It used to be the difficulty for marketers revolved around finding ways to deliver branded, rich experiences and apps that bring customers into their premises, or simply encourage ongoing engagement. Fast forward, and the main challenge is integrating data from your mobile app users back to have a detailed view of the consumer and insight into the entire customer journey across all channels online, offline and in-app. Josh Todd CMO of Localytics, an analytics and marketing platform for mobile and web apps talks about the place of apps in smart marketing and why positive results demand powerful analytics.

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