Analytics on Mobile

Mobile analytics is all about getting a detailed view of visitors interacting with a mobile site. Of the businesses we speak to, knowing which countries their visitors came from has helped them determine where their market is and which countries they should target their mobile marketing. For example, if you are getting lots of visitors from South Africa, why not send these visitors to a site optimized and localized to meet their needs.

Data from Bango clearly shows that when a marketing offer is closely aligned to the needs of a particular consumer profile, click-through and conversion rates increase, often doubling. Using Bango’s Mobile Analytics mobile site owners can determine the characteristics of those most receptive to their marketing message. This information is then used to focus marketing campaigns on the right countries and networks which return the highest conversion rates.

Businesses need to be able to target their marketing dollars at the network level as different operators in the same country can also have quite different consumer profiles. For example, a visitor who’s identified as a Sprint subscriber might actually be a subscriber to Boost which is an MVNO on Sprint but caters to a completely different demographic.

See which are the top countries for mobile web use as measured by Bango in July 2008. Does your site match onto this country split? Are you seeing more users from developing markets such as India and China? It’s only by using a mobile analytics tool can you find out.

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