Mobile analytics

Breakthrough for mobile marketing

Sarah KeefeVP Marketingsarah@bango.com

June 16, 2008

Who we are

• A global, mobile webtechnology company

• Help companies go mobile and sell their content

• Public company (AIM: BGO), offices in UK & USA

Chosen by mobile operatorsto drive off-portal

Award winning technology

Chosen by leading businesses

Analytics tells us….Ja

n-04

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4

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Search Trial

Search Page1

Search Page1

80%

70%

Daily revenue:2 UK Operators, all CP

Mobile marketing choices…

Advertising Ads in Search

Need tomeasure results

Value of mobile analytics

• Quantify the long-term value of marketing campaign investments

• Identify which marketing channels yield the best results

• Optimize web site design, navigation, consumer experience

• Easily place a value on ad inventory

• Compare with industry averaged stats

Your Campaign KPIs

Select Time PeriodRun Report

Analyze unique visitorsNew VisitorsRepeat Visitors

Percentage traffic from myadvertising campaigns

Analyze campaign page views

Create “Watch List” to monitorkey calls-to-action

ROI – compare campaigns against a goal

Yahoo campaign –Higher % traffic

Media campaign –Higher % reachedgoal

Your Mobile KPIs

Breakout traffic by country of origin

Detailed summary ofm-commerce transactions

Traffic by operator(including MVNOs)

Analysis by device

Traffic originating from PC web site

Traffic originating from SMS text short code

Mobile Site

How do we do it?

MobileSearch

AdCampaign

Browse In HomePage

Page

Page

Page

Store

LandingPage

Download

PremiumDownload

PageLandingPage

FormInput

Page

PremiumDownload

Campaign linksTrack entry/exitfrom campaigns

Page trackingtrack visits to pages

Paymentstracking transactions

How can I get great Mobile data?

• Choose a solution from a company with mobile experience

• Don’t assume PC analytics technology will work on mobile– Mass market mobile browsers are not so sophisticated– JavaScript fails and can stop your site working on most handsets– Cookies are not a reliable way to count unique visitors– Referral information is often removed or lost– Network address is of the operator gateway, not the customer phone–

• Get accurate, independently sourced data– Mobile identifies individual visitors more reliably (first and ongoing)– Precise demographics – country, network (MNO/MVNO), language, phone

Drive success:

Users respond

Invest inadvertising

Usersmake

choices

Select Adchannel

“Sale”made

1

2

3

4 Measureresponse

AnalyzeROI

YourProposition

Thank You!

www.bango.com/analytics