In an “ask a billionaire” interview with Bloomberg, Google Executive Chairman Eric Schmidt made a number of predictions about trend in 2014 and beyond. Among them he says, “Mobile has won.”
(Source: http://marketingland.com/google-chairman-mobile-has-won-69340)
But why is mobile analytics overtaking website analytics and how is it capable of providing more significant data?
- Tracking user engagement: second screen engagement is rising, with people often keeping open different browser tabs, even if they are no more engaged with them. This is even more true for mobile apps: very often mobile users switch between apps and return after checking a notification, writing a quick message or taking a call. With technologies like heatmap of touches, visual app analytics is capable of really measuring the different steps of user engagement, and of highlighting when or why a user disconnected or lose its interest.
- Identifying users: while web analytics track IP addresses (with the disadvantage that users can navigate from different locations and different IP addresses), mobile users can connect through social authentication across several traditional web devices with their mobile devices. This can make earier to identify mobile users compared to website users, considering also that mobile users usually clear their cookies more rarely.
With the mobile and tablet market on an unstoppable rise, analysing and optimizing mobile data correctly is becoming more and more important to gain a major advantage in the modern market.
Source: http://www.marketingtechnews.net/news/2014/may/20/why-mobile-analytics-overtaking-web-analytics/
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