Improving Mobile Marketing

In Mashable:  Thoughtful piece about the behavior of the consumer while mobile.  What more data do we need to gather to do useful analytics? " ... When it comes to metrics, and mobile metrics in particular, it's important to note that the entire analysis process is more akin to a jigsaw puzzle than a linear progression. ... Businesses and marketers must take the data from mobile traffic and view it in the larger paradigm of their comprehensive analytical strategy. For example, if your site has a high bounce rate — but only for mobile users — this is not necessarily a bad thing. Perhaps these users are simply accessing your site for comparison purposes, and they may be jumping on their browsers at home later to actually purchase. Context is key. ... "