Global Business Analytics Models: Concepts and Applications in Predictive, Healthcare, Supply Chain, and Finance Analytics (FT Press Analytics) by Hokey Min

Author:Hokey Min [Min, Hokey]
Language: eng
Format: epub
Publisher: Pearson Education
Published: 2016-03-04T23:00:00+00:00

Figure 4.5 The mobile analytics process.

If properly implemented and managed, mobile analytics can bring about many benefits, including general trend capturing, ubiquitous data access, the assessment of impact of mobile apps on advertisement, real-time social sensing, and optimization of a mobile campaign. In fact, a recent report by the Aberdeen Group found that companies using mobile analytics saw an 11.6 % increase in brand awareness, whereas those without a mobile analytics strategy had a 12.9 % decrease (Webtrends 2015). However, mobile analytics needs to address a few challenges to realize the full benefit potential. Such challenges include privacy (or security) concerns with the personal nature of mobile device user information, the scalability issues of real-time data collection and processing, and the lack of JavaScript functionality in mobile browsers.

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