59% of enterprises say their top priority with mobile is to drive consumer engagement. But what they really mean is digital engagement.
It's a wide misconception that organizing for mobile is as simple as scaling down your company’s digital initiatives and using the same KPIs to measure success. But that's not how you measure mobile effectiveness. KPIs like number of active users, volume of interactions and number of logins actually tell you nothing about engagement--or more importantly, customer retention.
In its latest report, Forrester Research provides a four-part operating model designed to help enterprises organize for mobile success. You'll learn: