Bango launches new version of analytics
May 6, 2009
Anil Malhotra is senior vice president of marketing and alliances at Bango
Bango recently made some enhancements to its mobile analytics service, Bango Analytics v4, providing mobile site owners with accurate mobile analytics in real-time.
Importantly, it provides the same degree of accuracy regardless of connection. This is important because it isn't unusual for smartphone users to swap between WiFi and operator networks as they move between home and the office.
"It is quite a revelation when companies find out that their mobile specific sites are performing better than their regular sites," said Anil Malhotra, senior vice president of marketing and alliances at Bango.
In a challenging economy, it's more important than ever for businesses to assess how consumers are engaging with their brand on mobile and track mobile marketing campaigns to measure return on investment.
The new version of Bango's analytics lets businesses track unique visitors whether a mobile user connects via operator gateway, WiFi or home broadband -- even if users change their connection, Bango still retains the ability to track them.
Bango has extended the capability of its Identifier technology so now everyone who interacts with a mobile website or mobile campaign has privacy protected, unique user ID, no matter what type of network connection they use.
The company claims its analytics service provides a greater level of granularity than other mobile analytics products by letting people see metrics by the hour.
This enables marketers to understand how a mobile marketing campaign is performing in real time so any necessary adjustments can be made to ensure the campaign is a success.
Bango's analytics also offers new, advanced filtering and sorting that enables precise segmentation of mobile data, so it's quick to get to the results needed on a case by case basis.
Live data is used to provide greater accuracy, rather than pre-cached reports which throw away the original raw information.
"There' a growing number of users who access sites from their mobile devices," Mr. Malhotra said. "Mobile is becoming the mainstream Web experience."