Quattro Wireless, a mobile ad network, and Mobext, the mobile marketing arm of Havas Digital, have formed a partnership focused on mobile analytics.

Analytics in the mobile space are still immature and this partnership aims to bring more sophisticated analytic tools to help brands understand better what mobile contributes to their overall campaigns. This partnership expands on Quattro Wireless' and Mobext's joint initiatives for clients including Amtrak, Kmart, Choice Hotels, Volvo and McDonald's.

"At present time, mobile analytics is lacking. By being able to incorporate mobile data into our data warehouse and overlay with online data (where we get data dump from DoubleClick on daily basis), we can gain further insights from both channels to see the interplay between the two. From there the insights may guide us as far as day-parting, frequency capping, etcetera," said Phuc Truong, managing director at U.S. Mobext.

"In general the biggest obstacles for mobile media is the tracking and analytics. If we can address that then even more money can flow into the channel," he said.

As part of the agreement, Mobext will incorporate mobile campaign data into Artemis, the Media Contacts master data warehouse so that clients can link online and mobile campaign results.

Artemis is a proprietary marketing decision support system that, unlike some of the less sophisticated reports advertisers may receive from ad servers, provides detailed reporting right down to the user level.

While personally-identifiable information is not stored, tracking at this level provides greater insight and return on investment.

The agency has found that clients are eager to integrate mobile into their overall digital media strategies, both to compare relevant metrics like click rates and engagement rates and to understand how the unique behaviors of the mobile consumer can improve overall campaign results.

"The initiative is unique because within our Artemis tool -- it gives user level data, customized reporting and post campaign analytics for online campaigns," Mr. Truong said. "We can incorporate other data sets (not only mobile but others as well).

"If you follow the premise that mobile is a channel -- one best used when integrated within other channels -- then merging the data from the other channels with mobile will yield incredible insights for our clients; some data may further yield how people consume different media specifically for our clients," he said.