NEW YORK, Sept. 24, 2012 /PRNewswire/ -- The Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry, today unveils the publication of "The MMA Primer on Mobile Analytics" as part of the MMA Mobile Updates. The latest whitepaper explores the power of mobile analytics and how marketers and advertisers alike can leverage the behavioral data to connect more meaningfully with consumers across all channels.

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"Mobile analytics has the power to unlock the media journey of consumers and provide a new dimension of rich behavioral data. This data is key to optimizing mobile experiences, driving higher conversions and improving mobile program ROI, " says Mike Ricci, Vice President of Mobile at Webtrends. "This paper establishes the groundwork on how marketers can leverage mobile analytics, tap into the tools in the mobile toolbox and apply the data to not only evolve their mobile experience but also evolve their entire marketing strategy."

"The MMA Primer on Mobile Analytics" identifies the multitude of mobile programs and capabilities that generate quantifiable and qualitative metrics such as mobile web and application experiences, multimedia messaging (SMS/MMS), as well as context elements like location, time, proximity and device. Additionally, mobile commerce and payment systems are budding platforms that offer a wealth of data for creating relevant consumer engagement. With mobile leading and supplementing integrated marketing campaigns, mobile analytics has the potential to produce a full spectrum analysis of the entire marketing funnel from consumer awareness to advocacy.

"Recent studies from the MMA, Mary Meeker and others suggest that there will be a dramatic shift in media spending in the near future, with many billions of dollars being directed toward mobile," said Michael Becker, Managing Director of the Mobile Marketing Association. "It is imperative for the marketing community to embrace the latest best practices of mobile analytics and measurement techniques to achieve an optimal return on investment with mobile as an integral part of the marketing mix."

The whitepaper also voiced how to effectively structure an analytics framework, as well as a deeper dive into industry challenges with privacy considerations as the most paramount issue.

"The MMA Primer on Mobile Analytics" was developed by a working group of MMA member organizations which includes Adfonic, Adobe Systems Incorporated, AdTruth, AOL, BANGO, comScore, Inc., Expedia, Experian Simmons, Fiksu, GFK Retail and Technology, Greystripe, Inc., JumpTap, Inc., Merkle, Inc., Microsoft, Mindshare, MobileFuse, Mobile Intelligence Solutions, Inc., PercentMobile, POSSIBLE, Pre-Emptive Solution, Rentrak Corporation, Research in Motion, The Coca-Cola Company, Tremor Video, Turner Broadcasting System, Inc., Urban Airship, Velti, Webtrends, xAD and Zumobi. You can download the whitepaper by filling out this form: www.mmaglobal.com/whitepaper-request.

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA's Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

FOR MORE INFORMATION CONTACT:

Valerie Christopherson
Global Results Communications, (GRC), for the MMA
+1 949 306 6476
mma@globalresultspr.com

Rebecca Laming
Director of Communications, MMA
M: +1 917-558-1828
E: rebecca.laming@mmaglobal.com

SOURCE Mobile Marketing Association (MMA)