Firms are missing the boat on mobile analytics, warns Forrester

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More than half of firms have not implemented mobile analytics products, according to a survey of 350 eBusiness professionals by Forrester Research.

"Too many eBusiness professionals are shooting ducks in the dark when it comes to the performance of their mobile websites, applications, and marketing campaigns. They aren't including a mobile analytics solution on the list of 'must haves' yet," explains Forrester analyst Julie Ask.

For most firms, mobile contributes less than five percent of sales, and just two percent of marketing and advertising budgets are being allotted to mobile campaigns, according to the research firm.

Ask notes that the mobile opportunity for enterprises centers around customer engagement, with the goal of improving satisfaction and loyalty. Business should more fully employ mobile analytics to track the need to capture that opportunity, she advises.

The Forrester analyst outlines--in a new report--the five mobile metrics eBusiness teams should work with their customer insight teams to measure: engagement; financial; mobile app, web and campaign performance; benchmarking; and qualitative metrics.

Top vendors in the mobile analytics space are Adobe (NASDAQ: ADBE), Google (NASDAQ: GOOG), ForeSee and ClickTale, according to Forrester.

For more:
- see the Forrester release

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