13 Metrics of Mobile Marketing
There is a widely held, yet erroneous, belief that there are few, if any, metrics available as part of a mobile marketing program. The following list should provide you with a good overview of what any reputable mobile agency will provide you as part of a campaign.
Note: The following is specific to mobile marketing, not mobile advertising.
1. Total Interactions: Every message sent and received as part of a campaign is time stamped with the hour, minute, and second. This allows the advertiser to lay mobile interaction data over the media plan to see precisely how interactions are influenced by television commercials, radio spots, and other media. By using unique keywords for each media placement, it is easy to compare the relative effectiveness of each media placement.
2. Unique Participants: Unique users based on mobile phone number.
3. Average Requests: The average number of interactions per participant.
4. Maximum Requests per Day: Peak participation day of the campaign.
5. Average Requests per Day: Average number of interactions each day of the campaign.
6. Peak Requests per Person: Highest number of interactions from a single participant.
7. Repeats: Total number of users that participated more than once (text-to-win).
8. New Participant Percentage: Percentage of users engaging in their first interaction.
9. Returning Participant Percentage: Percentage of users engaging more than once.
10. Interactions by Location: City and state of participant based on mobile number.
11. Interactions by Mobile Carrier: Breakdown of participants based on mobile carrier.
12. Keyword Utilization: For campaigns with more than a single keyword, keyword utilization is a valuable tool when analyzing the performance of various media placements.
13. Bounce Rate: Percentage of people who take the first step (send a text in response to a call-to-action) in an SMS program, but fail to complete to opt-in, answer a follow-up question, etc.
In addition to those listed above, with a bit of integration or back-end analysis, coupon redemption, traffic sent to a mobile website, and click-to-call can all be tracked.