Preparing an organisation’s ability to measure, optimise and monetise your mobile marketing efforts can be quite a challenge. In this paper, we will start to understand all of the business and technical puzzle pieces needed to begin to tell a mobile marketing story, and then dive into the types of analytics data you will need to bring the story to life. We will cover the artefacts and resources needed to tell a mobile marketing story, and touch on issues that might need to be addressed in order to collect data and convey findings, such as technology selections and privacy/regulatory considerations. The end result will be a checklist to get you on the way to orchestrating mobile analytics and enabling analysis and insight generation.