ESPN’s approach to a mobile analytics implementation
Abstract
Analytics tagging implementations are becoming increasingly challenging with the rapid expansion of the mobile marketplace. Not only are digital marketers charged with coding websites, but also mobile apps, which may be installed on any number of devices and operating systems. App content and performance can be optimised by starting with a sound analytics implementation plan. This case study describes how ESPN uses a mobile analytics implementation framework to continually monitor and improve its mobile app performance, achieving record-breaking results.
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Author's Biography
Amber Zaharchuk is an analytics engagement manager for MaassMedia, where she helps a variety of clients with digital analytics implementations and analyses. Her work was featured in presentations at the Digital Analytics Association’s DC Symposium, Medicine 2.0 and Genetics in Medicine.
Chris Meares is the director of analytics for MaassMedia, a boutique digital analytics firm based in Philadelphia, PA, and has been involved in the digital analytics space for the past ten years. Chris was one of the co-chairs of the Philadelphia chapter of the Digital Analytics Association and has been a mentor in the Analysis Exchange programme since 2011. Chris’s work on online engagement in the media space was recognised by the Neiman Journalism Lab at Harvard in a paper in 2010. Chris has spoken at a multitude of conferences, including the Newspaper Association of America’s conference, Semphonic’s XChange conference, various Digital Analytics Association conferences and many Web Analytics Wednesday gatherings.
Citation
Zaharchuk, Amber and Meares, Chris (2015, January 30). ESPN’s approach to a mobile analytics implementation. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 1, Issue 2. https://doi.org/10.69554/JALA9500.
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