An examination of mobile marketing analytics on campaign performance: A case study of a digital agency in Port Harcourt, Nigeria.
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- NGN 5000
Background of the study
Mobile marketing analytics play a pivotal role in evaluating the performance of digital marketing campaigns, particularly for agencies in competitive markets like Port Harcourt. This study investigates how a digital agency utilizes mobile analytics tools to measure campaign metrics such as click-through rates, conversion rates, and user engagement. By consolidating data from various mobile channels—social media, in-app ads, and mobile websites—the agency can gain actionable insights to optimize campaign performance (Uche, 2023). Advanced analytics enable real-time adjustments, ensuring that marketing messages remain relevant and effective. The integration of big data and predictive analytics allows for a deeper understanding of consumer behavior, facilitating targeted marketing strategies that improve ROI. Despite these benefits, challenges such as data integration issues, privacy concerns, and the complexity of interpreting diverse metrics persist. This study will assess the effectiveness of mobile marketing analytics in driving campaign success and offer recommendations for enhancing analytical practices (Okoro, 2024; Chinwe, 2025).
Statement of the problem
Digital agencies in Port Harcourt often face challenges in optimizing mobile marketing campaigns due to fragmented analytics processes. The lack of an integrated analytical framework leads to incomplete insights, hindering the ability to make timely and informed campaign adjustments. This fragmentation results in suboptimal campaign performance and lower ROI. The study aims to identify the primary obstacles in leveraging mobile marketing analytics effectively and assess their impact on overall campaign performance (Uche, 2023; Okoro, 2024).
Objectives of the study:
To evaluate the impact of mobile marketing analytics on campaign performance.
To identify challenges in integrating mobile analytics tools.
To recommend strategies for improving mobile analytics integration.
Research questions:
How does mobile marketing analytics affect campaign performance?
What challenges impede effective data integration?
What strategies can enhance the effectiveness of mobile analytics?
Significance of the study
This study is significant as it provides digital agencies with insights into leveraging mobile marketing analytics to optimize campaign performance. The findings will guide the development of more cohesive analytical frameworks, thereby enhancing ROI and overall campaign success. (Chinwe, 2025)
Scope and limitations of the study:
The study is limited to a single digital agency in Port Harcourt and focuses exclusively on mobile analytics’ impact on campaign performance, excluding other marketing channels.
Definitions of terms:
Mobile Marketing Analytics: The process of collecting and analyzing data from mobile marketing efforts.
Campaign Performance: The effectiveness of marketing campaigns measured by key performance indicators.
Digital Agency: A company specializing in online marketing and digital advertising.
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