I’ve had an on-going rant, along with most of the mobile advertising industry, regarding a lack of truly usable mobile analytics solutions that allow for a comprehensive insight into how campaigns are performing. Though many solutions exist, most fall short in providing the right toolset to get the job done.
Today, Motally has debuted the closest thing yet to bring a sense of centralization to the mix, with its introduction of import/export APIs to its analytics solution. The addition allows publishers to have maximum control over their metrics by allowing them to integrate directly into or out of existing systems, such as Omniture or any other.
What’s interesting, is in addition to export APIs, Motally’s new import APIs allows for the uploading of bulk data directly to Motally for processing, making it especially useful for platform providers who want to send large quantities of data for analysis on behalf of their user base – something that’s been needed and requested for a long time. The import API can also be used by developers to send data to Motally for processing from non-natively supported platforms – effectively increasing coverage to a broader range of development platforms.
This development is significant not only because it provides the liberation of metric data across multiple platforms via APIs, but because Motally already offers such comprehensive reporting across iPhone, Android, Blackberry, the mobile Web and even the iPad in one interface. Being able to tie-in metric data from other ad-networks and analytics solutions into Motally’s already robust platform makes for a powerful solution never before available. Motally has beaten Flurry and even Google to the punch with its import/export APIs.
The problem of producing a fully comprehensive mobile measurement solution will never truly be solved, at least not in the near future, but data liberation via APIs is a major first step in making it a reality.