New version tracks smartphone users over different network connections

The latest version of Bango’s mobile analytics service, Bango Analytics v4, breaks new ground by providing mobile site owners with the most accurate mobile analytics in real-time. Importantly, it provides the same high degree of accuracy regardless of connection. It’s not unusual for smartphone users to swap between WiFi and operator networks as they move between home and the office.
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, WiFi 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.

  • It 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.

  • It offers new, advanced filtering and sorting that enables precise segmentation of mobile data, so it’s quick to get to the results needed on a case by case basis. Live data is used to provide greater accuracy, rather than pre-cached reports which throw away the original raw information.

Bango Analytics is a hosted service that provides analysis of mobile visitors, mobile site activity and marketing campaigns, with detailed metrics including unique visitor count, country, network and handset of each user. This helps brands make the best decisions about future mobile investments and get closer to their customers. To
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