Some 47 percent of companies plan to increase their investments in business and Web analytics this year, according to an Econsultancy survey. Meanwhile, demand for analytics skills will drive spending on big data services up 30 percent to $14 billion, International Data Corporation reports.
Companies are investing in analytics because it brings measurable results. Paperchase reported that applying analytics generated a 23 percent boost in online sales, notes Internet Retailing. Many companies are focusing their analytics efforts on tracking standard marketing and sales data such as keyword popularity, demographic information, and ad performance. But when tracking these variables, don’t overlook the value of cross-tracking user engagement across different devices, browsers, and social media.
What Devices Is Your Market Using?
Marketland’s latest summary of data collected by comScore and Chitika shows the importance of tracking device usage. Android holds a commanding lead of 52.3 percent in U.S. device market share, followed by iPhone at 41.4 percent. However, iPhone generates the most mobile Web traffic from smartphone ad impressions, claiming a 53 percent market share to Android’s 44.5.
Such differences point to some important underlying demographics, notes Bikini Marketing. American males prefer Androids over iPhones 31 percent to 24 percent, while females are evenly split. Users 55 and over prefer iPhones, while younger age groups use Androids. Consumers earning more than $75,000 are more likely to use iPhones. All of this translates into iPhone users outspending Android users, accounting for 57 percent of mobile commerce to Android’s 43 percent. Depending on what you’re selling and who you’re selling it to, device preference might be an important item to track.
What Browsers Are Your Buyers Using?
Browser preference is another item to keep an eye on. Computerworld reported in May 2014 that while Microsoft Internet Explorer dominates the desktop browser market, Google’s Chrome browser is growing fastest among mobile browsers. If you’re a marketing consultant selling a product or service geared towards mobile users, such as T-Mobile network coverage, you might consider prioritizing how Google Chrome audiences respond. On the other hand, if you’ve got a niche product aimed at office desktop users, such as an enterprise office suite package, tracking the IE segment of your market might prove relevant.
Where Are Your Social Followers Hanging out?
Meanwhile, as the battle of the browsers unfolds, Facebook has unleashed App Links, which enables deep linking from one mobile application to another without opening a website, bypassing browsers entirely. This underscores the potential importance of knowing which social media platforms your target market is using. Pew research published at the end of 2013 showed women were four times more likely than men to use Pinterest, a trend retailers such as Target and Nordstrom are using to their advantage. Meanwhile teenagers are migrating from Facebook to Instagram, Piper Jaffray’s semi-annual study shows, even as Facebook usage among adults 65 and older has grown 10 percent over the past year, Marketing Charts notes.