The supremacy of big-form-factor devices like desktops and laptops in controlling consumers’ mindshare when they engage digitally with brands is fast melting away. This shift is happening because mobile is the interaction media du jour. As such, for enterprises, measuring the footprint of their customers on the mobile web and applications is crucial. And, mobile analytics is there to take care of the measurement part. If fired off diligently, it can amass actionable business intelligence to optimize customer experience and turn the mobile channel into a revenue-generating powerhouse. Here’s a statistical evidence from Aberdeen Group: the enterprises that have deployed mobile analytics have annually seen 11.6% increase in brand awareness, 11.2% jump in return on marketing investments, 7.1% improvement in time-to-market of product or services, and 3.4% rise in average order value.
There is no denying the fact that e-commerce and m-commerce are both on the rise and will grow even further in the coming years. Businesses are jumping on the train and offering all sorts of digital commerce solutions for their customers, but sadly that is not enough. In the device-obsessed world coping with the massive information deluge, e-commerce companies are finding it hard to stand out, personalize their offerings, and beat the competition.
We are moving our dashboards up a notch! In the process of creating a customized dashboard for reporting mobile traffic, we had some interesting discussions about which metrics to include and how this dashboard should be different from the existing site-level dashboard? Through this post I am presenting my personal set of metrics that
was proposed to the team:
1) Mobile Sessions: This is the most rudimentary of all KPIs that no dashboard can do without. This metric is great to understand some key attributes of your visitors by using different dimensions. Which devices are your visitors using? What percentage of these devices are tablets? Which brand of devices do they prefer? Which service providers do they use? My personal favorite though is to apply the ‘Mobile and Tablet Traffic’ segment to the location reports (especially cities) to understand how mobile traffic from different cities is similar or different. I also take a quick look to see the sessions report broken down by the mobile operating systems and browser (set as the secondary dimension).