That’s the formal announcement that was handed down this week to MMW.

We’re told that Mobify Analytics Manager works in the background of a PWA, the mobile web experience that is quickly becoming the new standard for enabling fast and engaging modern shopping.

As a single-page application, PWAs do not work with typical marketing analytics tools without considerable workarounds and are particularly challenging since the sites work when the user is offline. The new Mobify analytics solution works out-of-the box, collecting ecommerce and user behavior events — such as when a shopper visits a page or clicks on a button — then sends the data to popular analytics platforms like Google Analytics and Adobe Analytics.

All told, Analytics Manager is part of the latest version of Mobify’s mobile customer engagement platform, where Progressive Web Apps are providing retailers and brands with industry-leading mobile conversion rates through fast, shopper-optimized experiences that work across all browsers.

“Integrating Progressive Web Apps with third-party analytics is an important evolution of the mobile ecosystem for our retail customers who want to effectively engage their audiences on mobile while gaining revenue-generating insights,” said Mobify co-founder and chief product officer Peter McLachlan. “With this solution, we have solved the problem of effectively tracking Progressive Web Apps without additional development costs.”

To learn more, check out Mobify here.

The post Mobify Raises the Bar in Mobile with Introduction of New Analytics Manager appeared first on Mobile Marketing Watch.

Enterprise Technology Analyst Frank Ohlhorst put Marchex Speech Analytics head-to-head with the recognized leader in automatic speech recognition (ASR) systems, IBM’s Watson, and concluded that Marchex is setting the standard in speech analytics.

Marchex Speech Analytics enables enterprise and mid-sized companies to derive actionable insights from inbound phone calls from consumers to their business, to improve media spend and sales operations, and help convert more callers into customers. The recently launched technology is gaining insights daily and continuing to evolve and expand its capabilities. To validate its ascendency in the customer to business call analytics space, Marchex had an independent third party directly compare its capabilities against IBM’s Watson.

“We know this is only a sub-set of Watson’s full capabilities, but for companies looking to evaluate call data and analyze consumer to business phone calls, Marchex Speech Analytics proved superior,” said Ohlhorst. “That said, there are still elements that can be compared between Marchex and Watson, which include the accuracy of how voice is processed and ultimately transcribed, and Marchex outperformed Watson from that perspective.”

To learn more about Marchex, click here.

The post Marchex Speech Analytics Sets Industry Standard in Customer to Business Call Analytics appeared first on Mobile Marketing Watch.

“Our customers are savvy, forward-thinking marketers, and we are always looking to provide them with innovative solutions to help them grow,” says Brad Coffey, Chief Strategy Officer at HubSpot. “Video continues to be an important medium for our customers, and we’re excited to be teaming up with Brightcove to bring their robust video analytics directly into our product offering.”

Video traffic is projected to be 82% of consumer internet traffic by 2020, and with consumers increasingly looking to video as their preferred form of content, smart marketers know that analyzing video viewing results lets them more effectively target, prioritize, and track their best prospects.

The Brightcove and HubSpot integration delivers on this opportunity by automatically attaching detailed viewership data to contacts and allowing for enhanced lead scoring, automated responses, and capturing leads with custom in-video forms.

For example, HubSpot customers using the integration can score leads of those who watch 75% of a video higher than those who watch 25% and then send a specific follow-up email to each set of prospects based on the video that was watched. The end result: increased conversion.

“We’re thrilled to be joining forces with HubSpot, another pillar in the vibrant Boston tech community, to provide marketers across the globe with the best combination of high return technology solutions they need to succeed,” said Caren Cioffi, EVP and GM, enterprise and digital marketing business at Brightcove. “We built a powerful product, Brightcove Audience, specifically for integration use cases like this one, enabling customers to connect video viewing data seamlessly with other tools in their marketing technology stack.”

To learn more, click here.

The post Brightcove, HubSpot Partner to Bring Video Analytics to Marketers appeared first on Mobile Marketing Watch.

How does it work?

Smart Poll correlates surveys with digital behavioral data collected through passive metering from the Verto Smart Panel, an opt-in panel of global consumers, offering the ability to compare what consumers do with what they say.

“This combination of traditional market research and modern measurement technology offers brands, research companies, consulting agencies and publishers a clear picture of how consumers’ opinions and decisions correlate with their actual behavior.

The product is available for Verto’s U.S. and UK customers now.

We’re told that Smart Poll has already been deployed and beta tested with brands including Breath UK, Universal Music, and YuMe among others.

“Whether you’re a brand, retailer or an app publisher, nothing is more critical than understanding exactly when, why and how your target consumers engage with your products and services and those of your competitors,” said Hannu Verkasalo, CEO of Verto Analytics. “That understanding comes through analyzing the cross-device behavior, demographics, intent, lifestyle and values of your target audience. With Smart Poll, that is exactly what you will get – razor sharp insights that you can turn into consumer actions.”

The post Verto Analytics Rolls Out Smart Poll for Marketers appeared first on Mobile Marketing Watch.

With Reveal Analytics, we’re told, Natural Insight continues its focus on improving in-store execution while increasing margins and customer satisfaction.

With unprecedented transparency into promotional execution, merchandising, store conditions and in-store marketing events, retailers can now use any mobile device to monitor and react to the challenges of managing the retail environment.

“We are eliminating the retail industry’s biggest blind spot with Reveal Analytics,” said Stefan Midford, CEO of Natural Insight. “Customers can now access real-time mobile dashboards reflecting the status of in-store promotional, merchandising and assisted sales efforts as well as captured photos for visual verification. With a click of a button, brands and retailers can identify and share trends related to project completion, execution compliance, customer feedback, sales influencers and competitive information.”

To learn more about Reveal Analytics, click here.

The post ‘Reveal Analytics’ Debuts at NRF Big Show 2017 appeared first on Mobile Marketing Watch.

The following is a guest contributed post by Kelley Schultz, Director of Digital Marketing and Analytics at DialogTech.

As 2016 comes to a close, most digital advertisers would agree that end of year is one of their busiest times. Whether you’re running ecommerce campaigns in the thick of the holiday season or planning your 2017 media campaigns and budgets, your days are probably jam-packed with forecasting meetings.

Speaking from personal experience, forecasting can be a challenge but there are ways to improve it. I use channel and campaign analytics data to not only help budget media dollars, but to also forecast conversion volume and revenue by month.

I thought it would be beneficial to map out some of the key Google Analytics reports that will help improve your forecasting exercises. While there are multiple analytic reports that you should be pulling, here are four reports that will take your forecasting to the next level in 2017.

Monthly Performance: For Every Campaign

This report may seem like a no-brainer since we all look at historical data year over year to forecast our monthly and quarterly budgets. But sometimes we fail to make the extra step of looking at monthly performance by individual campaigns. Every campaign has a goal. Whether it’s acquisition, engagement, retention, or purely branding, digital advertisers hold every campaign accountable.

TIP: Constant measurement of all conversions is key. Measuring when your campaigns are driving the most phone calls or cart checkouts will be essential for allocating budget at a campaign and channel level by month. This report will also give you a baseline for measuring performance in 2017 when compared to historical years.

Top Conversion Paths: For Every Conversion

We all do check-ins at a channel level to see which channels are driving site traffic and conversions, but what about multi-channel reporting? If the majority of your site traffic and conversions come from earned media then your branding efforts may not be getting as much credit as they deserve. In most cases, social media and display media are top-of-funnel channels and if you were to only look at performance on a last click attribution model, you may decrease your spend in these channels, which could then decrease the volume of traffic and conversions from earned media.

If you have Google Analytics, one of the best reports I can recommend is the Top Conversion Paths report. I’m including a sample report below. This allows digital advertisers to do more than see the channels that lift earned media. If you then filter by month, you can better allocate your 2017 budget to ensure the highest return.

TIP: Make sure your Analytics account is recording every conversion type (including offline conversions such as call conversions). That way you’re allocating budget from a true representation of your data and ensuring you’re optimizing for efficient growth.

Device Segmentation: Know Where Your Top Customers Convert

Consumers are spending more time than ever on their mobile devices. And digital advertisers are building and optimizing campaigns for mobile traffic. eMarketer has estimated that over 50% of searches are now mobile and 60% of display media is seen on a mobile device. With all this movement towards mobile, is reporting following suit? I can’t stress this enough, but it’s extremely critical to segment out your monthly campaign performance by device. Especially when we have more options to bid separately on mobile versus desktop devices.

Further, mobile conversion types are often different than desktop conversion types. For instance, my PPC account shows that more calls happen from call extensions on mobile than desktop, and they are lower funnel conversions. The time it takes to close a sale is shorter for phone calls. To maximize my ROI I then want to ensure I’m getting as many call extension conversions as I can devote budget to.

TIP: Do not blanket report and ignore segmenting out by device. If you do this your reports may not show true campaign ROI. Nor will you be forecasting budget accurately for 2017.

Time of Day: Know When Your Conversions Happen

I often see digital advertisers put bid modifiers on their PPC campaigns to adjust for conversions by time of day. This is a good practice, but one that should be implemented across every digital campaign. It should even be taken into consideration when forecasting your budget for the next year.

It makes sense that you should only run digital media campaigns when the brand is open for business. But if you pull time of day analytics, you may find that your target market is on different devices at different times and this insight will allow you to adjust your bids to improve your reach. Most advertisers will find that time of day activity will vary by demographic, including: lifestyle, age, gender, and more.

TIP: When you’re forecasting for next year, use analytics data to figure out when your target market is in the “research” phase, or top of funnel. This will better allow you to get your ad in a prominent location to maximize reach. It also may give you an edge against your competitors!

TIP: Use your call analytics to also know when your target market is calling from digital media, and make sure you have staff on hand to close the sale!

The post 4 Reports to Help Your Digital Media Forecasting in 2017 appeared first on Mobile Marketing Watch.

These innovations are driven by new marketing centric technologies such as chatbots, predictive analytics and intelligent automation.

Leanplum’s mobile marketing platform is now installed in one in two smartphones worldwide, and tracks 10 billion daily user actions. In 2016, Leanplum’s platform will have sent more than 33 billion push notifications.

Based on its internal data analytics, proprietary research, and conversations with influential leaders in mobile marketing, Leanplum forecasts that 2017 will be the year of the smart app (see infographic for more) and predicts the following top three trends:

1. 2017 will highlight the power of predictive analytics. Smart apps will proactively anticipate user desires to satisfy in the moment. Predictive analytics won’t just be an add-on for brands; it will become a must-have to understand and retain users. “At Tinder, capturing rich data and predicting future behavior is essential to a good user experience. Leanplum empowers us to innately understand user preferences and serve up successful matches. In the near future, predictive analytics will further improve our understanding of trends and patterns, to help us bring more value to every person on Tinder.”

• Jeffrey Morris, Director of Product Management and Revenue at Tinder

2. 2017 will give rise to more chatbot technology and conversational interfaces integrated into smart apps. More brands will develop the capabilities to deliver customer service, such as predicting bank balances, personalized mobile shopping, and more via artificial intelligence-powered conversations. “As smartphone communication shifts from voice to text and images, consumers are adopting messaging at an unprecedented pace … Successful chatbots depend on core technology such as natural language processing, artificial intelligence, and machine learning — aided by thousands of iterations to drive learning.”

• Forrester, “The State of Chatbots,” October 2016

3. 2017 will see mass adoption of intelligent marketing automation to scale smart apps. Mobile teams will invest heavily in automation campaigns that contain personalized parameters to move users towards conversions, save acquisition costs and drive more ROI on every new user. “Mobile marketing in 2017 will further strengthen the need for user retention over acquisition. Rich data will empower mobile teams to automate personalized travel experiences that draw from travel history, price trends, seasonality, and more. Imagine a smarter travel app sending you an offer to book your holiday trip, and featuring options for your favorite airline, flight times you often choose, a hotel where you have a loyalty account, a car rental for your preferred model, and reservations for a hot new restaurant. Mobile teams will be required to innovate and significantly improve the app experience, using automated campaigns that intelligently engage their users throughout their lifecycle.”

• Honey Mittal, Senior Vice President of Product at Wego.com

The last year has yielded an explosion of data captured on devices worldwide, with more smartphone owners and more apps downloads than ever before.

“The capture of rich data is ushering a new breed of smart apps that anticipate user needs and deliver value in the moment,” said Momchil Kyurkchiev, Leanplum CEO and co-­founder. “These smart apps fuel hyper-personalized experiences, already felt via innovations in predictive analytics, chatbots, and marketing automation. We look forward to seeing the era of smart apps become the norm, as brands automate one-on-one personalization at scale for every user.”

The post 2017 Will Be The Year of the Smart App appeared first on Mobile Marketing Watch.

This new round of funding comes from KDWC, Translink Capital, Telstra Ventures with follow on investment from General Catalyst, a provided statement explains.

If you’re not famialir, the San Francisco-based company helps data oriented marketers at companies like Lyft, Twitter, Match.com and Zynga.

The Singular platform connects disparate data from any digital marketing point solution provider to uncover ROI and actionable marketing insights. Singular has raised $20 million to date, and will use the latest round to accelerate product development and support international expansion.

Singular says it is the only marketing analytics platform that delivers attribution, cost aggregation, creative reporting and workflow automation, all within a single application.

“Today’s digital marketers are forced to use multiple vendors and point solutions in order to do their jobs properly. From ad networks, attribution providers, to CRM and business intelligence solutions, each outputs vast arrays of data,” said Gadi Eliashiv, CEO of Singular. “All of these data sets are disconnected and unmanageable. This results in marketers being unable to make effective decisions let alone calculate ROI across the whole marketing stack. So, rather than building new disparate point solutions, we tackled this huge problem in a different way. We built a platform that can collect and connect with all point solution data points with a mind to unify it and therefore enable marketers to easily uncover ROI through to making actionable marketing decisions.”

The post Marketing Analytics Platform Secures $15M in Funding appeared first on Mobile Marketing Watch.

Sounds pretty good, right?

Available now, companies can leverage AppsFlyer’s unbiased data and marketing tools to measure and optimize their app install and user engagement campaigns.

AppsFlyer delivers the tools and insights for marketers to make data-driven decisions on their mobile marketing strategies. As the authority in mobile attribution and marketing analytics, AppsFlyer provides app marketers with real-time access to campaign data including impressions, clicks, cost and more, directly alongside post-install activity such as in-app purchases, sessions, Average Revenue Per User (ARPU), Lifetime Value (LTV), Return on Investment (ROI) and other metrics — all through a centralized, easy-to-read dashboard. Marketers can take advantage of AppsFlyer features such as cohort analysis, retention reports, full funnel reporting and OneLink smart deeplinking in order to further analyze and improve the end-to-end performance of their campaigns.

“We are excited to join THINK Marketing and add to our 2,000 integrated partnerships with market leaders,” said Ben Roodman, Director of Partner Development at AppsFlyer. “We can now provide enterprise clients with powerful, independent and reliable data to inform and enhance the mobile-centric approach to their marketing activities. This important move will ensure that businesses can fully benefit from our platform, which helps over 10,000 app marketers succeed in their mobile growth efforts.”

The post AppsFlyer Gives Marketing Professionals Something to THINK About appeared first on Mobile Marketing Watch.

This people-based measurement partnership will help marketers better understand the effectiveness of their digital campaigns and drive greater returns from their marketing investments.

Neustar says that its integration with Facebook signals that marketers “are now able to better understand Facebook, Instagram and Audience Network digital campaign attribution and can combine these results with their marketing mix modeling to understand the holistic influence across offline and online.”

Neustar is working with leading advertisers to integrate Facebook exposure into the advertisers’ Neustar MarketShare advanced attribution models. As a result, advertisers are not only able to gain deeper insights into how Facebook drives conversions along the customer journey and across mobile, desktop and other devices, but also how to predict future marketing performance to drive better business outcomes and return on investment (ROI).

“In a world where brands need to connect both online with offline, understanding how to build a connected customer experience across people, places and things is more complex than ever. With the proliferation of devices, the fragmentation of media, and the dizzying amount of content consumers are exposed to, it is no wonder marketers struggle to accurately identify their customers, measure, and optimize the effectiveness of their marketing campaigns,” said Steven Wolfe Pereira, Chief Marketing and Communications Officer at Neustar. “Marketers who invest in understanding their own customer graph and employ a people-centric view across media, devices and channels, are much more likely to drive business results than those who do not. We are thrilled to be partnering with Facebook to improve how marketers build connected customer experiences as we continue to drive the next generation of advanced attribution solutions forward.”

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