Mobile Marketing Metrics Best Practices

Like with social media before it, marketers are struggling to demonstrate mobile's return on investment (ROI). Many brands are beginning to develop a mobile marketing strategy but their priorities and plans are largely uninformed by data or benchmarks. Mobile comes in many forms and channels. Additional challenges such as managing identity, impression counting accuracy, and the schism between apps and Web all conspire to complicate measuring mobile ROI. Despite these issues, mobile is measureable now, and compared with other channels is a veritable feast of useful data. This report will show you the right way to structure mobile measurement using subchannel data and contextual data. Remember — you can't manage or budget for something you can't measure.