Bango launches analytics tool

Bango has launched Bango Analytics, a new tool for gathering mobile user information and profiles.

Bango Analytics provides hard data, regardless of operator or handset type, across different search marketing and advertising channels. It’s a hosted service, available anywhere in the world. Using its unique identification technology, Bango Analytics records and presents detailed information on the overall patterns of traffic visiting a mobile site, right down to the behaviour of individual users without revealing any personal data.

It overcomes the limitations of traditional web analytics by capturing mobile specific data about website visitors. This data includes the users' country, network and handset, whether they have visited before and, for example, if the last ten visits were from one individual or ten new visitors.

Bango also makes it easy to add tags into the mobile site to identify traffic from advertising campaigns and search keywords.  The data can be exported by the site owner and analysed to determine the return on investment from each campaign.

"It's not enough simply to measure how many visits you get to your mobile site; you need a deeper understanding of what those visitors are doing," said Ray Anderson, CEO of Bango. "Bango Analytics adds greater insight and clarity not available until now, providing an independent statement of mobile website activity and campaign value across different marketing channels."