April 2023
Beginner
196 pages
7h 2m
English
Content preview from Social Media Analytics in Predicting Consumer Behavior
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Chapter 8 Mobile Analytics
Dr. Zeynep Aydin Gökgöz
Sabancı University, Turkey
1. Introduction
Mobile analytics has emerged as a recent phenomenon in the last couple of years stemming from the staggering increase in worldwide mobile smartphone usage combined with the increased attachment of mobile users to their phones. The always-connected consumer has encouraged businesses, big or small, to stay in touch with their consumers through this rather personal yet accessible medium, creating opportunities to reach levels of engagement once unattainable. At this point, mobile analytics serve as a valuable tool to timely monitor, assess, and refresh users’ interest in mobile applications over time. In this chapter, we discuss the new, dynamic and ...
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