YouAppi launched a product called Actionable Cohort Analysis, which it said will provide “deep, actionable analysis” about app usage and help deliver ads “in a very highly targeted way”.
According to comScore’s 2015 mobile app report, almost all of the time users spend in apps is concentrated around two or three most used apps.
“This, along with the rise of ad blocking, is making it harder and harder for app marketers to find profitable customers,” YouAppi CEO and founder Moshe Vaknin told Mobile World Live.
“That’s why YouAppi’s ability to deliver ads in a highly targeted way is critical for app marketers. Our predictive analytics technology helps find users with the highest lifetime customer value based on app usage behaviours and post-install event analytics,” he said.
The new product will enable the company’s OneRun technology to assign users to cohorts based on their usage behaviour and patterns. This will provide insight into activities which will be mapped and ranked based on their interest in a category or sub-category of activities.
YouAppi has segmented its cohorts across categories commonly seen on app stores: travel, entertainment, gaming, shopping, utilities and lifestyle.
Within these cohorts, YouAppi expanded its capabilities around its predictive analytics. OneRun can now anticipate what that users’ behaviour will be, based on the activities that the cohort has exhibited.
“Actionable Cohort Analysis is making our predictive analytics faster, better and more relevant,” said Eyal Hilzenrat, YouAppi’s VP products & partnerships.
“We’re now able to analyse and optimise mobile customer acquisition campaigns based on cohort analysis more effectively by automating more and more of our knowledge base.”
The company believes what makes it different from its rivals is its reliance on first party data from the company’s 1.1 billion mobile profiles engaging with more than 3,000 mobile apps and sites.
According to Vaknin, the advantage of this is trust and accountability.
“When one gets data directly from the source, they know with reasonable certainty that the data is going to be accurate. When data comes from other sources, like ad networks or exchanges, one has to vet it to confirm its certainty,” he said.