Trends Report

Make The Most Of Analytics To Meet Your Mobile Objectives

January 21st, 2016
With contributors:
Luca Paderni , James McCormick , Jennifer Wise , Kasia Madej , Laura Glazer


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 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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.