Report Sets Out Mobile Measurement 'Essentials'

A new report produced by Eric Peterson, founder and Senior Partner at Web Analytics Demystified, addresses the issues surrounding mobile measurement, and sets out a framework to better convert qualitative feedback into improved measurement of mobile initiatives.

Sponsored by voice-of-customer technology firm OpinionLab, the free report highlights the problems resulting from the measurement of multiple platforms and devices, as well as those relating to privacy.

In the paper, web measurement guru Peterson outlines a 'new set of metrics' which he claims are more appropriate to the current multi-channel marketplace. These he describes as a core set of three 'essential' measures that businesses can apply to the entire digital landscape.

By focusing on qualitative data and direct consumer and user response, Peterson says it is possible to generate key performance indicators focused on user experience, interaction, engagement and costs that can be applied to mobile sites, mobile applications, and traditional web sites 'easily, effectively, and inexpensively'.

'The overall quality of the user experience is the first essential metric in the new mobile-measurement framework, and it's crucial to use a tool that provides the audience with a direct mechanism for expressing their joy as well as frustration,' explains Peterson.

The report - The Mobile Measurement Framework: Making Sense of Your Mobile Efforts in the Context of Your Business - is available to download at www.opinionlab.com/mobile_meas_framework_wp_dl.html .

Web sites: www.webanalyticsdemystified.com and www.opinionlab.com .