Mobile analytics overview

To fully realize the potential of today's mobile world, businesses are rapidly developing mobile sites and mobile content to serve an ever growing population of mobile users.

Companies must use the latest technology and evolve quicker than their competitors and customers to succeed in an environment characterized by rapid adoption, but decreasing visitor loyalty and attention spans. That may mean changing mobile content, appearance, organization, navigation, or marketing campaigns. While there is valuable data to be gleaned from mobile traffic and visitors, many businesses continue to have little or no knowledge of what customers and potential customers are doing when interacting with their content via a mobile browser. The right quantitative and qualitative information is essential to justify the type and direction of marketing and website changes. Simply put, there is an urgent and growing need to analyze mobile marketing and content effectiveness.

With a deep rooted history in advanced web analytics, IBM® Digital Analytics has the infrastructure and applications to help businesses succeed in the mobile world. In many ways, the paradigm is the same. Mobile site owners need to understand how visitors behave on the website, how loyal they become, and what drives engagement and conversion.