Measure mobile campaign conversions in a couple of clicks

5 03 2010

At the end of January I was interested to see that Bango reported 83% of brands don’t use mobile specific analytics tools, leading to inaccurate data on campaign performance. But even more surprising, 27% of brands don’t measure at all! I know it would make life easier if you didn’t have to report on the performance of your mobile marketing campaigns, but surely real marketers would like to know?

Not wanting to know conversion rates or what to do to improve them seems a bit crazy to me?! The good news is it’s actually quite easy to accurately measure your mobile campaign conversions and best of all you can see the results a in couple of clicks.

So, how do you do it? The easiest and most accurate way I’ve found is to use Bango Analytics. If you already have a Bango Analytics account, log in (or sign up for a trial account) and follow these easy steps:

1. Pass the relevant campaign parameters on your destination URL when setting up your mobile marketing campaigns.

2. Add page tracking code to the relevant pages you want to track within your mobile site.

3. Once the campaign is running, go to your Bango Analytics account and choose the Campaign parameter report and filter by the relevant Campaign parameters and Page title where the conversion happens. Voila! You can now see the number of conversions attributed to your campaigns.

Let’s go through a real example:

I set up a mobile campaign with the goal of getting visitors opted-in to receive my SMS updates and wanted to measure the number of conversions from each campaign.

To start with I ran two different mobile advertising campaigns, both pointing to the same landing page. When I set up the mobile ads I passed the relevant campaign parameters so I could identify which ad my visitors came from (Mobile Ad 1 or Mobile Ad 2).

Opt-in SMS updates campaign

To measure the number of conversions I had to find out how many unique visitors submitted their phone number and therefore landed on the Thank you! page (only visitors who opted-in would reach this page). To capture this information I put a line of page tracking code on the Thank you! page.

To view the results I went to the Campaign parameter report in my Bango Analytics account and filtered by Campaign parameters “Mobile Ad 1” and “Mobile Ad 2” and Page title “Thank you page” and that was it! I could see in a couple of clicks the number of conversions from each mobile ad campaign in real-time!

I could even calculate the conversion rates as Bango Analytics had recorded the total number of unique visitors from each ad campaign.

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Lost in the mobile maze, free whitepaper

14 01 2010

If you feel like you’re living in an episode of Star Trek when people in the industry talks about transcoders, latency, cookies, gateways, tracking codes, markup languages and postbacks,Lost in the Mobile Maze today is your lucky day!

Today, my colleagues at Bango have published a new white paper entitled “Lost in the mobile maze”, explaining Why mobile complexity continues to challenge the biggest and best in the industry.

This white paper sets out the challenges that need to be understood to succeed in developing mobile solutions and explains all the bits that need to be considered when taking your brand to mobile.

Now you´ll be able to understand the conversations and make better decisions about your mobile strategy. Download your free copy today and “geek up”!

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New white paper by Bango “Increase your campaign ROI with mobile analytics” ready to download

8 10 2009

Bango has released a new white paper with the title “Increase your campaign ROI with mobile analytics” as part of a series of educational white papers to help people make the most of the mobile ecosystem. You can download the white paper for free at www.bango.com/campaignanalyticswp
Reading this white paper you will learn:

  • The key mobile advertising metricsIncrease-your-campaign-ROI-with-mobile-analytics
  • How to measure conversions on mobile
  • Mobile complexities affecting accuracy and ROI
  • The importance of accuracy as a foundation for success
  • Effective targeting and quick reactions to increase ROI

It also provides you with good resources and hints and tips to help you develop your mobile advertising strategy. Keep this white paper close when looking for mobile advertising networks, mobile search engines and effective tools to measure your campaigns.

Enjoy!

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Would you like a piece of the BlackBerry pie?

8 09 2009

We have been talking lately about the increase of smartphones accessing the internet via Wifi connections, how iPhone is gaining positions on our device ranking and today Bango published a free whitepaper Increasing your slice of the BlackBerry pie, to help us understand and overcome the challenges of how can we accurately identify BlackBerry users for tracking, CRM and marketing campaign purposes; and also how is it possible to enable these customers to make transactional payments on their mobile phone bill, just like any other phone.

Smartphones have become the standard handset of choice in the mobile phone market – even during global recession the growth in smartphoneBlackberry WP banner sales continues to soar. Gartner reported a global smartphone sales growth of 27% year-on-year in Q2 2009 compared to a 6% drop in cell phone sales during the same period. And the numbers in the USA were even more dramatic during the second quarter. The research firm NPD Group reported US smartphone sales grew by 47% and accounted for 28% of all handset sales.

Get your copy of the white paper and find out:

•Why BlackBerry has become a popular consumer device

• How BlackBerry users consume data services

• The challenge of capturing identity and delivering payment to Blackberry users

• Optimizing your mobile services to overcome these challenges

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Mobile Analytics shows iPhone gaining positions on device ranking

28 08 2009

With all the hype around the iPhone, we couldn’t help but wonder how many iPhones are accessing our mobile site. So we checked our Bango analytics package and had a look to the most popular devices accessing our mobile site since February. The data reveals the following:

Month iPhone position
February 5th
March 7th
April 5th
May 4th
June 4th
July 26th *
August (so far) 2nd

*we run a mobile campaign in June targeting everything but iPhones.

More and more mobile advertising networks have now specific targeting options aiming at iPhones. There are specific publisher groups so ads can be displayed on iPhone apps.

Taking all of this into consideration we have decided to create our own  iMobislim. Yes, you read it right. Our own iPhone specific site is on its way. Our wap master , Tom Thurston from Mobile Impossible is developing the site and this is what he has to say:

Bango analytics told us that iphone users were spending less time on pages, viewing less pages and were becoming an increasingly large proportion of our users. Tests found that due to O2 image transcoding, our iPhone users were seeing poor page presentation. So we decided to give our iPhone users cool ajax based slidey screens, some glossy iPhone icons, and we used png format instead of gifs and jpeg, which escape the dreaded transcoder. The site looks a lot cooler on iPhones now, almost like a native app – we’re hoping that our next analytics run will show an improvement in browsing stats for our iPhone users.
We also found out that even iPhones are going up in popularity the percentage of traffic that represent is not so high in absolute values. So don’t stop advertising to the rest of the handsets, because you will have not such a big market to engage with. Just fine tune your targeting capabilities and the creatives when advertising to iPhones. You can find out all the information about handsets by accessing our live Bango Analytics package and clicking on devices. To get more in depth data, filter the reports.

Millenial Media’s July SMART shows this same trend on their device highlights:

  • iPhone continued to dominate the top devices category with a 12.21% share, a 3.62% increase over June.
  • iPhone/iPod Touch impressions increased 29% across the network in July.
  • Apple continued to close the gap; however, Samsung remained the top device manufacturer in July.
  • Two new mobile devices entered the top 20 in July –the LG enV2 and the Samsung SCH-U410.

You want to have a preview of iMobislim? Check this out! Browse the whole site on http://iphone.mobislim.com/

iMobislim homepage iMobislim radish diet iMobislim registration

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GoMo News Mobile Advertising list – the top 136 companies

11 08 2009

The folks at GomoNews have updated their list GoMo News Mobile Advertising list – the top 136 companies. Thank you GoMo News for

compiling and updating this list! I think this was much needed for the market place as acentral point to access, when thinking about your mobile marketing strategy. It’s also great for beginners to help to differenciate between ad networks, mobile platforms and mobile analytics.

GoMo News mobile advertising list - the top 136 companies

GoMo News mobile advertising list - the top 136 companies

The list has been broken into six categories, to make it easier to browse. Descriptions of each are below:

A: Agencies

An advertising agency manages and runs campaigns for mobile brands.

B: Ad Networks

An Ad network is usually a self-service platform where brands and consumers can manage the sale of ad inventory online.

C: Ad Enablers

An ad enabler is an exchange that can serve adverts from a number of mobile ad networks to your mobile site. Enablers also manage in application advertising for games and iPhone applications.

D: Ad Based Business Model

These are mobile companies with an advertising based service. An ad insertion platform or those that offer SMS and MMS advertising.

E: Mobile Platforms

These are platforms that serve mobile adverts and can be sold into companies and operators.

F: Mobile analytics

These are mobile analytics companies. They can track your users on your mobile site. Bango Mobile Analytics is in this section. Just to give you a head up Bango Analytics gives you the most accurate data in real time.

Download now the Mobile Advertising list – the top 136 companies in pdf format.

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Mobile marketing over Wifi connections, interesting idea?

5 08 2009

I want to share this valuable information that Andy Bovingdon, VP Product Marketing at Bango, shared last week:

Recent reports clearly show a rapid increase in mobile phones browsing using Wi-Fi – according to recent Bango research over 20% of your customers are now connecting via Wi-Fi (see Bango Wi-Fi stats). Millennial Media also reported 22% Wi-Fi use in the USA as part of their June U.S Scorecard for Mobile Advertising Reach and Targeting (SMART) report (see Millenial Media report).
Bango goes on to predict that over a third of all mobile customers will use Wi-Fi by 2010. Combine this with the increased growth in smartphone sales with 38.1 million units sold worldwide in the first quarter of 2009, and it represents a very large percentage of your customers. Using Wi-Fi makes browsing your store fast, easy and cost effective, but it also introduces significant challenges which, if not addressed, will lose 20% of your sales.

Last week Bango launched operator billing over Wifi connections. This means customers accessing your site over a Wifi connection can pay for your content on their mobile phone bill – the same quick and easy payment experience familiar to them when connected via their operator gateway. Watch this video to see the payment experience for yourself. You’d think that more companies are doing this, but actually Bango is the only one!

With the increase in mobile visitors connecting over Wifi have you thought about how this will affect your mobile marketing strategy? Will you start using different techniques to engage with these Wifi connected visitors or will you treat them the same? If you think you’d treat them the same let me put this into perspective – would you have the same messages for someone that shares a flat and someone that owns a mansion with a swimming pool?

Of course you wouldn’t, so let’s understand the opportunity here and get creative! Once connected over Wifi mobile visitors are not so worried about how much data is being downloaded or uploaded. So don’t be afraid to offer them some richer content and get them engaged.

For example, why not try surprising your mobile visitors with an engaging MMS message. Interact with them by offering video content or ask them to upload a video, a picture or a voice recording from exactly where they are.
You can now detect visitors using a smartphone device with tools like Bango Analytics. You can also identify when they come back again to make the most of your mobile marketing.

People with smartphones love their phones (if you have one, you know what I mean!) and best of all, they know how to use it and want to get the most out it. This is an open door to new creative mobile marketing campaigns!
If you’ve recently undertaken some creative mobile marketing campaigns that you’d like to share with us – get in touch we’d love to hear from you.

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