ADOTAS – Today at the Mobile Marketing Association (MMA) Forum in New York, digital marketing optimization and analytics provider Webtrends and enterprise tag management company Ensighten together announced they’d partnered to offer real-time mobile analytics tag management tools for iOS and Android — which, taken altogether, the two companies say is an industry first.
The solution’s been announced as a simple drag-and-drop function, through which marketers could drop in one line of code to make an adjustment to an ad network, web analytics or social sharing app, which is promising, considering how the complexities of tag management often seem foreign and confounding to people who don’t often find themselves waist-deep in data. It’s been pitched as way for marketers themselves to update analytics tags in mobile apps without needing to seek approval from the app store or to wait for consumers to update their apps, and as allowing those changes to take instantly across the whole set of users who have installed the app. A statement from the two companies cited Enlighten’s existing goals of making tagging easier and more customizable for marketers, and it described Webtrends’ user interface as “infographic-style,” saying it allows insights into multiple mobile channels and the ability to compare reporting metrics and key performance indicators in a drop-down menu. By partnering, the statement said, the companies hope to offer optimized ad serving and reporting, simplified means of adjusting privacy features or opting out, tagging and tracking for mobile video and “other custom reporting solutions.”