Mobile Web Analytics Vendors

As the mobile web continues to grow, individuals and organizations are increasingly adding mobile as a core marketing communications channel. A strong benefit of the digital channel is detailed measurement about how visitors interact. It is of no surprise then that the demand for mobile web analytics continues to grow proportionally to the popularity of mobile. Some major technical hurdles are being smoothed out, and the mobile web analytics space is beginning to mature. If you are starting out or involved in the mobile channel, identifying the right analytics vendor is one of the top priorities.

Here is an overview of the leading Mobile Web Analytics Vendors today:

Bango Analytics

Bango was founded in 1999 and is based in the UK. They offer a near real-time (hourly) mobile analytics solution with a solid set of APIs and integration into leading mobile ad companies. They record data using image tags, query-string parameters and link tracking. They are also Web Analytics Association standards compliant. You can try out a free trial of their solution and evaluate it for yourself.

AdMob

AdMob is a mobile advertising platform, that naturally required a strong analytics package for success. Their mobile analytics is currently in beta and analyzing over 100 million pages daily. It also contains important features such as detailed visitor information, goal tracking, and referrer information. They have what I consider the best user interface and appearance out of the players today.

Mobilytics

Mobilytics also uses image tags to collect data, and has solid features such as mobile phone specific segmentation, goal and ad campaign tracking, and APIs. They used to offer a free version of their solution until recently, and apparently are not taking on any new customers for the next 30 days. I’m not sure if this is from excessive demand, or if they are in financial trouble. Nonetheless they are a major player on the scene.

Amethon

Amethon is unique in that it uses a server-side model to collect its data. This gets around certain issues such as mobiles that do not accept javascript, but requires you to host the solution yourself. This can be advantageous however if you must keep your data in-house.

Other Players

Web analytics giants Omniture and Coremetrics have both entered the mobile analytics space within the last year. While the features of their mobile offerings are not as advanced as their traditional web, I expect this to rapidly change as mobile adoption increases.

I also expect Google Analytics to include free mobile support within the next two years, if not sooner. The biggest hurdles right now are technological barriers within certain mobile devices themselves which are starting to disappear. I think the mobile analytics market will be mainstream within three years.

Do you use your mobile phone to browse the web? Do you have a mobile presence? Which mobile analytics vendor do you use or like most? Please share your thoughts below.

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