So mobile is the future, huh? How the heck do I measure that?
Lately, all I’ve been hearing about is how mobile is the future. Mobile marketing is growing and will only continue to explode in the coming years. My own work and curiosity makes me wonder how measurement will need to grow as mobile marketing does.
Recently I had the opportunity to have a good, long chat with two fabulous IT guys: Ryan and Adam. And I have to say I felt more than a little nerdy as I chatted in the kitchen with two of my oldest friend’s significant others talking about user strings and Web servers, while a group of my oldest girlfriends sat in the living room and decided which male actor most represented each of them.
I asked these two IT guys what they knew about mobile and what they thought about its emergence. Luckily, they were more than happy to tell me everything they know and where they think the industry is going.
Then I asked them this: how can we measure mobile marketing?
I told them a few things I knew clients would want to be able to measure, and they told me about tracking some usage through user strings. And I think this is definitely a great start, but it won’t bring back as much data as I know will be needed moving forward.
As companies begin to use mobile more, they are going to want to understand how effective their campaigns are. I wonder, is there a way to track mobile usage without building metrics into a mobile application or interface itself? Is there a third party out there already tracking this kind of usage?
Adam and Ryan gave me a great start, but now I’m asking y’all to help me get farther. How do I get enough data to be meaningful?