October 2012
Beginner to intermediate
398 pages
10h 22m
English
book
Win with Advanced Business Analytics: Creating Business Value from Your Data
by Jean Paul Isson, Jesse Harriott
Content preview from Win with Advanced Business Analytics: Creating Business Value from Your Data
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Chapter 14
Mobile Analytics
“Mobile is the next frontier of businesses, and ‘there’s an app for that’ has gone from an advertising catch phrase to an expectation. The Internet boom of the 1990s and early 2000s caught a lot of businesses by surprise. While the quickest profited, there was enough lag in the industry for people to play catch-up. Nobody is going to be surprised by the mobile boom. Make sure you’re not playing catch-up.”
—Author interview with Raj Aggarwal, CEO, Localytics
Mobile analytics, like social analytics, is another form of digital analytics (see Chapter 9). Mobile analytics has much in common with Web analytics, yet it also has a certain uniqueness, peculiarity, nuance, and technology that is specific to “mobile.” Even more confusing is that mobile analytics may also include social analytics. Any portion of the marketing “funnel” can be touched by a mobile device, and any mobile application can touch another digitally enabled application. Thus, while mobile analytics is similar to site (Web) analytics, in terms of data collection, basic concepts, measurement, reporting, and analytical approach, it has complexity, in that mobile analytics must take into account two different constructs of mobile behavior:
1. Mobile sites. These are slimmed HTML (5), WAP, WML, or other Internet-enabled user experiences that can be rendered on any mobile device that does not require a special installation of a “mobile application” for engaging a visitor. For ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.