Kontagent Rolls Out New Tools to Tell You Why Users Make Purchases, Identify
Top Users Through Lifetime Spending Patterns
With powerful upgrades to its mobile customer intelligence offering, companies
can interpret the characteristics and behavior of their most valuable social
and mobile customers.
SAN FRANCISCO, March 25, 2013
SAN FRANCISCO, March 25, 2013 /PRNewswire/ --Kontagent today announced new
cohort and revenue analysis functionalities to its kSuite platform. The new
features enable companies to decipher the actions of high-value customers and
oCohort Explorer lets companies discover key actions and isolate behaviors
that lead a group (or cohort) of customers to make their first in-app
purchase, or booking, and compare them over time.
oRevenue Analysis maximizes customer lifetime value (LTV), by allowing
marketers to track and measure how much a customer spends throughout their
Kontagent customers can now:
oIdentify the root causes of successful marketing campaigns;
oMeasure the results of user experience split testing;
oExplore complex data sets—which previously required laborious raw querying
of data stores.
Cohort Explorer is a high-performance tool that enables data exploration that
is orders of magnitude faster and less expensive than on-premise market
alternatives. Its flexible, robust architecture gives end-users the most
advanced capability for granular data exploration of any solution like it in
"It can be incredibly difficult to study the purchasing trends of players on
mobile. Segmenting player behaviors from different periods in time based on
their install dates or other predefined milestones, such as their first in-app
purchase, are imperative to our ability to acquire quality users," said
Niccolo de Masi, President and CEO of Glu Mobile. "The flexibility to adjust
efforts based on dynamic data is key to improving our marketing ROI."
In mobile, apps must evolve in response to user behavior. And companies need
tools like cohort analysis to decide how to improve products and engage users
for specific segments, in a way that will optimize retention. With this tool,
companies can now easily pinpoint the characteristics of a population and its
behavior, and track each within an application's product lifecycle.
With Cohort Explorer, companies can track and interpret the behaviors of
customers from one period to another, answering important questions, such as:
Which customers should we focus on? Which cohort performed better? How did
newly released features affect customer behavior?
Revenue Analysis allows businesses to not only perform cohort analysis, but
also track users back to the original marketing channels from which they were
acquired. The ability to calculate customer LTV is essential for companies
that depend on in-app purchases and bookings for profit.
"We've seen an alarming trend in app marketing where businesses are focused on
spending money to acquire high volumes of users, but not following those users
through their lifetimes in order to assess whether those users are actually
profitable," said Jeff Tseng, CEO and co-founder, Kontagent. "For example, if
your marketing campaign costs $6 to acquire a customer, but that customer only
spends $5 over her lifetime in your application, you're in the red. That model
isn't sustainable for any business. Cohort Explorer and Revenue Analysis help
to weed out the customers who are costing you, so you can allocate your
resources to the ones who are profitable, and can drive your business
The new functionalities mean app developers can better allocate resources and
budget for maximum ROI.
Both tools, revenue analysis and cohort explorer, are now available to current
kSuite subscribers. More information about Kontagent's kSuite mobile
intelligence platform is available at http://www.kontagent.com/products/.
Kontagent is the leading mobile customer intelligence (MCI) solutions provider
for companies looking to generate the greatest amount of customer value in
their multiscreen business. The company's unique MCI approach empowers
companies with the people, process and platform needed to translate customer
behavioral data into accurate, actionable business decisions and create
memorable experiences across mobile devices. Its proprietary kSuite platform,
built from the ground up specifically for mobile, has helped businesses such
as Viacom, Electronic Arts and Turner Broadcasting gather, analyze and use
their data to grow and dominate in the mobile marketplace. Founded in 2007,
Kontagent is headquartered in San Francisco with additional offices in
Toronto, London, Seoul and Tokyo. For more information, visit
www.kontagent.com and on Twitter @Kontagent.
Contact: Michael Celiceo, +1-415-370-6943, firstname.lastname@example.org
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