With mobile engagement and big data analytics being among the hottest technology trends over the past year or so, the combined area of mobile engagement analytics has seen considerable movement this year. The latest announcements coming from Microsoft for the public preview launch of the Azure Mobile Engagement Analytics Tool emphasizes the growing need for businesses to invest in mobile engagement analytics to get deeper customer insights from the massively influential impact of mobile usage by people globally.
Web analytics has traditionally uncovered terrific behavioral insights from understanding what consumers are searching for, collecting location-based data, understanding what kind of content they are consuming, browsing patterns and more. The use of mobile devices has opened up newer dimensions in terms of the kind of insights that can be analyzed since the usage happens on the move when people are researching, consuming content, making purchase decisions, shopping and transacting using m-commerce features in daily life. In fact, the mobile device goes everywhere the customer goes and is generating data and insights into almost every aspect of their lives making the scope to understand each customer on a deeper level …vast!
With Qliktag’s Q*Engine mobile engagement platform, we worked in a mobile engagement analytics dashboard right from the onset of the development and customers have been able to get insights into where geographically people have been interacting with their products out in the market, what type mobile devices they are using, operating system usage as well as real-time notifications of inputs and data being collected directly from users mobile devices offering brands and manufacturers a better look at their customers.
As mobile usage and web access exceeds laptop and PC driven usage, companies are increasing their investment in mobile engagement whether through apps, mobile-first web experiences or other technologies and the mobile engagement analytics is steadily becoming a prime focus area not just to measure the level of engagement but also to learn more and personalize the engagement to each user.As space matures, 2015 is unfolding as the year to see some major headway in mobile engagement analytics.