Mobile: Are you measuring what matters?

Everybody knows mobile matters, but few understand how to determine with certainty whether it’s delivering a return on their investment. In this fast-moving and quickly evolving category, there is no shortage of attribution approaches and metrics, along with companies claiming some new campaign measurement methodology, analytics or insight. Yet the metric that matters most in any advertising medium, including mobile, is often overlooked: sales lift. Mobile minutes have grown from 3.7% of media consumption in 2010 to 23.3% in 2014. Despite this shift in consumer behavior, marketers have shifted just a fraction of their ad budgets to mobile.  They […]

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