ABSTRACT
Today, the browser is moving and, as such, apps can be used for targeting mobiles; users are demanding immediate access to relevant mobile data in this new channel. They want Web-based email, news, shopping, weather, games, sports, and entertainment content, which mobile analytics can deliver by segmenting and classifying apps downloads and behaviors after installations. Due to this shift to mobile-consumers are always-on and always-connected-location-aware mobiles represent a strategic new channel that retailers and brands must recognize as fundamentally different from other marketing conduits.
