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Getting Consumer Insights with Mobile Analytics

mobile anaytics

Did you know that measuring, analyzing and reporting insights for mobile can be quite different than what you currently do for desktop or laptop users?
When you start to plan your mobile strategy, you have to think about what content you want to leverage, and how you’re going to leverage it. You can start to come up with really interesting and potentially engaging situations for your audience based on usage patterns and test them out over time to see what works for you.


By 2014, users will access the Internet on mobile devices more than on desktops and laptops. So if you haven’t started thinking about how to execute on your mobile strategy, including how to measure performance, the clock is ticking.
You’ll often find internally that every single department has an idea of what the digital experience should be (i.e., the too-many-cooks-in-the-kitchen syndrome). When you start talking anything mobile, social, etc. your marketing team will say you need to do one thing, and communications will say, no, let’s do another thing, and legal will say, actually we need to do something else.
Bottom line: your efforts need to be informed by your business goals and objectives.
Once you have your clearly stated business goals as they relate to your mobile experience, then you can start to understand what you should measure. Some examples are:
• Mobile Web: pages, events, goals often on a separate sub-domain, etc.
• Responsive Design: pages, events, goals the same as any other website, etc.
• Mobile App (Native): pages (screens), events, goals, ID-specific information, app versions, usage, crashes, devices and operating systems (OS) used, etc.

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