“The evolution of marketing continues as we enter the multiscreen world. Think of it this way: 2012 is for mobile what 1997 was for the Web. Take it a step further; Kontagent is to mobile what Webtrends was to the Web.”
As a data-driven marketer, Rand Schulman* gave us an overview of the evolution of analytics (see video). He has even gone so far as to say that the Web is dead. Here’s more on why Rand compares what we’re doing today in mobile to what online marketers did in the early days of the Web.
How does your experience qualify you to speak about the evolution of analytics?
I helped create an industry, inventing brand name online marketing and new media products from benchmark vendors: WebSideStory (acquired by Omniture/Adobe); Keylime Software, (acquired by Yahoo!); WebTrends, Unica (acquired by IBM); Eightfold Logic; InsideView. I am a founder and past board member of the Digital Analytics Association (DAA), and the Direct Marketing Educational Foundation (DMEF). In 2005, I was named one of the Top 100 B2B marketing executives by BtoB Magazine.
What are the biggest challenges mobile marketers and developers currently face?
Right now, mobile marketing is like measuring hits on Web. It’s a good first start, but it’s not the end game. In mobile, people are doing basic things, e.g., App Store optimization–trying to get your app in the top lists–by testing names, categories, etc. that might give you the best rankings. It’s really basic. Continue Reading…