Mobile Analyst; Mobile Application Analyst; Mobile Trafficker; Mobile Data Scientist; AppMarketer Lead (wide variation in job titles).

A positioning expert incorporates the general marketing strategy in the mobile environment in the same way as is done in other digital channels, in order to optimise and enhance the ROI (Return on investment).

They are responsible for improving the visibility and the positioning of the mobile apps in the App store through ASO (App Store Optimisation) techniques. They also measure and analyse statistics and user behaviour according to the mobile channel used: native mobile apps developed for Android, iOS, BlackBerry, Windows Mobile, etc. platforms; the mobile version of the website; or through the web using mobile devices. The analysis of this information is used to be able to adopt the most suitable and effective marketing strategy in each case.

This technical profile normally works under the supervision of the marketing manager in large companies, while in smaller companies they work under the management team.

• Identify targets in order to define the metadata of an app (such as ¿title¿, 'description' and 'keywords'), making them more attractive.
• Perform a metric analysis of the competition (type and quality of their links, anchor texts, etc.) in order to make a comparison and, if necessary, suggest improvements for the app's marketing strategy.
• Create attractive features (such as screenshots of the app)
• Develop mobile advertising actions (such as mobile ads, loyalty campaigns, advertising based on geolocalisation, mMedia, etc.)

• Define and analyse the KPIs according to the company and the specified targets, such as: total downloads, app users, active users, new users, track QRs, visit frequency, duration of visits, bounce, integration of users with other channels, ROI+ROAS, stickiness, leverage, feedback, etc.
• Prepare reports on acquisitions and user analysis, interaction and repercussion on the business, involvement/interaction, etc. in order to suggest solutions, mainly in terms of positioning, to achieve the company's objectives.
• Collaborate with the app¿s technical development team (developers/programmers, designers, etc.) to implement mobile marketing actions based on the results obtained.

• Identify targets in order to define the metadata of an app (such as 'title', 'description' and 'keywords'), making them more attractive.
• Perform a metric analysis of the competition (type and quality of their links, anchor texts, etc.) in order to make a comparison and, if necessary, suggest improvements for the app's marketing strategy.
• Create attractive features (such as screenshots of the app)
• Develop mobile advertising actions (such as mobile ads, loyalty campaigns, advertising based on geolocalisation, mMedia, etc.)
• Track the movements of users who visit and/or use the mobile applications using metric tools and mobile analysis models:
• Define and analyse the KPIs according to the company and the specified targets, such as: total downloads, app users, active users, new users, track QRs, visit frequency, duration of visits, bounce, integration of users with other channels, ROI+ROAS, stickiness, leverage, feedback, etc.
• Prepare reports on acquisitions and user analysis, interaction and repercussion on the business, involvement/interaction, etc. in order to suggest solutions, mainly in terms of positioning, to achieve the company's objectives.
• Collaborate with the app¿s technical development team (developers/programmers, designers, etc.) to implement mobile marketing actions based on the results obtained.
  

Regulated training and graduates

• Grau: Audiovisual i multimèdia
• Grau: Comunicació audiovisual
• Grau: Comunicació i periodisme audiovisuals
• Grau: Publicitat i relacions públiques
• Grau: Publicitat, màrqueting i relacions públiques
• Grau: Enginyeria de sistemes audiovisuals
• Grau: Enginyeria informàtica
• Grau: Multimèdia
• Grau: Continguts digitals interactius
• Grau: Enginyeria informàtica de gestió i sistemes d'informació
• Grau: Enginyeria multimèdia
• Grau: Informàtica i serveis
• Grau: Disseny i creació digitals

Complementary training

Although the job offers do not demand complementary training, since the specific knowledge required is not normally included within the curriculum of regulated training, a specific masters degree, postgraduate course or specialisation course in mobile marketing or digital marketing is recommended.

Other specific skills

- Knowledge of online marketing systems (m-commerce, mobile advertising, mobile content communication, geolocalisation, mobile games, apps, etc.)
- Basic knowledge of programming languages: HTML and JavaScript
- Advanced level of written English.

Planning and organisation: Level 2

Analytical thought: Level 2

Team work and cooperation: Level 2

Creativity: Level 2

Conceptual thought: Level 3

Flexibility and change management: Level 2

New technologies

People who show an interest in this field are motivated by the development and advanced use of new technologies in any of their applications (software, hardware, telecommunications) from an innovative perspective and in accordance with the continuous updates of technologies, programmes and equipment that appear on the market. The design, installation, management and maintenance of computer systems and new technologies are activities specific to this field.

Web analytics expert

Web programmer

Webmaster

Online advertising expert

Content manager

• Work hours

  Full-time or part-time, according to the type of company and size.

• Salary

  The average salary of this profile varies greatly according to the persons experience, the type and the size of the company; however it usually ranges between 15,000 and 30,000 euros gross per annum.

• Professional category

  Technician