28/10/2013 10:05 GMT | Updated 23/01/2014 18:58 GMT

Five Reasons You Need Mobile Analytics

Your audience is spending increasingly more time interacting with your brand on mobile every year. Does this surprise you? It shouldn't, as the writing's been on the wall for quite some time now. Most companies today already have some kind of mobile strategy in place to deliver the best experience to their users.

But what about tracking? You may know that tracking customer behaviour is important, but are you aware that measuring, analysing and reporting insights for mobile can be quite different to desktops? Mobile is constantly evolving and new trends emerge and shift very quickly. Not just from a device perspective (although that certainly is a big part of it) but also from a behavioural perspective. Therefore, the more a company invests in mobile, the more important it is that they measure what works, what the customer likes and what delivers ROI.

To further explore the topic of mobile analytics, we have compiled our top 5 reasons why they are so important for brands - and beneficial to the end user.

5. Hard data. Mobile analytics enable mobile marketers to really get to the bottom of what features of their mobile site are leading to conversion behaviour and sales. But more importantly, it provides marketers with the hard data to back up their observations - a very useful asset in boardroom meetings.

4. Device detection. Not all mobile devices are created equal, and combining analytics with device detection will enable marketers to see what types of devices are most commonly used by visitors to their sites. This is really valuable data to have - you can use it to make decisions about how to prioritise your mobile web development completely rationally. The amount of data around devices is huge and it has to be measured to be effectively managed.

3. Customer engagement. Counting the number of people who visit your site is pointless - its what they're doing on your site that matters. Marketers need to know that the people on their website are actually engaging with the brands, rather than simply bouncing off. Understanding who is staying on the site and who is leaving after a few seconds is one of the key elements of customer engagement.

2. Real-time relevance. With something as fast-changing and dynamic as mobile, real-time relevance is what matters most. Constant monitoring means up to date knowledge so the user experience can be perpetually refined. This will increase site traffic and user engagement on the site. No matter what level your mobile expertise, without analytics to verify the content and site features that customers are responding to, you are simply taking a chance and guessing. And we don't think guesswork (however educated) is going to cut it as a long-term strategy for success.

1. Finding what works. Once you've established what works for your customers, you can do more of it and justify future investment for the programmes and features that work. And with the addition of data on the connecting device, mobile sites can become increasingly optimized towards the specific interests of each consumer. Personalization is a great way to convert visits into sales, and you should use this ability to your advantage.