Two-thirds of marketers can’t measure ROI on mobile

Two-thirds of marketers say they can’t measure ROI on mobile, according to a recent report from research firm Forrester. The majority (67%) put this down to the fact they don’t believe it can be measured. Despite marketer’s doubts the report also suggests marketer’s problems with measuring profitable ROI through mobile is a “misunderstanding” and marketers aren’t measuring their data in the correct way as they are “missing the mobile offline opportunity”.47% of marketers admitted that mobile is either a nice-to-have or only a subset of their digital approach and not yet a part of the mix, while the research highlights most marketers do not measure the impact of mobile offline, with only 15% of marketers measuring mobile-influenced sales and 9% measuring traffic to their physical locations.