Get your mobile Web analytics project approved
Article by Anandan Jayaraman published in SearchBusinessIntelligence
Top level managers do not care for technology jargon. At the same time, they expect top-notch results from the IT department. Meeting these KPIs and figures may require a little help from mobile Web analytics, which can provide invaluable tools to help the marketing and customer relations departments maximize customer yields. This article shows you the smart way to pitch the business case for mobile Web analytics in order to ensure that you get the business sponsorship you desire for your mobile Web analytics projects.
Pitch for the right reasons: When presenting the business case for mobile Web analytics, it is of utmost importance to avoid underestimating the significance and importance of the technology. In many cases, CIOs pitch analytics for the mobile Web merely because they think it is the hottest new trend and is a cool technology to have. Do not fall into this trap!
Work with the business roadmap: A good way to start the mobile Web analytics pitch presentation would be to designate key performance indicators (KPIs) that would be achieved by the deployment of the mobile Web analytics. Be specific about where you need to get to and how this deployment will help you get there.
Exhibit the power of mobile Web analytics: Next, you need to specify the range of customers that will be targeted, i.e., smartphone users and not feature phone users. Obtain relevant research data and collaborate with your marketing team to demonstrate how mobile Web analytics fits in the scheme of the business plan. Keep in mind smartphones, the various platforms they support, and what mobile Web analytics can do with these. Emphasize the importance of the mobile Web at all times.