Bango announces new version of it’s mobile analytics service with cross-network user-tracking

Bango Analytics v4, the most recent release of Bangos mobile analytics service, has a good few updates to the service.  Mostly the kinds of thing you would expect an analytics service to update: granularity, speed of updates and filtering. However it has made one very interesting addition to the service, which is the ability to track users accessing campaigns or websites across different networks - operator, WiFi or broadband.

As Bango says, it’s quite common for a user to switch between carrier and WiFi connections depending on where they are during the day. As a result, the user can be picked up in different ways, which adds confusion to the eventual metrics. Without getting into too much detail, Bango claims it now assigns each user a unique ID code which can be tracked regardless of the network being used.

From the release:

Bango CEO Ray Anderson says “History is repeating itself. 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.”

What we think?

One of the more regular comments you hear from people involved in mobile advertising is that people are nervous of getting involved. They don’t really understand how the entire area works - who is doing what, when, with what and where. Mobile websites that truly know their audience have a tendency to do very well. But to get more agencies involved, it’s important that they know what mobile owners are doing and how they behave and interact with this most personal of devices.