Bango launches analytics service
Rating: Aims to fill gap left by Google
by Tony Dennis
Everyone repeats the industry mantra
that advertisers in the mobile space simply can’t get useful
statistics on how their ads are performing. So Bango has decided to
do something about this with its newly launched Analytics service.
Bango’s Anil Malhotra claims that the
standard web methodology for gathering data – by using browser
cookies, simply doesn’t translate into the mobile web space.
What
Bango Analytics can do is provide a very high level of detail about
cellular subscribers who are accessing mobile web pages. Not only
does this go down as far as make and model of handset but which
network they are connecting via. It can even tell if somebody is on
Orange France or Orange UK.
I asked Paul Goode from M:metrics what
his reaction was. He actually welcomes Bango’s move. "It’s a
useful addition to the suite of tools that any media owner would
require," Goode suggested.
M:metrics service by contrast,
offers a comprehensive view of what’s happening on the web – not
just certain sites that Bango will be tracking.
More importantly,
M:metrics can supply demographic information whereas Bango’s data
will be site specific.
The biggest loser in all of this will
almost certainly be the likes of Google and Yahoo!
"Our research has shown that
Google AdWords conversion tracking on mobile is flawed and gives
advertisers inaccurate results for any Mobile AdWords campaigns,"
claimed Farhad Divecha, md with AccuraCast, a mobile search
marketing agency.
Bango, of course, hopes to fill that gap. The
company claims that its service will be very easy to use. In effect,
pages a web site owner wants to monitor will be filtered through
Bango’s own servers.
Bango revealed that it won’t charge for
the service until hits rise above 10,000 per month. Malhotra believes
this will enable the big advertisers to test the waters before they
commit big campaigns to the mobile web.
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