Most Innovative Analytics Platform: AppsFlyer
Tel Aviv-based AppsFlyer grabbed the judges' attention with its vision for in-app advertising on mobile channels. Its mobile marketing attribution platform places real-time analytics and campaign ROI at the heart of the offering, while also using deep-linking technology to guide users to app downloads or to specific landing pages within apps.
Ran Avrahamy, AppsFlyer's head of marketing, says: “Our mobile marketing attribution analytics platform provides a single dashboard [designed to] give marketers all of the tools they need to achieve the biggest return on their marketing dollars, including real-time analytics, campaign ROI, lifetime value, retention reports, attribution analytics, cohort analysis, retargeting attribution and more.”
AppsFlyer's vision, according to Avrahamy, is to “continue serving marketers and advertisers as the industry standard in mobile attribution and marketing analytics.” AppsFlyer aims to enable marketers, brands, and to agencies optimize their marketing spend and help them measure their campaigns across more than 1,500 integrated mobile ad networks.
A recent platform upgrade to include TV attribution monitoring is one that Avrahamy says is particularly innovative. “The tool allows marketers to optimize the effectiveness of TV advertising campaigns for mobile apps,” he says. “The new solution tracks installs from users in a designated market area immediately after a TV ad has run in that region, then provides post-install analytics to allow app marketers to measure…their return on investment for TV ads.”