Trends Report

Mobile Measurement Is An eBusiness Imperative

May 15th, 2012
With contributors:
Julie Ask , Zia Daniell Wigder , Douglas Roberge

Summary

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 eBusinesses have a defined mobile strategy, consumers are browsing and buying on their websites via mobile devices. Yet mobile measurement is in its infancy at eBusinesses: More than half of eBusiness professionals surveyed said they did not have defined key performance indicators (KPIs) to measure the success of their mobile initiatives. This report on performance management in the mobile eBusiness playbook helps eBusiness professionals learn how to take full advantage of the mobile opportunity as they move beyond the status quo and implement tactic-specific measurement for their mobile websites and applications. By adopting full-featured mobile performance management tools and tracking appropriate metrics, eBusinesses can go beyond counting the number of visitors and application downloads to optimize user experiences and revenue generation via mobile channels.

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