Mobile marketing firm Velti has released Velti mGage 8.0, an online platform that enables brands, agencies and operators to build and measure comprehensive mobile campaigns. Velti says that mGage 8.0 builds on the strengths of the previous release by providing a fully integrated single environment across the different mGage modules. It also provides a common user interface and reporting framework to deliver end-to-end tracking and measurement across mobile campaigns, which can start with a traditional or online media buy, and then through different mobile engagement models, drive consumers to the brand’s desired goal.
mGage 8.0’s module integration provides meaningful and actionable metrics previously lacking in mobile advertising and marketing solutions, the company says. Metrics include the ability to track customer experience across the different tactical elements of a campaign, and to provide customer response reports offering insight into customer preferences for each phase of the campaign. This level of analytics enables brands, agencies and mobile carriers to optimise at all phases and to quantify different consumer engagement elements, even while in the middle of a campaign, to ensure the best possible results.
“Until now, mobile marketing has lacked end-to-end metrics that cover all elements of a mobile campaign, from media planning and buying to mobile sites monitoring within context of the campaign and post-click activity,” says Joao Machado, director of mobile at OMD. “Velti mGage 8.0’s comprehensive reporting is a big step forward for the industry, and provides us with the tools we need to build and measure a successful mobile campaign.”
Velti mGage 8.0 consists of five modules. Velti mGage Command is a planning environment for creating different campaign tactics to drive consumers to the brand’s chosen goal, from objectives and performance metrics to audience target profiling, scenario modeling, budgeting and media planning. mGage Command can standardise the distribution of content via every channel, the ability to evaluate the end-to-end effectiveness of different channels (including non-mobile channels such as traditional and Internet-based media) and mobile marketing tactics. It also supports optimised media buys for each campaign objective across a variety of different mobile media, including mobile internet banners, video, SMS and opt-in, and tracks the eCPA (Cost per Acquisition) of each buy.
Velti mGage Reach is an ad server inventory management tool that helps publishers maximize profits while offering advertisers an effective way reach their target audience and achieve their campaign goals. The Ad Router helps publishers maximise revenue while delivering targeted reach by managing mobile advertising inventory across network and sales channels. Additional features include robust reporting, integrated ad trafficking capabilities and software development kit (SDK) integration.
Velti mGage Create enables the rapid design and development of mobile sites. Users can create mobile sites through simple drag-and-drop actions stored in the application server. These mobile sites only need to be designed once and are able to be viewed on any handset with no variation in user experience and no manual edits necessary, says Velti. Additionally, mGage Create allows brands and publishers to quickly extend their online presence to mobile through simple connection to their online content management system platform or by simply capturing the assets directly from the online site. 
Velti mGage Interact includes a Mobile Marketing Suite that helps non-technical users to quickly create, execute and monitor mobile marketing campaigns. The suite reduces campaign development time by offering predesigned templates – from mobile couponing, to quizzes and contests. It also includes a CRM module to manage customer relationships and build mobile communities.
Finally, Velti mGage Measure delivers analytics and insight into the impact, effectiveness and return on investment (ROI) of mobile media across the range of consumer engagement. It includes an integrated Common Reporting Framework that provides correlated reports and multi-dimensional analysis. It also incorporates the mGage Measure Server for mobile site analytics. This receives mobile log files from the site being monitored and analyses the files in real-time to provide insight into mobile sites and landing effectiveness, with granular details such as the number of unique visitors and time spent on each site. Unique user click data is processed to create visits, page views and other data, which is sent to the mGage Measure Reports UI.
“A perceived lack of meaningful mobile campaign success metrics continues to be a barrier to mobile marketing adoption,” says Ian Johnson, SVP of product development for Velti. “Velti mGage 8.0 offers clients a single console across its modules to seamlessly integrate different tactical campaign elements and track metrics across these different elements. This provides the ability to get direct response and data-driven relevance for mobile campaigns.”
The 8.0 platform also offers expanded development support for HTML5, as well as previously supported Android, iAD and iPAD. mGage 8.0 also fully implements industry best practices and Mobile Marketing Association (MMA) guidelines to protect consumers’ privacy and the brand and operator’s reputation.
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