A few interesting slides from a pretty good (if a bit self-serving) Google study about the mobile uses impacting retail stores.
We believe that if you can’t measure a campaign you can’t manage it. Analytics drive the development of the correct strategy, the assessment of the deployed tactics’ effectiveness and the building of ROI models.
In today’s hyper-fragmented online and mobile environment, and with audiences bombarded by marketing messages, campaigns cannot just rely on passive consumption. They need to engage the target audience to break through and generate positive ROI.