Omnichannel data and tag management firm Ensighten has released a major update to its Ensighten Mobile offering, bringing mobile marketing capabilities into one unified interface. Featuring Ensighten’s no-SDK approach, Ensighten Mobile enables marketers to deploy third-party analytics and other technologies into their mobile apps, and to conduct on-the-fly A/B and multivariate testing.

The new integrated solution is designed to streamline multi-functional workflows across marketing and app development teams, and to help marketers drive more value from their mobile initiatives. It focuses on ease of use, reducing technical dependencies often inherent to app marketing.  Ensighten Mobile currently generates more than 2.1bn API calls each year for clients, who include United Airlines, RBS and Marriott International.

“Marketers know that mobile is an increasingly critical channel for their customers, but are challenged by slow app development cycles in optimizing the mobile experience,” said Pelin Thorogood, chief strategy officer at Ensighten. “With Ensighten Mobile’s combined on-the-fly app deployment and optimization capabilities, marketers can significantly reduce this friction. This mobile customer engagement data can also be merged with online and offline customer data to create rich unified customer profiles that can fuel smarter interactions across any touch point.”

Ensighten Mobile enables marketers to deploy and manage key third-party marketing technologies, including more than 150 different analytics tools in real-time without the need for ongoing mobile app code updates or resubmissions to the app store.

It also delivers lifecycle metrics, which collect data about app usage and send it to any third-party tool. Example metrics include including mobile page views, buttons clicked, and metrics around whether the app is active and being used, or whether it’s been pushed to the background.

On the optimization front it can be used to launch real-time A/B and multivariate tests within mobile apps to understand which content is driving conversion and engagement. Marketers can test which content, graphics, colours and other factors deliver the best results, and then implement content changes in real time.

Finally, the tool allows marketers to standardize and unify interaction data from one or more mobile apps with online and offline customer behaviour to create a 360-degree view of the customer.

Ensighten Mobile is delivered in multiple formats, from self-serve to a managed service, and is free for customers for the base package, which includes the lifecycle metrics.