By Aaron L.
In today’s growing age of technology, there are more smart mobile devices than there are human beings. According to GSMA Intelligence, there are currently over seven billion SIM cards that are active in the world (Mack, 2014). People use smart devices in their day to day lives to conduct banking, perform business transactions, and even entertainment. The prolific use of massive amounts of smart devices generates an immense volume of data, commonly known as big data. Big data is valuable especially to corporations, and enterprises, because big data contains consumer’s information. Big data could potentially explain a consumer’s spending habits, interests, hobbies, career, and other personal characteristics. Big data in itself is useless however, because it is just raw data, but that is where mobile analytics comes into play. Mobile analytics is the study of data specifically created from mobile devices. The source of data usually stems from traffic on mobile websites, or mobile apps. The importance of mobile analytics is on the rise, because the future is heading towards mobile devices. The use of mobile analytics can improve a company’s business model by analyzing data, and then altering the company’s mobile applications based on the data.
A company’s mobile website is one of the main mobile applications that can be greatly affected by mobile analytics. A company’s website can be thought of as the digital representation of a company, where consumers can intimately perform business transactions online. If consumers are dissatisfied with the company’s mobile website experience, then they are likely to not conduct business. Mobile analytics can identify the weaknesses of a mobile website, and the company can make the appropriate improvements. Weaknesses in mobile websites found using mobile analytics require tools and software, such as Google Analytics, to perform a data analysis. Mobile analytics can reveal a varying degree of information about the consumer, so that the company can make changes to the mobile website. For example, mobile analytics can reveal the type of device, and operating system consumers are using when visiting the mobile website. If the analysis reveals that there are less consumers using Android devices when visiting a company’s mobile website, then it could be an indication that the mobile website may not be optimized for Android devices. Another consumer characteristic that mobile analytics can identify is where the majority of consumers visiting a mobile website are from. By identifying what country, a mobile website receives the most traffic from, the company may update the mobile website with different language preferences. Changes to the mobile website can bring more traffic, and in turn generate more revenue.
Mobile apps found on Google Playstore, and Apple’s App Store are key subjects when involving mobile analytics. The reason mobile apps are subject to scrutiny within mobile analytics is because mobile apps are a billion-dollar industry. Most of the revenue results from the mobile gaming industry. In 2015, the mobile gaming industry made twenty-nine billion dollars, and is estimated to go as high as forty-nine billion dollars by 2018 (Day, 2016). Much like mobile web analytics, mobile apps analytics studies consumer data for patterns and trends in order to improve business model. Mobile gaming is relatively new, but mobile analytics has already identified important features that will maximize the return on investment on a consumer. Important features to include in a mobile game to maximize return on investment is multiplayer capabilities using a free to play model. Now that a standard for mobile gaming industry is out, companies need to use mobile analytics to gain competitive advantage in the industry.
Mainstream technology is shifting towards mobile devices. With the shift of focus towards mobile devices comes business opportunities. Companies creating mobile website for e-commerce, or developing mobile games generates an abundance of data. Fortunately, mobile analytics exists so that big data can be interpreted into meaningful data. Mobile analytics is used to study consumer data on their mobile devices, so that companies can better improve their mobile applications. With the betterment of a company’s mobile application comes an increase in revenue channels. There are people that oppose mobile analytics however. Critics claim mobile analytics is an invasion of privacy. A survey conducted by TRUSTe, a data privacy management company, showed that seventy-eight percent of smartphone users will not download an app they do not trust. (Professional Services Close-Up, 2013). Despite the critics claim of privacy, mobile analytics is the future of data analysis.