Acquisition & Engagement

Mobile Minute 12: Marrying Mobile Analytics and Business Analytics

John Koetsier

Mobile analytics data is rich, detailed, first-party, and incredibly valuable for understanding your customers’ needs, desires, and contexts. It’s also often siloed away from all your other business data.

Fixing that is a challenge, but it’s a challenge that both and-mobile and mobile-first companies need to tackle:

Often, your very best customers are the ones who are spending the most time — and generating the most value — in your mobile app. That’s why you have a mobile app in the first place, and not just a mobile web experience (which is valuable too, but more at the top of the funnel).

But that means that you need to be able to take what you learn in your app via mobile analytics — such as TUNE’s in-app marketing tools — and merge that knowledge with everything else you know: web sessions, phone calls, in-store visits, and so on.

smartPhone_grocery“That’s the challenge,” says Sweetspot CEO Sergio Maldonado. “Marrying can happen at many levels … you want to marry the data because you want to react to the data as a decision-maker … you want to build that view across all of your assets.”

This will help you not only understand your customers better, but serve them better:

  • Customer service reps will have full information when a client calls
  • Sales associates can suggest other options along with what customers already bought
  • Marketing has a holistic picture of a customer’s life-time value: in-app, and elsewhere
  • Marketing has a better view of the buyer’s journey and the marketing funnel

Getting a single view of the customer has always been a challenge. The key to solving that puzzle today, however, lies in understanding that mobile is now the default everything platform for most of your customers (and increasingly for all of them). On our most personal devices, customers will tell you want, and will expect you to be able to serve them in every way.

In this sense, the challenge is not primarily to get data out of the app, but to make it available in the app.

And, of course, make it available to all customer-facing components of the company in order to deliver consistent customer service however a buyer touches you.

See all the Mobile Minutes

In our first TUNE Mobile Minute, we looked at mobile adblocking, which is spiking massively. In our second, we talked about why that doesn’t matter as much as you might think. If can’t bear the thought that somehow, perhaps, you might be missing out on precious mobile minutes past or future, you’re probably my mom.  

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John Koetsier

Before acting as a mobile economist for TUNE, John built the VB Insight research team at VentureBeat and managed teams creating software for partners like Intel and Disney. In addition, he led technical teams, built social sites and mobile apps, and consulted on mobile, social, and IoT. In 2014, he was named to Folio's top 100 of the media industry's "most innovative entrepreneurs and market shaker-uppers." John lives in British Columbia, Canada with his family, where he coaches baseball and hockey, though not at the same time.

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