Chapter 7: Tracking a Mobile Marketing Campaign
In This Chapter
Understanding the measurement and analysis of mobile marketing campaigns
Setting up databases, profiles, and CRM systems
Collecting data and analyzing reports
Calculating return on investment (ROI)
Measuring and tracking the results of your marketing programs, including both your direct and mobile-enabled traditional marketing programs, are an essential part of your job as a marketer. Over the last few years, marketers have been put under a significant amount of pressure to demonstrate a return on investment for the organizational resources they consume. Return on investment (ROI) is the measurement of dollars received for every dollar invested. Moreover, lately, marketers are starting to measure return on engagement, that is, how much value is created with each interaction with a person. In other words, you need to show the value of your effort and demonstrate how those efforts contribute to meeting the company’s goals and objectives.
Mobile analytics provide valuable insights into the performance of your mobile campaigns. ...