Analytics on Mobile

The folks at Mobile Strategy blog have elaborated a comprehensive list of mobile analytics providers.  One of their readers, asked the following questions regarding each of the providers.

These are our answers to Barbara Ballard about Bango Mobile Analytics and a starting point for the task Mobile Strategy blog is undertaking! Hope this helps to clarify and if you have any more questions, don’t hesitate to contact us or visit bango.com /analytics.

1. Platforms (web, app, which app platforms): Web focused but also widely used by many mobile applications across all major platforms.

2. Mobile-only or cross-platform (are users tracked, or just mobile users?): Cross platform. Bango accurately tracks unique individuals independent of device, browser or network connection.

3. Approximate cost (free|$20-100/month|$100-$500/month|$500+/month) From US $49 per month for 100.000 page views. Additional traffic capacity can be added online. Enterprise solutions for high volumes are available.

4. Whole site, or limited number of pages on the site? Bango lets you track every single page on your site. All you need to do is add a simple line of HTML code to pages you wish to track – we recommend tracking campaign landing pages, home, home pages, key decision points and goals such as download pages and forms.

5. Advertising focus? (how well does a landing page do? Who are referers?): Tracking code on landing pages record referrers, search terms and query string, including 6 Bango campaign variables allowing simple definition of campaign, source, type, medium, term and owner. It also automatically records the campaign variables defined by Google AdWords or AdMob. This information can be passed on through the site for additional ad focus. Bango also supports the ability to track clicks on links via redirection. This allows advertising clicks to be tracked when you do not have the ability to add tracking code to the landing page. It is also ideal for tracking clicks to partner sites or into client applications such as an App Store.

6. Design optimization focus? (click path analysis? A|B testing? ) Bango Analytics focuses on data accuracy through precise visitor identification. There are too many measurement tools that deliver pretty graphs based on data containing massive margins for error. This is not acceptable for supporting rapid growth in mobile marketing. Bango uses a new method of visitor identification that leverages direct handset authentication via operators and other mobile partners in addition to all the standard IP, user agent and cookie methods commonly used. This allows unprecidented levels of accuracy to build a more confident picture of the benefits of mobile marketing. It is also possible to obtain the Bango User ID in real-time for site personalization, allowing you to provide visitors with relevant, compelling content.

7. Using 1-pixel method? 7a. Using more sophisticated 1-pixel method, TBD? Bango uses a 1-pixel method of tracking that is extended to record query strings, referrer, search engines, keywords and common campaign parameters. It also links with the Bango Identifier technology to assign a persistent unique visitor ID to track with greatly improved accuracy.

8. Using Javascript method? JavaScript should not be used for general mobile use. It can break sites on a wide range of mass market devices and impact consumer experience.

9. Using server-hit method? Bango does not use server log data as it does not provide as rich information.

10. Tracking individual phone numbers? Bango uses a range of public information and exclusive private data supplied by trusted mobile partners to achieve unprecedented accuracy. Identification takes place the first time Bango sees a new visitor, this could be when they make a payment, land on a web page containing Bango page tracking, or are redirected through a Bango server as part of the Bango Identifier process or Bango Link Tracking. Future visits return the same unique user ID. The Bango system uses a range of information to determine accurate customer identification, including:

• Authenticated identity provided by operators and other mobile partners. This is provided direct to Bango through secure connections. This delivers unprecedented identification accuracy for the most reliable results.
• Public information supplied in the headers
• Handset specific attributes (including screen details and language settings)
• Operator identity (including MVNO)
• Network IP address
• Cookies where available.
• Previous history with Bango (payment and browsing)
• The Bango User ID is persistent across sessions and network connections and works on all devices, making it more reliable than cookies. Mobile phone numbers are rarely provided especially on non-operator connections such as WiFi – this makes them unreliable as a means of persistent identification.

11. Using cookie method? Cookies can be used on the very latest devices providing the network connection does not block them – eg transcoders or certain operator gateway behaviour. Cookies alone do not provide a good level of accuracy for visitor identification.

12. If app, how often does it check in with server? What if no connection? Does it slow down app? Bango only provides in app analytics for live, connected applications at this time. There is no impact on app performance using Bango Analytics.