ABSTRACT
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. In this chapter, the authors discuss the new, dynamic and delicate balances between the users and their mobile phones, between the users and mobile businesses, and among today’s mobile users. Upon providing the general landscape of mobile, they focus on mobile applications as the main medium that gave rise to the emergence of mobile analytics. The authors offer a framework to map mobile analytics into the underlying decision-making process of mobile app users. They discuss each stage of the decision-making process with its corresponding mobile analytic tools. Mobile connectedness has altered the delicate balance between businesses and consumers in favor of consumers in a variety of ways; creating an empowered customer.
