Measuring mobile has never been straight forward and at
times felt a little painful especially during implementation and occasionally during analysis with a partial dataset compared to it's web based equivalent.
However, the mobile analytics landscape is about to change for good with the launch of a new product by ClickTale who specialist in customer experience analytics.
During the early days of mobile site development, traditional digital analytics technology vendors (Omniture, Coremetrics, Webtrends) raced to shoe-horn their web tracking platforms into the mobile space. Over time mobile specific analytics technology providers surfaced (Flurry, Bango, Kontagent) with a clear focus on mobile site and app measurement. These combined elements provided the digital analyst with good information about site navigation, custom event tracking and the ability to undertake cohort analysis.
However, the behavioural tracking goal posts shifted with the launch of iPhone in mid-2007 and the introduction of touch screen and gesture based page interaction. Five years later and the first widely available measurement solution has appeared to provide an understanding of these complex user behaviours.
With all this talk of “true-to-life” browsing measurement and
video replay for mobile it is easy to get carried away and think that old mobile reports can be
dispensed with. However, previous experience
has shown that such technology is best leveraged when used in parallel with
traditional web analytics tracking. The latter
provides an understanding of “what” happened whilst, the former helps explain “why” it
happened. Both play a crucial part in understanding site behaviour and identifying key areas to improve site conversion.
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ClickTale Mobile™: Analytics Evolution or Revolution?
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About the Author
Alex Brown is a Digital Analytics and Site Optimisation expert who works as an independent freelance consultant. The opinions shared in this Blog are based on personal experiences gathered over a decade of data crunching and technology evaluation. The author makes no attempt to be grammatically, politically (or otherwise) correct. Spelling was never a strong point and for practical reasons, not all vendors in the market are referenced in the article - no hard feelings.
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