Published
April 2017
Topics

As the future of marketing is increasingly focused on mobile, brands need to rethink their traditional approach to measurement. We partnered with Bain & Company and Econsultancy to explore how leading marketers—marketers who exceed their business goals—are driving growth.

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<h2>Mobile influences consumers' purchase decisions:</h2> <p>69% of smartphone owners turn to mobile search first in a moment of need.</p> <p>76% of people who search on their smartphone for something nearby visit a related business within a day, and 28% of those searches result in a purchase.</p> <h2>When smartphone users shop, they buy:</h2> <p>Walgreens shoppers who use its app spend 6X more than those who don't.</p> <p>Macy's customers who use multiple channels (including mobile) spend 8X more than those who shop in just one channel.</p> <h2>To capture the true impact of mobile, marketers have to evolve the way they measure this new behaviour:</h2> <p>Leading marketers are 75% more likely than the mainstream to have moved to a more holistic model of measurement in the last two years.</p> <p>Leading marketers are 83% more likely than their peers to include cross-device data in their modeling.</p> <h2>How to drive growth with mobile:</h2> <p>Focus on business metrics: 95% of leading marketers agree that "to truly matter, marketing analytics' KPIs must be tied to broader business goals."</p> <p>Bridge gaps with estimates: Leading marketers are 71% more likely than the mainstream to regularly use estimates to bridge gaps in measurement and analytics practice.</p> <p>Embrace big-bet experiments: Top marketers are more than twice as likely to conduct big-bet experiments than the mainstream.</p>