Why Read This Report
On average, mobile now represents more than 20% of overall traffic to websites. For some companies, including many in media, more than half of all visits come via mobile devices. In some countries, such as India, mobile has surpassed PC traffic. Marketers are integrating mobile as part of their marketing mix, but too many have not defined the metrics they'll use to measure the success of their mobile initiatives. Many lack the tools they need to deeply analyze traffic and behaviors to optimize their performance. This report of the mobile marketing playbook lays out the steps that marketing leaders must take to optimize their mobile performance and measure the effectiveness of their mobile efforts.