Flurry recently unveiled version 3.1 of its suite of mobile analytical tools. These dive deeper into how consumers are interacting with mobile apps, looking at when people use apps throughout the day, how long they use an app over time, and other factors that impact numbers on an hour-by-hour basis.
It has also introduced lifestyle metrics, which measure how customers evolve in their use of the app by the day, week or month and a new time-of-day view, in which the developer is able to take any length of time (e.g., several months) and view averages over a standardized 24-hour day.
It is little surprise Flurry has invested in these tools. The company recently conducted an extensive study of more than 110,000 mobile apps on iOS, Android, Windows Phone, BlackBerry and J2ME, across games, social networking, music, news, sports and communication categories, in order to establish the prime time or daypart hours for a mobile app.
However, other providers in this space are also pushing deeper into mobile analytics functionality–despite the chameleon-like nature of the industry. As Inside Mobile Apps notes, mobile analytics is very competitive and fragmented industry.
"The biggest developers also tend to build their own in-house analytics and there’s always a risk that the platform provider like Google or Apple might move in with their own competitive product."
Other providers include:
Apsalar. The Apsalar analytics platform interprets conversion funnels in one app or across multiple apps and offers cohort-based segmentation to run life-cycle analysis of app users. Also, via a partnership with Tapjoy, it offers a Pay-Per-Action app distribution service that allows iOS and Android app developers to reward users for not only installing and downloading their app but also for completing some type of action, such as watching the tutorial, getting past a certain level or any other specific activity.
Kontagent's mobile platform offers tracking custom events on timeline views, as well as viral channel tracking by device and OS. It also filters by application and OS version, location and device type. With the former, developers tag custom properties to each event and slice event data by these properties on the dashboard. The timeline view shows new vs. returning users.
Medio. Rovio Entertainment, creator of Angry Birds, put Medio on the mobile analytics map this past summer when it announced it would be using it to enhance fan engagement. The platform, among other features lets users capture and process click-stream, browser, query, location, network and other relevant data, create "Clustomer" and geo-demographic user profiles and enable hyper-targeting of offers, advertising, and promotions. It also has a fully integrated A|B testing platform.
