I have developed multiple mobile surveys for WebMD to help us iterate our products, and deliver value for visitors and sponsors for marketing programs.
It sounds so simple, but it's critical for mobile marketers to continually ask their customers for feedback, and not rely solely on click/tap data that programs like Omniture report. Here's why:
If you haven't optimized your site, click-data could be reporting 'visitor confusion' rather than actual 'visitor intent' which is the holy grail for marketers and publishers.
Analytics tools like Omniture are critical for success, but it's also important to factor in 'softer' qualitative data. For instance, you can ask your customer if the experience seemed 'simple' or 'difficult.' And from a branding and design perspective, you can gauge whether they experienced your site as 'warm & lifelike' or 'dull & cold.'
Developing human-centric products and marketing strategies is what separates great brands from average ones.
Brian Stanga
