4 Reasons Your Mobile Analytics Efforts are Failing

February 20, 2018 Vibes Marketing

4 Reasons Your Mobile Analytics Efforts are Failing

For the past few years, you’ve been hearing about how mobile analytics are essential for helping your business grow. With mobile analytics, you’ve been told, you can measure user behavior and increase retention, conversion, and sales.

Only…you’re not getting it. You’ve got a mobile analytics platform, but you feel like you’re missing something. And truth is: you might be. Whether it’s the fact that the tool you have doesn’t deliver the features you actually need or that you’re just not leveraging the data, your mobile analytics efforts are failing, and it’s time to do something about it.

See if any of these reasons ring true for your brand.

  1. You Have The Data…But You are Overwhelmed By It

Mobile website visits. Sales. Pages visited. Traffic referrals. Ad impressions. You’ve got all the data, only you don’t know what to do with it. You feel like you’re swimming in a sea of analytics without a life raft.

It can be daunting, and there is a lot of data you can glean with mobile analytics. The key is focusing on what’s most important to you. In other words: just because the data is there doesn’t mean you have to pay attention to it.

You’re better off focusing on one or two pieces of information that matter to you the most, like ROI-based optimization or mobile wallet offer redemption.

  1. You Can’t Measure What You Need

Some mobile analytics tools focus on mobile apps. Others on mobile web. But you might use both of those mobile marketing tools, as well as mobile wallet, push notifications, and SMS to reach your customers. Where’s the analytics dashboard for that?? (FYI, that might have just been a spoiler alert for what’s coming soon at Vibes!).

So you’re left piecing together what you can measure, likely using multiple platforms in an effort to get all the information you need. It’s frustrating, time-consuming, and still doesn’t give you the big picture of what you need to know about your mobile efforts.

Ideally, you’d have one platform that allows you to access data on the various mobile components you use. Before you get set up with an analytics service, ask about which functionalities it can help you with.

  1. The Mobile Analytics Platform is a Little Too DIY

You’re all about doing things on your own, but the mobile analytics dashboard you’re using provides virtually no support or training. You’re pretty sure you’re not eking out all of the value this tool could offer, but getting customer support on the phone is like pulling teeth with no Novacaine.

So you piddle around, doing what you can, but are exasperated that you’re not getting more for your money (and maybe this platform ain’t cheap!).

Your mobile analytics partner should provide assistance and answer questions when you’ve got them, but also give you the option to use the tool on your own.

  1. You’re Sitting on the Data Rather than Using It

Every week, your marketing manager gives you a report on your mobile analytics. You toss it on the very tall pile of papers on your desk and forget about it. You’re paying for a service that actually does you no good because you never use the information to tweak your mobile marketing campaigns.

Data without action is useless. Knowing how many people, for example, redeemed your 20% off any product offer is important, because if the number is low, you can tweak the next promotion (wording, discount, expiration date) for better results.

Whatever the reason, your current mobile analytics solution isn’t working. It’s time to either step up your own efforts to better understand the tool’s capabilities or find an analytics partner that can better deliver what your brand needs.

 

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