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Mastering the fundamentals of mobile analytics

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  • Hadley, Loren

Abstract

Are data quality issues impacting the effectiveness of your mobile analytics programme? Mobile presents some unique challenges that can only partially be solved by technology. Many major hurdles stem from problems in data governance and process. Fortunately, the industry has solved most of these issues, developing robust web analytics practices over the past decade. This paper explores common pain points and how you can address them to help mobile analytics live up to its potential in your organisation.

Suggested Citation

  • Hadley, Loren, 2015. "Mastering the fundamentals of mobile analytics," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 1(2), pages 154-160, January.
    • Handle: RePEc:aza:ama000:y:2015:v:1:i:2:p:154-160
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    More about this item

    Keywords

    mobile; analytics; data; governance; process; management;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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