Will Facebook's analytics tool influence mobile marketing?
A big issue that businesses leveraging mobile marketing have encountered is identifying their app-using audience. Specifically, there has been a problem trying to define the path to purchase and recognizing shortcomings in the apps themselves that cause purchasers to stop using them. With this in mind, Facebook announced that it will provide a new analytics tool that will allow marketers to understand their audiences better to segment them and target specific promotions toward them (1).
Officially called Analytics for Apps, companies can leverage data from the social network – including age, language, country and gender – to help gain insight into who is using a particular application (2). The benefit for companies that are currently unsure of how what customers do after they download their app is being able to see which buyers continue engaging with the brand outside of the software – on their website, for example.
The fact remains that businesses want to be able to correlate revenue to specific mobile marketing campaigns, and Analytics for Apps may be a step in the right direction. However, one of the drawbacks is that it is a branded product, meaning data from other social networks won't likely be included.