Unique ID technology provides essential understanding of mobile visitors to enhance marketing effectiveness
Bango today launched Bango Mobile Analytics, a new product that delivers mobile focused web stats essential to understanding how people interact with mobile websites and which marketing campaigns are most effective. Bango Analytics helps mobile site owners engage with their audience more effectively by providing information about who their visitors are, where they come from and what they do.
Gartner (IT) forecasts $11 billion in global revenue from mobile advertising by 2011, up from less than $1 billion a year in 2007. But it’s a widely held view within advertising agencies that the inability to measure the effectiveness of mobile marketing is holding back investment.
“As the mobile marketing and advertising ecosystem continues to grow it will only become even more important for brands to have as much visibility as possible when evaluating the effectiveness of campaigns. A globally enabled product that makes mobile measurement easier for brands can only be a positive thing for the industry.”
– Daniel Rosen, Head of AKQA Mobile
Bango Mobile Analytics solves this problem by providing hard data, free from any vendor allegiance, of campaign results across different search marketing and advertising channels. 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 use it free of charge. Try it at www.bango.com/analytics.
Bango profiles millions of users browsing the mobile web across hundreds of networks world-wide. Using its unique identification technology, Bango Analytics records and presents detailed information on the overall patterns of traffic visiting a mobile site, right down to the behaviour of individual users without revealing any personal data.
“It’s not enough simply to measure how many visits you get to your mobile site; you need a deeper understanding of what those visitors are doing,” said Ray Anderson, CEO of Bango. “Bango Analytics adds greater insight and clarity not available until now, providing an independent statement of mobile website activity and campaign value across different marketing channels.”
Bango Analytics overcomes the limitations of traditional web analytics by capturing mobile specific data about website visitors. This data includes the users’ country, network and handset, whether they have visited before and, for example, if the last ten visits were from one individual or ten new visitors.
Bango collects data unique to mobile because of its close connection with mobile networks around the world. It has developed a persistent, reliable and unique user ID system – the digital fingerprint – which is invaluable in tracking visitors.
Bango also makes it easy to add tags into the mobile site to identify traffic from advertising campaigns and search keywords. The data can be exported by the site owner and analyzed to determine the return on investment from each campaign.
Bango Analytics provides answers to the following questions:
- How many unique visitors did I have to my mobile site today?
- What phones are they using?
- What networks in which countries do my visitors use?
- Which content was the most popular?
- Which search term gives the best results?
- What’s my total return on investment from a marketing campaign?
“Our research has shown that Google AdWords conversion tracking on mobile is flawed and gives advertisers inaccurate results for any Mobile AdWords campaigns,” said Farhad Divecha, Managing Director of AccuraCast, a leading mobile search marketing agency.
“Mobile needs a better, more innovative way to provide accurate conversion tracking for mobile ads, and Bango Analytics promises to do just that by understanding how the mobile user connects to the internet. Google seems to approach the problem the lazy way by simply porting a wired solution onto a whole new platform, whereas Bango uses the personalization and localization offered by a mobile device to provide a richer advertiser experience.”
Bango Analytics is available for free for up to 10,000 page hits per month to enable anyone to see who is interacting with their site and where from. After that there is a low monthly charge depending on activity levels. Anyone who purchases Bango’s payment products so they can charge users world-wide and on any network for digital content, receive full Bango Analytics capabilities at no additional cost with the added bonus of seeing the conversion rates for those who browse into a site and then go onto buy content.