Jason Wells, CEO of ContactPoint notes that marketers must approach mobile analytics differently from online analytics. The vast differences between mobile marketing and online marketing. The biggest difference, he points out, is in user engagement with mobile media compared to engagement with online media. For example, 90 per cent of mobile searchers take action within a day – with 70% taking action within just one hour.
Medio, a predictive analytics firm, offers the same view, noting that marketers who utilize web analytics to measure mobile their mobile campaigns miss out on valuable, pertinent information for developing profitable, personalized relationships with their mobile users. In the infographic below, Medio illustrates the features that are unique to mobile customers, and highlights why mobile analytics must be used to handle the trend toward mobile.