Tag Archives: mobile analytics

Mobile Year in Review: Lessons Learned in Mobile in 2012

31 Dec

As 2012 draws to a close, many of us will be reflecting on what we’ve learned over the past year. While perhaps some reflections will be personal or professional, here at TourSphere, we want to take a minute to review the year in mobile. So we’ve tapped our team to present to you the lessons we’ve learned in the mobile space this year.

Mobile must be a part of your strategy.
– Juliet Devries, VP of Community Relations

2012 was the year that a mobile component to your marketing strategy went from being “nice to have” to “necessary.” Even Facebook learned that the lack of a solid mobile strategy can do a number on your company’s value.

A Nielsen study released in February 2012 revealed that nearly half of the cell phones in the US are smartphones, up 38% over the same statistic for 2011. Microsoft Tag predicts that mobile usage will overtake desktop usage by 2014.

These statistics confirm what all of us already knew from our own day-to-day usage: if you don’t have a mobile presence and if that presence doesn’t make it easy for a user to access your information on their device, you’re losing out on a huge chunk of your audience.

The mobile market will become increasingly fragmented, with more choices for consumers.
– Rob Pyles, CEO

Smartphone-OS-share

In the beginning, mobile developers had only to worry about Apple and Android.

Today, the options for mobile devices expand on what feels like a daily basis. From smartphones to tablets, new technology like the Microsoft Surface gives consumers the power of choice and gives developers the headache of having to add yet another platform to their list. A recent Nielsen study showed that Android,  which “dominates” the market, still has less than a 50% market share when it comes to smartphones.

Developing across multiple platforms is going to be increasingly important as we enter 2013. Web apps like those created on TourSphere Builder will provide a flexible, more nimble and more economical option than developing native apps.

You need a long-term mobile strategy, not just an app.
– Clayton Jones, TourSphere Mobile Advisor

In 2011, companies were building apps like crazy. In 2012, we started thinking about other aspects of the mobile strategy. Because so many people are accessing your company or organization’s information by mobile device, it’s essential that an entire strategy take place around the mobile medium, not just a single app, and that that strategy is as flexible as the rest of your marketing plan. We began to see companies turn to TourSphere to help with this flexibility, because web apps can be easily managed and changed unlike native apps.

We began to see that mobile goes beyond simply an app, into location-based services that help with targeted marketing, to websites optimized for mobile devices to coupons delivered by mobile device. An entire strategy around how your audience uses mobile is essential for 2013.  Analytics and data on how visitors are using your app is critical to evaluating, developing and adjusting your mobile strategy.
Tell us: What do you think was the biggest lesson about mobile in 2012, or the biggest mobile story of the year?

5 Reasons Why App Analytics Are Critical

12 Sep

It’s always startling to me when we talk to museums, cities, and hotels who have an app – but no idea how many visitors are using it.  A huge value that an app can bring to a visitor-based organization is data, data, data!

A mobile app can provide an incredible window into what your visitors and customers want and need.  In order to optimize your mobile strategy and ensure you’re getting the maximum value out of your mobile app here are some key things to consider:

Counting app downloads is worthless – usage is what matters.
Being able to brag about download numbers is nice but it’s not really that meaningful.  Knowing, for example, that visitors who use your app onsite stay 30 minutes longer and eat at your onsite restaurant is incredibly valuable information to any organization.  Understanding these sorts of interactions – and adjusting tactics accordingly – is critical to both for-profit and non-profit organizations.

Don’t Let Your Visitors Become Invisible Once they Walk Through Your Doors
Organizations spend valuable marketing dollars to attract visitors.  But ironically once they walk through your doors they become “invisible” – you really have no idea how they are spending their time onsite.  A mobile app that is a guide to your museum, hotel, or campus makes it possible to see exactly where visitors are spending their time and what they are doing. Using this data, organizations can deliver relevant content and services.

Analyze + Evaluate + Optimize = Happy Visitors
The more data you have on a visitor, the more your content and services can serve them.  Programing, amenities, content, even signage can all be customized based on the data you gather. Customization typically leads to happy guests and it’s no secret-  the happier your guests are the longer they stay, they come back again and the more likely they are to Tweet about it.  Happy visitors are a really good thing for your brand.

If you can’t measure it you will lose it
Mobile analytics are mission critical to any organization that wishes to have a long-term mobile strategy. If you have a mobile app it is because it supports your organization’s mission in some way or other.  Analytics should be given to Directors/Boards/Upper Management on a regular basis so that everyone can see exactly how your mobile program is supporting that mission.

There is No Such Thing as a Mobile One-Size-Fits-All
TourSphere analytics allow you to see what types of devices are being used by your visitors.  Armed with this data you can make informed decisions about your long-term mobile strategy – be it app development, advertising, programming and more.

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