Google Analytics are a great resource for finding out how consumers are using your website. The next step in the analytics field is attempting to unearth some valuable information regarding a user’s mobile interaction with an application or a mobile website.
EyeForTravel’s Ritesh Gupta conducted an interview with Seshadri Krishnan, co-found of Trip38, a location aware mobile app, about the role mobile analytics plays in an emerging, yet critical, business area.
Krishnan explains that 2014 is the right time for mobile analytics to take off because of major technology players starting to offer this as part of their overall analytics value proposition. Because of all the recent front-end growth of the mobile platform, it makes sense that it would take time for backend aspects to gain traction and scale.
Areas that continue to gain traction or tools that are not quite on par with traditional web analytics tools include:
1. Conversion – mobile conversion is still lower than the web conversion models.
2. Tracking Mechanisms – these are still rudimentary given the limitations on the app footprint and limited fallback options unlike on the web where cookies and other behavior targeting aspects have been perfected over the years.
3. Brand Names – bigger players focused on mobile analytics are set to emerge as leaders in this space.
Google Analytics in the Mobile Channel
The same Google Analytics that are used in the traditional web model are still valid in the mobile platform including statistics such as app usage time, time spent per session, time spent on various paces and user activity. Trip38 is able to track these analytics because they have built a tracking code into their app that allows greater insight into user behavior.
Despite how far the market has come in the past few years, there are still strides to be made in this arena. Aspects like a single dashboard across all devices, enterprise-wide access for analytics in the corporate setting and lightweight built-in mobile analytics are a few of the innovations Krishnan expects to see going forward.
Key Criteria for User Engagement
Trip38 currently measures user engagement in terms of time spent on the mobile app, features they use such as reviews, ratings, or social likes that they do using the platform. Krishnan emphasizes the importance of the social and search aspects of the app in creating a network effect to get more users.
The read the complete EyeForTravel interview, and to learn more about mobile analytics, click here.