10. Mobile, Media, and Data—Oh My!

The smartphone allows people to share nearly every aspect of their lives via text messages, email, social platforms, and yes, even phone calls. Whether you are an oversharer or not, it is not difficult to understand that a massive flow of data is coming from these devices, no matter who is using them or what they are sharing. For mobile marketing and mobile commerce to reach their full potential, businesses need to be able to collect, parse, and analyze these new data, and the contexts in which that data is generated. But first, a tangled mess of data and systems must be addressed before we can even begin to tap the potential of mobile data.

In Chapter 9, “Collaboration and Integration Are Critical,” we discussed ...

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