Posts Categorized: MATA

Analytics: 2012 is for Mobile What 1997 was for the Web

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“The evolution of marketing continues as we enter the multiscreen world. Think of it this way: 2012 is for mobile what 1997 was for the Web. Take it a step further; Kontagent is to mobile what Webtrends was to the Web.”

As a data-driven marketer, Rand Schulman* gave us an overview of the evolution of analytics (see video). He has even gone so far as to say that the Web is dead. Here’s more on why Rand compares what we’re doing today in mobile to what online marketers did in the early days of the Web.

How does your experience qualify you to speak about the evolution of analytics?
I helped create an industry, inventing brand name online marketing and new media products from benchmark vendors: WebSideStory (acquired by Omniture/Adobe); Keylime Software, (acquired by Yahoo!); WebTrends, Unica (acquired by IBM); Eightfold Logic; InsideView. I am a founder and past board member of the Digital Analytics Association (DAA), and the Direct Marketing Educational Foundation (DMEF). In 2005, I was named one of the Top 100 B2B marketing executives by BtoB Magazine.

What are the biggest challenges mobile marketers and developers currently face?
Right now, mobile marketing is like measuring hits on Web. It’s a good first start, but it’s not the end game. In mobile, people are doing basic things, e.g., App Store optimization–trying to get your app in the top lists–by testing names, categories, etc. that might give you the best rankings. It’s really basic. Continue Reading…

Kontagent Konnect 2012 Wrap-Up

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Thanks to all who attended the inaugural Kontagent Konnect User Conference May 30-31. We had a great turnout; hundreds of folks–many of them thought leaders from the social and mobile app development space–joined us for the two-day event.

On Day 1, we hosted intensive workshops and in-depth product training of Kontagent kSuite. Sessions included User Analytics: What Is It and Why Is It Important to Your Business? and A/B Testing Implementation and Measurement Best Practices.

On Day 2, we welcomed C-level execs, analysts, developers, marketers, investors and others who are interested in using data to build customer lifetime value. We kicked it off with a keynote from Kontagent CEO Jeff Tseng, followed by sessions such as Benchmarks and Trends: A Playbook for Your Business, Hot Trends in VC Funding: The Gaming and App Sectors and Marketing and User Acquisition by the Numbers. (Our presentation on the seven deadly sins of big data was covered in the press.)

We’ve got a ton of great content from the conference that we’re compiling and will be sharing with you shortly. If you want to be notified when it’s available, subscribe to the kScope newsletter. (Enter your email address in the “Join Our Newsletter” field to your right. >>>)

In the meantime, here are a few photos from the event and party. We hope to see you at Kontagent Konnect 2013! Continue Reading…

App Economics: Moving from Cost-per-Install (CPI) to Profit-per-Install (PPI)

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You are a mobile applications marketer. You spend $100,000 on 200,000 installs for your app. Fifty cents per install. Not bad, considering the market average is just over $1, right?

Well, it is certainly not a sure thing for your business’ ROI if you are a free-to-play (F2P) app that relies on in-app purchases as your monetization strategy. The concept of  F2P describes any type of app that is free to install, including mobile commerce and other types of apps.

The bottom line: Not all installs are created equally, so how do you pinpoint which installs are valuable to your business and move the needle on revenue?

Read the entire article on Mobile Commerce Daily. Continue Reading…

Mobile App Marketer Wish-List: Full Transparency into Ads and User Behavior

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So your hands are off the keyboard, your last piece of code is complete and you are ready to release your app to the hungry hordes of avid fans who are eagerly waiting in the wings… except you’re not Steve Jobs and this isn’t Apple.

You’re a mobile developer. Smart, sophisticated, but at the mercy of forces that lie outside of your control.

On one hand, everyone believes they hold a precious jewel, developed over months of hard sweat and elbow grease–the next big Angry Birds.

On the other hand, the keys to the kingdom (of users) lie in the hands of middlemen. Ad providers charge you good money to accomplish the two goals you need in order to succeed: scale and reach. But, it’s not that easy to do that, given today’s current mobile app marketing ecosystem.

The current state of things
Here’s the state of the mobile app marketing ecosystem today. Instead of transparency, you have opacity. Developers and marketers aren’t getting the right, timely information they need to effectively optimize their ad budgets and increase their ROI.

While there are many ad providers out there that provide reporting on user acquisition campaigns, there are also many that do not. Or, they provide manual data dumps on an irregular basis. Even when clean data is available, marketers and developers find it hard to efficiently process, match, store and analyze the information.

The point is that in the end, you still have to ingest a non-standardized set of data from all the various ad providers in the industry if/when you can get your hands on it. Because there are no clearly defined industry-wide standards for the measurement, collection and reporting of data from mobile advertising and cross-promotion networks, most mobile developers have trouble deducing meaningful marketing data from their user acquisition efforts. Ad providers, for their part, face the challenge of disparate, non-standardized data requests and protocols from many advertisers and publishers. Continue Reading…