It should be the first thing that crosses the minds of app designers, mobile marketers, carrier executives and anyone else working in the mobile industry: Who is going to use my product? It’s no secret that everyone from McDonald’s employees to CEOs are required to know their audience the best they can, and with the continual growth of data-based, wireless services, the market is also growing more and more elusive. Sure, there is Google Analytics for your site, but mobile data is a different breed of information with more complicated needs and interests. So how is it that mobile marketers are able to target wireless consumers effectively?
The difference is between in-network and out-of-network analytics services. Out-of-network analytics services such as Google Analytics use website tags, cookies and the cache to record information via JavaScript regarding the user’s actions. The problem is that this does not record all of the information for all users. Not all mobile browsers are supported by these services and much of the information is easily lost during transmission due to the analytics platform’s location outside of the information route. In short, the website sends whatever information it can gather from the mobile browser to the analytics platform
Another option for capturing analytics information is an in-network analytics service. These services place the mobile analytics platform in the information flow so that the mobile internet gateway sends information directly to it as opposed to the website’s JavaScript gathering and sending it. This provides for more accurate information regardless of the mobile browser.
Since the mobile industry is so driven by data plans, which is usually controlled by a carrier’s hardware, the accuracy of mobile analytics plays a key role in a carrier’s ability to provide dependable service to wireless consumers. This means that with more accurate information, consumers may spend less time chasing low introductory rates or limited-time offers and experience less frustration with unsatisfactory service from carriers. Not to mention you, as the designer, programmer, sales rep or otherwise, will have a better grasp on how to design, program or sell your product to picky consumers.