SOURCE: Ensighten

Ensighten

November 17, 2015 09:00 ET

Ensighten Launches Industry's First Unified Tag Management and Optimization Solution for Mobile Apps

New Real-Time Solution Enables Global Brands to Jump Start Their Mobile Initiatives Using Ensighten's No-SDK Technology for Mobile Apps

SAN JOSE, CA--(Marketwired - Nov 17, 2015) - Ensighten, the leading global omni-channel data and tag management provider, today announced a major update to Ensighten Mobile, bringing critical mobile marketing capabilities into one unified interface so marketers can jump-start their mobile engagement strategies. Featuring Ensighten's no-SDK approach based on patented technology, Ensighten Mobile enables marketers to seamlessly deploy third-party analytics and other technologies into their mobile apps, as well conduct on-the-fly A/B and multivariate testing to ensure the best customer engagement possible.

The new integrated solution is designed to streamline multi-functional workflows across marketing and app development teams, and to help marketers drive more value from their mobile initiatives. The new offering focuses on ease of use and solving for marketing use cases quickly, reducing technical dependencies often inherent to app marketing. Dozens of global brands such as United Airlines, Getty Images, RBS (The Royal Bank of Scotland), Marriott International, and Vivint are currently using these capabilities as an integral part of Ensighten's market-leading enterprise tag management system. Ensighten Mobile currently generates more than 2.1 billion API calls each year for clients, including 300 million in the last month alone, showing rapidly increasing usage.

Today's launch comes as mobile activity is surging. Internet Retailer recently projected that the largest 378 U.S. mobile merchants will see 36 percent growth in sales via smartphones and tablets this year, reaching $88.44 billion in revenue. Meanwhile, Facebook reported that nearly one-third of online shopping transactions are driven through mobile. Despite the growth, however, marketers are still struggling to effectively manage and optimize their mobile apps. According to Forrester Research, more than one half (57 percent) of digital business professionals are still not using any type of mobile analytics to measure and optimize the mobile app experience.

"Marketers know that mobile is an increasingly critical channel for their customers, but are challenged by slow app development cycles in optimizing the mobile experience," said Pelin Thorogood, Chief Strategy Officer at Ensighten. "With Ensighten Mobile's combined on-the-fly app deployment and optimization capabilities, marketers can significantly reduce this friction. This mobile customer engagement data can also be merged with online and offline customer data to create rich unified customer profiles that can fuel smarter interactions across any touch point."

Ensighten Mobile, which can be purchased separately or in conjunction with Ensighten Manage, is the only solution to unify these key capabilities into a single easy-to-use interface:

  • Mobile App Deployments - Deploy and manage key third-party marketing technologies, including more than 150 different analytics tools, in real-time through Ensighten's patented approach, which avoids the need for ongoing mobile app code updates or resubmissions to the app store. This gives marketers and app developers ultimate agility to change analytics tracking on the fly to meet changing business requirements. Ensighten Mobile also delivers out-of-the-box lifecycle metrics, which collect important data about app usage and send it to any third-party tool. Example metrics include including mobile page views, buttons clicked and metrics around whether the app is active and being used, or whether it's been pushed to the background.
  • Mobile App Optimization - Launch real-time A/B and multivariate tests within mobile apps to understand which content is driving conversion and engagement. Marketers can test which content, graphics, colors, etc. deliver the best results, and then implement content changes in real time.
  • Mobile Data Unification - Standardize and unify interaction data from one or more mobile apps with online and offline customer behavior to create a true 360-degree view of the customer. Brands can use this rich, first-party data to fuel deeper, more relevant experiences across touch points using their existing applications.

Vivint, a leading smart home technology provider, uses Ensighten Mobile to easily implement analytics tracking in its mobile apps, which are critical to the company's best-selling smart home products. Previously, the company struggled to deploy any type of consistent tracking. Read the Vivint case study.

"You can make changes on the fly with websites," said Brandon Bunker, senior director of customer analytics and intelligence for Vivint. "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. That's why we are so much better off with Ensighten's technology, which gives us control of our software."

Ensighten Manage customer Amica Mutual Insurance helped beta test the new mobile offering.

"We found the unified platform to be very straightforward and user-friendly," said Brian Pfeiffer, Digital Insights Specialist at Amica. "Ensighten Mobile allows non-technical users to create mobile app events to help drive the collection of analytics without the need for ongoing developer assistance. It also gives us more control over the events on the business side, while allowing our developers to focus more on building and enhancing our app features."

Ensighten Mobile is delivered in multiple formats, from self-serve to a managed service, and is free for customers for the base package, which includes the lifecycle metrics. For more information, visit http://www.ensighten.com or attend Ensighten's Nov. 19 webinar with Forrester Research and the Mobile Marketing Association, entitled "Optimizing the In-App Experience: Leveraging Website Best Practices to Drive Mobile App Conversion and Engagement."

About Ensighten
Ensighten, the global leader in omni-channel data and tag management, is changing the face of digital marketing by transforming the way enterprises collect, own and act on their customer data across all marketing channels and devices. The Ensighten Open Marketing Platform enables enterprises to achieve true one-to-one personalization, accelerate the execution and optimization of their marketing initiatives and deliver superior user experiences. Ensighten, with its unique hybrid-tagging™ technology, powers companies generating over $1.9 trillion in revenue in over 150 countries. The world's leading brands (Microsoft, Capital One, United Airlines and T-Mobile) achieve marketing agility by implementing Ensighten's single line of code. Ensighten is headquartered in the heart of Silicon Valley in San Jose, with offices in San Diego, London and Sydney. To learn more visit www.ensighten.com.

Contact Information