Lenovo's recent ThinkPad promotion in The Wall Street Journal app uses both custom toll-free phone lines for tracking and a coupon code.
These techniques are great for not only quantifying mobile campaign ROI, but can be customized by device type (e.g., iPhone vs. BlackBerry). They can also establish a more holistic measurement of the cross-channel impact of the test, indicating:
- Which variation most affected e-commerce orders, phone orders or cross-sales?
- Which variation affected lifetime value by producing repeat orders?
- Which variation was more noted for future reference via bookmark, self-e-mail or self-SMS text?
- Which variation had the most users opt in to future SMS by providing their mobile numbers?
- Which variation was shared more with others via Twitter, Facebook or e-mail?
As you can see, measuring the campaign and individual variations for contribution along these dimensions provides a more complete picture of the value of each variation.
Make sure your analytics provider can accommodate this scope of data aggregation. It's worth considering that many analytic platforms are java-script dependent and, as a result, inadvertently misclassify any mobile site visitor using devices which don't support java-script. (At the moment, this means the vast majority of the mobile market.) For the most complete picture, you may need to drill into your site log file "header requests" to query all mobile device types that viewed each page variation (iPhone, Blackberry, Android, Blazer, Nokia, Opera Mobile, Palm, Pocket PC, Samsung Windows CE, Motorola Browser, Zune and more).
Listen to What I Say—and Don't Say
Consumers are still in the "honeymoon phase" with the mobile Web—the coolness overshadows 15-second wait times, unoptimized landing pages and the general lack of personalization. But honeymoons don't last. Use every piece of data your mobile users give you in these early days to future-proof your campaigns, considering: