Challenges in Measuring Mobile

Hybrd mobile measurement flowchart, via Monday NoteIn some recent conversations around mobile ministry, one of the more pressing concerns was how to measure the impact of mobile. Frankly speaking, metrics/analytics for mobile aren’t as mature and usually content providers need to be more creative in collecting and more descriptive in interpreting mobile data. Monday Note goes into some great detail towards the challenges here:

One example of the measurement challenge: a news related application. The first measure of an app’s success is its downloads count. In theory, pretty simple. Each time an app is downloaded, the store (Apple’s or any other) records the transaction. Then, things gets fuzzier as the application lives on and gets regular updates. Sometimes, updates are upgrades, with new features. At which point should the app be considered new — especially when it’s free, like most of the news-related ones? Second difficulty: a growing number of apps will be preloaded into smartphones and tablets. Rightly or wrongly, Apple nixes such meddling with its devices. But, outside of the iOS world, cellphone carriers do strike deals with content providers and preload apps on Android devices. That’s another hard to get number…

Read the rest of Measuing the Nomads at Monday Note.

In those conversations about mobile data and analytics, it has been made very clear to me that this is a major hurdle for some of the larger groups which use these measurements in order to determine how to better support – or even adjust how they are supporting mobile ministry activities. What have been some of the methods that you are finding successful?

Or, if you’ve got a case study towards a mobile ministry initiative and have described some of these measures of success, would you consider submitting that to be posted on our Mobile Case Studies/Research page? There’s still much to be learned from one another and grounds to be plowed in this space. And until we can start seeing consistency in actions/successes/failures, the challenge to collecting and understanding mobile data in the ministry context will go unanswered.