Metrics for wireless marketing can include click through, click streams, page views, response rates, and other miscellaneous trends. All such calculations can be sliced and diced to report any given degree of advertising effectiveness and customer behavior. Nothing's new here. On the Web, the right server environment or software solution can track which browser is in use at the time of visit. Similarly, the type of wireless device used to access a WAP site is traceable.
Ad networks can even track users across wireless domains through the use of persistent cookies.
Even the simplest of e-tracking conventions can be used for mobile marketing campaigns. Priscilla Eshelman, director of Strategic Licensing Partnerships for content provider Salon Wireless, uses unique URLs to track traffic at the server level. They're going to just click on an ad. Such is the case with Jiffy Lube International, Inc., which recently applied direct marketing principals to wireless couponing. A recipient would save the coupon on his or her hand-held device then drive to the nearest Jiffy Lube location for service.