A majority of brands using mobile advertising do not use mobile-specific analytics tools, leading many to collect inaccurate data, according to a study by mobile analytics firm Bango Inc.
Of the more than 100 agencies, brands, and mobile providers surveyed, 83 percent said they did not use specialized mobile tools. Even more shocking was that 27 percent of those surveyed said they don't use any analytics tools in their mobile campaigns at all, leaving them clueless about what a consumer does after they click a mobile advertisement.
Yet even with the majority of mobile advertisers completely in the dark when it comes to campaign data, more than 90 percent of the brands surveyed said they will increase mobile advertising in 2010.
