What metrics should mobile brands use to measure marketing?
As marketing budgets increase, there is an increasing need to review the metrics used by mobile brands in measuring the effectiveness of their marketing campaigns. Is it enough to measure brand awareness and recall before and after a campaign to deem the campaign a success? Are the existing metrics there to pat each other on the back or to guide overall business strategy? This briefing answers the following questions relevant to mobile brands and metrics:
1. Why should mobile brands pay attention to the metrics they use?
2. What are the qualities of an effective marketing metric?
3. How can mobile brands apply metrics to everyday business operations?