Mobile marketers seek measurements

23 September 2009

Research by mobile analytics and payments specialist Bango has revealed the most sought after measurements that advertisers want from their mobile marketing campaigns.

The top three ‘must-have’ measurements identified were: the number of unique visitors clicking the ad and landing on the resulting campaign page, conversion rates of campaigns and specific actions taken on the campaign site.

“In all cases, the common theme we’re hearing from mobile marketers concerns the integrity of the data captured from mobile campaigns,” said Anil Malhotra, senior vice president, marketing at Bango. “There’s more work to be done to assure marketers that the numbers they’re getting are reliably derived and to educate brands and their agencies about how to do accurate mobile campaign analytics.”

For the research Bango surveyed its agency partners, including Yodel Digital, AKQA and Inside Mobile.

Martina Mackintosh, London