstitial ads. According to Nick Earl, senior manager of digital media , “this was a surprising insight; these interstitials were driving a non-trivial amount of new users to our apps that we didn’t really know about until we put mobile analytics in place.”

Girlfridayz Mobile Consumer Survey ANALYTICS | Mobile Marketing Field Guide 7 ANALYTICS What’s working, what’s not:

App lifecycle metrics Your app marketing is being tracked, measured, and optimized, and you know which campaigns are driving adoption, but how is your app doing? Is everything working? Are people using it? How often? How much?

Mobile app marketing becomes effective when you begin to measure app lifecycle data, which includes metrics such as: launches, crashes, days since last use, average session length, and more.

These analytics provide insights about app behavior and customer preferences. By examining this data with cohort analysis, you can start to see patterns based on time and user groups. For example, do you understand if customers who launch the app in the same month are disengaging with the app over time? Why? Is there a point in their pathway, or app use, where you see a pattern of “drop off”? Perhaps this indicates frustration or user functionality that could be improved upon in the next version release of the app.

" These are the types of insights that mobile marketing teams can now seek and find. Examining this data helps you get more up close and personal with your customer, which is where you need to be. "

For example, you can use app lifecycle data, such as installs or days since last use, to create custom targeting parameters. With this capability, teams can present one app experience to audiences who just installed the app, and a different experience to existing audiences who last used the app five days ago.

"Marketers can use this newfound power of personalization to encourage interactions, create customer loyalty, and drive conversion. "

If you like the first part of Girlfridayz mobile Analytics | Mobile Marketing Field Guide let me know and I publsh the second part in three days for you.

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