launches new solutions for the app ecosystem

Mobile analytics provider, formerly App Annie, has announced the release of two new app-related solutions, App IQ and IAP (in-app purchase) SKU. The aim is to support growth and effective strategies in the app marketing ecosystem.

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A taxonomy for the app world. App IQ categorizes some 10,000 apps across both Apple and Android app stores, overlaying a taxonomy of 19 genres and over 150 subgenres. It also provides dashboard insight into app capabilities allowing a granular comparison between competitor apps. This is expected to have applicability to the product roadmap as missing features can be prioritized for development.

Insights into consumer trends. IAP SKU provides insights into competitor strategies, price elasticity, consumer behavior and effective in-app purchase mechanisms. The aim is to help brands maximize revenue opportunities by giving them an opportunity to benchmark themselves against competitors.

Why we care. Closely linked to the social commerce trend, in-app purchasing is here to stay. Once a customer has decided to convert, brands don’t want to send them to a different channel. They want them to convert right where they are. This means having in-app purchase capabilities that match competitors, as well as competitive prices.

These new solutions will support visibility into app performance by competitors, helping brands identify both gaps and opportunities in their app performance.

Read next: What you need to know about mobile game advertising

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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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