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.