comScore is another company that offers a traditional Web analytics platform that includes mobile reporting, although it is actually better known for its publication of reliable industry statistics about the growth of different marketing channels. In 2008, comScore acquired m:Metrics, a company that offered the mobile analytics platform MeterDirect but was also focused on providing comprehensive statistics on the growth and adoption of the mobile marketing channel.
Through m:Metrics, comScore now can provide its subscribers with a variety of mobile research and statistics, as well as some site information through its analytics platform. Since the acquisition, meter direct has been adapted, so the mobile offerings comScore provides now include the following:
• MobiLens—This tool draws together content merchandising and consumer behavior with mobile devices to show how different devices respond to your mobile marketing.
• Mobile Metrix—This platform provides continuous tracking of your mobile audiences user behavior and compiles information such as gender, age, and income with handset and operator information.
• Ad Metrix Mobile—This analytics platform was created specifically for advertisers and publishers to measure mobile display advertising campaigns.
• Plan Metrix Mobile—This platform brings together mobile Web analytics and real-life personal characteristics of users. It includes information about device type and carrier information, along with traditional media consumption, lifestyles, interests, and attitudes.
