How can you use mobile marketing analytics to optimize your SMS and mobile app performance?

1 Define your mobile goals

Before you dive into mobile marketing analytics, it's important to have a clear idea of what you want to achieve with your mobile campaigns. Ask yourself what your mobile goals are and how they align with your overall marketing and business goals. Additionally, consider how you will measure success. Depending on your mobile strategy, you could be aiming to increase mobile app downloads and installs, boost engagement and retention, drive conversions and sales through mobile channels, enhance customer loyalty and satisfaction through mobile interactions, or generate leads and referrals through word-of-mouth. Once you have defined your mobile goals, translate them into specific and measurable key performance indicators (KPIs) that can be tracked and monitored over time.

2 Track your mobile metrics

Mobile marketing analytics allow you to track and measure a variety of metrics that reflect your mobile performance. These metrics include mobile app downloads and installs, usage and retention, engagement and loyalty, conversions and revenue, as well as SMS open and click-through rates and conversions. To measure these metrics effectively, you should use mobile analytics tools such as Google Analytics, Firebase, Mixpanel, Appsflyer, and Twilio. These tools can collect and report data from your mobile channels to provide you with valuable insights into your mobile performance.

3 Analyze your mobile data

Tracking your mobile metrics is not enough; you need to analyze your mobile data to understand the behavior, preferences, and needs of your mobile users. Mobile analytics can help you answer questions such as who are your mobile users, how do they find and discover your app or SMS service, how do they navigate and interact with your app or SMS messages, how do they respond to your app or SMS content and offers, and how do they compare and contrast with your other users. To analyze this data, you must use mobile analytics tools that can segment, filter, visualize, and explore it. Features such as dashboards, reports, funnels, cohorts, heatmaps, and user feedback can be used for this purpose.

5 Align your mobile marketing with your business objectives

Mobile marketing analytics can help you optimize your SMS and mobile app performance, but they can also help you align your mobile marketing with your overall business objectives. To do this, you need to use mobile analytics tools that can integrate, aggregate, and automate your data and insights. These tools can help you understand your mobile return on investment (ROI), identify opportunities and challenges, communicate and collaborate with stakeholders, and integrate your mobile marketing with other channels. With features such as cross-platform analytics, attribution models, goal setting, and alerts, you can gain valuable insights into the effectiveness of your mobile campaigns.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?