Understanding what's in the mind of the consumer is vital before launching mobile campaigns, Citibank's Elyssa Gray said at the MMA's SM2 conference. "We've done a lot of things, but how do we really weave it all together. For all of us, it's coming up with what's going to be the learning agenda for mobile because we're all still learning and set it out for the beginning of the year and make sure you stick to that," she said.

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