App Annie launches Marketing Intelligence platform to improve mobile user acquisition campaigns


Mobile app data and insight platform, App Annie, has just launched its Marketing Intelligence for companies that looks for data to improve user acquisition campaigns and to execute a cost-efficient, data-driven marketing strategy to scale their app business.

App Annie launches Marketing Intelligence platform for companies

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The mobile revolution has not only driven consumer engagement with their devices, but also increased spending from businesses trying to acquire and engage a mobile audience. However, app publishers are still facing challenges when it comes to transparency in paid and organic channels. App discovery, user acquisition and ad monetisation are in need of constant improvement to keep up with industry growth.

Walter Driver, CEO of Scopely, a mobile gaming publisher, says:

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“Executing a well-designed user acquisition strategy is a key component of successfully launching an app and sustaining its trajectory. Marketing Intelligence provides detailed insights that help us determine how to drive our organic and paid campaigns in the future.”

Mobile ad spending is to reach $87bn in 2015. Alongside increasing user acquisition costs and intensifying competition, there is now also higher demand for strategic insights to plan ad spend for maximum return.

Bertrand Schmitt, CEO and Co-founder, App Annie, adds:

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“As every business expands into mobile apps, App Annie is evolving its products to help clients succeed within the app economy. With ever changing mobile ad spend and monetization options and strategies, there was growing demand among leading app publishers for more transparent, readily-accessible data. Marketing Intelligence allows our clients to benchmark and execute well-informed, efficient user acquisition strategies to better scale their app businesses.”

Marketing Intelligence will provide insights into app store optimisation to boost app discoverability and presence as well as a creative gallery for tracking an app’s ad creatives and network partners in one place. The new tool also offers competitive insights which details a competitor’s app ad strategy and includes the partners they work with as well as actual creatives, tactics and messaging.

The tool is the company’s latest addition to its Intelligence suite, an integrated solution which offers clients insight into the full app consumer journey, from discoverability and awareness to drive downloads, through user engagement and retention to monetisation with in-app purchases and advertisements.