• by Mark Walsh  @markfwal, July 13, 2009

If brands want to better align online and mobile marketing efforts, comparing and contrasting campaign results is key. To that end, mobile ad network Quattro Wireless is partnering with Mobext, the mobile marketing arm of Havas Digital, to form a new partnership focused on mobile analytics.

Under the initiative, Mobext will import mobile campaign data into Artemis, a powerful database management system owned by Havas, so clients can easily link to online and mobile campaign results. By adding the mobile data to Artemis, the companies promise to deliver deeper insights into the relation of mobile and online campaigns.

With profiles on one third of the global online population, the system allows Havas to match its knowledge of consumers with the marketing objectives of brands.

The agency says clients are eager to integrate mobile into their overall digital media strategies, both to compare relevant metrics like click-through rates and to understand how mobile-specific usage can improve overall digital marketing efforts.

Steven Rosenblatt, senior vice president of ad sales for Quattro Wireless, said one of the hurdles for mobile marketing has been synching mobile and online campaign data. “So we’ve been collaborating with Mobext on how to bring the mobile part into the mix and plug that information into the Artemis platform,” he said. “We’re trying to understand a lot more about mobile-specific behavior compared to that on a typical Web site.”

Quattro and Mobext have worked together for the last year and a half on various mobile ad programs for clients including Amtrak, Kmart, Choice Hotels, Volvo and McDonald’s.

Launched in 2006 in Spain, Mobext also operates in the U.S., France, the U,K., Portugal, Mexico, Brazil, Argentina and Chile. Quattro’s Rosenblatt said the mobile analytics partnership with Mobext would initially focus on U.S.-based mobile campaigns but could expand to include other countries as well.