Digital marketers benefit from a single console to see PC and mobile activity

Bango and Adversitement have joined forces to give digital marketers the ground breaking ability to access rich PC and mobile web metrics through one console, by combining Omniture’s SiteCatalyst and Bango Analytics.

Adversitement, an e-marketing web analytics and customer intelligence specialist and Europe’s largest authorized service partner of Omniture, is integrating Bango’s mobile analytics service alongside Omniture’s SiteCatalyst to present a complete and complimentary view for their clients. The solution enables companies with a truly digital marketing approach to maximize their return from both the PC and mobile web.

Digital marketers currently face the problem of setting up and using separate solutions for measuring their PC and mobile web activity. This is time consuming and complex with the need for in-house expertise. By bringing the two together, Adversitement offers a turnkey solution enabling clients to immediately start measuring both channels and seeing an integrated view of all activities with an ability to easily compare data.

“Providing a combined solution is a real need for our clients. We’re excited to be able to meet this by providing Bango’s best of breed mobile analytics solution and the leading analytics platform from Omniture in an easily accessible tool,” said Matthijs Keij, Business Consultant at Adversitement.

Omniture’s SiteCatalyst presents detailed web metrics to help review campaigns and website effectiveness. More recently this has expanded to include some mobile metrics which are complimented and extended by Bango’s mobile analytics solution. Bango’s technology enables individual identification of mobile visitors to provide an accurate visitor count, which can also be used by digital marketers to personalize their offering. Details such as network, country and device type are recorded to build a real picture of visitors to a mobile website, with mobile campaign analysis and conversion rate data helping to build a detailed picture of website performance and mobile marketing ROI.

“We see many companies with PC websites who are embracing mobile as a key element of their marketing strategy. These metrics sit perfectly together to standardize the use of web analytics and the analysis of campaign performance across channels. This helps to monitor integrated campaigns and provide a direct comparison of ROI and conversion rates between PC and mobile web,” said Anil Malhotra, SVP Marketing & Alliances at Bango.

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Web analytics tool for PCs helps online businesses decide the best time to go mobile

When Bango surveyed the Top 20 most trafficked PC websites* (according to Nielsen Online), they found that half of these sites did not work well on leading mobile phones - despite the fact that typically 5% of visitors to PC websites now come from mobile devices, up from 1% a year ago. The problem is that PC websites are not adapting fast enough to match mobile browsing trends and are failing to present mobile-friendly versions of their sites.

Many online businesses questioned by Bango admitted they do not know how much mobile-originated traffic is hitting their PC site. Bango’s research reveals that between 3-10% of on-line traffic to a PC website now comes from users entering web addresses on their mobile device.

Bango has responded to this significant trend by releasing a service called “Analytics for PCs”. This simple plug-in tool measures the actual number of mobile phone users hitting a PC website and provides detailed metrics of these mobile visitors including, the percentage of mobile traffic as a unique visitor count plus the country, network and device mobile users connect through. It provides the vital data needed by on-line brands to develop their mobile web strategy.

It’s not just iPhone users that are regularly accessing the internet from their phones. Researchers at IDC say that 1.3 billion people will connect to the Internet via mobile phones by end of 2008, and the vast majority of these mobile browsers are using mass market phones from Nokia, Samsung, Sony Ericsson and Motorola.

“Our figures indicate that up to 10 out of every 100 customers are now routinely entering web addresses from their phones and hitting a site designed only with PC users in mind, which results in a bad experience,” said Anil Malhotra, SVP of Marketing and Alliances at Bango. “Businesses should be asking now which handsets, countries and languages matter most to their business and developing a mobile strategy to match this.”

Some mobile network operators are routinely transcoding desktop websites to fit better on their subscriber’s phones. While this improves the formatting of PC web pages when viewed on a phone, it is no substitute for a properly designed mobile site, with thought given to relevant content, the right mobile feature set and easy mobile navigation. Made-for mobile websites generally have a simpler layout with content that’s relevant for a mobile user in the top slot on the home page.

Bango Analytics for PCs is available as part of an Early Access Program at www.bango.com/eap. The webmaster puts a line of code into the home page of the PC website and Bango starts measures unique visitors to the website from mobile devices with specific details on the users’ country, network and device. All the data is viewable from the Bango Management tools console in real-time.

* Bango surveyed the Top 20 most trafficked PC websites as published by Nielsen Online, July 2008. Tests were carried out on the Motorola V3 Razr and Nokia 6300 on AT&T in the US and Vodafone in the UK. The full results are published at blog.bango.com.

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Bango, the leading mobile analytics provider, and SiteSpect, Inc., the leading provider of mobile website optimization have teamed up to enable brands, agencies and mobile website owners to improve conversion rates, revenues and help target mobile marketing spend.

SiteSpect’s Mobile Web Optimization enables mobile website owners to test and track user behaviour across their mobile site allowing them to make continual improvements and refine text, links, layouts, images and content to produce the best conversion rates.

Bango Analytics enhances these conversion rates by measuring the success of mobile marketing activities including advertising, search and text campaigns and target marketing spend accordingly. Each campaign can be monitored so that future marketing spend can be allocated to the most successful target areas based on campaign type, country, network and handset.

“The ability to quickly determine which content has the greatest influence on a visitor’s behaviour and establish the best ways to effectively influence and persuade visitors to take the desired actions is key in maximizing the user experience and ROI,” said Kim Ann King, Chief Marketing Officer, SiteSpect. “Optimization is continual and greatly complimented by the ability to measure the most successful routes in via mobile marketing activities with tools such as Bango Analytics.”

SiteSpect’s solution works across all devices and does not rely on JavaScript or cookies to be able to track user behaviour. It’s available as a hosted ASP solution or Enterprise solution and can be up and running without having to make a single change to a mobile website.

Bango’s ability to accurately track unique visitors provides a clear picture for mobile website owners. Visitors are assigned with an individual ID and information including network, country and handset are presented along with the ability to identify repeat visitors.

Bango Analytics operates as a hosted service, allowing mobile website owners anywhere in the world to connect their sites to the Analytics service in minutes and start getting results free of charge for up to 10,000 page visits per month. Customers simply register their service online, set up their tracking links for their mobile marketing campaign and view the results in real-time within their account.

“Measuring the results of mobile marketing campaigns adds additional insight to help optimization. Piecing together the whole view is essential to enable success on the mobile web - with SiteSpect and Bango the picture becomes clear” said Beccy Asplin, Channel Marketing Manager at Bango.

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Bango billing network wins third ME award

Bango scores a hat-trick by picking up its third ME award

The international ME Awards event, which rewards creativity, innovation and those helping to drive the mobile sector, attracted nearly 400 delegates from over 120 companies in media, technology and entertainment from around the world. This year’s event was sponsored by Nokia, Sega and Glu Mobile, amongst others.

“The competition in the Best Transaction Provider category included other long-standing players in the business such as Ericsson, mBlox , so we are pleased to have been selected as the best in the business again this year by a judging panel of content providers and other industry peers,” said Elaine Davies, VP Customer Services who accepted the award on behalf of Bango.

“We are equally pleased to see so many Bango customers win awards,” continued Davies. “This group of winning companies - which includes Quickplay, Sky, SonyBMG and EA Games - is fuelling consumer interest in mobile web content and Bango is committed to their continued success through our leadership in mobile payments and analytics.”

The Bango billing network enables content businesses of all sizes to collect payment for their content from mobile phone users around the world. People from over 150 countries buy content using the Bango platform by paying on their phone bill, using a credit/debit card or their PayPal account.

The Bango billing network includes direct integration with over 50 operators including the US mobile operators Sprint, AT&T Mobility and Virgin Mobile so that 130 million people in the US can now pay on their phone bills. According to Bango statistics, the largest market for mobile content is the UK, closely followed by the US which is the fastest growing mobile web market. Other countries with growing appetites for mobile content include South Africa, Spain, Sweden and Portugal.

“The mobile content market has had another blistering year, turbo-charged by a collective drive to take mobile rich media into the mainstream,” said Tim Green, executive editor of Mobile Entertainment magazine. “We’re delighted that nearly 400 execs came together last night to help us celebrate the industry’s amazing progress. Congratulations to all the winners.”

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New practical ‘how to’ white paper authored by mobile guru, Peggy Anne Salz of MSearchGroove.com

At ad:tech London, Bango today published a practical, ‘how to’ white paper on mobile advertising for agencies and digital marketers who want to move into mobile but need some help. The “Mobile advertising for newbies” white paper provides hints and tips on running mobile advertising campaigns and analyzes the approach and results of three real campaigns.

The white paper is available as a free download at http://www.bango.com/whitepaper and is written by mobile guru Peggy Anne Salz who is chief analyst and publisher of MSearchGroove.com.

“We want to dispel the myth that mobile advertising is hard and complex,” said Andy Bovingdon, VP Product Marketing at Bango. “While it does require some knowledge and expertise, this white paper is designed to guide readers through their first steps into mobile advertising. Author Peggy Anne Salz expertly shows us what’s involved in setting up campaigns and how easy and important it is to analyze results with a mobile analytics tool.”

To give marketers the inside track on how an actual campaign works, Bango created a small-scale mobile site called Mobislim (mobislim.wap.com) which is a light-hearted look at slimming diets. Marketers can also visit the accompanying Mobislim blog (mobislim.wordpress.com) to see the three campaigns cited in the white paper. As the white paper is just the beginning of an ongoing investigation into mobile advertising, details of further ad campaigns will be detailed on the Mobislim blog and it’s here that people can feedback their own experiences.

“It has been said recently that the size of the mobile advertising market will likely underwhelm us in the near-term and overwhelm us in the mid to long-term,” said Peggy Anne Salz of MSearchGroove.com. “The market is clearly poised for significant growth, but only if the long tail of advertisers and publishers can get on board. They need a roadmap and this is why it’s critical to have a ‘how-to’ white paper at this juncture.”

Marketers can try out their own mobile advertising campaigns, directing traffic to the Mobislim mobile site if they don’t have one of their own. With a free Bango mobile analytics account (http://bango.com/products/analytics/default.aspx) they will be able to measure how the different campaigns perform, see the number of unique visitors and where the traffic is coming from plus calculate the conversion rates for all their campaigns.

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