Win with Advanced Business Analytics: Creating Business Value from Your Data

UNDERSTANDING MOBILE ANALYTICS CONCEPTS

Mobile analytics has concepts that should be defined and standardized, based on industry agreement across vendors, consultants, practitioners, and global industry associations. Until then, here is a helpful list of mobile concepts and their definitions:

• Screen view (or page view). A more contemporary and modern term for the viewing of content on the screen of a mobile device that may or may not be connected to the Internet at the time of viewing. Most businesses are still reconciling and struggling with Web analytics. Many businesses are stuck in the technical quagmire of tagging—and are still learning how to understand the difference between visitors and visits and what page views are in the world or RIA, AJAX, HTML5, and other rich, dynamic client-side experiences. Thus, the analytics industry is ready, but the general stakeholder who consumes analysis may not be ready.
• Scan-through. The transition from QR code embedded either online or offline, in digital or traditional media. QR code, once scanned by a mobile device, can render a user experience. When you scan a QR code with your mobile phone, the browser opens up with the site. A QR code is just like a “click through” only the user has to scan the code. Hence, it’s called a “scan-through.” In Asia, QR codes are well understood and are used ubiquitously but are much less frequently used in the United States.
• API. Application programming interface. Mobile data collection often requires ...