A recent report by Forrester Research Inc contains an interesting customer online survey of desktop web analytics solutions. It reveals that the industries primary consideration when selecting a web analytics solution is accuracy of information. This is not really a surprise given the current inaccuracy and uncertainty of visitor identification in PC web analytics based on their reliance on cookies. PC web analytics companies tend to play down these data discrepancies offering simple margins for error and distract brands with free products and ever prettier graphics. But accuracy of information is the crucial foundation required to make dependable business decisions, and the true magnitude of information inaccuracy in PC web analytics often remains unknown.
Accuracy of information ranks top!
Mobile is different. To start with a consumer’s phone is individually identifiable – there are EMEI numbers on the handset as well as the mobile phone number (MSISDN), operator sub number and mobile identification number (MIN). Bango Analytics is the only mobile web analytics solution to clearly differentiate itself from legacy PC web analytics solutions and inferior mobile solutions by leveraging a number of these mobile identification methods in addition to traditional forms of identification such as cookies and IP addresses. This can only be achieved through secure and trusted partnerships with operators and handset manufacturers.
Precise visitor identification facilitates a dramatic step change in accuracy across all information. Once you can reliably and persistently identify individuals you have the foundation on which to gather and analyse accurate information – data about your marketing campaigns, page views, visits, time on site, depth of visits and goal conversions all becomes much more dependable. Bango Analytics also extends this accuracy across multiple sessions from any mobile phone connecting via an operator network or Wifi hotspot.
Bryson Meunier, an Associate Director of SEO at Resolution Media, an Omnicom Media Group Company, discovered this first hand. He compared Bango Analytics with Google Analytics to measure mobile visitors to a PC website and discovered that “Google Analytics only tracked 12% of the pageviews caught by Bango”. On his blog (http://www.brysonmeunier.com/mobile-analytics-with-google-analytics) he concluded that “the only accurate method for tracking mobile users is to install mobile analytics”.
It is easy to see the benefits of a good mobile web analytics solution for yourself. Simply grab a trial Bango Analytics account and implement page tracking on your home page or campaign landing page. Give it a week and compare the new numbers against your existing PC web analytics results.
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