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For B2C Marketing Professionals

Make The Most Of Analytics To Meet Your Mobile Objectives

January 21, 2016

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This is the Performance Management report in The Mobile Marketing Playbook For 2016.

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Why Read This Report

Mobile's share of web traffic is accelerating dramatically and now is over 40% in several countries. For some companies, including many in media, more than half of all visits come via mobile devices. In some regions such as Asia or the Middle East, mobile is already surpassing 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 measure the effectiveness of their mobile efforts and ultimately optimize their mobile performance. Forrester reviews and updates this report periodically for continued relevance and accuracy; we have now revised it to include new data from Forrester's Q3 2015 Global Mobile Executive Online Survey.

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Table of Contents

  • Marketers Struggle To Manage Their Mobile Performance
  • Marketing Leaders Must Craft A Mobile Measurement Plan
  • Recommendations

  • Don't Just Measure — Put Your Mobile Analytics To Work
  • Supplemental Material

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