Analytics on Mobile

Coremetrics is the latest traditional web analytics tool to offer mobile analytics capability – Omniture and NedStat already provide some mobile metrics to help marketers understand how their customers are interacting with their brand over this channel. So what are they offering and do they provide much needed metrics for the mobile channel?

The Coremetrics 2009 platform allows marketers to “see” the types of phones used to view mobile sites, screen sizes and how mobile consumers are landing on certain pages. As well, marketers can determine how long consumers are staying on-site – this helps to determine how engaged users are with certain mobile content and ads.

This is similar to Omniture’s mobile offering. In a partnership with dotMobi and its DeviceAtlas database, Omniture’s SiteCatalyst communicates with an extensive library of device profiles to accurately identify the mobile device accessing a Web page. This determines what video, audio, and text can be displayed, thereby giving marketers insight into what customers are using most frequently.

Both of these solutions are missing vital information on how their sites are performing.  How many unique visitors did they have?  Which mobile marketing campaigns performed best?   While, the unique visitor count may be easy to determine for iPhones and BlackBerry devices, it’s much harder for the majority of mobile devices. 

To overcome the problems inherent in mobile devices - they often don’t store cookies, run JavaScript or have an IP address for each device – Bango’s mobile analytics creates unique user ID. For each individual that clicks on an ad or browses a site, Bango creates a privacy protected User ID, compiled through sophisticated WAP gateway profiling, data from browser analysis, session information and relationships with mobile operators. This unique user ID enables Bango to distinguish between new and repeat users and therefore quantify precisely the number of unique visitors.

Unique visitor number is critical if you want to understand the value of your website and your marketing campaigns.  This is just as true on the mobile web as it is on the PC web!

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