There’s more to mobile than just meeting a KPI.
That’s the idea behind a new self-serve analytics tool launched Thursday by mobile user acquisition platform Taptica that aims to help advertisers dig a little deeper into what their mobile users are up to.
“Last year was all about KPI – our advertisers were focused on defining their ROI measurements and making sure KPIs were being met,” said Sigal Bareket, CEO and co-founder of Taptica, which was acquired by UK-based digital ad management platform Marimedia for $13.6 million in October.
Achieving campaign goals is a given, Bareket said, noting that now “advertisers want to know more about their users.” Are men or women more inclined to click on a particular advertiser’s ad and on which device and in what geo? Who actually ends up using the app and how much is a particular user likely to spend? Will that user stick around?
“This data allows advertisers to learn in real-time how their campaign targeting is performing and how they can adjust it on a daily basis, such as by adding more creative, optimizing the bids, changing city targeting and so on,” she said.
Taptica’s tool is the anti-black box, Bareket said. It leverages the attributes within roughly 200 million user profiles stored in the Taptica system gathered via more than 10,000 mobile campaigns. By combining a nuanced view into user behavior, including clicks, conversion and purchases overlaid with location data, demographics and OS, the tool aims to give advertisers access to insights they can use to bolster longer term retention.
For example, one Taptica client, which Bareket declined to name, was targeting users in Germany. Using the tool, the client found that although nearly half of its clicks were coming from Berlin, install and usage rates in the city were on the low side. By changing up its creative with new messaging targeting Berlin users with a special offer, the company was able to increase retention by 35%.
Other Taptica clients have used the tool to suss out new users. One streaming video-on-demand company discovered that the over 55 age group was a potentially lucrative audience it hasn’t previously considered targeting. A gaming company learned that female users would shell out just as much on in-game weapons as its male users.
Taptica, which has 60 employees and a customer list that includes Disney, GREE, King.com, Gameloft, Zoosk, Zynga, EA, Glu, Expedia and Open Table, is planning to roll the tool out gradually to its 250 clients over the next several weeks.