App
analytics software plays a vital role in helping organizations improve their
apps’ revenue. It enables organizations to track information related to users’
behavior and apps’ performance, and helps track the number of mobile app
downloads, trace locations of users, and calculate the amount of time spent by
users on apps. This information is collected in various ways, such as real-time
usage, trending over time, segmentation based on geography, and device or
operating system attributes. The collected data or information is then used by
marketing teams to understand the regional popularity of their products and
demographic analysis. Sales and other departments of companies can also utilize
the data provided through mobile app analytics products.
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| App Analytics |
Localytics is one of the leading players in the app
analytics market. The company has partnered with major technology companies,
and has a broad client base in North America, Europe, and Middle East and
Africa (MEA). Localytics acquired Tapglue, a Berlin-based API service firm, to
drive mobile user engagement using social media features. This acquisition
would enable Localytics to expand its reach in the European region. In 2016,
Localytics launched its uninstall tracking solution that enables its customers
to understand why users uninstalled their apps, helping them in retaining
customers.
Swrve is another established vendor in the app
analytics market. The company offers a wide range of solutions, such as
engagement tools, native A/B testing, personalization, targeting and
segmentation, analytics and reporting, and an enterprise platform. Its
analytics and reporting solution is categorized into engagement metrics and Key
Performance Indicators (KPIs), conversion and funnel analysis, retention and
cohort analysis, monetization and attribution analysis, and premium analytics.
Swrve has its presence in San Francisco, London, Dublin, Orange County, France,
and Benelux, and caters to many verticals, including travel, finance, retail,
telecom, and media and entertainment. In May 2018, Swrve partnered with BlueDot
Innovation to offer customers effective marketing campaigns with location-based
targeting and analytics. Additionally, in January 2018, Swrve partnered with
Segment to offer both the companies’ customers end-to-end information about
consumers’ interaction on platforms, such as mobile devices and Over-The-Top
(OTT) digital media.
Major players in the app analytics market include
Google (US), Yahoo (US), AMAZON (US), ADOBE SYSTEMS INCORPORATED (US),
International Business Machines Corporation (US), Segment (US), TUNE (US),
Appsee (US), ContentSquare (France), Countly (UK), Swrve (US), Amplitude (US),
Localytics (US), appScatter (UK), AppDynamics (US), AppsFlyer (US), Heap (US),
Mixpanel (US), Kochava (US), adjust (Germany), MOENGAGE (US), App Annie (US),
Apptentive (US), Taplytics (US), and CleverTap (US). These leading players have
adopted various organic and inorganic growth strategies, such as partnerships,
expansions, new product launches, and mergers and acquisitions, to achieve
growth in the app analytics market.
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