Omniture Extends Web Analytics to Mobile
As mobile technology continues to take flight, research has found that between 20 percent and 30 percent of overall Internet traffic is generated by mobile devices. Marketers are finding a wealth of opportunity in this space but it's going to take a lot more than shrinking down a Web page to get the message to the customers. Utah-based provider of Web analytics solutions Omniture announced today the availability of SiteCatalyst version 14.1, which boasts a new mobile-analytics capability intended to help businesses overcome significant roadblocks in bringing all their data into one integrated solution.
According to Matthew Langie, Omniture's senior director of product marketing, the need for a mobile-analytics solution was clear: Clients were requesting this capability, he says, and research alone has shown that consumers are readily using mobile phones, with subscriptions at 3.9 billion in 2008 and predicted to reach 5.6 billion by 2013. (Individuals, it's worth noting, may have multiple subscriptions.) A recent study by market research firm IDC predicted that 164.7 million smartphones will be shipped worldwide this year -- a figure expected to reach 363.2 million in 2012. Moreover, while 2007 saw 27 million phones with Wi-Fi capabilities, the service will reach 400 million by 2012.
For experts watching the market, the move toward mobile seems inevitable. "The demand for mobile analytics will emerge as an 'overnight' requirement," says Mary Wardley, research vice president of CRM Applications at IDC. "This is a lifestyle shift that will become the norm without a conscious thought on the part of users." Particularly for the mobile workforce, analysts say, the convenience of a handheld device will soon outweigh a bulky laptop.
While the technology may be there, mobile marketing and analytics have yet to gain the sophistication seen in their desktop counterparts. Langie outlines four distinct challenges:
- lack of industry standards: Consumers have different carriers, different phones, and different capabilities within each phone; from basic SMS to video viewing, the disparate capabilities make it difficult for marketers to determine how or what to deliver;
- identifying unique visitors: As devices roam, moving from cellphone tower to cellphone tower, Internet Protocol addresses change constantly;
- identifying phone and the manufacturer; and
- building mobile-compatible Web sites.
Langie says that today's world involves a "three-screen society" -- television, PC, and mobile -- and that his personal observations suggest that mobile is climbing the ranks as the most important of the three to the consumer. "I always have my BlackBerry with me, not my laptop," he says. "I'm always connected, always on."
The mobile-analytics solution will extend Omniture's existing Web analytics solution in an attempt to improve the reach of the marketer -- and, at the same time, improve the experience of the end users. Omniture's effort to address the most common problems marketers face when tackling the mobile arena includes the following four features, Langie says:
- In a partnership with mobile Internet advocate group dotMobi and its DeviceAtlas database, SiteCatalyst communicates with an extensive library of device profiles to accurately identify the mobile device accessing a Web page. This determines what video, audio, and text can be displayed, thereby giving marketers insight into what customers are using most frequently. Moreover, carrier identification gives marketers the ability to partner with carriers to set up other campaigns.
- Through the use of visitor identification technology such as cookies, subscriber identification, or header information, SiteCatalyst can identify a new visitor or a repeat visitor to deliver an experience akin to the traditional Internet.
- The solution aims to capture the right data from a variety of devices to garner insight about the page. Omniture's server places on each Web page a very small file that occupies a single pixel, allowing marketers to track the activity of the mobile device: where the user is clicking, what content is being downloaded, what video is being watched, etc.
- A geolocation component that recognizes where the site is being accessed from, thereby enabling Web publishers to deliver advertisements applicable to that location.
So far, the solution can't get anymore granular than country and carrier, but Langie promises that Omniture is making its way down that path. Meanwhile, he adds, with this announcement Omniture is giving customers a"single place to analyze, measure, and optimize integrated data" across both mobile and traditional online channels.
IDC's Wardley also has hopes for Omniture's future, particularly the development of mobility capabilities "across the line of applications including offer optimization [and] A/B testing." She cites other players in the space of mobile analytics, such as France-based AT Internet, which launched its XiTi Web analytics product in 2000 -- a product that the company claims now analyzes more than 35 million of mobiles pages monthly. This product, Wardley notes, "is, in general, an important Web analytics direction that Omniture is fleshing out."
But even the current Omniture offering is already fairly robust, Wardley says. "They are becoming the center of gravity in the Web analytics space," she adds, though she is quick to point out that the company's acquisition-based and organic growth continues to pose a challenge in terms of integration.
News relevant to the customer relationship management industry is posted several times a day on destinationCRM.com, in addition to the news section Insight that appears every month in the pages of CRM magazine. To contact the editors, please email editor@destinationCRM.com.
CRM Goes Mobile
With new technology, businesses are finding they can make their critical business applications available to their mobile workers while they are still with the customer.
Internet Search Influences Mobile Service Purchasing
People using search engines to buy wireless services are more valuable customers; potential services revenue in 2005 is $12.6 billion.
Mobile CRM Is Warming Up for Spring
New partnerships and predictions point to a period of rapid growth in wireless applications for sales, service, and marketing.
Mobile Is Set to Get Hotter
The market for mobile applications hasn't reached mainstream adoption just yet, but is poised to hit the $9 billion mark by 2011; device makers, service providers, and software vendors all may contribute.
Mobile Messaging Keeps Moving Up
With market leaders like Amazon.com leading the way, the emerging medium is making waves.
The Moving Target
Mobile phones have been around for decades -- but the ability to market to mobile-phone users is relatively new. No wonder marketers are still struggling to get it right.
Can Email Marketers Learn 2 <3 SMS?
As email service providers extend their expertise to SMS and text messaging, consumers may have to be induced to respond.
Web Analytics Standards Still Suffer
New research points to a growing but immature market, populated with "a great mass of junior analysts who…can get quite confused about the depth of all these issues."
Enterprises Restructure Mobile Strategies
Aberdeen Group reveals that, as technology budgets are slashed, organizations are deploying new methods to meet the mobility demand and to appease "pro-sumers."
"Second-Generation Analytics" with Quantivo's Omniture Adapter
Using data from Omniture SiteCatalyst, Quantivo aims to perform deeper analytics, faster.
Web Analytics Market to Hit the Billion-Dollar Mark by 2014
Exclusive First Look: A new Forrester Research report, due out on Wednesday, shows an industry segment lurching through a tricky middle stage, but one that will continue to blossom in coming years.
Coremetrics Targets Ad-Targeting
New releases promise to help Coremetrics clients deliver ads of higher relevance.
Marketers and Mobile Carriers Put Best Practices in Motion
For the first time, U.S. mobile carriers and the Mobile Marketing Association have collaborated to create a single standard for mobile SMS marketing.
Quantivo Couples with the Amazon Cloud
The behavioral analytics provider boosts scalability, flexibility, and affordability with its new deployment model.
Omniture Tops Forrester Wave in Web Analytics
Innovation isn't slowing down as vendors meet the increasing demand to merge online and offline data.
Xora and Gearworks Make a Mobile Merge
Former competitors combine, aiming to be the largest provider of mobile business applications.
The Future of Mobile Is Now
CRM Evolution '09 — Day 2: Mobile applications are bridging the gap between sales and CRM.
Adobe to Acquire Omniture
Pundits say the $1.8 billion deal — uniting a provider of development platforms with arguably the predominant player in Web analytics — has the potential to finally make measurement a powerful aspect of interactive media.
The Strategic Mobilization of the Enterprise
You'll need a new platform mindset and a view toward the future.
They've Got Your Number, Sort of
Predictive Analytics World '09: With great power comes great responsibility, but the power has yet to fully manifest and predictive analytics is already assuming significant responsibility as it battles hearsay and consumer fear.
B2Bs Have Clicks Up Their Sleeve, Too
eMetrics '09: Even if the transactions don't necessarily happen on the Web site, B2B marketers still have to manage the site experience.
The Great Data Debate
eMetrics '09: The Web has the potential to change the way companies and consumers interact, but how to make that happen is still up in the air.
Analytics Are Just the Ticket
In-depth analysis of online activity helps Rail Europe get its Web operations back on track.
Blend Work and Play
How to adopt—and adapt—CRM for a generation raised on mobile technologies.
CRM: Customer Relationship Mobile
Learn the value of integrating a mobile component into your CRM strategy.