Analyzing user data is standard practice for pretty much every website out there — large or small, consumer or B2B. In April 2012, Google announced that over 10m sites were using Google Analytics, and many more are using enterprise-focused solutions like Omniture, Coremetrics, and WebTrends.
The scale of adoption in web analytics highlights the direct benefits businesses see in measuring site activity — including key metrics like visitors, visits and page views, traffic source metrics like keywords and referring sites, as well as optimization metrics like conversion rates. And as companies have introduced services around mobile analytics, they’ve tried to create similar context for mobile measurement.
But while using similar metrics across web and mobile may feel more familiar for many businesses, it also discounts what makes mobile unique: location. Location data on the web is coarse, and limited to dimensions like country, state, and city — location analytics for mobile is different, in that it allows for a level of precision down to meters, and context down to place.
Inventory Availability Based on Location
Mobile location data, if used appropriately (and in connection with mobile analytics), can help drive revenue for both the publisher and the marketer by enabling mobile inventory to be sold against more granular, premium... Read more
Since 2006, I’ve erroneously predicted the “Year of Mobile” was upon us. Rather than lose faith and look to another trend to promote, I do believe 2011 is truly going to be the Year of Mobile. For those of you that agree with the prediction that mobile marketing is finally here, I’ve outlined a few key areas on which to focus your efforts in 2011.
"Minority Report" flat-out rocks. What a great movie.
Remember the scene where Tom Cruise runs through the mall with the "precog" played by Samantha Morton? And the security guys can track his movements because of a futuristic location-based retinal-scanning technology Steven Spielberg brilliantly set up in an earlier scene?
Armchair futurists in the mobile space have been touting LBS (location-based service) as the next big thing in digital marketing for years now.
But while location targeting has come a long way in recent years, we aren't quite to "Minority Report" just yet.
Let's cut through clutter, bust a few myths, and focus on the things marketers can and cannot currently do with LBS.
Yes, the mobile Web has a few ways to triangulate your location, and mobile apps can be location-aware leveraging the GPS chips on your phone. But they must be turned on in order to transmit that data or you need a subscriber to download an app to the phone.
Sprint is the first carrier to open up its network for commercializing location-based messaging – nirvana for digital marketers. AT&T is just starting to open the kimono – and once the AT&Ts and Verizons fully join the party, LBS can become... Read more