The document discusses how organizations can build mobile analytics capabilities to provide business intelligence and analytics to mobile users. It describes how mobile analytics was used to create interactive reports and dashboards in 60 minutes using the Jaspersoft tool. Mobile analytics provides real-time insights on mobile usage and can help optimize the customer experience and inform strategic decision making.

1. • Cognizant 20-20 Insights
Mobile Enterprise Analytics in 60 Minutes
To better service today’s on-the-go decision makers and inform their
need for proactive planning and strategic execution, organizations must
deliver anytime/anyplace data access and analytical capabilities to a
vast array of mobile devices. Read on to see how your organization can
build this capability in record-setting time.
Executive Summary
There is a mobility arms race underway in
business, and if you are reading this white paper
on your computer, you may already be behind.
One of the most exciting opportunities on the
horizon for enterprises of all kinds is tied to the
emergence of rich digital experiences through
increasingly small and powerful mobile devices.
Mobile technologies are changing the way people
communicate, work and play. In fact, much of
the innovation we are seeing across industries is
driven by the adoption of mobile apps.
According to IDC,1 the world’s mobile workers will
number 1.3 billion by 2015 — representing 37.2%
of the global workforce. And the percentage of
individuals with mobile access to the Internet is
expected to grow exponentially (see Figure 1).
Mobility is now front and center for businesses,
governments and other institutions as they seek
to accelerate decision making and extend their
reach to customers and constituents across
channels. And since user demands typically
outpace development cycles, it is imperative to
have a process in place that enables a detailed
glimpse of the “to-be” application. Nowhere is
cognizant 20-20 insights | december 2013
this more critical than in the emerging space of
mobile analytics, where IT teams must quickly
pilot and deploy new ways of delivering business
intelligence to keep on-the-go decision makers
up to speed in areas like budgeting, selling and
marketing, and better inform strategic decision
making.
As enterprise mobility grows, businesses are
jumping in feet first — although they are not necessarily prepared. At the same time, the increasing use of smart devices and tablets is making
mobile analytics a key component of organizations’ IT strategies. The good news is that some
of today’s more sophisticated and advanced
business analytics platforms can deliver ad hoc
analyses on mobile devices, including tablets.
This white paper offers an outlook on the forces
driving enterprise mobility, along with insights to
help enterprises embrace mobile analytics capabilities quickly and effectively.
Why Mobile Analytics is Important
Given the ubiquity of mobile devices and the role
they will play in analytics, it is important to understand how their capabilities will affect the organization (see Figure 1, next page).

2. Percent of Global Internet Traffic from Mobile Devices
35
30
30%
25
20
15
15%
10
5
0
10%
1%
2009
2.4%
6%
2010
2011
2012
2013
2014
Figure 1
• Improving
the end user experience: Mobile
Web analytics should be conceptually familiar
to marketers who work with traditional Web
analytics. Both are useful for understanding how customers consume content, and
what changes can be made to optimize their
browsing behavior.
Moreover, doing this in real time differentiates
winning companies.
• Delivering
custom content: Customized
reports provide a more organized way for enterprises to look at their data. Once businesses
have established the programs and features
that work for their customers, they can better
justify future investments. With the addition of
data on the connecting device, mobile sites can
be increasingly optimized to suit the specific
interests of each consumer. Customization and
personalization is a great way to convert visits
into sales; organizations should use this ability
to their advantage.
Performance is often seen as the biggest
problem for mobile users; therefore, establishing very specific “cause and effect” scenarios
via analytics reports can show which segments
need attention in order to improve the overall
customer experience.
>>Native apps or HTML5? While native apps
may still hold an edge in performance, including enriching user experiences and affording opportunities for monetization, HTML5
offers advantages in other areas, such as
cross-platform deployment of mobile applications, control over distribution, and the
ability to overcome platform-fragmentation
challenges.
• Real-time data collection: Data is the corner-
stone of engaging business campaigns. Mobile
analytics harnesses the power of data to create
more relevant, engaging messages that can
increase ROI. Given mobility’s fast-changing
and dynamic nature, real-time relevance is
what matters most to enterprises. Constant
monitoring can deliver up-to-date knowledge
to perpetually refine the user experience
through features such as interactive visualization, an interface to apply filters and various
views of data.
A complete lifecycle perspective on how individuals use reports/apps to improve user engagement is key to succeeding with mobile analytics.
cognizant 20-20 insights
Custom reports can also be incredible time savers
if the right reports are generated. Rather than
spending time searching for important metrics,
organizations need analytical data that is neatly
separated into columns. This allows for deeper
assessments, which can lead to more meaningful,
more actionable insight.
Mobile Analytics in 60 Minutes
As a result of the rising number and types of
mobile devices, laptops have been replaced
by “smart” devices such as tablets and smartphones. Increasingly, business people — especially
executives — are demanding the ability to perform
meaningful analytics activities from their mobile
devices on the go, without the burden of cumbersome carry-ons.
However, as with any greenfield initiative, there
are likely to be obstacles in the road. Any adoption
of mobile analytics technologies must be predicated upon how well they fit the business, and
how well they are integrated into the enterprise
2

3. information architecture. As with most elements
of mobility, speed is of the essence. There are
many analytics tools that fall into multiple categories. They can differ significantly, and can
serve a variety of purposes within areas like
content marketing. For example, Marketing AI2
provides analytics that inform content optimization for B2B marketers. Google Analytics3 allows
companies to customize reports, measure the
impact of social media and mobile applications on
Web site traffic, and calculate conversion rates.
Likewise, Japersoft4 Mobile BI allows businesses to create highly interactive reports; provide
online and cross-tab sorting, filtering, conditional
formatting and column move/hide, along with
format changes that can be saved for re-use.
Given market demand for real-time mobile
analytics and Jaspersoft’s interactive report-generation capabilities, we used this tool to create
a marketing analytics application in 60 minutes.
We tried various business-intelligence features of
the software, such as dashboard creation, interactive charts and configuring mobile reports with
dynamic input controls, for example. Figures 2
and 3 offer a glimpse of some of the business
intelligence features that were created using Jaspersoft’s mobile analytics tool. So successful was
this proof of concept that we have applied what
we learned to assist a U.S. multinational conglomerate interested in incorporating mobile analytics
using interactive charts and a dashboard.
Among the key features we used to create a
solution for our customer were:
• Dynamic
parameter: Build a dynamic data
store by extracting data from various relational
and non-relational sources, and loading the
same for subsequent operations (see Figures
2 and 3).
• Interactive bar chart and tables: Interact with
report charts and tables, including on-the-fly
sorting, filtering and formatting of column
values and headers (see Figure 4 and 5).
• Data
virtualization: Integrate multiple data
sources into a single metadata view to enable
analysis and reporting across disparate
sources, without requiring ETL3 or a data
warehouse.
Looking Ahead
Mobility’s growing pervasiveness as a marketing
channel makes it more critical for organizations
to analyze in real time how they attract and reach
customers. Mobile analytics puts the brilliance and
power of data into the hands of decision makers
at the moment of need, and in more useful ways,
to derive meaning and enhance decision making.
In 2014, over 30% of the market will use smartphones as their primary mobile devices (as
shown earlier in Figure 1). Clearly, mobile activity
is spiking, regardless of an enterprise’s size,
industry, marketing spend or mobile platform
strategy. Mobile analytics can help organizations
of all shapes and sizes deliver the right information to the right audience, at the right time, and
at the right place to advance their business objectives.
Increasingly, businesses consider mobile analytics
vital to achieving cost savings and productivity
enhancements. Interactive reports help business
leaders make better decisions. Individuals who
Building a Dynamic Data Store
Figure 2
Figure 3
cognizant 20-20 insights
3

4. Interact with Report Charts and Tables
Figure 4
Figure 5
regularly use business intelligence (BI) mobile
analytics can noticeably improve their everyday
operations by incorporating state-of-the-art tools
into their assessments and reports. Intuitive
solutions enable company administrators to
bolster workplace efficiency in shorter periods of
time.
specific objectives, key performance indicators,
and the methodology and tools for assessing and
optimizing the organization’s mobile marketing
efforts. No matter how simple the application,
analytics gives stakeholders a level of insight that
their application might not achieve otherwise.
Every mobile portal and business customer
requires a different set of metrics/reports. While
analytics fundamentally provides data, it is the
reports and configurations that really drive
business value.
Mobile analytics for business intelligence allows
teams to quickly review large data sets in formats
that are easy to understand. Highly interactive
reports enable viewers to identify trends that
could help their organization gain a competitive
edge. Additionally, business intelligence mobile
analytics reports are more scalable than traditional reports, and can be integrated across multiple
departments to help decision makers more effectively evaluate comprehensive materials. The
sooner we seize this opportunity, the greater our
competitive advantage will be.
To realize the best ROI with mobile analytics,
organizations need a strategy that incorporates
As technology advances, particularly in the
software arena, so do the choices of mobile
analytics suites. However, keeping up with the
complex dynamics of technology advancement
and choosing the right candidate can seem a
daunting task. As a result, companies should be
mindful of the effects mobile analytics has on
IT processes, and have the agility to respond to
these impacts with viable solutions.
Footnotes
1
“IDC Predictions 2012: Competing for 2020.” IDC, December, 2011.
http://cdn.idc.com/research/Predictions12/Main/downloads/IDCTOP10Predictions2012.pdf.
2.
http://marketing.ai/.
3.
http://www.google.com/analytics/.
4.
http://www.jaspersoft.com/.
5.
http://en.wikipedia.org/wiki/Extract,_transform,_load.
cognizant 20-20 insights
4

5. References
• http://en.wikipedia.org/wiki/Mobile_web_analytics.
• http://www.marketingprofs.com/.
• Isson, Jean-Paul and Jesse Harriott. “Win with Advanced Business Analytics: Creating Business Value
from Your Data.” Wiley. October, 2012.
About the Authors
Giri Muthusamy is a Senior Associate within Cognizant’s Manufacturing & Logistics Business Unit focused
on Java/J2EE projects. His interests revolve around the design of enterprise applications and RDBMS
concepts. Giri holds a bachelor’s degree in mechanical engineering and is also a Microsoft SQL Server
certified professional. He can be reached at Giri.Muthusamy@cognizant.com.
Rahul Ramalingam is a Technology Specialist within Cognizant’s Manufacturing & Logistics Business Unit
focused on Java/J2EE high-level system design and application development, and building enterprise
software applications. He has an engineering degree in computer science and holds various software certifications, including IBM Rational solution designer — OOAD and TOGAF 8 Certified Enterprise Architecture
Practitioner. Rahul can be reached at Rahul.Ramalingam@cognizant.com.
About Cognizant
Cognizant (NASDAQ: CTSH) is a leading provider of information technology, consulting, and business process outsourcing services, dedicated to helping the world’s leading companies build stronger businesses. Headquartered in
Teaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction, technology innovation, deep industry
and business process expertise, and a global, collaborative workforce that embodies the future of work. With over 50
delivery centers worldwide and approximately 166,400 employees as of September 30, 2013, Cognizant is a member of
the NASDAQ-100, the S&P 500, the Forbes Global 2000, and the Fortune 500 and is ranked among the top performing
and fastest growing companies in the world. Visit us online at www.cognizant.com or follow us on Twitter: Cognizant.
World Headquarters
European Headquarters
India Operations Headquarters
500 Frank W. Burr Blvd.
Teaneck, NJ 07666 USA
Phone: +1 201 801 0233
Fax: +1 201 801 0243
Toll Free: +1 888 937 3277
Email: inquiry@cognizant.com
1 Kingdom Street
Paddington Central
London W2 6BD
Phone: +44 (0) 20 7297 7600
Fax: +44 (0) 20 7121 0102
Email: infouk@cognizant.com
#5/535, Old Mahabalipuram Road
Okkiyam Pettai, Thoraipakkam
Chennai, 600 096 India
Phone: +91 (0) 44 4209 6000
Fax: +91 (0) 44 4209 6060
Email: inquiryindia@cognizant.com
©
­­ Copyright 2013, Cognizant. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, transmitted in any form or by any
means, electronic, mechanical, photocopying, recording, or otherwise, without the express written permission from Cognizant. The information contained herein is
subject to change without notice. All other trademarks mentioned herein are the property of their respective owners.