Trends Report

Use Analytics To Create Mobile Best Practices

January 17th, 2017
JH
Jeffrey Hammond
With contributors:
Martin Gill , James McCormick , Danielle Jessee , Jaclyn Galan , Peter Harrison

Summary

Few digital business professionals use mobile to transform customer experiences. They too often approach the use of mobile by asking "What should I do?" rather than "How should I do it?" Forrester recommends the iterative use of the IDEA cycle — the "A" (analytics) offers insights into how well mobile experiences can deliver the desired results to drive continuous improvement. Digital business professionals must develop their own best practices and set their own benchmarks. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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