In terms of measuring the app’s success, besides the conversion rate, the university will be looking at “which segments of the market have we reached that we haven’t reached yet,” Harris commented. “We’re excited about expanding our audience and giving more people an opportunity to give the class a try and hopefully decide that they want to learn more about mobile marketing.”
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“We’re looking at this app as a test run to see what improvements we can make and what can be included in future roll-outs,” Harris said. Harris declined to say how many people had downloaded the app, but noted that the app will be a useful source of behavioral data as the university tracks usage rates like click-through-rates and the amount of time spent on each section to gain insight into students’ interests. The app is available on iOS and Android devices.
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