Mobile Marketing: Mobile Targeting and Tracking. Traditional Web Analytics That Include or Can Be Adapted for Mobile. Omniture

Omniture is one of the longest-standing and most well-known traditional analytics platforms. In 2008, it added mobile analytics to its SiteCatalyst platform. Omniture also enables you to segment visitors based on device type, device manufacturer, and cookie support, but it adds location, video, and audio formats into its segmentation capability (see Figure 3.15). The mobile portion of SiteCatalyst offers essentially the same reporting and roll-up capabilities for mobile as it does traditional Web traffic. As mentioned earlier, SiteCatalyst can also interface with Bango Analytics to pull in more mobile specific data through the API. See Figure

 SiteCataiysts enables you to segment visitors based on a variety of factors. (Data has been intentionally blurred in this image to protect the privacy of these users.)

 Omnitures SiteCataiyst graph showing mobile device access to a specific page. (Data has been intentionally blurred in this image to protect the privacy of these users.)

To provide location information, Omniture works with a platform called WHERE by ULocate. The WHERE platform works with a variety of different systems to deliver location-aware news, weather, events, restaurant reviews, and social networking opportunities to people while they are on the go. It provides information about the users' location while they browse your website from their mobile phone.