Ensighten Launches Mobile Tag Management and Optimization Solution

Ensighten, an omnichannel data and tag management provider, has updated Ensighten Mobile, bringing critical mobile marketing capabilities into one unified interface so marketers can jump-start their mobile engagement strategies.

Featuring Ensighten's patented no-SDK approach, Ensighten Mobile now enables marketers to seamlessly implement and manage third-party analytics and other technologies on their mobile apps, as well conduct on-the-fly A/B and multivariate testing.

"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, in a statement. "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."

The new integrated solution is designed to streamline multifunctional workflows across marketing and app development teams. With it, companies can do the following:

• Deploy and manage third-party analytics and other marketing technologies in real time through Ensighten's no-SDK approach. Marketers and app developers can change analytics tracking on the fly to better understand app effectiveness and usage without having to re-certify the app through the platform provider.
• 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 within minutes.
• 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 customers.

United Airlines, Getty Images, RBS (The Royal Bank of Scotland), and Vivint are currently using these capabilities as an integral part of Ensighten’s enterprise tag management system. Vivint, a smart home technology provider, began use Ensighten Mobile to implement analytics tracking in its mobile apps. Previously, the company struggled to deploy any type of consistent tracking.

"You can make changes on the fly with Web sites," said Brandon Bunker, senior director of customer analytics and intelligence at Vivint, in a statement. "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 customers' 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 Mobile can be purchased separately or as part of Ensighten Manage, the company's enterprise tag management system.

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