Mobile Analytics

David Kusserow

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Mobile analytics is a sub-discipline of web analytics that looks at how a site is used by mobile users and can be improved.

Definition

Just as with the Web analyt ics is all about mobile analytics. Efficiency improvement and long-term success control of websites designed for mobile use by mobile devices of Smartphones or More and more users are accessing the Internet not only via their computers, but increasingly via mobile devices. Therefore, there is a need for methods that analyze the usage behavior with smartphones and tablets and optimize mobile pages.

Mobile Analytics

In this context, mobile analytics dealt with the functionality of the website in mobile mode, which measures to take to retain customers and improve the conversion rate for mobile visitors, or how advertising, search engine marketing and other campaigns need to be adapted to mobile devices. Mobile analytics are primarily concerned with key performance indicators (KPI) and data such as page views, visitor numbers, device models and manufacturers, screen resolution, user language, and service provider.

What is the purpose of internal linking?

Especially for pages that you have optimized for long-tail keywords, internal linking is important. The crawlers of the search engines recognize the page architecture of your domain on the basis of the internal links and orient themselves to it. The better the crawlers can analyze your site, the better the search engine algorithm will rank your site, leading to better Domain Authority.

If you were to compare the layout of your site to a road map, in a sense, the internal links serve as the connecting roads from one place to another – and additional internal links like this one to our blog page – serve as shortcuts for the search engine bot.

This example already shows that there are two different variants of internal links. On the one hand, there are the links that provide a structured and hierarchical navigation across your site. On the other hand, there are horizontal links that link the different subpages of your domain, thus opening up the different information that your website offers.

Mobile analytics and first-party data

In addition to mobile analytics, there are more ways to collect data about the usage patterns of mobile device users. This is the so-called “first-party data“, i.e. the data that comes directly from the user. In addition to mobile analytics, there are sources such as customer relationship management systems (CRM), the data from newsletter and other subscription or transactional systems.

In addition to first-party data, there is also so-called second- and third-party data. This data is collected in a roundabout way and purchased, for example, via a third party provider who is allowed to collect personal data.

Third-party data and privacy

When using third-party data for mobile analytics, it is easy to find potential customers and increase your own reach. Target groups can also be developed with such purchased data.

The disadvantage of this data source is the difficult data protection. This is because it is often no longer possible to trace where the data used originally came from. Not only is the non-transparent working method of data brokers legally questionable, it is also difficult to understand whether the data is still up-to-date or outdated and inaccurate.

Another problem is that competitors can buy the same data and thus target the same audience.

New opportunities through smart analysis methods

With the increasing use of mobile devices, more and more data is available that can be evaluated. This allows analysts to access data from social networks, app installs, and microtransactions. This allows companies and institutions to get a precise picture of their customers and users. Cloud solution providers can also use big data from their customers to improve their offerings.

To be able to analyze these diverse data sources, cloud-based techniques are increasingly being developed that can analyze data much more accurately and quickly than previous offline tools. Here, companies can save on investment costs in software and hardware.

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