October 27, 2008
Mobilize Your Marketing: Small Screen, Big Measurement Opportunity
By Michael Foschetti, Managing Director, Mobisix
The question surrounding mobile is measurement. What can be measured and how accurate is it? The mobile marketing industry certainly recognizes the need to deliver reliable and consistent campaign analysis, especially since other mobile campaign components are flourishing. As the percentage of a company’s customers interacting with mobile grows, the greater the demand for accurate information and analysis.
It is no surprise that one of the frontrunners in mobile analytics is Omniture, a web analytics powerhouse. Omniture employs a variety of techniques to capture mobile data based on the capabilities of the device. In many cases, today’s phones are increasingly supporting image tags and cookies. Alternative ways to collect data are visitor ID headers, user agents, and IP addresses to accurately identify the mobile device. The mobile analytics in Omniture SiteCatalyst also support Geo-location and Carrier Identification information for developing more accurate mobile marketing campaigns by country, region and carrier.
Omniture’s mobile analytics allow every ad request, type of device, impression, and click to be measured in order to give its customers the data needed - whether it’s for altering their mobile campaigns or restructuring the investment to focus on the best performing sites, content, and devices.
Mobile analytics is one of the fastest growing areas within the mobile industry. There is a groundswell of demand being generated by e-commerce purchases and the desire to track promotional campaigns from beginning to end, across all channels. Executives want to know if it was a banner ad or a print campaign that eventually led to a purchase via a mobile phone. Matt Langie, Senior Director at Omniture, states that “with the growth of the mobile Internet, online marketers are increasingly demanding a solution like Omniture SiteCatalyst as the single source of insight needed to best serve customers from across multiple channels, including fixed Internet PCs, the BlackBerry from RIM, and the Apple iPhone.”
Omniture’s recent focus on mobile, with years of analytics experience and hundreds of millions in capital, truly represents the legitimacy and power of the mobile channel. One of the most significant advances in the marketplace is that the analysis reports, for both the fixed and mobile internet, are now available over your mobile device. Any CMO now has the ability to track the performance of any element of a campaign at any time.
The Nielsen Company, one of the world leaders in marketing research, is trying to bring a different analytical approach to mobile marketing. The Mobile @Plan will help marketers reach their desired audiences through lifestyle and demographic information for 200 of the best mobile websites. This research report will highlight customer information, such as leisure activities, life events, and media usage, which will be analyzed with purchases made. The analysis will provide where mobile web users spend their time and what brands are garnering the most market share.
Mobile marketing companies will continue to invest heavily in improving mobile measurement. The goal is to match the possible insights available with those of the wired web, even surpassing them, and to create the most effective campaign measurement tools in the marketplace.
