The majority of companies do not have a well-defined or track mobile specific KPIs, according to the Econsultancy/Kontagent Mobile Sophistication and Strategy Report.
25% of the mobile mainstream report having a “well-defined mobile strategy,” while roughly half has some strategic pieces in place.
There is a push towards longer term planning as 45% say that their existing mobile strategy extends beyond 2013.
However, many organizations are planning without fundamental information. Only 28% of the mobile mainstream is tracking performance indicators specific to their mobile programs.
Mobile strategy is a multi-departmental effort at many organisations. Senior management, marketing, and technology groups are working together to set goals and strategy at 45% of mobile mainstream companies. By contrast, collaboration is the norm at 71% of mobile first companies.