Press
Release Summary: Bango pushes mobile analytics to a new level
providing a real picture of the value of mobile sites
Press
Release Body: Bango today unveiled new technology
designed to help website owners measure the value of mobile sites
by accurately counting unique visitors browsing their site. This
new site analysis capability in the latest release of
Bango Analytics, v3.0, complements existing campaign
analysis functionality and features enhanced image tag technology
to identify unique users.
“No
one but Bango has a mobile analytics service
that provides an accurate unique visitor count,” said
Ray Anderson, CEO of Bango. “With this new
version, we provide both site and campaign analysis in one product
– a first for the industry. Mobile website owners can now
get a real picture of the value of their mobile website.”
Results
of a recent survey of more than 550 mobile website owners, commissioned
by Bango,
showed that the “most important” data point for them
is unique visitor count. Respondents gave the following answers
to the question: “Which of the following mobile web metrics
are important to you?”
* The daily/weekly/monthly number
of unique visitors to your mobile website - 80%
* Conversion rates/effectiveness of mobile marketing - 71%
* New/repeat visitors - 58%
* Information about the handsets your visitors use - 54%
* Location - 50%
* The mobile networks used by visitors to your mobile website
- 41%
To
provide the highest levels of accuracy, Bango
provides two different techniques for capturing mobile metrics
– link tracking for campaign analysis and page tracking
for site analysis. More at http://blog.bango.com/2008/07/09/tracking-sites-and-campaigns/
The
new site analysis feature is easy to implement - one line of html
code is placed in each page to be tracked without the need to
install anything on the server. A site summary report provides
a high level view on the key metrics for a mobile website, including
unique visitor numbers so it’s easy to see how the mobile
site is performing.
Bango
Analyticsoperates as a hosted service, allowing
mobile website owners anywhere in the world to connect their sites
to the Analytics service in minutes and start getting results
free of charge for up to 100,000 page visits per month. Try it
at http://www.bango.com/analytics.
How
it’s done
Capturing an accurate picture of the number of unique visitors
is more complex on mobile than on the PC web. Cookies aren’t
reliable on mobile phones and IP addresses belong to the network
operator rather than the end user.
For
each individual that clicks on an ad or browses a site, a privacy
protected Bango User ID is created, compiled
through sophisticated WAP gateway profiling, data from browser
analysis, session information and network interactions. This unique
user ID enables Bango to distinguish between
new and repeat users and therefore quantify precisely the number
of unique visitors.