Recently, I was reading a conclusions paper created from an American Marketing Association webinar about mobile marketing featuring Brian Vellmure of Innovantage and John Balla of SAS. As I was reading, one line stuck out to me on the first page of the paper: “The key to making sense of mobile is analytics.” I thought that was a very simple, bold statement that was very much to the point.
That statement led to the next logical question, which is, “How?” How....