Mobile Marketing: An Hour a Day

Friday: Define Key Analytics

As outlined in Chapter 1, location sharing started life quite literally as a game. The goal was to encourage users to participate in exchange for imaginary status or virtual rewards. But, enabling bragging rights for the person who checks in the most frequently at his or her local coffee shop offers little in the way of rewards to the owner of that establishment—unless all that activity can in some way be connected to commerce. Again, you have to think about where and how different SoLoMo actions can be linked to the purchase funnel and customer journey. At the top of the funnel and beginning of the journey, where branding and awareness-building are at a premium, metrics like shares, Likes, tips, and recommendations ...