Ict in Marketing a study of The Use of Internet and Mobile Phones in Five Selected Companies in Dublin

2.5
MOBILE BANKING
The use of mobile devices for banking is only starting to emerge, according to a new 
survey by
Synergistics Research Corp
., Atlanta, entitled, "Mobile Banking: The 
Consumer Viewpoint." 
In the survey, Providers face a number of market challenges that may impact the 
usage of mobile banking, such as varying technologies and platforms, device 
functionality and screen-size issues, pricing—particularly in the context of minute 
usage — as well as security.
The survey showed that users of mobile banking (cell phone or PDA/organizer) 
currently view this service as a sccondary or emergency banking method. Slightly 
more than one-quarter of the cell phone users say this is their primary method of 
performing banking transactions, while more than one-third say it is a secondary 
method; close to four in ten do so only in an emergency.
"However, the excitement surrounding mobile banking indicates that once existing 
barriers are overcome, it may entertain wider consumer response. perhaps being 
spurred by growth in the mobile payments area," says
Genie M, Driskill
of 
Synergistics.The national online survey was conducted in October and November of 
2006 with 1.013 consumers age 18 or older across all income groups.
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2.6
METRICS OF EFFECTIVENESS
Marketing like any other business area needs performance/effectiveness 
measurement and evaluation. This can be done by various metrics (method of 
measurement and/or evaluation).
For the purpose of this study and the literature reviewed so far, we will look at 
Web 
Analytics
and general 
marketing performance metrics
.
The 
Web Analytics Association
(
www.webanalyticsassociation.org
) offers this concise 
definition: “Web Analytics is the objective tracking, collection, measurement, 
reporting, and analysis of quantitative Internet data to optimize web sites and web 
marketing initiatives”.
Webopedia
defines web analytics as: a generic term meaning the study of the impact 
of a web site on its users.
In 
whatis.com
: Web analytics is the process of analysing the behaviour of visitors to a 
web site. The use of web analysis is said to enable a business to attract more 
visitors, retain or attract new customers for goods or services, or to increase the 
dollar volume each customer spends.
Ultimately, this can help to improve the ratio of revenue to marketing costs. There is 
also the need for qualitative analysis in web analytics.
According to
Sweeney Susan et al.,
(2007), Web analytics can be sub-divided into