Boston-based SiteSpect, provider of marketing optimization technology, is trying to solve marketing problems related to device compatibility with its Mobile Web Optimization functionality.
Today, there are more than 2,000 types of cell phones and wireless devices on the market. It’s virtually impossible to perform mobile content optimization because of compatibility issues. For instance, many wireless devices have limited or no support for JavaScript or cookies, making it difficult for traditional optimization approaches to work for all visitors.
According to the SiteSpect, the risk for a marketer is that by testing and targeting only compatible devices, campaign data is biased toward certain demographics, thus leading to incorrect analyses and missed opportunities.
SiteSpect’s Mobile Web Optimization features a multivariate testing and behavioral targeting platform that works with all mobile devices. It doesn’t require JavaScript or cookies, and is able to test and track behavior across any type of content including WML, HTML, CSS and streaming media.
This capability allows operators to non-intrusively test variations of any content and track visitor behavior, revealing which versions are most engaging and persuasive.