Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

20. Mobile Analytics: How Mobile Is Different than Other Digital Channels

This book has covered all manner of digital analytics—everything from studying the demographic characteristics of your audience to understanding how your core consumers search for information to analyzing how people are reacting to your content on your shared social channels. The common tie is that each of these elements is part of a broader digital marketing program. However, there is one other characteristic that adds some complexity to what we have talked about so far: how the individual behaves while he or she is not in front of a computer.

Consider for a moment how you consume information. How often are you in front of a computer? There is a good chance that between ...