Marketers in India appreciate the importance of mobile but a significant number of respondents lamented the lack of reliable performance metrics as as per the joint research conducted by Warc and the Mobile Marketing Association. A qualitative analysis of comments from those surveyed suggested that a lack of marketer education was also a hindrance, with concerns ranging from a lack of technical understanding to a dearth of proven methods for delivering effective campaigns. Respondents held up Hindustan Unilever as the most innovative brand in mobile, describing it as "risk-taking" and having "inspiring creative".  To review key figures and learnings  download State of the Industry 2015: Mobile Marketing in India.