As with the Web – today mobile behavioral analytics can also be conducted for targeting
handheld devices – firms such as mmetrics.com offer several metrics for mobile behavioral analytics. M:Metrics products include MobiLens for market
intelligence to help companies profit from mobile convergence. M:Metrics also offers their MeterDirect
for behavioral measurement of the most active mobile media consumers and MobilAdvisor which provides baseline metrics on key
trends and topics. Mmetrics was recently acquired by ComScore.
With increasing numbers of mobile
device users around the world demanding immediate access to mobile Internet data – including web-based e-mail, news,
weather, sports, and various forms of entertainment – behavioral analytics can also be deployed in this new consumer
channel. The Wireless Application Protocol (WAP) is the global, open specification that allows mobile users
to easily access mobile internet services and interact with information instantly. Most of today’s mobile phones, smart phones and
PDAs have built-in WAP browsers that allow mobile users’ access to the Web. The WAP gateways serves
as the bridge between the mobile device and the servers that provide the mobile content to the device and serves as the raw
data source for behavioral analytics.
New firms such as Amethon.com also offer mobile analytics which capture the underlying TCP/IP traffic allowing analysis of HTTP, WAP and other relevant
protocols. A limited amount of statistics can be generated from the WAP including the following information:
- Bandwidth (total, average per visit, total per file type)
- Hits (average per visit, number of downloads, page view breakdown)
- Visits (entry page, average duration, click paths, referring search engine)
- Visitors (browser type, user agent, operating
system)
- Handsets (make, model, screen resolution)
- Mobile Operator (country of origin, operator
name)
- Geo Location (country of origin,
RDNS lookup: a process to determine the hostname with a given IP address)
These new mobile ad networks, which deliver marketing messages to an array of handsets,
are beginning to segment messages via age and gender but can also be fined tuned as responses to offers begin to take place
over time for behavioral analytics. With time this market segment will evolve, expand and refine the data
aggregated and lead to new levels of behavioral analytics for the billions of wireless devices worldwide. The
following are some of key players in the field of wireless marketing.
AdMob.com offers several advertising campaign
strategies to marketers and their clients including the following marketing options:
Landing
pages: So that when
potential customers click on your client’s ads their landing page can function both as a brand building
solution as well as a direct marketing tool.
Click to video: Video is a way to build brand value and deliver your target audience to a rich viewing environment that dynamically
displays your client’s message – this option is a great way to actively engage consumers about new products, contests
or promotions.
Click
to call: This option is an effective user acquisition and lead generation
tool, taking advantage of both the mobile phone’s data and voice capabilities – with a single
click from your client’s ad users can call their nearest retail outlet.
Store locator:
People take their mobile phones with them on-the-go – with this option users can use the iPhone maps
to enter their zip code to find the nearest store: it converts clicks to in-store sales.
Capture personal information: This option collects lead generation information directly from your target audience
– it allows users to provide registration information or other details directly from your client’s
ad.
Download promotions: This option allows your client to build their brand through mobile content – it attract new
audiences and bring repeat customers by offering ringtones, wallpapers, or games to users who enjoy customization.
