|[March 03, 2014]
Artisan Mobile Announces Industry Analyst Whitepaper on Managing the Mobile Experience
SAN ANTONIO, Texas --(Business Wire)--
At eTail West today, Artisan
Mobile announced the release of a new Yankee
Group whitepaper analyzing the tools and solutions available to
marketers needing to better understand and improve customer engagement
through mobile applications. The whitepaper, prepared by Yankee Group (News - Alert)
for Artisan Mobile, examines how the emerging category of Mobile
Experience Management solutions works to offer the same flexibility for
mobile apps that is available for analyzing, testing, optimizing, and
"As is the case with website management and enhancement, marketing teams
need easy-to-use solutions that speed management and don't require
technical expertise," reported Yankee Group Research Director Sheryl
Kingstone after evaluating different mobile customer engagement
strategies and tools. "The best option is a comprehensive MEM platform
with many integrated capabilities rather than point solutions that
address only one isolated aspect of mobile customer engagement."
Mobile Experience Management solutions are intended to help marketers
better understand and leverage users' interactions with mobile
applications. These solutions allow non-technical users to analyze,
test, optimize, and personalize native mobile apps in order to turn
real-time insight into actions that improve mobile customer engagement.
To meet he needs of mobile marketers, Yankee Group reports that MEM
Analyze Insight: Automatically gather reliable data on user
behavior, including not just the user, app and session basics, but
also complete visibility into all user interface action within the app.
Conduct Tests: Real-time A/B testing of existing mobile
applications without writing code or re-submitting to app stores is
critical for understanding the best ways to improve engagement.
Quickly Optimize: Non-technical line-of-business employees must
have the ability to modify the mobile app without waiting for
programmers or needing to resubmit to the app store.
Personalize Engagement: Offer intimate, contextual level of
engagement by segmenting audiences based on behavioral patterns,
trends, location or other mobile app specific data.
In the paper, Yankee Group also notes that the mobile app lifecycle is
accelerating in order to ensure on-going customer engagement. As a
result, manual coding approaches will not keep pace with today's mobile
market. In order to accomplish meaningful mobile engagement, businesses
must re-think and modernize their current mobile application management
strategies. Yankee Group recommends:
Transition best practices from Web to mobile apps to ensure
customer engagement: Mobile apps are different from websites -
they are a unique channel and require a platform that has been
purpose-built for managing the on-going lifecycle of customer
engagement in a mobile app environment.
Act on insight to achieve higher return on mobility: When it
comes to mobile app analytics, many non-technical users can't get the
right data, trust the data, or get actionable insight from it. A
company's tools must solve the problems of every aspect of the overall
mobile experience management process.
Empower non-technical users with better tools: Ninety-three
percent of marketers place a significantly high importance on the
ability to use data to track and measure user experience to see
customer retention and engagement. They also must be able to analyze
which customer segments have the highest total lifetime value and
leverage that insight to further fine-tune the mobile app.
According to Kingstone, "Marketers need rich mobile experience
management functionality in order to achieve absolutely crucial mobile
objectives. Employing comprehensive MEM technology makes that possible."
for a free copy of the full whitepaper from Yankee Group.
is the creator of the industry's first Mobile Experience Management
platform. Artisan significantly accelerates the path to user engagement
and creates new opportunities for business growth. By bringing the
capabilities of online Customer Experience Management and Web Marketing
Optimization to the mobile app world, Artisan helps organizations drive
mobile adoption, retention, conversion, and revenue. Artisan is
venture-backed by FirstMark Capital and is proudly located in Old City
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