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.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.