New Mobile Reports From MobileFuse And 7Park Data Reveal Hidden Data

For digital marketers, user info is the breadcrumb path that shows the way to more sales.

Today, two New York City-based firms — 7Park Data and MobileFuse — are independently releasing new data presentations that could help mobile marketers find the right trail.

Consumer intelligence provider 7Park Data is announcing a dashboard that provides dynamic access to its ongoing App Intelligence report service.

It allows a developer, publisher or investor to customize reports about usage and user retention specs on its company’s apps — and on its competitors’ apps. The data can be organized by such factors as install date, region or demographics.

The company obtains this data independent of the app maker, co-founder and CEO Brian Lichtenberger told me. A free utility app that users can download collects smartphone usage data anonymously, with user permission. Although 7Park Data employs several such data-reporting apps, the main one is a data management utility for tracking and monitoring data usage on a smartphone so the device owner can stay within the monthly allotment.

App retention and usage over time gives a publisher an idea of the size and nature of its base of users, as well as whether a particular app is attracting the kind of engagement that could be useful for in-app ad targeting or premium app updates. Similar info on your competitors can tell you what you or they are missing.

Lichtenberger said his company is the “only independent data provider with an assessment of competitors.” App Annie’s data collection, he noted, is dependent on publishers’ data. And while data on usage and retention of one’s apps are also available through analytics providers like Mixpanel and Amplitude, he said their info does not include competitors.

Just as 7Park Data is making its mobile data available in a new way, mobile marketer MobileFuse is also pulling the curtain back on its info.

It emphasizes what it calls Mindset Targeting, a location- and time-based way of delivering ads at the most “Receptive Moments.” An ad for a restaurant/bar, for instance, might best be delivered to targeted users when they are nearing the end of a nighttime sporting event.

A number of other mobile marketers, including FollowAnalytics, MediaBrix and Ubico, also emphasize “moments” as an ad strategy.

MobileFuse CEO and founder Ken Harlan told me that although his company had been basing its Receptive Moments on a number of factors, it had been reporting only such standard metrics as impressions, click-through rates and video completion rates.

Now, the company is making available a new set of Insight Reports that make visible the data that had gone into deciding what the right moment is.

It includes click-through rates by carrier, weather, operating system, connection type, locations, store (when known), age, and, of course, Mindsets as characterized by MobileFuse.

With the new reports, a brand might see, for instance, that the data carrier doesn’t make a difference, but weather, age of the user or location might.

The company said the newly visible additional factors are helping marketers increase engagement by anywhere from 30 to 210 percent.

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.