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.