Only 46% of firms have implemented a mobile analytics solution, according to a new Forrester survey of more than 350 mobile professionals.
“Too many e-business professionals are shooting ducks in the dark when it comes to the performance of their mobile Web sites, applications and marketing campaigns,” writes analyst Julie Ask in her new report.
“They aren’t including a mobile analytics solution on the list of ‘must haves’ yet.”

She adds that the reason is because for most, mobile contributes less than 5% of sales, and moreover just 2% of marketing and advertising budgets are being allotted here.

According to Ask, enterprises are missing the bigger picture. The opportunity in mobile is first and foremost about customer engagement – with the ultimate goal of improving satisfaction and loyalty. The good news is that mobile services are both new and an extension of existing digital services, so for many firms, existing solutions will offer enough analytics to get started, especially for the mobile Web.

But, as mobile analytics matures, firms must consider one or more solutions to track all of the necessary metrics.

In her research, Ask outlines the five metrics e-business teams should work with their customer insights teams to measure, including engagement and mobile app/Web/campaign performance metrics.