Mobile Web Analytics Platform Tracks Users Over Different Network Connections

Mobile billing and analytics firm, Bango has launched its latest version of its site tracking platform, which the firm says can now track a mobile internet user even if they switch from cellular to Wi-Fi whilst visiting the same website.

"In a challenging economy, it's more important than ever for businesses to assess how consumers are engaging with their brand on mobile and track mobile marketing campaigns to measure return on investment," said Bango CEO Ray Anderson.

"History is repeating itself," Anderson said. "Businesses have benefited from choosing products like Omniture and Coremetrics to get accurate, in-depth data of their website traffic. The same thing is happening in the mobile world with Bango delivering the quality and depth of analytics needed by mobile brands as they make critical business decisions on their mobile strategy."

Anderson called the latest version of Bango's mobile analytics service "ground breaking" because it lets businesses track unique visitors whether a mobile user connects via operator gateway, Wi-Fi or home broadband - even if users change their connection, Bango still retains the ability to track them. Bango has extended the capability of its Identifier technology so now everyone who interacts with a mobile website or mobile campaign has a privacy protected, unique user ID, no matter what type of network connection they use.

The new service also provides a greater level of granularity than other mobile analytics products by letting people see metrics by the hour. This enables marketers to understand how a mobile marketing campaign is performing in real time so any necessary adjustments can be made to ensure the campaign is a success.

Posted to the site on 22nd April 2009