83% of brands do not use mobile specific analytic tools, leading to inaccurate data on campaign performance, according to research conducted by Bango. Of those that do implement some form of campaign analytics, only 17% said they had sourced a specialised mobile solution designed to measure mobile user behaviour accurately and consistently. Even more surprisingly, 27% admit to not implementing any analytics in their mobile campaigns.
Bango surveyed over 100 participants in a webinar run in late 2009, including brands, agencies and specialist mobile providers. Over 90% of these brands said they will increase their mobile advertising investment in 2010. Global spending on mobile advertising in 2009 was $500 million (£310 million), according to Juniper Research.
“The positive from this data is that mobile marketing is in growth mode, at a time when other forms of advertising are being squeezed hard,” says Bango CEO, Ray Anderson. “Yet eight out of 10 of those surveyed do not take the essential step of implementing mobile analytics to capture accurate user data. Accurate and comprehensive reporting is what will drive brands to focus more on their mobile marketing campaigns.”
With mobile advertising now an integral part of many brands digital marketing strategy, knowing what happens after the user clicks is essential, says Bango. The company has recently released a new version of its mobile campaign analytics solution, which provides brands and agencies with powerful reporting tools and custom filters that deliver insight into how individual customers interact with mobile advertising and search marketing campaigns.
Bango’s says its analytics solution is more accurate than traditional analytics solutions, with the ability to persistently identify individuals across multiple marketing campaigns, ad networks, search engines, websites and connections, including users switching between their carrier network and wi-fi. To help brands and agencies measure their mobile marketing campaigns accuraately, Bango offers a 30 day free trial of its mobile analytics package. There’s more information here.
Bango surveyed over 100 participants in a webinar run in late 2009, including brands, agencies and specialist mobile providers. Over 90% of these brands said they will increase their mobile advertising investment in 2010. Global spending on mobile advertising in 2009 was $500 million (£310 million), according to Juniper Research.
“The positive from this data is that mobile marketing is in growth mode, at a time when other forms of advertising are being squeezed hard,” says Bango CEO, Ray Anderson. “Yet eight out of 10 of those surveyed do not take the essential step of implementing mobile analytics to capture accurate user data. Accurate and comprehensive reporting is what will drive brands to focus more on their mobile marketing campaigns.”
With mobile advertising now an integral part of many brands digital marketing strategy, knowing what happens after the user clicks is essential, says Bango. The company has recently released a new version of its mobile campaign analytics solution, which provides brands and agencies with powerful reporting tools and custom filters that deliver insight into how individual customers interact with mobile advertising and search marketing campaigns.
Bango’s says its analytics solution is more accurate than traditional analytics solutions, with the ability to persistently identify individuals across multiple marketing campaigns, ad networks, search engines, websites and connections, including users switching between their carrier network and wi-fi. To help brands and agencies measure their mobile marketing campaigns accuraately, Bango offers a 30 day free trial of its mobile analytics package. There’s more information here.
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