The Evolution of Analytics
April 23, 2013
In the Kontagent Kaleidoscope article “Analytics: 2012 Is For Mobile What 1997 Was For The Web” marketing executive provides a video overview of the evolution of analytics. Known as an expert in his field, Schulman makes some bold statements such as the Web is dead. Schulman believes that in its current state mobile marketing is the same as simply measuring the number of hits on the Web. This does provide you with some information but it doesn’t give you everything you need. App developers try to get their apps at the top of user lists by testing names, categories and other things that might hopefully lead to the best rankings. He states that developers and marketers need to also be able to test the messaging, channels and segments to determine which of them would best attract potential users. In the beginning the Web only looked at visitors and not the unique users and there were only two kinds of marketing, direct mail and response. However, once Web analytics came along this also brought a whole new way to measure marketing and taught marketers how to not only track but also optimize campaigns.
“The evolution of marketing continues as we enter the multiscreen world. Think of it this way: 2012 is for mobile what 1997 was for the Web. Take it a step further; Kontagent is to mobile what Webtrends was to the Web. You can draw parallels around early adopters of Web analytics: these tools require some scientific methods of controls, A/B testing, cohort analysis, etc. Marketers need to take these proven methods and transfer them to measuring mobile users and in-app behaviors. In order to optimize conversions in mobile, imperative to help optimize conversions in mobile.”
If mobile marketers dig a little deeper they can use analytics to figure out where they should be focusing their mobile marketing for optimum results. Remember some things are more than just skin deep.
April Holmes, April 23, 2013
Sponsored by ArnoldIT.com, developer of Augmentext
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