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.