Real-Time Tracking to Transform Marketing Agility

Flytxt’s patent pending PrecisionTrack technology introduces real-time, automated and precise, response and conversion tracking across any mobile channel and conversion system.

Mobile is increasingly becoming popular as an effective marketing channel, but the recipes for successful mobile campaigns are only slowly being discovered. This is mainly due to the lack of effective and instant measurement of campaign effectiveness. Simply spoken, measuring the campaign effectiveness so far has been a manual, laborious and slow process. The key challenges today are:

• Existing or re-purposed web tracking technology for mobile only covers a very small proportion of available conversion channels, especially in the prepaid markets
• The majority of mobile conversions on variety of customer touch points are recorded, but remain unused
• With tens and hundreds of campaigns run per day, manually accounting for conversions to respective campaigns is extremely difficult
• Due to the complexity involved in measuring responses precisely on mobile channel, most companies sacrifice accuracy and visibility
• Marketers can’t send personalised/dynamic offers as it is too complex to track and analyse the results, and fulfill the rewards
• With long analysis cycles, re-targeting consumers instantly with relevant communication is not possible

Currently, capability of marketing technology tools is limited to the extent of manually uploading buying activity, say, at a customer level or a product category level and producing reports based on this. The existing applications available cannot map individual customer behaviour to a particular campaign or a specific product. This is now posed as the biggest challenge faced by the mobile marketers.

Flytxt’s recently released patent pending PrecisionTrack functionality changes this all. Neon fills these gaps and allows the marketer to engage in an agile process of testing and optimising campaigns. With Neon’s  instant campaign ROI measuring, the campaign cycles are reduced to hours instead of days and weeks, allowing for testing multiple offers per day to test cells. With that ROI can be established and optimised faster, at the same time, low and negative ROI campaign rollouts can be avoided.

The marketer can run multi-product and multi-channel campaigns without worrying about how to track those, the results simply appear in real-time reports as they occur. This means that the marketer can run a large number of concurrent campaigns for different products sold on different systems across any channel, such as SMS, Voice or WAP.

Furthermore Neon allows the marketer to configure his offer rules such as “top up  your phone with min $5 and get $1 free talktime” directly in the integrated user interface.  Neon automatically calculates the response rate and the ROI in real time based on those rules.

Automated, real-time, multi-product, multi-channel, high volume campaign tracking truly closes the mobile marketing loop and drastically shortens cycle times leading to a transformation in the way campaigns are planned and executed. From now on, it is faster to test a marketing idea than to debate it in a meeting.