Adversitement partners with Bango for mobiles analytic

Rather than extend its own mobile analytics tools, European e-marketing Web specialist Adversitement is using Bango’s mobile analytics to provide digital marketers a singular view of both the PC and mobile devices. As one-time competitors with different areas of expertise, the partnership made sense from a strategic point of view, according to Adam Kerr, Bango’s vice president of North America.

“Omniture is obviously one of the strongest players in terms of PC Web analytics, and a number of customers we’re working with have existing Omniture products, such as SiteCatalyst, therefore it brings a best of breed together,” Kerr said. “Omniture provides the best in breed of PC analysts, and the expertise Bango brings in terms of collecting and enriching the mobile data is a really great combination.”

Adversitement is a service partner of Omniture, which deploys SiteCatalyst Web metrics to let digital marketers review campaigns and determine ad rates. Just this summer, the Web giant expanded its business into mobile. Bango, meanwhile, has been covering the analytics space for years, competing with SiteCatalyst in the mobile arena. The combination of the two, a large Web-tracking firm new to mobile and a small but experienced mobile tracking firm lacking a PC presence, will extend the capabilities of Omniture’s mobile arm and build on its PC presence.

Omniture lacks both the extensive database of users that Bango has acquired throughout its tenure in mobile and the billing relationship with the operators to identify mobile Web visitors. Bango started as a third-party mobile content distributor that developed a mobile analytics business for the use of its customers. As such, it can provide visitor counts and detailed information on the network, country and device type each visitor is using but lacked the resources Omniture’s Web business could provide to tie this mobile data together with the PC Internet data.

“People are viewing the mobile Web as part of their integrated online strategy,” Kerr said. “Rather than mobile being disparate to the PC Web, they are seeing it as an integrated strategy. Our clients, if they are using existing PC analytics vendors like Omniture, rather than looking at different consoles or sets of analytics, this enables them to use Bango’s tool to record and collect that data and then obviously things we can uniquely do like provide a unique identifier and enrich that data for them. This partnership with Omniture then lets them see that data within one online console.”

The resulting combined console of Omniture’s SiteCatalyst and Bango Analytics will let digital marketers compare data and cut down on the time and complexity involved with relying on in-house expertise. The platform will also help them monitor integrated campaigns and provide a direct comparison of return on investment and conversion rates between PC and mobile Web. As more companies with a PC presence look to mobile to extend their marketing campaign to mobile, this need for comprehensive metrics drove the partnership.

“It’s just much easier for our clients,” Kerr said. “It enables them to see that data and analyze it in one place.”