A consumer's intent to purchase may be reflected in their response to mobile campaigns in several respects. Each key metric, such as clicks on a store locator or downloading an app, should be measured and evaluated, Kerri Smith, director of mobility at iProspect, said in an interview. But various responses may carry different weight for different brands. "It's more about understanding the role they’re playing in that consumer's path to purchase. And what ability we have to not only evaluate those but also influence them," Smith said.