The U.S. recession began nearly two years ago and in that time, the mobile industry has remained among the most insulated sectors. That status is starting to shift, however. As businesses cut back on workers and, in turn, wireless expenses, device makers are selling fewer products and carriers are selling fewer subscriptions. In fact, research firm In-Stat expects mobile plan use to fall by more than half this year and up to 6.3 percent next year. The numbers have big implications not only for equipment manufacturers but also for the mobile data, broadband and Wi-Fi providers hoping to keep, and even add, customers.
To that end, Bango has released the fourth version of its mobile analytics service.
“In a challenging economy, it’s more important than ever for businesses to assess how consumers are engaging with their brand on mobile and track-mobile marketing campaigns to measure return on investment,” said Bango CEO Ray Anderson today in a prepared statement.
The new Bango Analytics platform does that by letting businesses track unique visitors, no matter how mobile users connect to the network – whether through a gateway, hot spot or at home. Even if users change their connections, Bango can still track them, the company said, thank to its so-called Identifier technology. Bango said Identifier protects privacy and assigns unique user IDs.
The system also allows users to view metrics by the hour. That means marketers can gauge the effectiveness of an ad campaign and adjust the message as needed.
Version 4 of the hosted service further features new filtering and sorting capabilities for segmenting mobile data.
