Brands not employing mobile analytics are missing out: Bango

By Giselle Tsirulnik

January 21, 2010

Analyze this

According to Bango Inc., 83 percent of brands do not use mobile-specific analytic tools, leading to inaccurate data on campaign performance.

Of those that do implement some form of campaign analytics, only 17 percent said they have used a service designed to specifically measure mobile user behavior accurately and consistently. Also, 27 percent admit to not implementing any analytics in their mobile campaigns.

“The key finding is that brands are implementing mobile campaigns without accurately measuring their performance,” said Vanessa Daly, Cambridge, England-based marketing communications manager for Bango. “Many are in the dark about the true value of their mobile marketing investment.

“By using the wrong analytics tools and assuming that PC analytics would work on mobile, marketers are missing key and vital information about their customers, with mobile traffic often being either over counted or undercounted or in the case of WiFi traffic, completely missed, leading to marketing investment being wasted,” she said.

Bango surveyed over 100 participants in a webinar run in late 2009, including brands, agencies and specialist mobile providers.

Bango Analytics helps account for mobile traffic

Bango is a mobile Internet company specializing in mobile billing and independent real-time mobile analytics.

More than 90 percent of brands surveyed said they will increase their mobile advertising investment in 2010.

Global spending on mobile advertising in 2009 was $500 million, according to Juniper Research.

Ads clicking with audience?

Twenty percent of mobile consumers are using the mobile Internet regularly and if they have a smartphone, this number increases to 85 percent.

According to Nielsen Mobile, more than half—55 percent—of all consumers who bought a mobile phone within the second half of 2009 bought a smartphone or broadband-capable device.

With mobile advertising now an integral part of many brands digital marketing strategy, knowing what happens after the user clicks is essential.

“To get the true value of their mobile marketing campaigns and ensure they start to build customer engagement, mobile marketers firstly need to start implementing analytics on their campaigns but more importantly they need to use a mobile specific tool that guarantees the delivery of accurate and independent data,” Ms. Daly said.

“As an analogy it's like trying to lose some weight and use inaccurate scales, when you next weigh yourself you might think you've lost a few pounds and start overeating again,” she said.

“In the same way mobile marketers need the right analytics tools, only this way will they be able to make informed mobile marketing decisions.”

Comments on "Brands not employing mobile analytics are missing out: Bango"

1. Luke Janssen says:

   January 21, 2010 at 8:48am

   Brands are missing out by not using mobile specific analytics tools? Says who? hmmm. a company who sell mobile analytics tools! :)...
   
   I do agree, it just sounded like Toys R us saying 'research shows parents aren't buying their children enough toys!'