May 18, 2010

Mobile Marketing: Measuring Channel Shift

Multichannel Forensics are ideally suited to help us understand what impact mobile marketing might have on the future.

Let's say that you have a mobile app, one that you launched on March 1. Do this for me.

Step 1: Segment users into one of three groups during March. Group 1 = Visit Website. Group 2 = Use App. Group 3 = Website + App.

Step 2: Segment users into one of three groups during April. Group 1 = Visit Website. Group 2 = Use App. Group 3 = Website + App.

Now, what you want to do is create a two-way table that counts how many users fell into each group in March, and then again during April. Here's an example:




April







March Visit Use Website No

Website App + App Activity Totals
Visit Website 10,000 50 100 20,000 30,150
Use App 100 300 200 1,000 1,600
Website + App 50 250 300 1,000 1,600
No Activity 20,000 400 400 0 20,800
Totals 30,150 1,000 1,000 22,000 54,150

This table forms the basis for our study of channel shift. I'll give you six days to think about this table. What do you observe happening here with app users?

Next week, we'll explore the meaning of the numbers in the table.

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