Financial Times has selected mobile web platform provider Bango to provide mobile analytics for the newly launched FT.com mobile website, which has been optimized for mobile devices. It provides an understanding of the traffic to the site and track responses to marketing initiatives.
In addition, the Financial Times is supporting an advanced web experience for its growing mobile channel which consists predominantly of Blackberry and iPhone users. Using Bango’s Identifier technology, a user’s preferences can be stored in its FT.com profile, so when they return they can get to the content of greatest interest.
Bango mobile analytics encompasses both site analysis and campaign marketing for mobile marketing and advertising. Bango customers rely on detailed metrics to help them make the best decisions about future mobile investments and get closer to their customers.
Ray Anderson, CEO of Bango, said: It is important that the FT can quickly engage with its users and deliver the best possible mobile web experience. Bango’s Identifier technology allows them to do that easily. By uniquely identifying each user and assigning an anonymous user ID, the FT can deliver a user experience relevant to that individual.