Mobile is the most challenging environment in online measurement. Traditional Web analytics approaches simply WILL NOT WORK. The intricacies of platform limitations coupled with device and carrier specific constraints leave the majority of measurement methods speculative at best.

Get SMART with Mobile!

With new technologies putting the Internet in everyone’s pocket and an exploding apps market taking the possibilities to dizzying new heights, mobile devices have assumed a central role in the Internet equation. But going mobile is the easy part. The trick is to make sure your investment pays off, and for that, new metrics strategies are needed. Organizations need to get S.M.A.R.T. with mobile.

Tactics driven by statements like "We need an iPhone app" or "Let's do something with SMS" lead to siloed approaches and marketing fragmentation. Success in mobile demands a systematic approach beginning with an understanding of your customers’ mobile usage, then determining your product suitability to a mobile offering, defining your business objectives, and evaluating your level of commitment. You should implement the necessary technologies to achieve your mobile objectives only after these steps are completed.

Key Programs:

Mobile Readiness Assessment- Semphonic will assist you in thoroughly and systematically identifying mobile opportunities across your online properties. We’ll conduct an audit of your existing measurement implementation and determine the necessary steps required to establish or optimize your mobile product offering. Semphonic will also make recommendations and assist in the deployment of modifications to the existing measurement implementation, as necessary, to support mobile measurement best practices.

Mobile Analytics Vendor Evaluation- Semphonic is vendor neutral. We work with a wide range of enterprise Web analytics and niche analytics service providers across the fixed web, mobile web, and mobile application space. Semphonic will evaluate appropriate mobile measurement vendors and provide a customized recommendation for vendor selection. We'll help you figure out the best configuration to handle the unique needs of your mobile product offering.

Mobile Measurement Plan and Implementation- Once you’ve established your strategy and selected the appropriate analytics platform, the next step is enablement. Based on the recommendations surfaced during the Mobile Readiness Assessment, we’ll assist you in identifying the appropriate tactics to support comprehensive analysis of your mobile product. We will identify high value tasks, document key metrics of success and ensure their measurability. We will prepare a tag design document and provide implementation support to the developers while assisting in testing and quality assurance.

Mobile Application Support- We can provide you with a robust framework for mobile application measurement on the iPhone as well as other platforms (RIM, Android, Symbian, Palm). Our experience with vendor-specific SDKs and niche measurement solutions allows us to identify the appropriate tactics to support comprehensive analysis of applications. We’ll create a customized tag design document to ensure proper mobile application tracking.

Mobile Analysis- Semphonic can help you leverage your mobile insights across all of your marketing metrics. Integrating data collected across the fixed web, mobile web, and mobile client applications is just the start. Semphonic can identify the ‘Intelligent Correlations’ across all data dimensions and align your high value tasks across all marketing channels generating truly actionable insights.

Management Reporting- Semphonic believes that reporting should make strategic information obvious allowing for data exploration and interaction. We will create metrics, reports and presentations that clearly communicate analysis and results for wise decision-making. Our completely unique systems-based approach to management reporting doesn't just provide decision-makers with key metrics - it describes the system and identifies the key drivers of change. It’s an approach that answers key questions about why changes occurred instead of raising more of them.

Mobile Tactics- Insights should drive action. We have pioneered the way that enterprises leverage Web analytics data and insights through our Functional, Use Case and Behavioral Segmentation analysis projects. We developed The Analytics Roadmap – a tactical plan that identifies immediate and long-term analysis opportunities. We work with key stakeholders and your measurement team to build a working plan of projects based on our experience, a review of your sites and an examination of current usage patterns. We can produce those analysis projects for you or guide your analysts with our unique mentored training.