Localytics Adds Features To Complete The Picture For Mobile App Developers And Marketers

Posted: May 8, 2013 in Advertising, Apps, Mobile, Technology
Tags: ,

20130508-205749.jpg Boston-based Localytics is fleshing out its mobile app
analytics and marketing platform in a major way today
with a variety of new features to help not just with
customer acquisition, but also with monitoring and
maintaining customer relationships over the lifetime of
an app. The three big new areas Localytics now addresses with its platform are Lifetime Value
Tracking, Customer Acquisition Management and
Real-Time Funnel Management, all of which serve to
help determine long-term engagement value. Localytics is introducing these new features based on
the theory that most marketers spend all their time
and money on the front end of the sales cycle, getting
people to download the app, and then aren’t really
concerned about whether that person will become a
quality user over the long term. If you’re used to web marketing trends, it’s like the difference between a
low value visitor who comes in from search traffic and
doesn’t stay long, and one who is referred by a
trusted source and has a much higher chance of
becoming a repeat customer. Most web properties,
including our own, now value metrics like time spent on page whereas before they cared only about getting
page views. Paying attention to the entire cycle is a key
competitive advantage for Localytics, according to
CEO Raj Aggarwal, who explained in an interview how
it helps his company offers something that mobile
marketers won’t be able to find at most of its
significant competitors. “Unlike other vendors in this space, the latest
additions to our platform allow our customers to close
the loop of the entire customer lifecycle within apps –
from acquisition, to funnel optimization to tracking the
total customer lifetime value,” he said. “App
developers can then leverage that insight to interact with users in a personalized manner and customize
the content they receive. No other vendor can deliver
the combination of deep insight and action within
apps.” The new features help Localytics users identify which
customer segments are driving the most revenue and
profit, target the most valuable users with tailored
advertising and acquisition outreach efforts, and
provide in-app messages aimed at those users. It can
also bring in Facebook advertising spend data, and provide long-term looks at how marketing campaigns
are shaking out. Finally, there’s more information
about how conversion funnels are working to turn
people into paying customers, with real-time insights
and long-term tracking of the efficacy of any changes
made to the process. This isn’t just good for companies, Localytics argues,
but ultimately benefits the consumer, too, since it
enables developers to create a better app experience
that’s more likely to meet a user’s needs. “The benefit
to the end user is that the user will receive a much
better experience as the developers can tailor and personalize the app based on a granular
understanding of the user’s preferences,” Aggarwal
says. Localytics is essentially trying to move away from a
siloed approach to analytics, and providing a more
thorough look at an app’s marketing life style is just
the first step. Ultimately, the company says that its
goal is to help mobile analytics drive real action
throughout an organization, not just as it relates to apps, and helping to turn data into a more holistic
picture of how a mobile experience can affect a
business at the macro level.


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