Analytics on Mobile

The new mobile FT.com launched last week has raised the bar when it comes to personalization on mobile.

Now users can customize what they see on their mobile device (Market Data etc) and then get to what interests them most when they return, without having to log in.

This is the first time that a publisher has offered such advanced personalization capabilities on mobile. While you can offer this functionality on the web using cookies, it’s much harder to do on mobile. That’s because most phones don’t store cookies and those that do, will often delete them when the phone is turned off or the browser session ends.

The FT uses the Bango mobile analytics service and in particular the Identifier to store the user’s preferences against their FT profile.

The User ID is the mobile version of a cookie but is specifically designed for mobile browsers with a persistent identity on all mobile devices and across multiple user sessions.

For more info on what the FT mobile service, there’s an excellent article on this by Mobile Marketer – Relaunched Financial Times mobile site identifies user profiles

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