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Mobile Marketing by Daniel Rowles

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18

Mobile analytics

In this chapter we will explore the huge opportunity that web and mobile analytics give us, and how we can move toward calculating return on investment (ROI) for our mobile marketing.

Mobile analytics means you will no longer ever have the problem of not having enough data to assess your campaigns. Your problem now will be having way too much data and not knowing what to do with it! In most organizations I look at, they now have web and mobile analytics (this is an improvement on where things were a couple of years ago) but the data isn’t used in an effective way at all. In fact, the most use that web analytics gets in the majority of organizations is a chart being held up once a month showing web traffic going up. This ...

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