As more and more customers turn to smartphones to help them make purchasing decisions as they shop, organisations - particularly those interacting with consumers in a retail environment - are increasingly implementing smart mobile initiatives.
However, many organisations roll out their smartphone services as a collection of stand-alone mobile applications that are not linked to back-end systems. As a result, organisations are failing to collect valuable data that can help them understand consumers’ intent, motivation and mindset at the point of research or sale.
An enterprise mobile strategy that integrates mobile applications with back-end support systems and data-management infrastructure is the best way for organisations to maximise the benefits of mobile business. By integrating these components, organisations can capture insights into consumer behaviour in real time, increase interaction with customers at the point of sale and generate additional revenue as a result.
To lay the foundations for an effective enterprise mobile strategy, organisations must take three key steps:
Trace the customer journey
The initial step in building an enterprise mobile strategy is to trace the customer journey from the first time the customer uses his or her mobile device to interact with a potential supplier to the point of purchase. This data offers insight into what drives a consumer to research and carry out a purchase, along with where and when it will take place. The fleeting nature of this data and the ease with which the consumer can turn to third-party information sources, such as Amazon, makes it essential for organisations to capture mobile intelligence instantly.
Capture the relevant data set
Secondly, organisations aiming to develop an effective enterprise mobile strategy should identify the dataset they want to capture, for example – page views, click-through rates, length of time on site, and demographics such as location, type of mobile device, and network operator. Organisations should ensure they have a structured data governance model and information architecture in place in order to integrate relevant information from mobile usage with their traditional business intelligence systems.
Define key metrics and analytics
Leveraging this integrated data requires organisations to define key metrics and analytics. While traditional metrics, such as the number of downloads, average time on page, and click-through rates, are useful, organisations can take advantage of the additional characteristics of mobile devices compared to web browsers to obtain marketing insight. For example, the combination of knowing a customer’s location history and deploying m-coupons and m-payments may yield insight into how to strengthen brand loyalty and target marketing approaches.
PA Consulting Group has worked with such organisations as the MET and JCDecaux, as well as financial services, utilities, and healthcare organisations to assess and understand their mobile initiatives and gauge their competitive position, develop mobile strategies, and serve as trusted advisors to getting mobile services to market.
To speak to a consultant or to find out how your organisation can develop an optimal mobile strategy, please contact us now.