CII in association with its Knowledge Partner, Protiviti released a publication against the backdrop of the ‘2nd edition of Telecom Convergence Summit: Unlocking the Potential’ organized by CII on 18 September, 2014 at New Delhi.
With the proliferation of smart phones and geometric growth in consumption of data services, it has become imperative for service providers, content publishers and application developers to understand consumer activity on mobile devices; both online and offline.
Knowing how customers interact with one’s mobile channel is vital to the success of a mobile strategy. From measuring key customer engagement indicators to tracking specific conversion activity, Mobile Analytics reveals behaviors that help a company define its mobile marketing efforts.
The publication explains what are the basic building blocks to implement an effective Mobile Analytics framework. A methodology is proposed for Mobile Analytics that allows for ongoing monitoring of mobile subscriber data across all channels and touch-points and monetizing them effectively into usable, meaningful and actionable intelligence through two sided business models.