Now that most brands have made a move into mobile applications, it's time to take a second look at the effectiveness of those apps, writes Duane Edwards. Brands should be judging apps on more than their download numbers and instead evaluating whether the interaction is adding value. Using analytics to fine-tune apps can align them with larger business objectives. "Although applying analytics to a wealth of behavioral data may sound daunting, context-aware computing technologies are allowing companies to automate this process and leverage the unique opportunity that the mobile channel presents –- engaging their users in new ways," he writes.

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