Bango Solution Tracks Mobile Web Traffic

Bango has introduced its Bango Vision solution, which it says offers advanced tracking and analytics capabilities that enable brands and content providers to track visitors to their mobile Internet sites. Bango Vision provides detailed and accurate insights into a mobile customer base, across hundreds of mobile networks worldwide. For the first time, says Bango, brands can measure the effectiveness of their mobile advertising and marketing campaigns and the ROI.
Bango has tens of millions of mobile user profiles in the Bango global platform. Each profile contains data on spending behaviour, user history and lifetime value, plus the users country, network and handset. In addition to this data profiling, Bango Vision provides a digital fingerprint of each mobile visitor, so businesses can track individual users visiting their mobile Internet sites, and measure the effectiveness of marketing campaigns.
Although common on the PC Internet, information on visitor location, buying habits and surfing patterns is very difficult to obtain in the mobile Internet space says Roger Entner, Vice President and Industry Analyst at Ovum. Getting much more detailed and accurate information on visitors is important to the emerging mobile advertising industry.”
With Bango Vision, says Bango, brands can track visitors to better understand customer habits and trends; identify new and repeat visitors, and deliver appropriate content to them; personalise mobile Internet sites in real-time as visitors interact with the site; track where users are coming from, including their country and network; target users in different countries with different campaigns; tweak mobile campaigns to achieve greater success; and equip ad sales teams with key performance data. Only Bango has the platform to provide detailed insights into mobile users on a global scale says Bango VP of Product Marketing, Andy Bovingdon. Brands use Bango to leverage the mobile multiplier effect – to target and reward the most active mobile customers. Brands also get a greater insight into their marketing by comparing the responses from online advertising, PC website marketing and offline promotion of mobile services.”
Bango says that Bango Vision is ideal for ad-funded mobile sites or brands developing a mobile strategy that does not include chargeable premium content. Mobile sites can be integrated with leading search and discovery solutions worldwide, allowing customers to track the return on investment for premium search and advertising campaigns.
Bango Vision also provides promotional tools which brands can use in their mainstream marketing to drive traffic from print, broadcast and web channels to the mobile site, leveraging their existing marketing programmes.