cmswire.com
Ensighten, the San Jose, Calif.-based tag management solutions provider, today updated its mobile platform by bringing mobile marketing capabilities into one unified interface.
Its patented no-SDK approach allows marketers to manage third-party analytics and other technologies on their mobile apps and conduct real-time A/B and multivariate testing.
"The challenge that marketers struggle with is that unlike web tagging, app tagging doesn't have the metrics as clearly defined out of box," Karen Wood, director of product marketing at Ensighten, told CMSWire. "We've included that so marketers can go in and get information like page views, crash metrics and bring what they're already doing for web analytics into a single view."
Analytics Engagement
Ensighten Mobile can be deployed on its own or as part of Ensighten Manage, the company’s enterprise tag management system. Highlights of the platform include:
- Mobile app deployments: Change analytics tracking on the fly without having to re-certify the app through the platform provider (iOS, Android, etc)
- Mobile app optimization: Launch real-time A/B and multivariate tests within mobile apps to understand which content is driving conversion and engagement
- Mobile data unification: Standardize interaction data from one or more mobile apps with online and offline customer behavior
Brandon Bunker, senior director of customer analytics and intelligence for Vivint, an Ensighten mobile user and producer of smart home technology, said in a statement that with apps, "we’re back to medieval times of having to compile code and do batch updates, only now it’s worse because of the delay in getting apps onto our customer’s devices through an app store."
Pelin Thorogood, chief strategy officer at 250-employee Ensighten, said marketers are challenged by slow app development cycles in optimizing the mobile experience and that Ensighten's mobile analytics platform reduces the friction alluded to by Bunker.
"This mobile customer engagement data can also be merged," he added, "with online and offline customer data to create rich unified customer profiles that can fuel smarter interactions across any touch point.”
Acquisitions Help
Tag management providers believe marketers can build their own marketing cloud through the tag management technology, which makes integration seamless, they say. It applies tags — HTML and JavaScript snippets — to web-based technologies.
Ensighten itself last year with acquisitions built on its marketing stack. It acquired Anametrix in October 2014, which brought together digital and offline sources that are siloed, including data from websites, mobile apps, social media, digital campaigns, CRM, reference sources (e.g., Nielsen) and internal systems.
Ensighten seven months earlier acquired TagMan, until then its biggest rival in the tag management field. The privately held company, which also closed a $40 million series B fundraising around that time last year, said the acquisition of its London-based rival meant it will be serving companies that have a combined $1.9 trillion in sales.
"Digital marketers are into measuring everything to the nth degree," said Erik Bratt, vice president of corporate marketing at Ensighten. "But a lot of them don't do mobile app analytics because they're hard to do. They want to keep the application light. Our no-SDK solution solves that problem."
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