Webtrends Inc., an enterprise customer intelligence company, has launched Webtrends Mobile Analytics to let marketers measure how consumers are engaging with wireless offerings.

The new analytics measure how consumers are interacting with both mobile Web sites and applications. Webtrends hopes these offerings will give insight into the adoption and effectiveness of a brand?s mobile assets.

?The launch of Webtrends Mobile Analytics expands our offerings that are already providing our customers a competitive advantage through insight-driven optimization of their digital channels,? said Jascha Kaykas-Wolff, vice president of marketing at Webtrends, New Orleans.

?Specifically it extends our Analytics 9 solution to provide the necessary insight to help our customers understand and improve their mobile marketing effectiveness,? he said.

Webtrends provides insight-driven optimization of brands? digital channels. Microsoft, Toyota, The Coca-Cola Co., The New York Times and General Mills are clients of Webtrends. Webtrends.com

Tracking success
With Webtrends Mobile Analytics, marketers, designers and executives can create and track any number of metrics specific to their business.

With the services, Webtrends said its customers can better understand the performance and adoption of mobile Web sites and applications.

Additionally, the Webtrends platform aims to help brands understand, measure and influence all drivers of traffic to mobile sites, such as paid advertising, other Web properties and social media tools and networks.

Webtrends Mobile Analytics is targeted at consumer-centric companies that are already investing in the mobile Web and developing mobile applications in industries such as financial services, travel, consumer packaged goods, media, entertainment, telecom and retail.

Companies that provide wireless and mobile services to consumers and businesses that need to understand the behavior of their customers can benefit from Webtrends Mobile Analytics.

Mr. Kaykas-Wolff said many of Webtrends? customers, including Match.com, China Mobile, AirCell, Microsoft, Orange, U.S. Bank and Coca-Cola, have been using the company to measure their mobile sites before Mobile Analytics launched.

Webtrends said it is working with many of its early-adopter customers for mobile application measurement in the insurance, entertainment and retail sectors.

Understanding performance
Clients are using Webtrends? service to monitor adoption and top-line performance of applications, gain visibility into adoption of specific features over time and identify errors that interrupt or block customers.

The company claims to be the only provider with the ability to analyze customer adoption of mobile sites, applications and data from all other digital channels.

?Many companies are now embracing mobile as a key channel to engage their customers, whether that be to acquire new customers, provide direct customer service, sell products or to drive engagement through a branded experience,? Mr. Kaykas-Wolff said. ?To understand complete customer engagement across all channels, mobile analytics must be incorporated into a company?s overall measurement strategy.

?Since many apps are never launched after being downloaded, judging success purely by the number of downloads can overstate the success of your mobile objectives,? he said. ?In order to achieve the highest return from this channel, you must also have an understanding of its adoption and effectiveness over time.

?Analytics shows where you are being successful and uncovers opportunities to tune your marketing tactics and improve customer experience.?