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The best way to use mobile marketing to track traditional media marketing efforts is to utilize different response codes in different campaigns. For instance, in the Sponsor A Dog campaign, which was run throughout the London Tube, a poster in one location told people in one place to text "DOG" to the short code, and different posters told people in another location to text something else, such as "DOGS," "PUP," or "LOVE," to the short code. This strategy presegments the data, making it easier to understand where your campaigns are succeeding and where they are not, to prioritize future ad placement.
All the top text message and phone system providers will be able to either provide statistics about your campaign or, ideally, provide an analytics platform that you can use to evaluate and segment the data on your own.
Within the platform, you can also segment responses by the time of day or the area code associated with the response. If you include clickable phone numbers in any of your marketing efforts or promotions, you can track the response in a similar way, providing different phone numbers with different promotions so that tracking the success of each initiative or each location is simple.
Offline behavior can also track the effectiveness of a mobile marketing campaign. This is especially true in the case of mobile coupons and redemption codes, when a promotion is sent to a mobile device, but the trackable behavior actually happens when the coupon is redeemed in the store. You can segment your users in a variety of ways and then track their response. One of the most common tests is to send recipients in different zip codes different redemption codes, and then systematically evaluate how far your customers drive to redeem the coupon. This kind of analysis can help inform a company's decision to open a new location.
Loyalty Tracking
One of the most important and complex opportunities in mobile tracking is the capability to track a multichannel marketing effort in a unified way. A comprehensive multichannel effort includes a variety of on- and offline media, including print, TV, radio, email, location-based mobile marketing, SMS, MMS, applications, billboards and banners, and Web traffic. The following companies can help you set up and track a multichannel marketing campaign.
Unica
One of the top analytics companies for drawing all types of analytics information together is Unica. Figure 3.20 shows Unica's capability to segment customers by their loyalty status and show the value of each segment.
The system has a variety of different products and unique feature that enable you to anticipate opportunities to cross-sell customers when they will be most interested in your products, based on their previous behavior and see a visual representation of your customer data. The system helps you manage customers' different touch-points and determine, in real time, which messages will be the most compelling and successful.
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mobileStorm
In addition to their email and SMS solution, mobileStorm provides a multichannel product that enables you to track six types of campaigns in the same platform. mobileStorm is slightly less comprehensive than Unica because it doesn't report on Web traffic, but it does allow you to track email, SMS, voice, fax, RSS, and video. Its database management capabilities enable you to create custom Web forms and mobile forms to gather data from your website and integrate the mobileStorm system into your existing CRM through APIs. It can also help you track phone numbers of subscriptions and removals from the lists, or even create suppression lists as you target various segments.
Responsys
Responsys offers another option for tracking cross-channel marketing efforts that include mobile marketing. This multichannel product is called InteractCampaign. When it is coordinated with InteractProgram, you can create a very dynamic tractable campaign, full of multichannel and cross-channel triggered responses. This seamless integration of cross-channel marketing with triggered responses means that if a customer responds to a mobile ad in one way and an online ad in another, the customer could automatically be sent a promotional email that combines the learnings from both the online and mobile responses.
As you develop your mobile marketing campaigns, keep this list of mobile tracking and analytics tactics and platforms in mind. It is important to stay current on the new mobile tracking and analytics services that are available because they change and develop; mobile marketing is still relatively new, and tracking is important, so likely a lot of innovation will arise in this aspect of the game.
