Today, Bango announced the launching of Bango Analytics, a product that delivers web statistics focused on mobile action which gives invaluable insight to how users interact with mobile sites and which campaigns are most effective.
Bango Analytics provides more in-depth information about who users are, where they come from and what they do. This information allows sites to properly engaged potential users.
Gartner predicts that $11 billion will be made in revenue worldwide from mobile advertising by 2011. This is significantly higher than the just under $1 billion a year in 2007. But up until this point, many marketing firms have not taken the plunge into mobile advertising for the sheer inability to measure the effectiveness of a campaign prior to this point. This has not only withheld ad budgets from being spent on mobile, but also withheld a potentially high ROI from those afraid to invest.
Daniel Rosen, Head of AKQA Mobile stated “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.”
This service provides hard data that is free from any vendor allegiance, of a campaign’s results across different search marketing and advertising channels. It operates as a hosted service, allowing mobile site owners to connect sites to the Analytics service free of charge.
Ray Anderson, CEO of Bango said “It’s not enough simply to measure how many visits you get to you mobile site; you need a deeper understanding of what those visitors are doing. 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 captures mobile specific data about site visitors, creating higher relevancy. This data includes the users’ network and handset, country, and whether they have visited the site before.
The service also makes it easy to add tags into the mobile site to identify traffic from advertising campaigns and search keywords. The service is free up to 10,000 page hits a month.
“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.”