It's no wonder that when we enter the wireless realm, the concept of wireless customer analytics inspires visions of a whole new set of disciplines and deliberations. But, virtually anything traceable on the wired Web can be traced on the wireless Web. As for WAP sites, we're just dealing with servers that can be programmed to tell us what we need to know. 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.