The Analytics Opportunity You Could be Missing

It starts with an "M" and ends with "obile".

Think about analytics for a moment - what you know about tracking pageviews, site visits, conversions, goals, clicks, and downloads. Perhaps a digital dashboard comes to mind, one of configurable reports and digestible data - all of your site's metrics and user information at your fingertips

Did you ever stop to consider if you might be missing something? 

According to some quick math and 2015 smartphone user statistics via Statista, over half of the entire United States is the proud owner of an internet-enabled mobile phone. And while we told you Why You Can’t Rule the World with just Analytics, if you’re not tracking and optimizing for the mobile experience, you likely missing out on a user segment so large that it has already taken over the prevalence of desktop.

Forrester Says:

According to the January 2015 Forrester report, Win Mobile Moments with Digital Intelligencebrands need to take a new approach to analytics that places a much heavier emphasis on the mobile user to create a truly holistic view of the customer and his or content needs.

Tracking Mobile Usage Provides Deeper Insights

By focusing on the needs and activity habits of the mobile user, a brand will be better positioned to proactively target specific audience segments with personalized content. Because the user will look for information on his or her mobile device in very particular moments, a brand will be provided with a level of context that desktop (and even tablet users to some degree) cannot illustrate. Think about the need of a consumer when he or she looks for information relative to his or her location or time of day. Looking to those statistics, a brand can enhance the customer journey by providing a better, more relevant user experience.

Real-Time Reconnaissance

Mobile content seekers and app users need information immediately. If they’re looking for “hotels in Chicago”, a brand should create a trigger within its content management system that automatically surfaces deals, the location of the hotel relative to those users, and an easy-to-use interface and minimum number of clicks to checkout. (Hint: this also speaks to the need for a well-developed customer journey map). Developing automated processes using decision trees and tailored content, a brand can take advantage of delivering on immediate needs.


Brands with apps have another layer of data to analyze, learn from, and with which to optimize the customer experience. Because applications allow the user to provide explicit information about his or her needs, there’s less guess-work involved in creating a journey that extends beyond mobile.

Mobile usage has increased exponentially over the last few years and isn’t expected to slow down anytime soon. Brands that fail to strategize for the mobile group using analytics specific to this channel will fall far behind their competitors.

For information on mobile analytics, managing the customer experience, or developing a competitive brand strategy, contact us.