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ESPN’s approach to a mobile analytics implementation

Author

Listed:
  • Zaharchuk, Amber
  • Meares, Chris

Abstract

Analytics tagging implementations are becoming increasingly challenging with the rapid expansion of the mobile marketplace. Not only are digital marketers charged with coding websites, but also mobile apps, which may be installed on any number of devices and operating systems. App content and performance can be optimised by starting with a sound analytics implementation plan. This case study describes how ESPN uses a mobile analytics implementation framework to continually monitor and improve its mobile app performance, achieving record-breaking results.

Suggested Citation

  • Zaharchuk, Amber & Meares, Chris, 2015. "ESPN’s approach to a mobile analytics implementation," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 1(2), pages 117-121, January.
    • Handle: RePEc:aza:ama000:y:2015:v:1:i:2:p:117-121
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    More about this item

    Keywords

    mobile app; implementation; digital analytics; mobile marketing; sports;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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