Deciphering Mobile Analytics Isn’t Easy
It seems whenever I go to a sit-down lunch at a conference or trade show, there’s a bunch of conversations going on at once, or people are too busy checking their emails on their mobile devices. But last week at the Mobile Marketing Fall summit in New York, all 8 people at my table were on the same page.
The talk started with mobile PPC strategies, and quickly shifted to mobile analytics.
Merchants are on the same page with how b-to-b and b-to-c buyers are accessing their ecommerce sites, and understand that they need to, at the least, be accessible on mobile devices.
But mobile analytics programs – and Omniture came up a lot in the discussion – are confusing. There were some interesting issues – for example, some said their dashboards show more visitors than page views.
This could, of course, be based on apps, or maybe it’s the may their coding is set up. I’ll admit, I’m a novice to mobile analytics myself. But the fact that people are talking about the flaws in analytics shows marketers do care, and know mobile is a key to crosschannel success.
