According to a recent Forrester Report, nearly 37% of marketers don’t have defined objectives for mobile marketing measurement. This means the troves of data being generated by consumers every minute of every day isn’t being put to good use.
Of course, technology and data tend to move faster than marketers can, so tapping into these potential goldmines becomes increasingly problematic. Brands will often introduce new efforts before determining what success might look like, simply to stay top of mind with audiences.
When it comes to mobile data, its not just an accumulation of smartphone penetration or consumer usage patterns, but also app usage, SMS opt-ins, call volume, mobile browsing, geo-location targeting and just about any other action carried out on a mobile device.
Brands must piece together a strategy for collecting, analyzing and using data that can be used internally and externally to enhance targeting, messaging and personalization of future initiatives. Here’s some ideas on how to make that happen:
1. Look before you leap: Decide which key performance indicators (KPIs) impact your bottom line.
Most brands are using mobile to boost customer engagement, rather than directly link to sales. That’s fine, but every campaign should have a KPI connected to it in order to understand the effort’s inherent value. What do you expect your customers to do with mobile? What actions do you want them to take? What data do you hope to reap from this effort to propel future efforts? After you understand this, it will be much easier to focus your analysis efforts during.
Consider a company with costly call centers—a sensible KPI might be to reduce call volume. If a mobile campaign is devised to combat this, the firm will need to not only align mobile assets to help customers complete common tasks such as viewing account balances or paying bills, but also ensure that cost reduction and call volume can be tracked and attributed to the effort.
2. Put a measurement plan in place.
Another common problem is that many of these KPIs are rarely integrated into digital and business dashboards. This means the measurement plan is likely not aligned with true ROI. Retailers and media companies, likely have a high volume of app downloads, but low usage and retention. App downloads are easy to measure but savvy mobile marketers will focus on detailed behavior and in-app usage analysis. What good is an app if your audience isn’t using it?
Proper data measurement can reveal segments of customers that may be open to offers via mobile, and therefore further evaluating customer lifetime value. In short, now that you know how you want your consumers to behave in your mobile environment, you must measure the behavior that aligns with that—usage, clicks, navigation, purchases, forms and conversions. And then, decipher what that data means.
3. Link customer lifetime values with the right channels, tools and analytics.
Gaining real-time information around how consumers are accessing your products and services via mobile can be extremely advantageous to your brand. As a marketer learning how to engage with consumers during their moment of need is what will put you ahead of competition.
If your product and promotions are highly localized, then the ability to geo-fence and read consumers’ exact location, with the right technology in place, is now a reality. Last year, Honeybaked Ham decided to combat turkey sales during Thanksgiving in the Atlanta area by running a highly localized mobile coupon campaign. Using local radio promotions, they offered mobile coupons for hams by calling HAM to receive a coupon via SMS. We geo-fenced callers based on their location and sent them a specific coupon. Honeybaked Ham saw a marked increase in average order values and were also able to attribute mobile coupon sales to specific media buys and localized audiences.
We live in a world with an abundance of data at our fingertips, so as marketers we must be able to justify investment and spend for current and future programs, no matter what the channel. Strategy, team and KPI alignment will get you a lot further, a lot faster in the long run.