Too much focus on how to bring the user in, with little to no thought on how to keep them, will cripple the power that an effective mobile marketing presence can have.

Beyond the Basics of Mobile Marketing Metrics: Time To Measure What Matters

When mobile was brand new and companies were just beginning to dip their toe in the waters of mobile marketing, it was easy to see initial and exciting success. For lack of more sophisticated insight, marketers relied on the same metrics developers used to measure app interaction, and these basic analytics painted an impressive picture.

As a result, marketers channeled their efforts into chasing these figures, emphasizing what was often at the surface of app interaction rather than peeling back the layers to determine whether their enterprise app was actually influencing customer behavior.

These ‘vanity analytics’, including number of downloads, sessions and unique visitors; MAUs/DAUs; rankings; OS/device; and language and location, offer important and valuable information. They are particularly helpful for getting feedback as to whether customers are attracted to the initial offering; however, these analytics highlight only the most superficial engagement with your mobile app.

As the old saying goes, complacency breeds contempt. What worked in the initial rush to convince smartphone and tablet customers to download an app is falling flat in today’s saturated mobile environment.

In the aftermath of the rapid rise to mobile, winning each new customer is coming at an increasingly hefty price, and mobile marketing budgets are taking the brunt. Too much focus on how to bring the user in, with little to no thought on how to keep them or get them to interact with the app, will cripple the power that an effective mobile marketing presence can have on engaging the customer.

The cost to acquire a loyal user in 2014 was $2.25, up from $1.13 in 2012. –

How to Make Your Measurements Matter

In order to effectively compete, the enterprise has to move beyond superficial analytics and dig deeper to reach customers across multiple channels. Mobile marketing must tap into the insights of CRM and focus on more advanced engagement analytics to inform their mobile strategy.

At the enterprise level, marketers should leverage CRM and other back channels to collect valuable information about customers and their activities across all channels. These more advanced analytics fall into three distinct categories:

Custom Analytics are unique to each individual app. As each type of app has specific functionality, it is important to know if users are engaging with the app and its features in the way you want. These usage analytics allow a deeper look by giving insight into how the user behaves, when and where they are choosing to log in, and what parts of the app are being most utilized. With the right mobile marketing automation platform, custom analytics can integrate with CRM or other back channels and deliver the types of data most relevant to your marketing initiatives.

Experience analytics give you valuable feedback into the quality of interactions each user has with your app. These include everything from tracking the performance of the app to how often it might be crashing and how many error codes are being produced by user interactions. In addition, experience analytics allow you to understand how users are responding to various push notifications and in-app campaign messages. These crucial metrics demonstrate users’ opinions of your app and your company. Understanding the experience from the customer-vantage is invaluable in appreciating where changes need to be made, how and why messages are received and in raising awareness into issues that may hinder app engagement or adoption.

Loyalty analytics, which let you see the fruits of your overall efforts to determine whether your mobile app users are engaged with your app. These analytics look at everything from app reviews and referrals, to social media endorsement and interaction, to the customer’s use of rewards and promotions from within your app. Loyalty analytics can illuminate those things most resonating with your users, and provide actionable insight into how to engage across multiple channels.

“Advanced engagement analytics allow the enterprise to turn data collected via CRM and other channels into actionable insight, resulting in smarter and more effective customer interactions,” said Samir Addamine, CEO of FollowAnalytics. “They are the key differentiator for companies who want to effectively compete in the mobile-first world.”

To find out more about how advanced analytics can help you create quality engagement with your customer, get the ebook Download and Done? Developing a Long-Term Relationship with Your Mobile Customers.