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Win with Advanced Business Analytics: Creating Business Value from Your Data by Jesse Harriott, Jean Paul Isson

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HOW IS MOBILE ANALYTICS DIFFERENT FROM SITE ANALYTICS?

Mobile analytics shares concepts both technically and analytically with digital analytics and can have similar analytical approaches, as well as frameworks applied to it, as to other digital experiences. Given this, why is it important to differentiate “mobile analytics” and call it out as a separate channel in digital analytics that, like social analytics, requires specialized knowledge and skills? Mobile analytics is different from other channels for digital analytics, such as social, interactive TV, gaming, and sites for the following reasons:

  • Mobile analysis often involves location-based segmentation. The ability to segment your mobile analytics data by country, region/province, city, state, zip code, DMA, MSA, and other geographic constructs is necessary—and will likely be asked for.
  • The data collection on mobile platforms and in mobile experiences tends to use more complex programming languages and methods for collecting data. In most cases, mobile data collection will involve using a software development toolkit (SDK) with an API. It may even be necessary to add libraries or other code to your mobile application to cache data when the application is offline.
  • Mobile data collection integrity must be ensured. The accuracy of mobile data (and thus the veracity and relevancy of any analysis) can be easily affected by externalities related to carriers and wireless providers.
  • Mobile applications and other rich experiences ...

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