Brian Suthoff is a Co-Founder of Localytics and the VP of Strategy and Business Development. He has more than 25 years of industry experience in enterprise mobile app analytics and marketing, mobile advertising, and both mobile and online data networking. Follow Brian on Twitter @Suthoff.
Earlier this month, Facebook launched new mobile app ads to drive engagement and conversions. This builds on Facebook’s launch of its mobile app install ads last year, which Facebook says generated more than 145 million new app installs. Now, and in light of today’s Facebook earnings call, our new research shows that 81% of app users acquired through Facebook advertising use the new app more than once, compared to 78% of new users acquired organically. This demonstrates all the more promise for Facebook’s mobile ad business and the opportunity its offerings have for marketers.
In this week’s Whiteboard Wednesday, Localytics Vice President of Business Development, Brian Suthoff will teach you the appropriate user tracking techniques, how to optimize customer acquisition spend beyond just download numbers and how to focus your efforts on generating the most customer lifetime value.
Localytics, the leading marketing and analytics platform for mobile and web apps, launched its new app for ExactTarget HubExchange today, helping marketers create more targeted and personalized email campaigns based on users’ in-app behaviors. ExactTarget and Localytics customers can now use their app analytics insights to build smarter, more segmented email campaigns. Using Localytics, app owners can use daypart analysis to determine the ideal email delivery times, or discover a segment of their customer base to reengage or nurture. Localytics is also used to measure the impact of an ExactTarget campaign on user engagement, retention and lifetime value. “Marketers spend an exorbitant..
Whether you call it marketing automation, campaign management or the marketing cloud, about $5 billion has been spent across six major acquisitions in under three years. $4 billion has been spent in just the last seven months. The latest acquisition was Adobe’s announcement last week that it will acquire Paris-based Neolane for $600 million. Here is a timeline of the acquisitions:
- $480 million: IBM acquires Unica (Aug 2010)
- $525 million: Teradata acquires Aprimo (Dec 2010)
- $871 million: Oracle acquires Eloqua (Dec 2012)
- $2500 million: Salesforce acquires ExactTarget/Pardot (June 2013)
- $600 million: Adobe acquires Neolane (June 2013)
Localytics announced today that the company is a Facebook mobile measurement partner. New and existing Localytics customers can immediately use Localytics for attribution and measurement of Facebook mobile app install ads, and their impact on customer acquisition, engagement and lifetime value. Facebook is the newest mobile advertising platform supported by Localytics’ app marketing platform. Facebook made mobile app install ads available to all developers in October, providing them a new channel to reach a highly relevant audience for their apps. As new app installs occur, Localytics analyzes and measures the ongoing contribution of customer acquisition campaigns to help app developers o..
Localytics launched a new app marketing platform on top of its enterprise app analytics service and secured $5.5 million in Series B financing. Polaris Venture Partners led the round with all existing investors including New York Angels, Launchpad Venture Group, Hub Angels and Progress Ventures participating. In just three years Localytics has established itself as the leading enterprise app analytics and marketing solution supporting over 350 million devices. The new funds will be used to expand the app analytics and marketing automation platform. “App marketers have an amazing opportunity, they’ve already built a personal relationship with users and have a place on their phone or ta..
Social networks like Twitter, Tumblr and Pinterest get lavished with deserved attention, but apps from the leading mobile categories should not be overlooked by anyone wanting to engage or advertise to mobile users. The average news app performs especially well, earning as much monthly time-in-app as Twitter, and (distant) second to only Facebook. In this study, Localytics looks beyond the types of apps downloaded or total time in various categories and focuses on the metric that matters most to app publishers -- a time-spent benchmark for average apps in their category. Localytics provides customers category-specific benchmarks in its Audience Measurement reports launched last month. To sm..
If there was still any debate whether the Year of Mobile had yet to arrive, then 2011 was finally the year. Smart phones have completely replaced feature phones; not yet in raw numbers but certainly in mind share. Over 28 billion apps have been downloaded. Apple iOS and Google Android received big updates. And sadly, we lost Steve Jobs. Apps Expand and Evolve Apps for all those smart phones continue to be insanely popular with Apple reporting 18 billion downloads for iOS and Google reporting 10 billion downloads for Android. Apps also expanded far beyond their “mobile” heritage. iPads and other tablets may still be considered mobile, but many rarely leave the house. Then there are smart ..
Localytics released research Tuesday morning summarizing new iOS and Android device activations over the Christmas holiday. Unfortunately due to an error, the report was partially incorrect and we sincerely regret our mistake. While re-compiling the report, others released research similar to our corrected report. Rather than re-issue the same report, we expanded the study to segment new activation rates across the top 20 countries. Localytics provides mobile analytics to top app publishers across over 200 million devices. A key metric tracked by publishers is how many new devices, or customers, use their applications. By calculating the number of new devices across its entire publisher bas..
A key capability that sets mobile apps apart from mobile websites is that apps can still be used when your iPhone or Android phone has no coverage. App publishers know this is a major reason why the user experience with apps is much stronger than the mobile web. What many app publishers don’t know is that if they’re not accurately tracking offline use, they might be missing 15% of their customers! Two of my favorite iPhone apps are The New York Times and Instapaper. Before getting on a plane or subway, I’ll often open the NYTimes app and quickly download the latest news. I won’t read a single article then, but after losing coverage, I’ll browse through the entire “newspaper.”..