Mobile App Data Analytics - Case Study

AMIT SINGH (Amit is a customer experience measurement & Market Research Professional)
Phone: +91-8007194747
E-Mail: mailtoasingh@gmail.com
Linkedin - in.linkedin.com/in/amitksinghindian/

PUSHSPRING – ONE STOP MOBILE APP DATA ANALYTICS SOLUTION
–
OVERVIEW
The global mobile advertising opportunity is massive, estimated at $69 billion in 2015 and
projected to surpass $100B in 2016. As a result, mobile app publishers are increasingly
expanding the volume and availability of mobile ad inventory. In fact, in 2014, 70% of app
publishers relied on advertising revenue to support their apps, and 69% of these publishers
made portions of their inventory available programmatically through mobile exchanges. With
over 200B monthly in-app impressions available in the US alone on open RTB exchanges
advertisers need methods for identifying and preventing fraudulent impressions and clicks to
avoid paying for non-human traffic.
GLOBAL TRENDS
ü 35 Mn internet users in 1995 - 2.8 Billion internet users in 2014.
ü 80 Mn Mobile Phone users in 1995 – 5.2 Billion users in 2014.
ü Share of web page views – Laptops & Desktops – 62%
ü Share of web page views – Mobile Phones – 31%
ü Share of web page views – Tablets – 7%
ü Share of web page views – Other Device – 0.1%
ü Total Number of Mobile users (Unique Individual) – 3.65 Billion
ü Total Number of mobile subscriptions – 7.09 Billion
ü Platform share of mobile web:-
o Apple safari browsers – 38.9%
o Android webkit browsers – 30.9%
o Other platform bowsers – 30.2%
ü October, 2014 comScore audience data indicates 88% of consumer mobile* internet time
is spent in apps, while 12% is spent browsing the mobile web.
ü But only 18% of mobile internet users perceive their usage as skewing heavily toward apps.
A perception of balanced app-web use holds across demographics.
ü The “app gap” created by this disparity between perception and time spent needs
explanation.
ü For some important content types, app and web usage is very balanced. 42% of mobile
internet users prefer mobile web for search, and app-web preferences are balanced for
shopping, news, and local directory information.
ü Moreover, app usage can actually be mobile web use in disguise. 52% of smartphone
owners say they tap links in mobile apps that take them to web articles they want to read
sometimes or more frequently. Men are more likely than women to use apps to access web
articles at least sometimes.
ü Search and social media are important as the new front doors to mobile web content. 54%
of mobile internet users cite searching (for topics or publications) as a primary way they
find websites they visit, while 29% cite word-of-mouth, and 26% cite links in social media.

–
BUSINESS CHALLENGE IN MOBILE APPS AUDIENCE
MARKETING
Mobile apps are altering the business landscape by reinvigorating companies, disrupting
industries, and creating opportunities where previously there were none. Many companies are
scrambling to satisfy customers from a mobile point of view, resulting in a reactive approach to
app investment. The lack of a clear strategy results in suboptimal mobile efforts and
compromised results.
Until now, understanding the ROI from mobile app strategy has been challenging. Mobile
teams are under growing pressure to:
• Quantify the influence of mobile apps on the business across different platforms
• Personalize app content for various audiences
• Understand the effectiveness of app marketing campaigns for driving downloads and
post-download engagement and retention
• Minimize difficult and lengthy implementation cycles for analytics that pull app
developers away from building features without actionable analytics to understand app
ü Mobile ad spend continues to have
significant opportunity when measured
as percent of ad spend on mobile
relative to time spent on mobile
ü Mobile advertising is growing strongly
at 34% YoY but still only 14% of global
Internet advertising spend
ü New ad formats optimized for mobile
are fast/interactive/fun like the
Pinterest Cinematic pin, the Vessel 5
sec ad or the Facebook carousel ad
ü Buy buttons optimized for mobile will
reduce friction in the mobile buying
experience
ü The top apps around the world in usage
and sessions are messaging apps, while
the trends around mobile usage and
advertising all indicate robust growth,
there is still very limited data available
on the breakdown of advertising spend
on mobile web vs mobile apps.

–
usage, mobile teams are left to guesswork to improve app performance, which directly
impacts ratings in app marketplaces and affects an organization’s ability to satisfy the
mobile needs of its customers.
PUSHSPRING - MOBILE APPS AUDIENCE DATA ANALYTICS
SOLUTION
PushSpring provides mobile app audience data and
audience intelligence tools for publishers and
advertisers. Using advanced machine learning
techniques applied to billions of monthly mobile
app and device-level signals, PushSpring data
scientists create targeting Personas and custom
segments that represent the most accurate, multi-
dimensional classification of mobile app audiences
available. These audience segments are made
available via the PushSpring Audience Platform
and distributed through industry-leading DMPs,
DSPs, and programmatic platforms to power
mobile marketing objectives for brands and
publishers.
PushSpring offers a quick and easy solution for
brands and advertisers looking to reach mobile app
audiences. We process billions of monthly mobile
app and device-level signals to create a multi-
dimensional classification of mobile app audiences
in the form of Personas and Custom Audience
segments. These can be accessed via the
PushSpring Audience Platform and industry-
leading data partners.

–
VALUE PROPOSITION
Pushspring Mobile App Analytics enables mobile
teams to progress along the analytics maturity curve,
giving them the ability to leverage insights to drive
mobile app marketing. Pushspring Mobile App
Analytics is ideal for customers that want to:
ü Align mobile marketing initiatives with key
business objectives
ü Gain real-time insights into cohort behavior
across apps
ü Quantify the influence of mobile channels (across
different platforms) on the business
ü Leverage insights to deliver relevant mobile app
experiences that drive conversion

–
THE ADVANCE SOLUTION
Pushspring Mobile App Analytics addresses business challenges with easy-to-use, integrated
app analytics that help mobile teams understand and improve user engagement. Higher
engagement leads to improved consumption and monetization of content through mobile app
channels. App-specific reports and visualizations help to understand how frequently people use
mobile app, what paths they take through the app, and if they convert effectively to drive
profitable returns on your mobile investments. With Pushspring Mobile App Analytics, mobile
teams can:
ü Use a single software development kit (SDK) and an app-centric UI that includes
capabilities for analytics, testing, optimization, and push notifications
ü Geo-target users within points of interest
ü Get up and running with lifecycle, device, app-centric, location, and campaign
metrics
ü Analyze mobile apps in conjunction with other digital channels with one data
platform
KEY BENEFITS OF PUSHSPRING MOBILE APP ANALYTICS
App analytics
ü Gain deep insights that reveal mobile app
user engagement with app store
performance metrics.
ü View app reports and KPIs for user
engagement, app store performance, path
analysis, cohort analysis, retention
analysis, GPS location analysis, lifetime
value analysis, and more.
ü Queue up analytics data when the device is
offline and send it in when the device
comes back online for complete analysis.
ü Measure and report the amount of time
users take to complete key events,
including in-app time and total time to
understand behaviors between in-app
actions.
App implementation
ü Deploy Mobile App Analytics in as little
by integrating one comprehensive SDK
into your apps, complete with built-in
implementation verification.
App-centric user interface
ü Explore data through an interface
designed for mobile app teams that
provides integrated workflows for app
analytics and app optimization activities.
ü Manage multiple apps by specifying the
app type, name, icon, description, and
key metrics that appear in the user
interface.

–
CLIENT’S DELIGHT
Case Study: National satellite TV advertiser uses PushSpring data to generate
370% lift in CTR
.
App user acquisition
ü Generate tracking links for your app
campaigns that can be included in paid,
own or earned media.
ü Segment and target customers based on
their lifetime value.
ü Understand the effectiveness of
campaigns in driving app downloads
from the Apple App Store or Google Play.
App optimization—Marketing Cloud
integration
ü Use app analytics data, such as launches,
days since last used, or mobile carrier, to
define audiences for experience testing and
targeting.
ü Create A/B and multivariate tests to evaluate
the effectiveness of app experiences in
driving better engagement and
monetization.
ü Easily move from the analysis of user
behavior to experience optimization with
just one click.
Geo-location analytics and targeting
ü Understand the GPS position of app
users and when they launch the app
within a proximity radius to a point of
interest, such as a retail store, stadium,
or concert venue.
ü Provide app personalization by targeting
users based on their proximity to
iBeacons.
Campaign Details
ü Advertiser: National satellite TV subscription service
ü Campaign objective: Drive mobile signups
ü Targeting: 106 PushSpring Personas vs. Run-of
Technology Category
ü Results
ü 99% aggregate lift
ü 81 Personas showed statistically significant lift vs.
Run-of Technology Category
ü 27 Personas showed greater than 2x lift
ü 4 Personas showed greater than 3x lift
ü 370% maximum lift for Family Caretakers
Persona

–
NEW AVENUES & OPPORTUNITIES – PUSHSPRING AUDIENCE
PLATFORM
Marketers’ interest in targeting people—not devices—is on the rise, despite doubts about the
veracity of the data used for mobile audience targeting. To ease marketers’ concerns, the
advertising industry has made several advancements in audience targeting on mobile devices.
Advertisers are generally pleased with the progress that’s been made, but they’re far from
satisfied.
Last year, marketers studied by eMarketer gave mobile ad targeting average grades for
effectiveness, and research showed that many advertisers were skeptical of the data used to
target mobile display ads to specific audience segments on smartphones and tablets.
PushSpring and Oracle Data Cloud partner to bring audience targeting to
mobile apps
PushSpring Persona targeting in the Oracle BlueKai Audience Data Marketplace (ADM), a
Data as a Service for Marketing offering. As Oracle’s launch partner for device-level
targeting, PushSpring enables marketers to reach qualified mobile app audiences by device
advertising ID on iOS and Android platforms.
PushSpring Personas span the dimensions of Demographic, Intent, Interest & Activity, and
Life Stage, and all PushSpring data is quality tested to eliminate fraud, something that has
been and continues to be a major issue in mobile RTB-based advertising. Mobile marketers
can layer top-level PushSpring fraud-free advertising IDs as an additional target to any
existing mobile campaigns to significantly reduce wasted media spend due to device and
click fraud.
As part of the Oracle ADM, PushSpring data can be activated to power audience targeting
across Oracle media partners to inform mobile advertising and site experiences.

–
Combined with effective targeting methods, the advantages of in-app advertising over mobile
web are helping brand and performance advertisers alike realize the potential to reach
consumers for more than just driving app installs.
ü Consumer attention is concentrated in mobile apps
ü App installation signals true user interests.
ü Accurate device-level targeting by advertising ID.
ü Fraud is more easily prevented in mobile apps.
ü Attributable brand awareness and engagement.
PushSpring distills billions of deterministically validated, device-level data signals to
create hundreds of millions of PushSpring Persona based profiles. Advertisers and app
owners can use PushSpring custom audiences and pre-defined Personas to drive more
effective advertising, mobile app engagement, and monetization.
Agencies and advertisers can access PushSpring mobile app data for activation via: The
Trade Desk, Oracle Data Cloud, Lotame, Google’s DoubleClick Bid Manager, and through
extended integrations across the marketplace. App owners, publishers, and partners can
work directly with PushSpring to identify unique characteristics of their customer base, and
to create targetable audiences with accuracy based upon deep insights.

–
NEW AVENUES
1. SOCIAL MEDIA MONITORING
For 51% of brands, real-time social media engagement is their biggest challenge on social
media. Always on, always connected customers demand quick and easy solutions, on the fly, to
the issues they’re dealing with on a daily basis.
The Pushspring audience Platform offers a variety of unique SaaS offerings, which can enable
brands to listen to their audience on social media and develop an understanding of brand’s
reputation. Monitor everything that’s being said about brand, and track every relevant
conversation. SAAS offerings measure:
ü WHO is talking about/to you (age, gender, nationality, language, etc.)
ü WHAT are their issues (specific pain points, recurring questions, etc.)
ü WHEN are they talking to you (business hours, weekends, etc.)
ü HOW are they talking to you (sentiment, type of language, tone of voice)
ü WHERE are they talking to you (source, region)
By analysing all relevant information, brands can get, positive, negative and neutral feeds.
Through positive feeds, a brand can know about what working for them, and work on further
improvement plans. From negative feeds, one can understand, what going wrong, and
monitoring team can gauge what needs to be done, to get positive customer/brand experience.
2. INTEGRATING, AUTOMATING, AND ANALYZING IOT DATA
In coming days, to capitalize on the wide range of data IoT generates, Pushspring audience
platform can help organizations to overcome three key challenges;
ü Integrating data from multiple social channels
ü Automating the collection of data
ü Analyzing data to effectively identify actionable insights
Only by addressing all three can organizations turn raw data into information and actionable
insights. Simply listening to customers on social media is not enough. Listening is a starting
point. But the end goal is revenue. Those organizations best able to differentiate themselves
have an ability to incorporate social media analytics into their customer and marketing
automation processes, to monetize their investments and integrate insight into their customer
data. This provides a foundation from which organizations can link measurement and the
tactical execution of social media strategies to the imperatives of revenue generation.

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