Only about 46% of firms have deployed a mobile analytics solution, according to a new survey from Forrester.
Forrester research analyst Julie Ask said that several eBusiness professionals have been 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," Ask said.
According to reports, firms have not been deploying analytics solutions as for most of them mobile contribute below 5% of sales, and in addition only 2% of marketing and advertising budgets have been allotted for deploying these solutions.
The report presses that the first and foremost advantage of mobile is customer engagement, which is ultimately claimed to boost customer satisfaction and loyalty.
Ask said, enterprises are missing the bigger picture by not deploying mobile analytics solution claiming that ‘with the ultimate goal of improving satisfaction and loyalty’.
However, mobile services are both latest and the extended versions of the existing digital services, resulting in offering firms with existing solutions with required analytics to get started, mainly for the mobile web.
Further, as the mobile analytics matures, firms are advised to consider one or more solutions to track all required metrics.
