Best Practice Report

Drive Personalization With Mobile Analytics

June 2nd, 2017
With contributors:
Gene Leganza , Elizabeth Hoberman , Jun Lee , Emily Miller , Andrew Reese

Summary

Consumers have embraced mobile and expect personalized offerings and contextual services in their moment of need. They expect access to what they want, when and where they want it. Customer insights (CI) pros must up their game in mobile engagement measurement to gain insights to optimize customers’ mobile moments. But don’t separate mobile analytics from action-based insights in other channels — especially digital. This past year has seen the use of behavioral targeting, and personalization tools and techniques for mobile optimization increase significantly. Mobile analytics deliver the ability to gain a more complete online and offline view of the customer.

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