Getting the Bang for Your Mobile Messaging Buck: Mobile Analytics, Segmentation and A/B Testing
By now, the vast majority of game developers, brands and publishers know that if they want to be able to reach their customers anytime and anywhere, there's no substitute for marketing through mobile messaging. After all, smartphone adoption hovers at 61 percent in the U.S. alone.
In the first of three articles condensing the subjects addressed in OtherLevels’ recent webinar, Intro to Messaging Types, I examined the different kinds of "to-device" and "on-device" messages available to marketers, including SMS, push notifications and in-app content, and how they're most commonly used.
With all the potential channels mobile has provided — and the growing mobile marketing budgets it's fostered — the need to measure the impact of messages delivered through mobile phones and tablets has become apparent. Yet 59 percent of marketers consider themselves "inexperienced" or "novice" when it comes to mobile measurement.
This is what compelled the OtherLevels team to create a recent three-part educational webinar series, Maximizing Mobile Messages.
In the second webinar installment, Mobile Analytics, Segmentation and A/B Testing, Part 1, we took a close look at the different metrics used to gauge the performance of mobile marketing messages as well as the basics of audience segmentation and an introduction to A/B split testing.
Although still in its infancy, the field of mobile analytics has grown exponentially in recent years. For instance, marketers now have the ability to track general user metrics such as number of sessions and average times between sessions, while others track social metrics such as virality, installs and removes.
Then there are metrics that look more closely at how consumers are interacting with mobile messages and what actions they're taking upon receiving those messages. This kind of action analytics tells marketers exactly which messages are compelling consumers to take a desired action.
Related story: How to Increase Mobile Engagement, Retention and ROI