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Artisan Mobile Announces Industry Analyst Whitepaper on Managing the Mobile ExperienceSAN ANTONIO, Texas --(Business Wire)-- At eTail West today, Artisan Mobile announced the release of a new Yankee Group whitepaper analyzing the tools and solutions available to marketers needing to better understand and improve customer engagement through mobile applications. The whitepaper, prepared by Yankee Group (News - Alert) for Artisan Mobile, examines how the emerging category of Mobile Experience Management solutions works to offer the same flexibility for mobile apps that is available for analyzing, testing, optimizing, and personalizing websites. "As is the case with website management and enhancement, marketing teams need easy-to-use solutions that speed management and don't require technical expertise," reported Yankee Group Research Director Sheryl Kingstone after evaluating different mobile customer engagement strategies and tools. "The best option is a comprehensive MEM platform with many integrated capabilities rather than point solutions that address only one isolated aspect of mobile customer engagement." Mobile Experience Management solutions are intended to help marketers better understand and leverage users' interactions with mobile applications. These solutions allow non-technical users to analyze, test, optimize, and personalize native mobile apps in order to turn real-time insight into actions that improve mobile customer engagement. To meet he needs of mobile marketers, Yankee Group reports that MEM solutions must:
In the paper, Yankee Group also notes that the mobile app lifecycle is accelerating in order to ensure on-going customer engagement. As a result, manual coding approaches will not keep pace with today's mobile market. In order to accomplish meaningful mobile engagement, businesses must re-think and modernize their current mobile application management strategies. Yankee Group recommends:
According to Kingstone, "Marketers need rich mobile experience management functionality in order to achieve absolutely crucial mobile objectives. Employing comprehensive MEM technology makes that possible." Click here for a free copy of the full whitepaper from Yankee Group. About Artisan Artisan is the creator of the industry's first Mobile Experience Management platform. Artisan significantly accelerates the path to user engagement and creates new opportunities for business growth. By bringing the capabilities of online Customer Experience Management and Web Marketing Optimization to the mobile app world, Artisan helps organizations drive mobile adoption, retention, conversion, and revenue. Artisan is venture-backed by FirstMark Capital and is proudly located in Old City Philadelphia.
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