<p>We all know that analytics are essential to ensure your campaign is working. Mobile messaging initiatives are no different. So why do many of us fail to measure this on a regular basis? The simpleanswer is because it's often very difficult to measure mobile analytics due to platform fragmentation and the vast array of device capabilities.</p><p>Here are some tips to help you find thebest strategy to track mobile analytics, learn more about your customers and increase your campaign results along the way.</p><p>Know Your Customers</p><p>Do you really know whatmobile devices your customers are using? Many mobile marketers use mobile Web analytics to extrapolate what devices their customers are carrying in their pockets. Unfortunately, this only provides apartial view of your entire customer base. Using this approach, you are able to view device type for customers who are already using your mobile site, not the customers who have yet to access yourmobile site. This is an important distinction, because not every customer segment will use your mobile tools the same way.</p><p><a href="http://www.mediapost.com/publications/article/196505/mobile-messaging-analytics-3-essential-metrics-yo.html">Keep reading...</a></p>