Brand Building on Mobile Devices: Measuring the Value of Consumer Engagement
This Fiksu report studies the idea of mobile apps as vehicles for engagement - recurring interactions with a brand. We studied industry-wide metrics and our own app marketing data to create a new metric: CPEm, or cost per mobile engagement, which is designed to help marketers strategically evaluate the ROI of mobile app advertising.
- Why current industry metrics are ineffective for measuring the power of mobile apps
- How mobile compares on a straight CPM and CPC basis
- How CPEm reveals the true value of mobile apps for brands
The results are also summarized in this infographic.