Rating: Applications can now be analysed like advertising campaigns
SiteCatalyst, the real-time mobile analytics engine from Omniture, is being extended to include iPhone applications. App developers and marketers will be able to access information from their applications about user click-rates, page view and purchases. With this information applied to the life-cycle of an app, it will be possible to determine how users relate to it, and where the best profits can be made in the future.
From the release:
“Omniture is taking its innovation in Web analytics and extending it to the iPhone for mobile marketers and application developers to not only better understand their customers, but to coordinate and integrate mobile, online and offline initiatives,” said Brett Error, CTO and vice president of products at Omniture. “We believe the result is to create a better, and more profitable, customer experience, whether that experience is on a Web site or a mobile device.”
“Applying analytics to mobile application use is a relatively new area that provides feedback to application developers and marketers. This will influence the future design of mobile applications and provide a better customer experience,” said Bill Gassman, research director, Gartner, Inc. “By gaining greater insights into mobile application use, new business models based on advertising can be justified, triggering new applications for mobile users.”
What we think?
This is a good move. iPhone apps are incredibly hot right now. Proper analytics in the space will allow advertisers to charge more and, with more focused targeting, might influence ad conversion rates.