Tips to be Mobiletastic: Part 2

ForeSee Blogger Eric Feinberg

By Eric Feinberg

Because ForeSee announced some exciting new mobile measurement capabilities this week, I thought it was only appropriate to continue with my Mobiletastic series today.

In my last post, I talked about the first two of five tips on how to be Mobiletastic. In my continued quest to provide a better mobile world for businesses and their customers, I am excited to share with you tip #3 on how to better position your company in the fast-growing mobile arena.

In the old days, before mobile app and tablets and even the traditional web (yes! There was once a world without such amenities!), “location, location, location” was the typical business mantra. Those were the days a business would live or die by how physically visible its presence was.

Today, in the ever-expanding online world, the dawning of the mobile age, and the rise of the super consumer with a multitude of shopping devices literally at their fingertips, businesses – out of need rather than want – are changing their tune. And if they haven’t yet, then they need to very soon before they become extinct. In this day and age it’s more about measurement than location since consumers, through web and mobile, can shop anywhere at any time. So here is Mobiletastic Tip #3:

Measure, Measure, Measure

In analytics, mobile analytics especially, it’s all about measurement, measurement, measurement. Here are four things you need to do:

  • Measure: you need to measure effectiveness and success of the mobile experience continuously over time.
  • Gain Intelligence: a great byproduct of continuously measuring the behavioral and attitudinal analytics is the intelligence you gain about who and where your visitors are.
  • Make Improvements: once you know who your mobile customers are and you’re analyzing data in the best possible way, you can prioritize the improvements that will make the customer experience better.
  • Benchmark: you want to benchmark every change that you make against your previous metrics over time so you see lift every time.

The most vital thing is that you don’t want to do this just once. This is something that can be and needs to be done time and time again. You want to rinse and repeat – continuously measure.

When you look at the measurement world in mobile, it’s split into two key hemispheres – Behavioral and Attitudinal (a.k.a voice of customer) measurements.

When you measure the behavioral side of the equation you’re measuring what happened – a second ago, a day ago, a week ago, a month ago, a year ago. That backward looking approach of the world is really important because as you see trend lines, and it allows you to observe and watch so you can figure out why something did or didn’t work. However, it’s hard to move forward when you’re always looking behind you.

With that said, attitudinal measurements consist of survey instruments that engage the consumer during their mobile interaction. This permits you to scientifically measure the customer experience while it is happening, allowing you to measure true customer satisfaction. It’s been scientifically proven that companies with higher satisfaction are more successful than companies with low customer satisfaction. Only then can you make educated decisions to move your company forward.

The graduation point from the behavioral to the attitudinal analytics is when you’re able to listen and start to generate feedback from people as they are engaged in the experience. The best way to do that is to randomly measure them through the process. This is the time to really talk to them about what their intent is. Are they satisfied? Are they not satisfied? And if not, why not?  These kind of key metrics are helpful in guiding your analytics and deciding your next actions.

We have a ForeSee saying: you have to know what you know, and you have to know what you don’t know.

What we know now in mobile is the quantity of things. We see the number of app downloads, the number of people coming to our mobile websites and a plethora of other behavioral data.  However, there’s a bit of a challenge there. Since the popularity of mobile use to shop is increasing and the number of people using mobile is increasing, your basic metrics are going to increase regardless if you are doing an excellent job or not. What you really need is to know what you don’t know – the quality of things and understand what is motivating someone to take action in another channel.

Right now web is outperforming mobile. As mobile use continues to grow – and it will – you’ll need to benchmark against yourself, your peers and the market. You also need to understand its utility. Is your mobile supportive to other channels like web or store? Is it complimentary? Is it distinct of them? Or all of the above?

These are all hard questions to answer, but they need to be answered. Using a reliable, accurate, and sensitive technology to do so will help you get the answers you need.

Next time we will talk about Mobiletastic Tip #4: Performance Kills.

Eric Feinberg is Foresee’s Senior Director of Mobile, Media, and Entertainment. To read more about ForeSee’s mobile customer experience measurement capabilities, including random intercept and on-exit measurement technologies, click here.

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