Our Mobile Measurement Framework is now available
Today I am really excited to announce the publication of our framework for mobile and multi-channel reporting, sponsored by OpinionLab. You can download the report freely from the OpinionLab web site in trade for your name and email address.
This paper builds on our “Truth About Mobile Analytics” paper we published with our friends at Nedstat last year and focuses on both measurement in mobile applications and, more importantly, a cross-channel measurement framework built around interactions, engagement, and consumer-generated feedback.
- Interactions occur in every channel, digital or not. Online and on mobile sites we call these “visits” (although that is a made up word for interactions); in mobile apps the interaction starts when you click the icon and ends when you click “close”; in SMS it starts when you receive the message; on the phone it starts when you dial, and in stores interactions start when you walk up to an employee.
- Engagement is simply “more valuable” interactions. Regardless of your particular belief about the definition of engagement, we all know it when we see it. Online it happens after some number of minutes, or clicks, or sessions, or whatever; in mobile apps it happens when you’ve clicked enough buttons; on SMS it happens when you respond to the message; on the phone it starts when you begin a conversation, and the same is true in a physical store. We say engagement is “more valuable” because without engagement, value is unlikely to manifest.
- Positive Feedback happens when you do a really, really good job. Measuring feedback is a critical “miss” for far too many organizations. Apples “app store” and the value of the star-rating system has essentially proven that there are massive financial differences associated with positive and negative experiences … but most companies still make the mistake of ignoring qualitative feedback altogether.
These three incredibly simple metrics can be applied to every one of your channels, your sub-channels, and your sub-sub-channels (if you like.) When applied you can create an apples to apples comparison between your web, mobile web, mobile apps, video, social, etc. efforts.
Then you can apply cost data, and you’re really in business.
I don’t want to say much more than that but I would really, really encourage you all to download and read this free white paper. When we put something like this out — something we believe has the power to really transform the way everyone thinks about the metrics they use to run their business, and something that has the potential to force dashboards everywhere to be scrapped and started over — we’d really like your collective feedback.
Thanks to Mark, Rick, Rand, and the entire team at OpinionLab for sponsoring this work. If you’re the one person reading my blog that hasn’t seen their application in action, head on over to their site and have a look.