Mobile is complex and will continue to be for a long time to come. Marketers need to learn to rely on the one thing that has been the foundation of all good campaigns—customer observation. The multitude of customer preferences, differences in behavior and device capability, mixed with contextual variety, means we can't treat mobile Web visitors as a single, homogenous group. Ignoring the mobile visitor information that's now available will ultimately cost brands customers. We shouldn't let complexity overawe us; especially with such powerful data at our fingertips. Embrace mobile analytics and embrace the future of mobile marketing.