Good common sense and inspiration in the article By Jeff Bullas. He has so much knowledge and experience to share. I thought i would add some of our experience but there really is not much to add. Its a pretty complete summary.
As they say “the devil is in the details” and implementing all the campaigns and setting up measurement systems can be daunting.
Related Issues & Usefull Tools
I think, a good complement to Jeffs article would be to look at these issues re: systems and process, especial the tools you need to to measure success and how to get the most out of them. Perhaps Jeff has already done that. If not I’ll see what is available and lend a hand at crafting something useful.
There are great analytic tools coming onto he market but Google Analytics is still a top contender simply because they have the best grasp on what is actually happening.
Tracking Mobile Metrics
Of course it gets more complicated when you have to consider both mobile and desktop and that is where some of the most vital discoveries can be made. Using analytics you can see what is working on mobile vs desktop and use those metric to tweak and optimize your Responsive Web Design (RWD) and/or apps.
We have a webinar on using analytics for monitoring mobile and doing just that. It is part of our mobile-checklist. You can see the video below. Hope it helps.
To your Success!
PS>> The video on analytics starts at 3.10, I suggest you skip my intro and dive right in with Kathy as she shows what insights, tracking and measurements she sets up.