Adobe has issued an interesting whitepaper, From Mobile Analytics to Mobile First, that looks at the power of mobile–and suggests that it should be your FIRST thought, not an add-on to your online marketing plans. Shantanu Narayen, president and chief executive officer of Adobe (pictured left), has lead the software company into a new category, digital marketing.
What It Takes to Be Mobile First
To become a mobile-first company, you have to invest in mobile analytics. Mobile analytics differ from traditional desktop analytics in several important ways. But these differences aren’t difficult to overcome. In fact, in spite of their differences, they have very similar definitions. The most important distinction between traditional analytics and mobile analytics comes in where the analytics focus and what customer or user environments they involve.
In traditional analytics, marketers typically focus on one customer environment: the desktop. And within desktop analytics, KPIs like click-through rates and visitation length can help marketers know how customers are interacting with their brand in a stable environment. In mobile analytics, however, the customer environment is dynamic by definition and involves not only multiple devices, but also content that’s consumed across multiple channels, such as mobile apps, mobile websites or a traditional desktop. Mobile devices go wherever the customer goes, creating many different environments, new engagement requirements and new measurements. Mobile analytics encapsulate all customer activity that takes place on the go—from searches on mobile web to interactions and time spent in mobile apps.
When done right, mobile analytics provide in-depth insights into all the devices, locations and environments a customer experiences while interacting with your brand.
Because of all these variables, mobile analytics require more insights than what is typically gathered from desktop interactions. Mobile analytics should seek to understand the context in which a customer is performing an action. Usually, this context includes the customer’s location, time and activity. The ultimate goal of mobile analytics is to discover these three key pieces of data at all touchpoints—and use them continually to optimize the content and experiences delivered to each customer on their mobile devices.