Trends Report

Mobile Measurement Is A Customer Intelligence Imperative

Analytics Drive Mobile Website And Application Maturity

April 13th, 2011
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributors:
Julie Ask , Molly Murphy , Rob Karel

Summary

Mobile has reached critical mass due to improved infrastructure, advances in device utility, and overall market penetration. Engaging with customers via mobile is unavoidable: Whether or not organizations have a defined mobile strategy, consumers are browsing websites via mobile devices. To take full advantage of this opportunity, Customer Intelligence (CI) professionals must implement tactic-specific measurement for mobile websites and applications. By adopting full-featured mobile measurement tools and tracking appropriate metrics, organizations can go beyond counting number of visitors and application downloads to optimize user experiences and revenue generation via mobile channels.

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