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Mobile Marketing Analytics Are Different2012/12/12 · Jason Wells · Responses (9)Nearly every marketer today understands the importance of mobile and the importance ofdata. But do they understand the peculiarities of mobile analytics? ContactPoint CEOJason Wells explains.Image via Mad Men Facebook Page.Only 15 years ago, if you told a friend you were in marketing, they would probablyconjure up images of creative types drawing pictures, writing copy, or cobbling togetherstories for brands. Or perhaps they would envision the Mad Men-esque wood-paneledboardrooms of Madison Avenue agencies.Today‘s typical marketer is neither a creative ninja nor an ad agency exec. Certainly thereare still wood-paneled boardrooms, and there are, of course, still creative types that makethings look pretty. These positions and the stereotypes associated with them will neverdisappear. They are critical to the machinery of marketing.But today the most common type of marketer is one who is obsessed with numbers,analytics, data and results. This marketer may be an executive at a big media firm, anenterprise-level company, or the owner of a small business. Every marketer at every levelis in desperate need of analytics.Analytics and Big DataMarketing has, as many have noted, moved ―from art to big data.‖ This is a massive shift.Analytics hold marketers accountable and shape campaigns. Budgets are allocated,employees are hired and corporate strategies are established by analytics.Online marketers are just now getting comfortable with the deluge of big data that comesfrom being able to track everything from open rates to time on site, page visits and evenhow many times articles are read. They‘re still figuring out how to correctly use andapply the data.And now, just when they‘re getting comfortable, here comes mobile.1) Online analytics aren‟t enoughEvery online marketer has his or her list of five or six metrics they look at to determineeffectiveness. Maybe they look at bounce rate, unique visitors and abandon rates. Perhapsthey look at visit duration or total pages visited. They are, no doubt, tracking conversionrates and page views.118