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

BUSINESS OPTIMIZATION WITH MOBILE ANALYTICS

You can create economic value in your business through applying mobile analytics in the following ways:

• Determine the size of your mobile audience, their unique demographic and psychographic characteristics, and their preferences for your products or services. Take it to the next level and identify your deduplicated audience across site and mobile—or all digital channels.
• Use data to identify what types of content, experience, programs, and products to offer on your site. Similar to the analytical product optimization with site analytics, use mobile analytics to enhance and improve your mobile products.
• Use mobile analytics and behavioral data to feed other systems. Digital analytics requires data integration across multiple channels, such as mobile.
• Combine mobile analytical data with other market research or analytics.
• Incorporate mobile analytics data into your media mix model and attribution models. This work requires data integration between your mobile channel data and other channels.
• Determine the potential lifetime value of a new mobile customer—or the incremental impact of the mobile channel on existing customer lifetime value. Apply traditional analytical methods, models, and techniques to the mobile customer, such as lifetime value (LTV)—as part of and segmented out from overall customer LTV.
• Although the mobile channel will only grow in prominence and importance over time, it’s important to remember that as you do mobile ...