As mobile marketing continues its accelerated growth, brands are desperately searching for best of class mobile technology partners who understand this fast-evolving channel and are capable of developing top-notch strategies, applications and mobile sites. While partnership options abound, precious few have established a track record for developing an array of successful applications and sites and who also understand the critical importance that considering analytics from the ground up must play in this process. One such company is Mutual Mobile of Austin, Texas
In a relatively short period of time, Mutual has become one of the premier mobile marketing services agencies in this ever expanding field. A testament to the quality of work that Mutual has done, they have become a partner of choice for brands like Audi, Cisco, Dell, Google, Gowalla, and Samsung. Likewise, Mutual’s work has also been recognized with awards such as a 2011 Addy Award for their work on Google Boutiques, The Advertising Federation’s 2011 Best Mobile Marketer designation and a 2011 Webby for Best Retail Tablet Application.
Like many mobile marketing agencies, Mutual has seen an enormous amount of emphasis being directed on the vital task of mobile measurement. Measurement and performance data is critical to the brands that track it to determine marketing effectiveness, and also to Mutual’s account teams, who use this data in order to successfully develop mobile strategies and evolve user experiences that drive downloads and create compelling brand engagement for end users.
Mutual Mobile began the search for a best of breed mobile analytics platform that they could offer to their brand partners. Along the way, they discovered that many of the solutions in the market either address specific segments of mobile (mobile web, smartphones, or SMS) or worse, were unable to effectively measure a broad range of devices that consumers are currently using.
After their extensive evaluation process, Mutual chose the Webtrends Analytics 10 platform because of its power, flexibility and best in class user interface. We’re proud to announce that a partnership was created which will make Webtrends the preferred mobile analytics solution for Mutual Mobile and the applications it will develop going forward. With Webtrends, Mutual Mobile can offer its customers a solution that provides a single, integrated view across a customer’s mobile, social and Web properties. The simplified reporting and enhanced capabilities for data insight will allow Mutual’s developers to better understand how consumers are engaging with the applications or mobile websites that the company creates for the brands that it serves. In turn, this information will allow Mutual and its brand partners an ability to monetize specific conversion activities within the site or application, and determine whether the brands are realizing ROI for these key investments.
“Mobile measurement and integrated digital analytics have become table stakes for our customers,” said Mickey Ristroph, CTO, Mutual Mobile. “Our brands are demanding that we offer a mobile analytics and reporting solution that goes well beyond the capabilities of most of the solutions we evaluated. They also expect that they will be able to use one solution to track sites, applications and preferably be able to overlay this data with similar insights from their websites, social assets and other key digital channels. Of all the solutions we have evaluated, Webtrends stands out as a perfect fit for many of our most sophisticated clients.”
“Mutual Mobile has clearly established itself as one of the premier players in the mobile marketing space and we’re honored to have been selected as their mobile analytics solution of choice,” said Mike Ricci, vice president of mobile, Webtrends. “Our partnership gives Mutual Mobile and its customers the ability to integrate key mobile data together with other vital digital channels to better understand consumer behavior across the entire digital ecosystem.
We look forward to working closely with Mutual to educate its clients about how mobile analytics can and should be used. Likewise, we will be pleased to partner with Mutual to offer advanced mobile and social analytics capabilities to all of its clients who are looking to better understand how these investments are performing and the manner in which consumers are engaging with these assets. We’re proud to have an agency the caliber of Mutual Mobile in our Strategic Partner program and we look forward to expanding this relationship and working closely with some of the top brands that Mutual serves.”
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