Marketers Employ Analytics to Measure Mobile Activity and Improve Campaigns

December 8, 2014

Marketers are beginning to mine data from mobile transactions and brand interactions with the same interest they glean information from other more traditional media sources.

The Pittsburgh Penguins National Hockey League franchise has found that understanding the effectiveness of mobile transactions is a crucial part of determining what type of data it sends to customers, says Jeremy Zimmer, director of new media for the team.

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