Use Analytics To Build Mobile Advantage

Consumer expectations have shifted. As a result of their perpetual mobile connections, consumers have experienced what Forrester calls a mobile mind shift: the expectation that they can get relevant information and services in their immediate context and moment of need. Delivering in these moments relies upon insights gleaned from analysis of contextual information, including a consumer's current situation, preferences, behavior, emotions, and device characteristics. This report offers a "state of the union" on eBusiness professionals' use of mobile analytics as well as guidance on how both their analytics strategy and tactics must shift to build a competitive advantage. This is an update to the report of the same name originally published on July 16, 2013. Forrester has updated it with new data from its Q2 2014 Global Mobile Executive Online Survey and continues to review it for relevance and accuracy.