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Posts Tagged ‘mobile marketing’

Apsalar’s Daily Cohorts Gives Mobile Developers Real-Time Analytics to Engage Users

February 7th, 2012 02:03 admin View Comments

apsalar_150x150.jpgWhen a person downloads an app to a smartphone, the first interactions the user has with the app will determine its overall success ands potential longevity. If a user likes an app, its long-term potential greatly increases. If not, well, it is destined to the black hole of app oblivion.

That is why the ability to track the first few sessions a user has with an app in real-time is critical. Mobile marketing and analytics startup Apsalar is releasing an update to its platform called Daily Cohorts that allows publishers to track app analytics in real-time the day it is published. Developers can then make determinations on how best to market and monetize the app while it is still fresh in the users’ mind.

Oiknine describes the results of updating Xco’s app after the first batch of analytics: “After the update is released, Xco looks at the cohorts of users who first launched the app for the 3 days after the update. Both revenue and retention is up for each cohort – not quite yet reaching the benchmarks, but a significant overall improvement can be seen. In addition, more users are now completing the tutorial, with the rate up to 75% of new users. Xco is pleased with the results but knows it needs to do more and so it will begin the iteration process over again.”

The ability to retain users after the launch of an app is critical. All the best plans for marketing, engagement and monetization will go for naught if a user has stopped using the app after the first few days.

Apsalar CEO Michael Oiknine describes the scenario of a mobile game from a theoretical mobile gaming company called “Xco.” The company set up several cohorts to track the retention of users and finds that after three days the app is not living up to expectations and revenues are falling short. Xco finds that users that completed the app tutorial are more likely to keep using the app while those that do not are letting it slide into app oblivion.

“As Xco takes a closer look at the data they realize that by looking at the segment of users who completed the tutorial, retention and revenue are slightly ahead of their benchmarks and those users are leveling up more frequently than other users,” Oiknine said in an email to ReadWriteMobile. “However, only 65% of users are completing the tutorial. Based on this data, Xco goes into action and decides to make the tutorial more prominent in the UX after first launch of the app.”

This is a familiar scenario for many mobile games. The ability to track early sessions is extremely important. In this case, a quick tweak to the app to push more people towards the tutorial would benefit the longevity of the app.

The cohort method of analytics differs from just tracking sessions or daily average users. It provides a level of detail that other metrics (what Oiknine calls “vanity metrics”) do not.

“With daily cohorts, app developers can make critical changes fast enough so that they don’t lose the valuable users they’ve acquired,” Oiknine said.

Apsalar’s Daily Cohorts allows publishers to group users together in a single segment by the day they launched the app. For instance, users that downloaded the app the first day it was available can be grouped as “Day 1″ users and their history can be tracked as a single segment. Same with Day 2 users etc.

Apsalar’s platform focuses on engagement and monetization. Daily Cohorts is a change for the company as it used to provide weekly cohort analysis, which means that the information gained from initial users could not be acted upon immediately. A week is a long time for a newly-downloaded app and can cost the publisher thousands of dollars (and a plethora of poor reviews) if the app is subpar or users are not sticking with it.

To a certain extent, Apsalar’s Daily Cohorts falls into the realm of “predictive analytics” but with real-time data. The ability to track and group user sessions from the earliest possible moment will give developers a better understanding of how future users will interact with the app. The idea is to get actionable data as soon as possinle. Apsalar can then engage the user across apps with its Mobile Engagement Management (MEM) system that segments the user base on a common criteria.

Apsalar’s puts up its Daily Cohorts against a variety of other services that offer similar functions. Mobile analytics company Flurry, what Apsalar considers its chief competitor, tracks user sessions and has a “Re-Engagement” model to monetize user behavior. PlayHaven has the ability to track user behavior in real-time in mobile games and update an app accordingly.

Developers: What do you think of Apsalar’s Daily Cohorts? Is there anything similar on the market that you prefer to use? How important are early-stage analytics to the success of your app? Let us know in the comments.

Source: Apsalar’s Daily Cohorts Gives Mobile Developers Real-Time Analytics to Engage Users

Apsalar’s Daily Cohorts Gives Mobile Developers Real-Time Analytics to Engage Users

February 7th, 2012 02:03 admin View Comments

apsalar_150x150.jpgWhen a person downloads an app to a smartphone, the first interactions the user has with the app will determine its overall success ands potential longevity. If a user likes an app, its long-term potential greatly increases. If not, well, it is destined to the black hole of app oblivion.

That is why the ability to track the first few sessions a user has with an app in real-time is critical. Mobile marketing and analytics startup Apsalar is releasing an update to its platform called Daily Cohorts that allows publishers to track app analytics in real-time the day it is published. Developers can then make determinations on how best to market and monetize the app while it is still fresh in the users’ mind.

Oiknine describes the results of updating Xco’s app after the first batch of analytics: “After the update is released, Xco looks at the cohorts of users who first launched the app for the 3 days after the update. Both revenue and retention is up for each cohort – not quite yet reaching the benchmarks, but a significant overall improvement can be seen. In addition, more users are now completing the tutorial, with the rate up to 75% of new users. Xco is pleased with the results but knows it needs to do more and so it will begin the iteration process over again.”

The ability to retain users after the launch of an app is critical. All the best plans for marketing, engagement and monetization will go for naught if a user has stopped using the app after the first few days.

Apsalar CEO Michael Oiknine describes the scenario of a mobile game from a theoretical mobile gaming company called “Xco.” The company set up several cohorts to track the retention of users and finds that after three days the app is not living up to expectations and revenues are falling short. Xco finds that users that completed the app tutorial are more likely to keep using the app while those that do not are letting it slide into app oblivion.

“As Xco takes a closer look at the data they realize that by looking at the segment of users who completed the tutorial, retention and revenue are slightly ahead of their benchmarks and those users are leveling up more frequently than other users,” Oiknine said in an email to ReadWriteMobile. “However, only 65% of users are completing the tutorial. Based on this data, Xco goes into action and decides to make the tutorial more prominent in the UX after first launch of the app.”

This is a familiar scenario for many mobile games. The ability to track early sessions is extremely important. In this case, a quick tweak to the app to push more people towards the tutorial would benefit the longevity of the app.

The cohort method of analytics differs from just tracking sessions or daily average users. It provides a level of detail that other metrics (what Oiknine calls “vanity metrics”) do not.

“With daily cohorts, app developers can make critical changes fast enough so that they don’t lose the valuable users they’ve acquired,” Oiknine said.

Apsalar’s Daily Cohorts allows publishers to group users together in a single segment by the day they launched the app. For instance, users that downloaded the app the first day it was available can be grouped as “Day 1″ users and their history can be tracked as a single segment. Same with Day 2 users etc.

Apsalar’s platform focuses on engagement and monetization. Daily Cohorts is a change for the company as it used to provide weekly cohort analysis, which means that the information gained from initial users could not be acted upon immediately. A week is a long time for a newly-downloaded app and can cost the publisher thousands of dollars (and a plethora of poor reviews) if the app is subpar or users are not sticking with it.

To a certain extent, Apsalar’s Daily Cohorts falls into the realm of “predictive analytics” but with real-time data. The ability to track and group user sessions from the earliest possible moment will give developers a better understanding of how future users will interact with the app. The idea is to get actionable data as soon as possinle. Apsalar can then engage the user across apps with its Mobile Engagement Management (MEM) system that segments the user base on a common criteria.

Apsalar’s puts up its Daily Cohorts against a variety of other services that offer similar functions. Mobile analytics company Flurry, what Apsalar considers its chief competitor, tracks user sessions and has a “Re-Engagement” model to monetize user behavior. PlayHaven has the ability to track user behavior in real-time in mobile games and update an app accordingly.

Developers: What do you think of Apsalar’s Daily Cohorts? Is there anything similar on the market that you prefer to use? How important are early-stage analytics to the success of your app? Let us know in the comments.

Source: Apsalar’s Daily Cohorts Gives Mobile Developers Real-Time Analytics to Engage Users

Forrester Ranks Mobile Marketing Companies, Ignores the Brightest Startups

January 30th, 2012 01:30 admin View Comments

Forrester_Logo_150x150.jpgThe necessity of having a clear and cohesive mobile marketing strategy has never been greater. Companies that do not have a mobile marketing strategy now are light years behind the curve in the face of booming smartphone adoption and changing consumer behavior. Research firm Forrester took a look at some of the biggest and best mobile marketing companies to see how they stack up and what benefits they can add for companies.

There is a problem with Forrester’s research. Mainly, it looks only at the biggest and best. It is an enterprise-focused report that narrows in on nine mobile marketing companies and the strengths behind each. Fundamentally, this is the wrong approach to take in a world where dozens of innovative startups are tackling the idea of mobile marketing with fresh ideas and eager teams.

The nine vendors that the Forrester Wave research report focused on are: AKQA, iCrossing, Ogilvy, Possible Worldwide, Razorfish, Rosetta, SapientNitro, TribalDDB and VML.

It is important to note the criteria in which these companies were chosen for inclusion in the report:

  • A comprehensive mobile services offer: the ability to provide core mobile marketing services with strategy, native and mobile Web development, messaging, advertising and management.
  • Experience developing mobile programs: five years of experience.
  • Strong and growing revenue stream from mobile marketing: met or exceeded Forrester’s threshold for revenue from mobile services.
  • Recognition of mobile work from peers and marketers: Forrester asked agencies to name mobile marketing competitors. It also asked “11 mature mobile marketers” to share the list of agencies in their selection process. A company needed to be on each list three times to be included in the report.

As you can see, the criteria makes the selection process stacked in favor of established entities. The “leaders” of this survey were SapientNitro (with the highest score across all criteria), AKQA, Ogilvy, TrialDBB and Razorfish. All the other companies figured into the “strong performers” category.

Clients looking for mobile marketing strategies would do well looking to these companies. They have strong development teams and good strategic initiatives. Most include analytics and audience insight into their offerings. There is nothing wrong with choosing a so-called industry leader, even if the criteria in which is was chosen is inherently flawed.

Yet, if you are looking for tools that are more powerful or are under the radar of this enterprise-focused group, there are a variety of terrific startups across the country. For instance, Apsalar has an innovative and ambitious set of mobile marketing tools and robust analytics. Flurry and Localytics are both great startups with intense analytic tools and engagement philosophies. In the gaming world of native apps, PlayHaven has a great dashboard to produce results. Jumptap is emerging as a leader in targeted mobile marketing.

Each of these companies has one or two tools that could be of significant use to companies looking to make a splash with their brand on mobile devices. What they often lack in comparison to the so-called leaders is the experience (as an established company) and the development shops that enterprise-grade mobile marketers have. More often, they can be classified as “tools” better than fully well-rounded mobile marketing shops. There are perhaps a dozen more startups in the mobile marketing arena that are worth consideration.

There is nothing wrong with going to a smaller company that has the tools that are right for you. Often the smaller companies will be more attentive to your needs. What they lack in scale they make up for in innovation and eagerness. That is not to say that the bigger mobile marketing shops are not eager but the point is that there are plenty of options. A company does not have to match some set of obscure criteria to be a great option for mobile marketing needs.

Source: Forrester Ranks Mobile Marketing Companies, Ignores the Brightest Startups

One To Watch: Augme Sees Continued Growth, Launches SaaS Mobile Marketing Platform

June 28th, 2011 06:30 admin View Comments

As many know, mobile advertising has already taken the first steps into an era of explosive growth, and forecasts today continue to be doggedly optimistic. And why shouldn’t they be? Over 100 million smartphones were sold in the fourth quarter of 2010 alone, which easily outpaced the number of PCs sold over the same quarter. People are flocking to smartphones literally by the millions, and as a result, mobile technology is evolving at a relatively blistering pace. Not unsurprisingly, mobile advertising is being brought along for the ride. For example: Gartner expects mobile ad revenue to hit $3.3 billion by the end of 2011, more than double revenue in 2010 — and to hockey-stick to $20.6 billion by 2015.

What’s more, you may remember Eric Schmidt saying in a keynote back in February, that mobile growth is happening quicker than anyone imagined, outpacing even the expectations of those optimistic parties at Google and beyond.

Founded in 1999, Augme Technologies is an under-the-radar company that, over the last few years, has quietly built a mobile marketing technology platform that may see it become a big player in the mobile technology and marketing boom. The platform, called Ad Life, allows marketers, brands, and agencies to plan, create, test, deploy, and track mobile marketing programs — with the most noteworthy feature of Augme’s patented technology being the fact that it is able to reach targeted groups while remaining device-agnostic.

Ad Life has seen several iterations over the years, and today Augme is announcing version 4.0 of its platform: A software-as-a-service model, built on an API architecture that’s designed to be compatible with any-size enterprise and customizable for contextual mobile user experiences. The software platform is also happens to be built on Augme’s proprietary mark-up language that has “site builder” capabilities, which allows this automated delivery of ad content to nearly every 3G and 4G smartphone in the market today, according to Augme Founder Anthony Iacovone.

It does through the use of consumer response tags (CRTs), including 2D codes, UPC codes, SMS, and Image Recognition, enabling brands to track and analyze marketing campaign results. Using its patented device-detection and proprietary mobile content adaptation software, Ad Life takes some of the hassle out of the challenges inherent to the industry, especially in relation to the many disparate OSes, device types, and on-screen mobile content rendering.

As mobile technology evolves, brands and advertisers are often subject to fragmentation and, not only that, but they struggle to keep pace with the evolving technology while keeping costs at bay, especially while trying to avoid rebuilding their mobile infrastructure every few years. As a SaaS platform, AD Life helps mobile advertisers avoid infrastructure obstacles, as enterprises have the ability to go mobile by customized rendering for mobile web content, while delivering and managing coupons, rebates, social connections and all that good (read: annoying) stuff, through the platform’s API.

Unsurprisingly, Iacovone said that the Augme team is likening Ad Life 4.0 to MaaS, or mobilization as a service — for ads. “The mobile marketing industry as a whole has been stuck in a 1.0 version of fragmented technology”, the Augme Founder said. “With Ad Life 4.0, we’re trying to redefine mobile marketing by connecting mobile technology to every facet of an organization’s core marketing functions through robust APIs, while providing deep measurement and consumer interactivity that talks with data warehouses and CRM systems”.

Poised as it is within a hot growth sector, Augme will definitely continue to be a company to watch, especially for investors, as the company has traded publicly on NASDAQ since early this year. While revenue in 2011 was $2.8 million, Augme management expects revenue to push $16 million in fiscal 2012 — and that the company will in turn achieve positive cash flow next year.

What’s more, the company’s customers currently include four Fortune 100 companies, six Fortune 200 companies, and four Global Fortune 500 companies, and earlier this year, Augme announced a contract with Smartsource.com, NewsCorp’s division focused on coupons, to help lead the company’s push into mobile coupons. Kellogg has also been using Ad Life to directly engage with consumers by providing enhanced content for mobile devices, using a number of campaigns involving QR codes and SMS keywords — all of which have been successful.

If Augme continues to expand its list of blue-chip clients and take advantage of its bullpen of patents, the company could very well be at the forefront of the mobile advertising boom, and a potential industry leader down the road. Definitely long on Augme.

For more on the Ad Life platform, check out the landing page here.

Source: One To Watch: Augme Sees Continued Growth, Launches SaaS Mobile Marketing Platform

Mobile Tag Raises 6.6 Million Euros For Marketing Solutions Based On NFC tags, 2D And 1D Barcodes

February 15th, 2011 02:24 admin View Comments

Mobile Tag, a France-based provider of 2D and 1D barcode marketing solutions, has secured 6.6 million euros in fresh funding. The round was led by S.E.B. Ventures and joined by previous backers XAnge Private Equity and Alven Capital.

The company says it raised additional capital primarily to expand its operations in the United States.

Founded in 2006 by entrepreneur Domenico Surace, Mobile Tag already employs 55 people in France and the U.S. combined.

The company basically develops mobile marketing solutions allowing access to digital content by scanning barcodes using a mobile handset. That means 2D barcodes (QR-codes, Datamatrix, Flashcode and others), 1D barcodes (which you can find mostly on packaging) but also NFC tags.

Mobile Tag also offers solutions providing ‘Quick Access’ to mobile content, for companies, advertisers, brands and agencies alike.

Source: Mobile Tag Raises 6.6 Million Euros For Marketing Solutions Based On NFC tags, 2D And 1D Barcodes

Shoutlet Lands $6 Million For Social Media Management Platform

December 6th, 2010 12:33 admin View Comments

Shoutlet, provider of a social media management platform, this morning announced it has raised $6 million in Series B funding.

The investment was led by (customer) American Family Insurance, and adds to $3.2 million in previous funding.

The startup’s original backers, Origin Ventures and Leo Capital Holdings, both participated in the new round.

Shoutlet’s centralized platform boasts Facebook and Twitter management, Social CRM, and widget building capabilities for companies to leverage promotions, coupons and sweepstakes and streamline social media outreach through a single interface.

Additionally, the platform enables mobile marketing, social commerce and real-time campaign analytics.

Source: Shoutlet Lands $6 Million For Social Media Management Platform

T-Mobile Facing Lawsuit Over Text Message Censorship

September 18th, 2010 09:30 admin View Comments

Tootech writes with this quote from Wired:
“A mobile-marketing company claimed Friday it would go out of business unless a federal judge orders T-Mobile to stop blocking its text-messaging service, the first case testing whether wireless providers can block text messages they don’t like. EZ Texting claims T-Mobile blocked the company from sending text messages for all of its clients after learning that legalmarijuanadispensary.com, an EZ Texting client, was using its service to send texts about legal medical marijuana dispensaries in California. ‘T-Mobile subjectively did not approve of one of the thousands of lawful businesses and non-profits served by EZ Texting,’ according to New York federal lawsuit.”

Source: T-Mobile Facing Lawsuit Over Text Message Censorship

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