forrester research, mobile analytics, customer experience It seems obvious that objectives, measurement and analytics are required for any marketing channel, particularly one with as many variables as mobile. But nearly 40 percent of marketers have not even defined their mobile objectives, much less developed measurements for determining effectiveness. A new report from Forrester Research attempts to lay out how analytics can be used to accomplish what you want to accomplish in mobile channels. 

Mobile is no longer an afterthought to marketing plans. The report, Make the Most of Analytics to Meet Your Mobile Objectives, points out that mobile exceeds PC traffic in such countries as India, and for many companies, especially media-related ones, mobile devices generate more than half of all visits.

Mobile Measurement in its Infancy

But marketers have largely not caught up. According to the report, many have not yet defined their metrics for success, and many lack tools for adequately measuring traffic and behaviors. Part of the reason though, is that "it's still early days for mobile measurement," according to Forrester. New mobile web and mobile app measurement guidelines have only recently been introduced, the ecosystem is fragmented but evolving, and there is an ongoing problem of tracking mobile users as they move between channels.

Obviously, the first step is to decide where the finish line is. Of the 37 percent of marketers who have not defined mobile objectives, most see mobile primarily as a way to increase engagement and improve customer satisfaction -- but without clearly defining what that means. In fact, Forrester said that 29 percent of marketers still use mobile primarily to appear innovative, although that's a fuzzy and outdated goal.

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From the Forrester report, Make the Most of Analytics to Meet Your Mobile Objectives

When asked for their top three priorities/objectives for mobile consumer strategy on phones, 55 percent cited the need to increase customer engagement, 37 percent pointed to improving customer satisfaction and 35 percent said generating direct revenue/sales completed by mobile phones. So, marketers are clearly thinking about their objectives, even if they’re not formally defining them.

Fragmentation, Lack of Standards

Fifty-one percent of marketers have identified key performance indicators, or KPIs, but they've not always lined up those KPIs with their objectives. In other words, a KPI might be a certain traffic level, even though improving customer experience is one of the objectives and the relationship between traffic and experience is not defined.