The only con­stant is change, to para­phrase everyone’s favorite Greek philoso­pher Her­a­cli­tus. I would con­tend this cer­tainly holds true for us in the tech­nol­ogy business-especially online mar­ket­ing & web ana­lyt­ics. If you step back and think about how the web has evolved in the past 10 years, it’s even more amaz­ing to con­sider what we might expect to see in the next 10 years. And one of the most com­pelling areas of change will be in Mobile-with con­sumers and busi­nesses access­ing and inter­act­ing with web sites (and each other!) via a mobile device. This cer­tainly rep­re­sents great chal­lenges and incred­i­ble oppor­tu­ni­ties for those of us in the pro­fes­sion of mea­sur­ing all this mobile inter­ac­tion and mak­ing deci­sions from it.

Over the past decade there has much talk and debate about “the three screens”- being TV, PC, and mobile. From the per­spec­tive of atten­tion (and ad dol­lars), TV has received the most atten­tion and focus. By most mea­sures, it would be easy to con­clude that TV is the “first screen” in most con­sumers’ lives. Yet my own anec­do­tal obser­va­tions in the past few years have led me to con­clude that the mobile device is rapidly becom­ing the pri­mary screen– cer­tainly for the busy, on-the-go tech pro­fes­sional if not already with many con­sumers. Think about the count­less times as you’re trav­el­ing through an air­port that you see the “Black­berry prayer”-someone hunched over, hands together, focused on furi­ously thumb­ing a mes­sage back to some­one, or at least check­ing the scores on ESPN​.com of their favorite sports team. Inter­est­ingly enough, a recent Nielsen Three Screen Report shows that con­sumers are spend­ing more and more time on their mobile phones. In fact, this report revealed that adults aged 25–34 with mobile video sub­scrip­tions watched more hours of video on their mobile phone than on inter­net video! How many of you out there are mea­sur­ing and ana­lyz­ing the mobile traf­fic to your site, let alone how video is being con­sumed on mobile devices?

Drum Roll…

With that said, I am excited to share some of the recent inno­va­tion we’ve been cook­ing up in the Omni­ture labs. For those avid Site­Cat­a­lyst and iPhone users, we have just released the Site­Cat­a­lyst for iPhone now avail­able on the iTunes app store. This enables online mar­keters who are on-the-go to take Site­Cat­a­lyst with them any­where they’re traveling-at the air­port, at home, in the car (pulled aside to the shoul­der of course), or wher­ever their iPhone receives a signal.

This new appli­ca­tion builds upon the mobile ana­lyt­ics capa­bil­i­ties we announced in July as part of the lat­est Omni­ture Site­Cat­a­lyst release, which also enables mar­keters to access their Site­Cat­a­lyst book­marks and dash­boards through their mobile device HTML browser. The mobile ana­lyt­ics capa­bil­i­ties in Site­Cat­a­lyst helps online mar­keters to bet­ter under­stand their mobile audi­ence, such as the spe­cific devices hit­ting their site, the type of video & audio sup­port with these devices, as well as cookie and javascript sup­port. These reports are crit­i­cal to under­stand­ing the makeup of the mobile audi­ence as the lack of indus­try stan­dards has tra­di­tion­ally made it more dif­fi­cult to accu­rately ana­lyze mobile traf­fic. These inno­va­tions in Site­Cat­a­lyst now pro­vide web and mobile mar­keters the abil­ity to effec­tively mea­sure key met­rics such as rev­enue per mobile device (How much is the Black­berry con­tribut­ing to direct ecom­merce sales?), shop­ping cart adds (Are iPhone users con­vert­ing at higher rates than T-Mobile Side­kick users?), as well as develop con­tent strate­gies such as video for­mats to include on the site (Which video codecs are most sup­ported across all mobile devices hit­ting our site?) and audio con­tent (Which ring­tones for­mats should we offer for download?).

Much like what Apple has done with PC’s, lap­tops, and MP3 play­ers, the iPhone has cer­tainly changed the land­scape and dynam­ics in the mobile phone indus­try. This means your cus­tomers will soon be engag­ing your site in ways you may not have pre­dicted. Don’t let these changes give your com­peti­tors a new advan­tage over you–learn what Site­Cat­a­lyst can do to help you bet­ter serve your (mobile) cus­tomers. As our good friend Her­a­cli­tus stated “The road uphill and the road down­hill are one and the same.” Just make sure that hard uphill jour­ney is the one your com­pe­ti­tion takes, while your under­stand­ing of your mobile cus­tomers enables you to coast down­hill to online success.

11 comments
gps systems for cars
gps systems for cars

Cool! Can;t wait to download this app to my iphone but I can find it. Just want to ask do you mind to post the URL. Thanks for sharing.

BUNANE
BUNANE

I like the OMTR blog format.good!

John
John

Yes its the wild wild west out there in smartphone land. From the marketer's point of view, I think the biggest challenge is finding offers that actually convert. So much that sells to the PC market falls flat in the mobile market.

Michael
Michael

does it work on de iphone under OS3 because when i try to login the app crashes all the time? Amd yes login/passwords are good :) thanks for your reply's

terkoz
terkoz

understanding the makeup of the mobile audience as the lack of industry standards has traditionally made it more difficult to accurately analyze mobile traffic. These innovations in SiteCatalyst now provide web and mobile

Matt Langie
Matt Langie

Hey Kyle, Thanks for your suggestion for a Discover OnPremise blog. We have re-positioned Discover OnPremise to include data discovery and channel analytics (more info here: http://www.omniture.com/en/products/data_discovery/discover_onpremise) to provide even more capabilities that address these markets. We view this as an important and strategic part of the Omniture product portfolio. Our plan is to launch a Discover OnPremise-specific blog in early '09. Stay tuned! Matt

Kyle
Kyle

For the 2 Matt's... I like the OMTR blog format. Lots of contributors to share the time (and pain) of providing content with all contributors having unique perspectives and knowledge. So....how about some 'love' for us Discover OnPremise (DOP) users? I would sure like to see some blog content aimed at us DOP'ers. Anything in the works?

Matt Langie
Matt Langie

Thanks Garry-- you will! Mobile is becoming such an important factor in site traffic that it cannot be ignored. In fact, we've seen research that shows anywhere from 20-30% of site traffic is coming from mobile devices. I'll see if I can dig up the citation, but the bottom line is that we are just at the start of something big. Cheers. Matt

Garry Przyklenk
Garry Przyklenk

This is a really cool app, I'm anxious to see further development on the mobile front.