In only a few places is the saying “You can do anything, but you can’t do everything” truer than in the mobile marketing and analytics world.
While the vast landscape of mobile-first and cross-device marketing and analytics tools gives you ample opportunity to optimize, personalize and analyze, limited network connectivity, storage space and battery life set bounds on the resources you have access to.
Though mobile isn’t exactly new, many companies have not yet gotten up to speed on an effective mobile/cross-device strategy. Instead of growing organically within the already digitally-focused infrastructures of top companies, the mobile department has been awkwardly annexed to try to meet a growing need. This has happened even with big companies like Facebook in the early stages of app development.
One of the biggest deterrents to mobile marketing and analytics strategy is the technical barrier to entry: digital professionals are used to the web analytics world, where they can operate on a more self-service, DIY basis. It’s not as easy with mobile, where true tag management systems do not exist and implementing mobile SDKs tends to be a job for developers, not marketers or analysts.
Hence the eruption of a multitude of technologies that can integrate with your application, making mobile data collection, reporting and analysis simpler for the traditionally non-mobile professional.
Stephen Blake Morse, SVP of Global Solutions and Operations at mParticle, recently said:
“The mobile era has ushered in unprecedented innovation in marketing and analytics technology, but it has come at a price of proliferating data silos, SDK bloat, and an increased engineering/business execution dependency. Leading mobile companies are moving to embrace modern day infrastructure that unifies and enriches customer data, deploys it rapidly within/across the modern growth stack of solutions, and uses it to deliver personalized customer experiences.”
These technologies serve as the key players in analytics strategy—collecting, augmenting and modeling data to be used for decision-making.
But remember: you can do anything, but you can’t do everything. So which technologies should you integrate into your mobile analytics strategy, and how can you determine ROI on these technologies?
At the upcoming Mobile Analytics Summit, Morse will be presenting “Unify your Mobile Analytics Data and Strategy,” discussing the best ways to leverage best-in-class marketing and analytics solutions. Register for the event now.
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