mobile analytics

Real-Time Mobile Analytics

Figuring out if you have significant mobile traffic isn't easy and you are probably like 99% of other website owners, who at this point don't really care what the mobile web users are doing. Well...now there is a solution to this problem: Percentmobile.com

Percent Mobile allows you to measure and analyze the percentage of mobile phone traffic to your website in real-time. Check it out

1811 Different Mobile Handsets Surfing The Mobile Web

The USA has knocked the UK off the top slot for mobile web browsing with 29% of the worldwide traffic, according to data released today by Bango. “With 245 million subscribers, it was only a matter of time before the US became the number 1 country in the world for mobile web browsing,” said Anil Malhotra, SVP of Marketing at Bango. “When it comes to payments though, the US is accelerating faster than any other country and now accounts for 57% of payments worldwide.”

The publicity behind the Apple iPhone has encouraged more people to browse the mobile web in countries such as the US and UK. But this increase in mobile browsing has taken businesses by surprise as many don’t have mobile websites.

“Many people simply have no idea that they have visitors from mobile devices accessing their PC website - these mobile visitors are simply invisible to them,” continued Malhotra. “Part of the problem is lack of awareness and to help, we have created a short video at www.bango.com/mobiletracking which explains how you can get a good grasp of how much mobile traffic you have.”

The February Bango statistics identified mobile web browsers from a total of 208 different countries and using 1,811 different handsets. View a sample of the mobile traffic going through the Bango system at http://bango.com/live/

The statistics also show that while some countries such as India and Indonesia have a good appetite for browsing on their mobiles, it doesn’t always convert into purchases. In fact, only five countries in the Top 10 browsing chart are also in the Top 10 payments chart – USA, UK, Portugal, South Africa and Spain.

No matter how high the browsing rate, it is only converted into a high purchase rate where people have a good disposable income and can pay for content on their phone bills. In regions such as India, South Africa, Indonesia and Egypt the driver for mobile browsing is a lack of fixed-line broadband and PCs for accessing the internet which means that the mobile device is the only way people can get onto the internet.

How Analytics Drives Mobile Marketing Success

Pretty much under radar lately mobile device consumption has worldwide trumped both TV and PCs combined. Currently most brands are just experimenting with mobile marketing and mobile analytics in order to find a breakthrough campaign. 

That's why R/GA invited a the top mobile analytics brands to New York. Participants are from Microsoft, Bango, R/GA and Beyond Interaction.

Here the full event info:

When: Thursday, January 29, 2009

Where: R/GA, 350 West 39th Street (Cross Street: 9th Avenue), New York City

Time: 6:00pm-9:00pm
Presentation starts promptly at 7pm

Participants: Steve Siegel, Senior Account Executive, Mobile, Microsoft
Adam Kerr, VP North America, Bango
Debra Bluman, Partner, Communications Planning Director, Beyond Interaction
Richard Ting, ECD & VP, Mobile & Emerging Platforms, R/GA
Luane Kohnke, SVP, Managing Director—Analytics & Accountability, R/GA
Dave Edwards, Group Account Director, R/GA

RSVP: rsvp@rga.com

SEO via Powerpoint

Today I finally got the results of my Mobile Analytics presentation at Emetrics. A good 4.1 out of 5. Not bad for a first time presenter. A pretty good place in the midfield. However, I am quite competitive and a 4.5 would have been better, especially that I put a ton of effort in the Powerpoint.

Anyways...at least one website recognized the effort that I put in: A Homepage No.1 Spot under the Featured PPTs on Slideshare! Thanks for that. You guys in SF and Delhi are awesome!

Mobile Analytics with Google Analytics

Mobile Analytics is still a fairly new field and interesting ideas about measuring mobile traffic come up. Google Analytics is certainly not the best way to capture mobile traffic, however Allaedin Ezzedin over at e-nor.com posted some interesting thoughts about how to set up Google Analytics with the Filter manager. Here's how it works: 1. Create a data filter to include only traffic from mobile devices. 2. Create a profile and include the filter created in the first step. 3. View data.

Full post with screenshots here.

Interview Bango Mobile Analytics

If you have any interest in Mobile Analytics and want to know more about one of the leading solutions, check out the interview with Andy Bovingdon, VP Product Marketing at Bango below: 1. Who founded Bango and how long does it exist?

Bango was founded by two internet entrepreneurs - Ray Anderson and Anil Malhotra.  Both independently realized that the arrival of the internet on mobile devices would create some important business opportunities and one night, over a beer, discovered that they both had the same idea.  Having worked with each other in a previous company, IXI, they decided to launch another business venture together.  The company was founded in 1999 so this time next year, Bango will be celebrating its 10th birthday.  Back then, mobile phones were rudimentary compared to their modern day equivalents - small black and white screens, no built-in camera, no fast 3G networks,  they couldn't even play polyphonic ringtones.

2, What are the main products, that the Bango team developed?

'Bango has developed products in 3 areas to overcome problems that businesses, brands and content providers faced as they tried to capitalize on the emergence of the mobile internet.  First, how do you make it easy for people to access a web page on the phone when you don't have a keyboard to enter the URL?  Bango developed Bango numbers which take you straight to the web address, Txt and Web Triggers and more recently the "Get on my mobile" Bango Button for PC web pages.  More at http://bango.com/tour/traffic/promote.aspx

Second, how do you make money once people are at your mobile site?  Bango has pioneered WAP billing, as a replacement for Premium SMS to create a more consumer friendly payment experience where payment is integrated into the mobile web session.  You browse a site, click to pay and then download the content or access the service all in one seamless flow.  No need to exit a web session to send a text to pay for content and then go back to the web session to pick it up.  The mobile operators advocate this approach as they get fewer support headaches from customers who've paid but never got their content.

At the backend, Bango integrates with operator's own billing systems, provides credit/debit card payment where on-phone billing is not possible and also supports PayPal payments.  Today, users from over 150 countries using Bango to pay for content and so far 20 million people have paid for content using Bango.  More at http://bango.com/products/payment/default.aspx

Thirdly, how do you measure success for your mobile site - initially this was how much money did I earn and what were my conversion rates?   Soon our customers were demanding more analytics so over the years more and more metrics were added into the payment prducts - country, network, device etc.  At the end of 2007, we realized that more people wanted analytics than payment products so we needed to spin this off into a different product.

3. When did you launch your Mobile Analytics system and how much does it cost

Bango Analytics was launched in February 2008. Prior to this we had launced an analytics solution called Bango Vision in early 2007 but the market was not ready at that stage. This did allow us to get a better understanding for what was important in mobile analytics.

Anyone can start using Bango Analytics for free - this lets you easily analyze your last 100,000 page views or campaign clicks. We then provide upgrades. Our Medium product as the name suggests is designed for medium mobile sites. It costs $49 (€39, £29) and lets you analyze the last 500,000 page views or campaign clicks. Large costs $499 (€399, £299) and lets you analyze the last 5 million page views or campaign clicks. We also provide corporate solutions for the biggest of companies on request.

Paid for packages get added benefit of being able to export data, access to APIs, unlimited tracking of mobile ads or search terms.  More at http://bango.com/products/analytics/chooser.aspx

4. What are the key features of Mobile Analytics and how does it distinguish itself from competitors?

Bango uses real data and removes much of the guesswork and estimation traditionally seen with mobile analytics. For example, not only do we identify Mobile Network Operators, we also accurately separate them from Mobile Virtual Network Operators using the same network – Sprint has 27 MVNOs now, each with very different user demographics.

Naturally we deliver all the usual mobile metrics you'd expect, like handset and geo-location by country, but the primary reason companies are choosing Bango for measurement is our ability to accurately count of the number of unique visitors viewing a mobile site or responding to mobile marketing campaigns.  Our payment heritage enables us to do this because we need to uniquely identify people as part of the payment process.  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 User ID enables Bango to distinguish between new and repeat users and therefore quantify precisely the number of unique visitors.  This unique feature sets us apart from the rest and gives site owners a handle on the true value of their mobile site.

5. What exactly does Bango Mobile Analytics track?

Bango provides two different techniques for capturing mobile metrics – link tracking for campaign analysis and page tracking for site analysis.

Page Tracking identifies and records each unique visitor that navigates your site. All you need to do is add a very simple line of HTML code to each page you wish to track, especially landing pages, home pages and goals, such as download pages and forms. Page tracking records page views using a familiar image tag technology that has been enhanced with Bango unique user identification capabilities.

Campaign Tracking gives you the most accurate record of consumers interacting with your banner ads, search terms and other mobile marketing campaigns. You simply register your landing page and we give you tracking URLs to use in your campaign. Campaign tracking uses URL redirection, the same approach used by many ad-tracking companies. It uses the same visitor fingerprinting algorithm to identify unique visitors and can additionally pass back the user identification, country, operator and handset to your landing page, allowing the site to be personalized for each unique visitor.   More at http://blog.bango.com/2008/07/09/tracking-sites-and-campaigns/

Bango also provides promotional tools for people wishing to do text campaigns or drive traffic from their desktop website to their mobile site. We provide the tools to do this and naturally record the results within Bango Analytics.

Finally, since we provide mobile payment products (WAP billing), we also record transactional details within Bango Analytics allowing brands to track initial customer acquisition through site navigation to goals such as payments and downloads – across multiple visits. 6. Is it possible to track campaigns from companies such as Google Mobile Adwords, Admob? If so which other traffic engines / search engines do you you support?

Definitley, Bango Analytics lets you track campaigns on any network - Goole Mobile AdWords, Admob, Decktrade and on from any search engines. Bango Analytics lets you accurately track unique visitors responding to all types of mobile marketing campaigns, providing the precise measurement and insight needed to optimize campaigns and maximize ROI. Because we don't deliver search or advertising, there's no conflicts of interest. Many mobile site owners use our tools to get a third party view across their advertising suppliers.  We do partner with ad networks who want to offer analytics to their customers as a standard part of their solution and so far have announced Millennial Media and Admoda as partners for this.

7. I saw that you offer an API. What exactly does the API offer to developers and who can use it? Also it would be interesting to hear if you offer a white label solution for mobile web development companies

Bango offers many APIs. For analytics we have a web services reporting API.  This provides remote access to all the data being collected, from web pages and marketing campaigns tracked using Bango Analytics. It enables analytics data to be integrated into a web analytics console so you can see PC and mobile data in the same tool.  This is great for web analytics providers and consultancies.  There's also an realtime identification API which gives you programmatic access to information on each visitor to your mobile site – ideal for site personalization to further build individual customer engagement. Including:

  • A persistent unique User ID to track customers, build profiles and deliver a personalized experience based on their activities during previous visits.
  • Geo-location information by county for targetting content and marketing or complying with your media licensing rules.
  • Mobile Network Operator identity, including Mobile Virtual Network Operators

All our API docs can be seen at http://bango.com/tour/control/develop.aspx

8. Going back to Mobile Analytics: What's your experience with your clients so far?

Customers have told us that before they used Bango Analytics they couldn't....

1.  Get an accurate picture of the number of unique visitors they had.  They had to guess from the web logs and the results of any mobile marketing they had but this was never very accurate as they couldn't recognize repeat visitors.

2.  Accurately measure the conversion rates from mobile marketing campaigns and see where they were getting the highest returns.  Using the analytics data, Tapatap has been able to worked out which country, network and handset delivers the best conversion rates and is now focussing its mobile advertising spend on buying traffic which will generate the highest conversion rate.

More in our case studies at http://bango.com/casestudies/default.aspx

9. When developing Bango Mobile Analytics what where the biggest obstacles?

The biggest challenges often deliver the biggest advantages and with Analytics this is no exception. Getting to the real data on mobile and working around the inconsistencies in browsers, handsets and networks has been a technical challenge. But it has been an important one to conquer to deliver dependable impartial information that our customers can confidently base important decisions on.

10. Where do you think the mobile web is heading to? Will the Mobile Web keep growing or will devices like the  iPhone blurry the differences between the Mobile Web and the "Real Web"?

The mobile web is the real web – there is only one web, it is the devices that provide the difference. Mobile phones traditionally have not had such sophisticated browsers and therefore require sites to recognize the handset and display correctly. The iPhone has most visibly changed this over the last year although many mass market handsets have been gradually increasing their web support and now permit full website browsing, and then there are the other smartphones like Microsoft Windows Mobile. Over time full browsers will become the standard on all handsets and many of todays formatting issues will go away, but mobile devices still have different usability that will require some thought on page formatting.

Browsing the web from mobile phones will continue to grow dramatically, especially with awareness of browsing from Apple, Nokia and Microsoft. Mainstream manufacturers are already supplying full browsing capabilities – Nokia is a great example. The increase in the browsing capabilities of mass market phones will make it easier for companies to deliver greater capabilities.

11. Last question: What are Bango's plans for the future?

Bango’s plans for the future remain the same as when the company formed 9 years ago. Our mission is still to make it easy for brands and content owners to deliver the best mobile experience worldwide. The mobile phone is personal, always on and always with you as you travel making it conceptually possible to deliver a much more sophisticated, personalized and contextually aware experience. This means consumers get the stuff they are interested in and the brands and companies reach customers with greater ease. With important mobile basics like payment and analytics in place we can start to increase the value mobile brings to the market. Thanks for the Interview.

Nedstat joining the Mobile Analytics Hype

Bild mobile, Germany's largest independent mobile portal has teamed up with Nedstat and Neue Digitale to analyse behaviour of its mobile users. Together the web analytics specialist and the digital marketing agency provide detailed insight into mobile browsing and conversion and advise BILD MOBIL on how to include findings into their online marketing strategies.

Great news for Nedstat, which has now a test field of twelve million page views per month to analyze.

Bango Analytics v3.0 released

Bango today unveiled new technology designed to help website owners
measure the value of their mobile sites by accurately counting unique visitors.
This new site analysis capability in the latest release of Bango Analytics, v3.0.

With site analysis added to its mobile analytics service, Bango now provides the two
metrics most sought after by website owners: the number of unique visitors browsing
the site and conversion rates from mobile marketing campaigns.

Bango Analytics is free of charge for up to 100,000 page visits per month.

Omniture SiteCatalyst version 14.1 Adds Mobile Analytics

Ok..the first big web analytics vendor noticed that up to 20-30% of the web traffic is generated by a mobile device: Omniture's Sitecatalyst 14.1 will support Mobile Analytics.

Here the key features:

"- In a partnership with mobile Internet advocate group dotMobi and
its DeviceAtlas database, SiteCatalyst communicates with an extensive
library of device profiles to accurately identify the mobile device
accessing a Web page. This determines what video, audio, and text can
be displayed, thereby giving marketers insight into what customers are
using most frequently. Moreover, carrier identification gives marketers
the ability to partner with carriers to set up other campaigns.Through
the use of visitor identification technology such as cookies,
subscriber identification, or header information, SiteCatalyst can
identify a new visitor or a repeat visitor to deliver an experience
akin to the traditional Internet.

- The solution aims to capture the right data from a variety of devices to garner insight about thepage. Omniture's server places on each Web page a very small file that occupies a single pixel, allowing marketers to track the activity of the mobile device: where the user is clicking, what content is beingdownloaded, what video is being watched, etc.

- A geolocation component that recognizes where the site is being accessed from,thereby enabling Web publishers to deliver advertisements applicable to that location."

Bango Mobile Analytics - New Sponsor

Since today Bango Mobile Analytics is a new sponsor of our Webanalyticsbook blog.
Bango has won the ‘Best Mobile Internet Use’ Award presented by the Mobile Data Association (MDA) and is highly recognized in the industry.

It's late in New York and I save my words for now, but I am looking forward to post an ultimate Mobile Analytics throwdown. Kind of like Bobbi Flay on the Food network.

The Mobile Analytics Challenge

Mobile Analytics is the hottest thing of the Analytics industry right now. Amethon, Bango, Mobilytics and Admob are fighting to become the most popular solution out there while the WAA is currently trying to find the standard definitions. Phil Kemelor over at Intelligententerprise.com wrote an interesting post about which mobile analytics solution is right for you. He also posted his view on the future of mobile analytics:

"I'd expect the mobile analytics vendors to aggressively differentiate themselves while the online analytics vendors get their act together within the next two to four years; but you'll still need to carefully assess whether their methodologies, architectures, and resulting reports make sense for you."

Interesting thoughts.

Admob Mobile Analytics beta

Today I attended the Admob Mobile Analytics webinar. Admob Analytics is a mobile analytics solution and currently still in beta.

Here are some notes, that I took:

- The expected launch is within the next 6 weeks. Admob will be open to all mobile website owners for free(!) and I could not hear anything about charging their users (=following in the steps of Google Analytics).

- The deployment of mobile analytics software is not comparable with web based analytics solutions. Admob has to be installed server side, but their team is planning to add a 1x1 Pixel tracking some time later (problem is the accuracy which comes with that).

- Admob Tracking can be used also for full website(!).

- Admob Analytics is not only used to provide data to mobile webmasters, but it will be used to optimize the advertising that is spent with Admob’s PPC platform.

Main functionalities that are offered:

Dashboard overview: Tracks Pageviews, Visits, Pageviews per Visit and Average Time spent. (Change data range posssible. Also Top5 Content URls, Top 5 Events (e.g. login attempt) and Top 5 Keywords are available. Additionally Pageview by source (organic, Referrals, search, advertising).

Visitors : Visitors on daily bases, BPagevieww, PVs/Visit, Bounce Rate and Average Time Spent. Segmentation with different sources possible (Advertising: Admob/Adwords, Search traffic, Direct, Referral, …or just all)

Engagement: Length of Visit, Depth of Visit, Loyalty, Visit Interval(=Numbers of Days since last visit.

Geo Stats: Shows traffic by Region (visits/pageviews/PV/visit. Segmentation down to country possible

Operators: List of operators that send traffic. Segmentation also available.

Device Details: Manufacturer, Model, Browser, Operating system, Markup Language, Screen resolution. Starts are sortable with different tabs (e.g. Models that create most pageviews).

Sources: Overrview, Advertising, Referrals, Search Engines, Keywrors, Track Sources

Site Usage: Top Content, Page Titles, Entrance Pages, Exit pages

Events: Top 10 Events by Occurences (custom build events = goals). Setting up events can be done within the system. Up to 25 events possible. All there has to be done is add a little piece of code in the URL..

Overall I am really impressed with the capabilities of Admob Analytics. I am sure they still have to figure out the fine tuning, but it looks very promising so far.

I also think it is really smart to put the user’s interests before financial interests (the product is free for anybody!).

After viewing the webinar, I am sure that Admob, which already has a strong brand and a lot of coverage from the tech media, will be the top runner for becoming “the”Mobile Analytics solution. Competitors like Amethon, Bango or Mobilytics need to improve their game in order to compete with Admob Analytics. This can be done by distinguishing themselves e.g by offering better functionalities (e.g. API) and/ or placing themselves as a high-end solution in the market place (kind of like Omniture does it in order to compete with Google Analytics).

Admoda chooses Bango Mobile Analytics

Admoda, one of the big Mobile Ad companies, has partnered with Bango Mobile Analytics to offer its advertisers key metrics to measure the success of their mobile advertising campaigns.Bango  Mobile Analytics enables Admoda advertisers to accurately identify, track and build a profile of each unique visitor, rather than simply measure the number of visits.

Bango's unique user ID creates an accurate picture of real visitors from anywhere in world, tracking repeat visits and enabling mobile advertisersto create a clear picture of buying patterns and trends.

Comeptitors of Bango include Amethon and Mobilytics