Win with Advanced Business Analytics: Creating Business Value from Your Data

IMPORTANCE OF MEASURING MOBILE ANALYTICS

Mobile is part of digital analytics. It is simply another channel to consider in the media mix, similar to television or radio. The importance of mobile is often completely underestimated, especially in the area of brand or advertising impact. The data in Exhibit 14.1 show the time spent on mobile compared to the time spent on other channels in the context of advertising spend in those channels.

Exhibit 14.1 Time and Ad Spend for Various Media

Sources: www.emarketer.com/blog/index.php./numbers-major-media-ad-spending/; www.emarketer.com/PressRelease.aspx?R=1008732.

Notice the large gaps in the bars of the histogram between print-related media and mobile in Exhibit 14.1. One could hypothesize from this data that advertising spend on the mobile channel will increase to close the gap between time spent on the mobile channel. The ubiquity of mobile devices, the affordability of wireless technology, the emerging VOIP (voice over IP) and advanced satellite technologies that are enabling mobile coverage across all countries on Earth indicate that more capital will flow into the mobile channel—and especially into advertising. The gap between ad money spent on mobile and time spent on mobile will narrow to look like that of television or radio.

In that gap and the closing of it lay possible huge revenue opportunities for companies innovating with ...