“Mobile Analytics: Apps, Advertising and Commerce in the New ‘Mobile’ Economy”
The dramatic growth in mobile activities has led to a corresponding torrent of granular data that capture a wide variety of user behaviors. Whether mobile users are communicating with others, posting or consuming digital content, alerting others to their location, purchasing goods or services, or reacting to ads, they are creating a “digital trail.” Such digital trace data on human interaction and activity lends itself to customer and big data analytics.
Anindya Ghose will discuss how to measure and quantify the value created from the use of apps, advertising, and commerce on mobile devices in the course of meeting some strategic goals and tactical issues. A key goal is to gain a better understanding of the behavior of mobile users using big data analytics that combines statistical modeling with randomized experiments “in the wild”. This webinar will also focus on the differences between web and mobile analytics. Most people make the mistake of assuming mobile analytics is similar to web analytics, while they’re actually poles apart. If we care about measurement using data, we have to care about how data was generated in the first place before doing any predictive, experimental or econometric analyses.
- Understanding how the fragmented nature of the mobile ecosystem makes mobile analytics very different from web analytics.
- Understanding audience behavior and advertising effectiveness on mobile devices
- Understanding cross-media and cross-device synergies on the mobile platform