Mobile analytics and billing company Bango has entered into a partnership to allow marketers to access wired and mobile Web metrics and data through a single console.

The Cambridge, England-based company will integrate its Bango Analytics service with Web analytics firm Omniture's SiteCatalyst product. Bango's alliance with wired Web analytics firm and Omniture authorized service partner Adversitement will enable this functionality.

"I think what we're seeing is that people are now starting to see the mobile Web as part of their integral online strategy," said Adam Kerr, New York-based Bango vice president for North America.

"People are now accessing Web sites through various devices, so marketers want to see all of their analytics in one place," he said. "Their online presence is being viewed on different devices."

The news comes almost six weeks after Bango joined forces with mobile Web site optimization specialist SiteSpect Inc. for better conversion data. The deal was designed to let brands, agencies and mobile site owners test and track user behavior across their mobile site for refinement to text, links, layouts and images.

Adversitement is a consultancy that offers Web analytics services, including technical implementation and optimization.

Omniture's SiteCatalyst provides Web metrics intelligence to help analyze online campaigns and site effectiveness on the wired Web.

Based in Orem, UT, Omniture powers the Web analytics platform for marketers such as The New York Times, Hewlett-Packard, General Motors' Cadillac and Chevrolet, Timberland, Neiman Marcus, Microsoft, Novell, Edmunds.com and JetBlue Airways.

Combining the Omniture service with Bango Analytics will allow individual identification of mobile visitors to a Web site for an accurate visitor count.

Bango metrics include network, country and device type, all recorded to draw a picture of the typical visitors to a mobile site through mobile campaign analysis and conversion-rate data.

Marketers using the combined service can personalize their online offerings based on the composite mobile and Web analytics picture.

Not viewing the Web holistically carries its own risk.

"You're basically missing out on the information on a good proportion of online users," Mr. Kerr said.

"Especially in this climate, people must have good data in terms of their mobile Web site usage and the media campaigns they're doing," he said.