Mobile analytics: Essential for business maturation in the digital marketing era

Ray Pun

Applied Marketing Analytics: The Peer-Reviewed Journal, 2015, vol. 1, issue 2, 122-128

Abstract: Companies are developing and launching mobile experiences to engage with a high-growth segment of consumers that use both smartphones and tablets. Even though the technology exists to measure these experiences, business leaders are not effectively prioritising investments in mobile analytics. To quantify user engagement and monetisation across platforms, devices and browsers, marketers should deploy analytics technology for both mobile apps and mobile websites. This paper explains the importance of mobile analytics, the differences between mobile and web analytics, and shares best practices from leading companies that are focused on mobile marketing.

Keywords: mobile; analytics; marketing; digital; apps; websites (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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