Mobile Marketing: Mobile Targeting and Tracking. Application Tracking

As companies begin to spend more money developing interactive applications, it has become more important to track how users are interacting with the applications and what impact the applications are having on branding and engagement. The following companies might be able to help you track the success of your mobile applications.

Flurry
Flurry is an application-only mobile tracking system that was one of the first independent application tracking platforms available. It can monitor applications from a variety of different platforms, including iPhone, Android, BlackBerry, and JavaME (see Figure 3.18). It can both monitor the sequence of actions that people take within an application and use dynamic parameters to evaluate user-generated content and other interactive portions of the application.
 

 The Flurry mobile reporting suite shows access to the mobile website by top devices and carriers.

Google Analytics
In addition to tracking mobile Web activity, the same tracking code and platform can be used to track customer behavior within an application. The system currently works with Android and iPhone applications and is reported in much the same way Web traffic is presented.

Omniture
In addition to its Web traffic reporting platform, Omniture offers a tool called Omniture App Measurement that helps companies track the success and behavior of people on their iPhone, Android, and BlackBerry applications. This solution is also part of SiteCatalyst and uses the WHERE platform to determine where users are when they are accessing your mobile applications. This kind of usage information can be critical when determining how and where to promote your applications.

WebTrends
WebTrends also offers analytics for mobile applications, although the company is not very precise about what is included. The project might need further development before it rivals other mobile analytics tracking programs; this service does not appear to be a major push for them yet.