• by Mark Walsh  @markfwal, September 21, 2012

Improved measurement is often cited as a condition for higher mobile ad spending. To that end, the Mobile Marketing Association has released a new primer on mobile analytics covering metrics related to the mobile Web, apps and messaging as well as factors such as location, time, and device.

The whitepaper also addresses analytics in the emerging realm of m-commerce and mobile payments. “This paper establishes the groundwork on how marketers can leverage mobile analytics, tap into the tools in the mobile toolbox and apply the data to not only evolve their mobile experience but also evolve their entire marketing strategy,” said Mike Ricci, VP of mobile at Webtrends and co-chair of the MMA’s Mobile Analytics Committee.

The report acknowledges the challenges to measurement including different smartphone operating systems and browsers, screen sizes, the lack of cookies for tracking and privacy considerations. But it also highlights how mobile use results in analytics across entire marketing cycle from awareness to purchase to advocacy.