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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons

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Mobile Analy�cs
Introduc�on to mobile analy�cs…
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As mobile offerings become increasingly sophis�cated and widespread it is necessary to have a
dedicated mobile analy�cs solu�on to track traffic in an accurate and purposeful way. It is possible
to use web analy�cs solu�ons to track your mobile users but in a vastly inferior and inaccurate way.
If you really want to bring in improved traffic of mobile users you need to look at a dedicated mobile
analy�cs solu�on. It is important to note that depending on who you partner with to develop and
execute your mobile ini�a�ves; they may already work with a leading analy�cs solu�ons provider
as part of their service offering.
Defining Mobile Analy�cs
Mobile analy�cs allows you to understand your mobile visitors, achieve your mobile goals,
evaluate your traffic sources (linked to measuring results of marke�ng campaigns and
customer acquisi�on strategies) and finally, improve your site performance.
(Source: admob mobile analy�cs)
What is available in terms of solu�ons?
There are a number of different mobile analy�cs solu�ons that are available. As mobile is a fairly
nascent area it is clearly crucial to be able to assess in real �me the usage of your mobile offerings,
a breakdown of how many people are using your services and who those people are. At a basic
level there are analy�cs packages available that are only able to feedback about the mobile device
that is accessing your mobile website. But quite o�en with these basic solu�ons, the informa�on
is first sent to a data warehouse and then returns through to your analy�cs dashboard, meaning
you may lose a lot of informa�on which is perhaps very useful. As mobile offerings become more
sophis�cated and mainstream, mobile analy�cs will become increasingly important. This requires
correspondingly advanced tools. It is possible to integrate mobile analy�cs packages with exis�ng
web analy�cs packages.
What ma�ers with respect to mobile analy�cs solu�ons?
It is considered important to use an analy�cs partner that has a rela�onship with mobile operators,
as it is suggested this is really the only way that analy�cs so�ware is able to build a full picture of
the users of your mobile offerings. These links mean it is possible to get addi�onal informa�on
including the ability to geographically pinpoint users in terms of where they are when they are
connected to the mobile internet at a par�cular moment in �me. In addi�on, these more advanced
analy�cs ensure that the error rate when running the analy�cs is quite low, around 5% (source:
Adversitement, 2009). In the early stages, mobile analy�cs were quite inaccurate and error rates
were high. With more advanced analy�cs solu�ons, you are able to determine not only the type of
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