A new survey carried out by technology analysts at Forrester Research has found that only 46% of companies around the world have implemented a mobile analytics solution. This is due to many firms ignoring mobile as it only makes up around 5% of all sales.
Add to this that only 2% of marketing and advertising budgets are allocated to mobile and it seems that mobile just isn’t coming up on the priority list, despite the huge growth in mobile sites and applications and the use of mobile internet.
"Too many eBusiness professionals are shooting ducks in the dark when it comes to the performance of their mobile websites, applications, and marketing campaigns," writes analyst Julie A. Ask in the report. "They aren't including a mobile analytics solution on the list of 'must haves' yet."
She goes on to say that enterprises are "missing the bigger picture” which is the significant opportunities offered by mobile. This is thought to be first and foremost in customer engagement with "the ultimate goal of improving satisfaction and loyalty”.
However, for many companies mobile solutions can be found in existing digital analytics software, especially for the mobile web. This means that firms probably have enough to get them started when it comes to mobile analytics. This won’t be enough going forward, as mobility continues to mature, but gives companies a starting point.
According to Ask, the five primary metrics to concentrate on when it comes to mobile are: engagement and mobile/web/campaign performance metrics. The report offers an overview of vendors and aims to help businesses determine their requirements when it comes to mobile analytics.