Forrester S Shopping Guid

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Forresters Shopping Guide To Mobile
Analytics Vendors
by Julie A. Ask, August 20, 2013 | Updated: August 28, 2013
For: eBusiness &
Channel Strategy
Professionals
KEY TAKEAWAYS
Too Few eBusiness Professionals Utilize Analytics For Mobile
Only 46% of the eBusiness professionals that Forrester surveyed have implemented a
mobile analytics solution.
Mobile Analytics Tools Enhance The Customer Insights Toolkit
Most enterprises already have digital analytics tools in place -- and, more likely than not,
they will use the same tools for mobile. eBusiness professionals should assess their entire
insights ecosystem when determining their mobile-specifc solution requirements.
The Mobile Analytics Vendor Landscape Is Fragmented And Evolving
Forrester ofers an overview of current mobile analytics vendors rather than an
evaluation, as the landscape today is too varied for an apples-to-apples comparison.
Each vendor serves a growing segment with unique needs.
2013, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available
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FOR EBUSINESS & CHANNEL STRATEGY PROFESSIONALS
WHY READ THIS REPORT
Mobile analytics solutions are underutilized: Among eBusiness professionals surveyed by Forrester, only
46% had implemented a mobile analytics solution. Tose with an analytics solution were most likely to
use their existing web analytics provider not surprising given the nascent stage of the mobile analytics
vendor space. Web incumbents have naturally been slower to embrace a mobile mindset, while mobile-
only upstarts ofen lack the omnichannel tracking mechanisms that enterprises demand. Tis report ofers
an overview of the mobile analytics vendor landscape and aims to help eBusiness professionals determine
their requirements with the explicit goal of narrowing the list of possible vendors not choosing one.
Table Of Contents
Mobile Analytics Is In Its Infancy
Determine Clear Business Requirements
Leverage What You Already Know And Have
Articulate A Business Purpose For Mobile
Set Clear Business And Legal Terms
Defne Your Specifc Data Requirements
Know How Many Dots You Are Connecting
Generate A Shortlist Of Mobile Analytics
Vendors
Supplemental Material
Notes & Resources
Forrester interviewed Adobe, Apsalar,
Artisan Mobile, Bango, Capptain, ClickTale,
comScore, Crittercism, Distimo, Flurry,
ForeSee, Google, IBM, Kontagent, Localytics,
Medio, and Webtrends for this report.
Related Research Documents
Mobile Marketing Metrics Best Practices
June 28, 2012
Mobile Measurement Is A Customer
Intelligence Imperative
April 13, 2011
Forresters Shopping Guide To Mobile Analytics
Vendors
Choose The Solutions Best Suited To Your Requirements
by Julie A. Ask
with Carlton A. Doty, Jeffrey S. Hammond, Srividya Sridharan, and Douglas
Roberge
2
13
4
32
AUGUST 20, 2013
UPDATED: AUGUST 28, 2013
Forresters Shopping Guide To Mobile Analytics Vendors 2
2013, Forrester Research, Inc. Reproduction Prohibited August 20, 2013 | Updated: August 28, 2013
MOBILE ANALYTICS IS IN ITS INFANCY
Too many eBusiness professionals are shooting ducks in the dark when it comes to the performance
of their mobile websites, applications, and marketing campaigns. Only 46% of the eBusiness
professionals we surveyed have implemented a mobile analytics solution (see Figure 1).
1
A mobile
analytics solution isnt on the list of must haves for every enterprise yet. Why? Because for most
eBusiness professionals, mobile contributes less than 5% of sales unless they are selling hotel
rooms or tickets.
2
Furthermore, they spend less than 2% of their marketing and advertising budgets
on mobile.
3
Te perception that mobile has limited business impact as well as the typical resource
constraints cause eBusiness professionals to deprioritize mobile analytics.
Tey are missing the bigger picture, however. Te opportunity in mobile is frst and foremost about
customer engagement to improve satisfaction and loyalty by giving consumers anytime, anywhere
access to contextual information and services. Some large enterprises drive substantial engagement
through mobile and do use sophisticated analytics, but these frms are currently few and far between.
What else did we learn from our executive survey and interviews with mobile analytics vendors?
Most users carry their web paradigms from the PC to mobile. Paradigms from the Web
persist in mobile. eBusiness professionals lean toward using their existing web analytics provider
for both mobile apps and websites (see Figure 2). Sixty-nine percent rely on their existing
provider to analyze the mobile Web, with only 4% opting for a specialized mobile solution. For
mobile applications, 42% rely on their existing provider.
Firms measure mobile websites more than applications. In part, this is a supply-side issue;
their existing providers either dont support mobile apps or have been slow to add apps to their
portfolio. Finally, not every enterprise has a mobile app mobile websites are more common.
4
Large enterprises extend their existing analytics investments. Enterprises with more than
20,000 employees are more likely than small companies (those with fewer than 1,000 employees)
to use their existing solutions provider likely for the cross-channel analytics. However, only
52% of large enterprises have a mobile analytics solution. Smaller companies lean toward
solutions embedded within their development platform or specialty mobile analytics solutions.
Fewer large enterprises take risks with mobile startups.
Mobile analytics vendors are moving faster than their potential buyers. No one vendor is
able to check all the feature-set boxes (though too many claim they do) in part due to the
technical limitations of the devices or operating systems and in part due to a lack of bandwidth
or resources to build out a complete product ofering. However, the pace of investment among
the vendors and the sophistication of their solutions still exceed most enterprises collective
ability to use mobile analytics. Each analytics vendor we surveyed cited market readiness or
education as leading inhibitors to mobile analytics spend. A combination of Forrester executive
interviews and surveys confrmed those inhibitors.
Figure 1 Too Few eBusiness Professionals Use Metrics Or KPIs For Mobile
Source: Forrester Research, Inc. 99541
Which of the following characterize your approach to consumer mobile services today?
We have defned
mobile objectives
We have identifed KPIs
to measure our progress
against our objectives
We have implemented a
mobile analytics solution
We use engagement (e.g.,
trafc, visits, logins)
to measure success
We use fnancial (e.g.,
revenue, conversion) KPIs
to measure the success
of mobile
Base: 363 mobile professionals
*Base: 146 mobile eBusiness professionals
Source: Q1 2013 Global Mobile Maturity Executive Online Survey
Additional data cuts by company size are available upon request.

61%
59%
59%
80%
77%
Retail
60%
58%
46%
74%
42%
Total
eBusiness
pros*
66%
59%
40%
75%
31%
Financial
services
45%
30%
30%
56%
27%
<1 year
79%
76%
60%
78%
59%
3+
years
66%
64%
59%
82%
45%
1 to 3
years
49%
40%
36%
53%
44%
<1,000
emplo-
yees
68%
61%
52%
79%
36%
20,000+
emplo-
yees
Industry Mobile strategy tenure Company size

Figure 2 Larger Enterprises Are More Likely To Use Robust Analytics Solutions
Which tools does your frm use to track or analyze mobile channels?
Base: 81 mobile professionals at frms with less than 1,000 employees and
121 mobile professionals at frms with more than 20,000 employees
*Base: 139 mobile eBusiness professionals;
Source: Q1 2013 Global Mobile Maturity Executive Online Survey
Web analytics application
(such as Adobe or Webtrends)
Analytics module embedded
within our development
platform
Homegrown analytics
application
BI or data visualization
application (such as SAS or
Tableau)
Specialty mobile analytics
application (such as
PercentMobile or Localytics)
I dont know
None of the above
eBusiness
total*
69%
10%
9%
9%
4%
5%
7%
<1,000
employees
54%
10%
11%
9%
3%
9%
14%
20,000+
employees
73%
10%
10%
7%
4%
6%
8%
eBusiness
total*
42%
9%
6%
6%
6%
5%
10%
<1,000
employees
28%
14%
8%
5%
15%
6%
18%
20,000+
employees
52%
13%
10%
7%
8%
4%
7%
Mobile Web Mobile app
DETERMINE CLEAR BUSINESS REQUIREMENTS
As obvious as it sounds, defning your mobile analytics requirements upfront will narrow your choices
in a crowded vendor feld of online stalwarts and mobile upstarts. Mobile, in some ways, is simply
another digital touchpoint, so eBusiness professionals should partner closely with their customer
insights counterparts to: 1) defne the business purpose of mobile, 2) take an inventory of their current
analytical capabilities across the organization, and 3) use that current-state context to defne mobile-
specifc requirements that will inform and guide their decision on a mobile analytics solution.
Leverage What You Already Know And Have
Mobile services are both new and an extension of your existing digital services. For many eBusiness
professionals, existing solution providers will ofer enough analytics to get started especially
for the mobile Web. As a starting point, eBusiness professionals should work with their customer
insights (CI) team to:
Apply the online basics. Enterprises have a lot of experience in selecting digital analytics
vendors and they should keep many of the same principles in mind when developing a
list of mobile analytics requirements. Te complexity of mobile stems from the technology
mix of applications, websites, operating systems, and messaging systems. However, mobile
analytics solutions are but one tool in the broader toolkit that CI professionals use to create the
digital intelligence that drives interaction design, marketing, and customer strategy decisions.
5

Forrester has written extensively about selecting web analytics vendors everything from data
formats to reporting and integration with other analytical tools, such as customer relationship
management (CRM) systems.
6
Cross-channel challenges with measuring and attributing digital
touchpoints will persist from the Web into mobile.
Assess their insights ecosystem. Enterprises collect customer data from various channels and
touchpoints and analyze it to generate insights; they then use these to drive improvements
across all facets of the business. Mobile is no exception. Everyone needs their mobile site, app,
or marketing campaign to perform well against their business objectives. Most eBusiness
professionals and their CI counterparts use metrics today to track the performance of specifc
channels, but they ofen lack the ability to apply customer insights to the business because they
dont have the tools or resources to bring about change (see Figure 3). Few vendors ofer a full
suite of analytics solutions that yield actionable customer insights across all touchpoints (see
Figure 4). For example, mobile analytics solutions today ofer few options for A/B testing. And CI
professionals may already have a subset of the tools or capabilities in this insights ecosystem.
7
Figure 3 eBusiness Pros Must Use Analytics To Deliver Simplifed, Relevant Experiences
Context Metrics Analytics
Customer
insights
Action
Identity Engagement Sample insights
driven from
analytics:
Content
Analytics generate insights to drive
site performance improvements to
increase conversions, for example.
Sample questions
analytics can
answer:
Name/login
Demographics
Device attributes
Carrier
Behavior
Expressed
preferences
Observed
behavior (e.g.,
content, actions,
purchase)
Social/sharing
Emotions
Logistical
implications
Interpreted eyes,
expression, voice
Sensed heart rate,
skin moisture, etc.
Unique visitors
Downloads
Length of session
What improves
engagement?
Which of my
creatives have a
higher conversion
rate?
If my customers
mobile phone
location is
diferent from that
of the ATM, has
their card been
stolen?
What reduces
retention?
Increases loyalty?
What improves
satisfaction?
Consumers are
dropping out of
the purchase
funnel when they
are required to
enter payment
information. I
need to simplify
this experience.
Consumers who
create a shopping
list in my
application spend
4x what my
average
consumer spends.
I need to promote
the usage of this
feature.
Ofers/promotion
Products
News/sports
Experiences
Situation Financial Services
Location, speed
Network
Revenue from
purchases or ads
Conversions/
events
Lifetime value
Cross-channel
Performance
Crashes
Session
recordings
Benchmarking
Revenue
comparisons
Performance
comparisons
Qualitative
Customer
satisfaction
Relevant options
Simplifed task
fow
Preflled forms
Alerts
Reminders
Notifcations
App/site
performance
A/B testing
Diagnose crashes
Fix bugs
Figure 4 Vendors Should Connect Analytics To Both Insights And Actions
Apsalar
Artisan Mobile
Adobe
Bango
ClickTale
comScore
Crittercism
Distimo
Flurry
ForeSee
Action
Google
IBM
Kontagent
Localytics
Insights
Medio
Capptain
Webtrends
Mobile context* Metrics Analytics
Source: interviews with analytics providers
*For this table, mobile context means the ability to collect and interpret mobile-specifc contextual
information in real time and attach it to analytics for example, the ability to compare conversion rates
in-store versus not in-store. While we include device, OS, network, and country as context in our defnition,
the information in this table is meant to call out real-time, mobile-specifc contextual information.
Articulate A Business Purpose For Mobile
Mobile services support a range of business objectives, and so too must analytics solutions. Sadly,
only 58% of eBusiness professionals surveyed have identifed KPIs to measure their progress against
their objectives. Like online analytics, one or more mobile solutions will be necessary to track all
metrics well (see Figure 5). Priorities will vary by industry, but all eBusiness professionals should
work with their CI team to measure:
Engagement metrics. Engagement including adoption tops the list of what every enterprise
wants to measure to demonstrate the success of mobile services, especially when sales/conversion
isnt the primary use case for the mobile touchpoint. eBusiness professionals use proof points like
Our mobile trafc has grown 300% year-over-year to request additional funds. Benchmarking
their application downloads compared with those of the competition taps into their competitive
nature. Analytics providers especially those with PC-based roots have transferred their
paradigms for engagement to the mobile phone. Key metrics include unique visitors, length of
stay, and frequency of visits.
8
Financial metrics. Financial metrics are naturally more important to the retail, travel, and
entertainment industries than to fnancial services frms. Among the eBusiness professionals
surveyed, 77% of retailers use fnancial KPIs compared with only 31% of fnancial services
companies.
9
Many professionals attribute values to mobile activities or task completion as a
proxy for pure revenue a feature that many vendors support.
Mobile app, web, and campaign performance metrics. Feedback in mobile happens in real
time. An app crashing or a website returning a 404 error will have an immediate impact on
mobile app ratings and conversion rates. Analyzing performance helps eBusiness pros detect
errors early and optimize campaigns in real time. In the longer term, analytics will guide
improvements to the user interface. Priceline saw a 400% improvement in mobile conversions
by simplifying and re-engineering its checkout process to make it more mobile-friendly, such as
ofering fewer steps, larger form felds, less information, and less scrolling.
10
Benchmarking metrics. Benchmarking plays a role primarily in mobile advertising and
marketing, whether a professional is on the buy side or the sell side. Vendors like comScore
ofer audience demographic benchmarking data across mobile sites and applications to assist
advertisers with media buying. Others like Distimo ofer download or revenue rankings.
Qualitative metrics. Improving customer satisfaction is a top three objective for eBusiness
professionals especially for those in the service industries (e.g., banking, insurance). Targeted
use of customer satisfaction surveys will help companies generate insights and hypotheses as to
why consumers, for example, abandon shopping carts in a mobile retail experience or wait until
they are on a PC to execute trades, despite being presented with the same tools and information.
Figure 5 Vendors Tend To Some, But Not All, Of Te Core Metrics Capabilities
Notes: *Bango ofers fnancial analysis based on its mobile payments ofering, but this defnition falls outside
Forresters defnition.
comScore primarily focuses on benchmarking, but it also ofers high-level engagement metrics through
sampling.
ForeSee focuses on qualitative metrics. Engagement and quantitative capabilities were recently added.
Apsalar
Artisan Mobile
Adobe
Bango*
ClickTale
comScore
Crittercism
Distimo
Flurry
ForeSee
Qualitative
Google
IBM
Kontagent
Localytics
Benchmarking
Medio
Capptain
Webtrends
Engagement Financial Performance
Primary metrics ofered by vendors
Set Clear Business And Legal Terms
With an inventory of their current analytical assets and a clear understanding of the business
purpose of their mobile services, eBusiness professionals should next determine the limits of their
legal and business terms. Free mobile analytics and benchmarking services may appeal to your cost-
conscious mobile development team; they would rather add cool new features to an app than pay
six-fgure sums to prove the value of mobile. Most of their eBusiness counterparts, however, wont
or cant tolerate third-party advertising, and your legal team may not be comfortable with sharing
data or a hosted solution. Before making your shortlist of potential analytics partners, answer the
following questions:
Budget: free or paid? Can you aford a mobile analytics solution? is the frst question that
eBusiness professionals must answer. Adding mobile to your existing web analytics solution,
such as Adobe, Google, or Webtrends, is an option involving little to no additional cost if
you already have a six-fgure annual contract. Free solutions like Apsalar, Flurry, and Google
are an option for those that dont. With some, you must also be willing to share engagement,
performance, and audience information. Typical deal sizes for paid services range from $30,000
at the low end to hundreds of thousands of dollars or even $1 million-plus at the high end for
large incumbents with guaranteed service levels, extensive reporting tools, data fexibility, and
broad services that cross platforms and channels, such as Adobe, IBM, and Webtrends.
Data: owned or shared? Te ability of the mobile analytics solution provider to monetize
your customer data explicitly or in aggregate will have an impact on the price of the solution.
If you want to monetize your app through advertising, you may be indiferent. Large vendors
like Adobe and Webtrends use the data in aggregate to ofer benchmarking metrics unless
an enterprise opts out. Mobile upstarts like Apsalar and Flurry look to monetize aggregated
customer insights directly through highly targeted advertising.
11
Sofware: sofware-as-a-service (SaaS) or not? All of the vendors we interviewed for this report
ofer a hosted solution through a SaaS model. Few ofered on-premises solutions. On-premises
solutions may be a must have for industries with stringent privacy and security regulations.
Its not surprising, therefore, that fnancial services providers were least likely among those
industries interviewed to have a mobile analytics solution in place.
Dene Your Specic Data Requirements
Data integrity lies at the heart of analytics. Te type, amount, format, attributes, and latency of the
data all have an impact on the types of analysis and insights that you can generate. Data availability
varies by vendor (see Figure 6). eBusiness professionals must ask themselves if they need:
Tag management. Maintaining accurate and complete tagging on websites and in apps is as
important in mobile as it is online, especially as mobile is still very new and lacking in well-
understood best practices.
12
CI professionals who focus on customer experience regularly test
new hypotheses as a response to feedback and insights to improve the mobile experience and
drive results.
Historical raw data. Answer these questions: How important is trending information? and
How important is the ability to test new hypotheses on last years data? If you need to justify
your investments in mobile, historical data is key to showing growth. Storing raw data enables
you to analyze it weeks or months later. Te ability to run new analyses of historical data is
essential in an environment as nascent as mobile.
Reporting fexibility. Each of the vendors interviewed ofers a web-based tool to create reports
and generate insights. Te fexibility of the web-based tools varies on two dimensions report
standardization and data import/export capabilities.
Real-time data. If you want to improve site or app performance, then real-time information
on app crashes, sluggish performance, or drop-ofs in conversion funnels will be more relevant.
In 2010, Forrester identifed real-time customer intelligence as an imperative for the Web;
consumer expectations and compressed decision cycles raise the bar even higher in mobile.
13
Data sharing. eBusiness and CI professionals already have tools in place to generate insights
and take action. Te ability to either import data from or export it to these tools (or new
mobile ones) to create more holistic insights around customer behavior is important for
omnichannel businesses.
Figure 6 Mobile Analytics Solutions Are Still Catching Up To Teir Web Counterparts
*Through partnership
Apsalar
Artisan Mobile
Adobe
Bango
ClickTale
comScore
Crittercism
Distimo
Flurry
ForeSee
Google
IBM
Kontagent
Localytics
Medio
Capptain
Webtrends
Tag
management Raw data storage Real-time data Data sharing
Import/export data
Export data
Import/export data
Export data
Export data
Export data
Import/export data
Import/export data
Import/export data
Import/export data
Import/export data
Import/export data
Import/export data
Import/export data
Import/export data
*
Export data
Export data
Know How Many Dots You Are Connecting
Lucky eBusiness professionals may fnd themselves in a mobile-frst business i.e., one in which
mobile is the frst and perhaps only channel or in an organization with a single P&L; they will
thus be unconcerned about neatly classifying revenues or service access into digital versus brick-
and-mortar. But for the majority of you, tracking customers across digital and analog touchpoints is
likely to be one of your top challenges. Be sure that you understand your analytics requirements for:
Cross-channel. Cross-channel analytics are more than a nice to have for the majority of
enterprises; the exceptions are mobile-only companies a category characterized by thousands
of small development shops. Te value of the infuence of mobile on commerce dwarfs the
mCommerce revenue forecasts.
14
eCommerce companies are keen to quantify the value of
mobile-infuenced sales to demonstrate the impact of mobile and obtain the resources needed to
drive even better fnancial results. Only 17% of eBusiness professionals that Forrester surveyed
track users across online and ofine channels, while 42% track them across digital channels.
15

Analytics vendors vary dramatically in their ability to track consumers across channels and their
ability to facilitate cross-device tracking by exporting data.
App versus Web versus other connected platforms. Enterprises will most likely need an
analytics solution for both their mobile website and their application, even if the application
analytics are an add-on. Many of the mobile upstarts ofer a deep dive on application analytics,
while larger players ofer both, and Google Analytics runs the gamut. How enterprises collect
cross-device information, however, will vary. Te devil is in the detail of identifying a user
even if its just via an anonymous tag in the absence of an account with a user name/login
and credit card.
16
Consumer privacy and user tracking will be at odds here. Ofering enough
utility to end users to prompt them to create accounts or logins through loyalty programs, for
example will be the best technique in the longer term.
GENERATE A SHORTLIST OF MOBILE ANALYTICS VENDORS
Forrester interviewed 17 vendors for this report. Te vendors on this list serve as examples of the
range of solutions available in the mobile analytics market today. Te list is not exhaustive, though
it does cover the majority of large and upcoming players in the US. Most importantly, Forrester
did not evaluate the relative strengths and weaknesses of the vendors included in this report. We
collected enough company information and solution attributes to facilitate a quick selection of those
that may be a good ft for your shortlist (see Figure 7). In addition to the company overviews, we
also included a short summary of each vendors sweet spot to help eBusiness professionals move
past any marketing speak (see Figure 8 and see Figure 9).
Once you have your shortlist, youll need to choose the vendor that best meets your business
requirements. Choose carefully. Tere are many categories/attributes in which the vendors all look
the same. Data quality and management is not one of them; here, they are highly diferentiated.
Mobile is nascent, but the stakes are high. Mobile will be the primary point of engagement with your
customers very soon (if it isnt already). Maximizing the potential of mobile for your organization
will depend on the quality of your data management, analytics, and insights. Te amount of data
available is growing logarithmically with mobile. Te codifcation of sophisticated data scientists
thinking in an analytics solution will help you manage the volumes of data and fgure out
what is important, why its important, and how to act on it. Finally, too many vendors claim to do
everything under the sun. Be careful and ask questions.
Figure 7 eBusiness Professionals Must Choose Selection Criteria Tat Identify Te Best Fit
Criteria Rationale
Top three
industries
Too many vendors reported a list of more than eight to 10 key industries. We limited the list
to the top three industries to force a ranking. In some cases, the top three are decided by
revenue, while in a minority of cases, they are chosen by aspiration. eBusiness professionals
should ask for a client list and description of work within their industry.
Business
model
Knowing how a company makes money is key to understanding its core business and
negotiating the best deal. For example, if you are allowing third-party advertising on your site
or app, you may want a say in who is advertising as there may not be common agreement
on what is appropriate. Business models will also dictate the type of software embedded in
your applications and what information is tracked and shared. Be sure this doesn't interfere
with your company's privacy policies.
Deployment
options
Deployment options will more often than not be dictated by a companys product needs
as well as its ability to host and manage a platform internally. Forrester requested that
vendors share their models so that eBusiness professionals could narrow their list if limited in
their options.
Typical deal
size
Typical deal size will help eBusiness professionals choose the right size of vendor. Most
eBusiness professionals wont want to be the smallest customer because they will wilt
on the vine due to lack of attention. Being the largest customer gives an eBusiness
professional power but also the corresponding risk.
Cross-device Going beyond mobile to PCs, tablets, and emerging connected platforms adds another layer
of complexity. Traditional web analytics vendors crossed all devices with browser platforms.
Mobile-app-only solutions ofered unique benchmarking.
Platforms The fragmentation within the mobile technology landscape creates many complexities
among them the need for one or more mobile analytics solutions to cover both mobile web-
sites and applications. Furthermore, with Android and iOS dominating the market, only a few
vendors ofered solutions (typically in the form of an SDK) for either BlackBerry or Windows.
Figure 8 Mobile Analytics Vendor Profles: A To D
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
Through its Adobe Analytics brand, Adobe ofers extensive analytical tools that
measure fnancial, advertising, and site/app performance across digital channels. Few
vendors match Adobe from the standpoint of analytical tools, depth of standard
reports, drill-down capabilities, or scale.
SaaS; SDKs for applications;
license software; ofer
professional services
Headquarters San Jose, Calif.
North America, South
America, Asia, Europe,
and Japan (46 ofces)
Target audience Marketers, advertisers,
publishers
All major app OS platforms;
JavaScript for mobile
websites, and server-side
libraries for non-
smartphones
The client owns the data but can opt in for benchmarking services from Adobe.
Company roots PC-based web analytics
(Omniture)
Volume-based Average annual cost Ofer entry level <$20K, but
deals range up to $1M+
Retail,
media/entertainment,
fnancial services
Adobes clear diferentiation is in the breadth of services, global sales/support
footprint, scale/resources for product development, and customer base mobile
analytics are a simple add-on. It also enables analysis of digital (across all
touchpoints) with ofine. Social analytics are also available through Adobe Social.
Cross-device Yes primary is desktop
PC, but also smartphone,
tablet, in-store (POS), call
center, CRM, catalog, etc.
11,000 Delivery partners Large key partners include
Accenture, Deloitte, IPG,
Omnicom, Publicis
(DigitasLBI, Razorfsh,
Rosetta), SapientNitro,
and WPP.
Web interface The tool ofers analytic reports and dashboards for mobile apps or mobile websites,
which can be accessed via a web-based interface. It provides multi-input
segmentation tools and a user interface that supports deeper drill-down analysis of
metrics and dimensions. Adobe also provides an Excel plug-in for ad hoc analysis,
custom reports, and custom dashboards, which can be graphically designed by the
client (color, etc.). Data can be visualized in a number of ways, including line and bar
charts, tables, scatter plots, 2D and 3D process maps, path browsers, worksheets, or
interactive global maps. Data is collected in real time and can be exported (raw or
preprocessed) to a number of data processing programs.
Adobe
Figure 8 Mobile Analytics Vendor Profles: A To D (Cont.)
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
Apsalar is a mobile advertising business giving away mobile analytics to build a
database of contextual information to monetize through targeted or optimized
advertising. Apsalar purchases media, layers on targeting, and resells at a premium.
Apsalar does not sell ads exclusively on apps embedded with its software.
Customers can track user behavior (revenue, engagement, retention) with in-app
analytics.
Embed SDK in application.
API option available.
Headquarters San Francisco, Calif.
Majority of customers in the
US followed by Europe, with
a handful in other regions
Target audience Marketers (direct response
brands with apps),
agencies
Apps: iOS, Android +
HTML5 wrapped in iOS and
Android, Unity plugin
Clients have access to their own data. Apsalar also has access to anonymized data for
purposes of targeting.
Company roots Mobile startup
Analytics are free. Optional
full-service program (paid).
Advertising: Can buy on
CPM, CPI, and CPC
campaigns.
Average annual cost Free analytics. Optional full-
service program (paid). Ad
platform buys start at $10K
(low end) and go up from
there.
Gaming, travel,
eCommerce
Free analytics solution for those companies that need analytics but dont necessarily
want to give away ad space on their apps.
Cross-device Mobile only
~30 employees Delivery partners Buy ads from 70+ ad
networks and RTB ad
exchanges.
Web interface Apsalar ofers an interactive dashboard with three main components: attribution
analytics, which allows marketers to measure the ROI of each of their mobile ad
campaigns with one login (and one single SDK); in-app (user behavior) analytics,
which tracks in-app user behavior and includes features like automated revenue
tracking and cohort analysis; and advertising campaigns, which marketers can use
for acquisition targeting (or retargeting).
Apsalar
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
The Artisan Mobile Experience Management (MEM) platform helps mobile business
professionals optimize their mobile apps. Artisan allows customers to conduct
A/B tests, collect data for each experiment, and make modifcations all in real time
and without rewriting code, recompiling, or resubmitting to app stores. App
changes are published to users without requiring them to update their apps.
Metrics focus includes engagement and performance analytics.
SaaS. Embed SDK in app. Headquarters Philadelphia, Pa.
United States Target audience Customer experience and
business-side mobile
professionals
Native apps: iOS today,
Android planned
The client owns the data.
Meter on number of apps,
number of users, and
number of tests.
Average annual cost $12K, $48K, or $120K
annually
eCommerce, publishing,
travel
Artisan is a young company with a unique focus the analytics combine with tools
to alter the design of an application. Will be well-suited to those with a marketing
focus. Well suited also for those with an ad-based model. Artisan is positioned as a
complement to online customer experience management and web marketing
optimization solutions, including webanalytics.
Cross-device Mobile phones and tablets
25 Delivery partners No
Artisan Mobile
Web interface Artisans MEM platform has an easy-to-use design that allows users to switch between
insights (view collected data) and optimize (test improvements). It highlights key
metrics such as active users, sessions, average session time, each user gesture within
the app, device specs, etc. The platform also allows for the creation of custom A/B
tests and displays side by side comparison or graphical representation of the results.
Experiment analytics include distribution percentage, conversion percentage, and
conversion comparison.
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
Its focus is a set of services targeted toward application developers who want to
monetize the content on their mobile apps/websites through advertising. Bango
ofers custom insights to key clients through professional services.
SaaS Headquarters Cambridge, UK
Europe, US Target audience App/site developers, but it
also works with marketers
to understand campaign
performance.
Apps iOS, Android.
BlackBerry, Windows.
JavaScript for HTML5
Customers own the data, but Bango records data on behalf of its customers and
enriches the data with proprietary information from carriers to improve the targeting
capabilities they ofer.
Company roots Mobile billing with carriers
Based on amount of data
passed to Bango
Average annual cost $30K to $300K
Media, carriers
One of Bangos core diferentiators is its 100+ carrier relationships as well as its
billing relationships (200M+) with application stores such as BlackBerry World. This
gives it access to anonymized user data such as demographics, behavior across sites,
and spend. The availability of diverse approaches to ID consumers gives it an
advantage in accuracy. Can identify users between Web and app.
Cross-device Yes, but mobile is the core
focus
63 Delivery partners
Web interface Bango aggregates data from carriers, handset manufacturers, browser developers,
and other third parties to provide customer insights with a high degree of accuracy.
Bango ofers a number of SDKs across a wide variety of web and app-based platforms
and tracks marketing performance, web navigation, app usage, as well as app
performance (e.g., crashes) across the purchase path. Multi-input flters can be
set up for segment analysis. A tool enables users to see the web purchase funnel
graphically. Data is available in real time and is stored for one year. Full data export is
available in raw data or graphical report form (XML, CSV, or PDF). Tools ofer web
services/APIs, FTP fles.
Bango
comScore, telecom service
providers, consultancies,
and various platform
providers
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
Capptain integrates analytics with its mobile marketing capabilities, along with core
application engagement and performance analytics. The tool enables marketers to
defne segments of data and run marketing campaigns geared specifcally toward
that user segment. Capptain combines real-time analytics with targeted push
notifcations.
SaaS. Embedded SDK in
app.
Headquarters Paris, France
Europe (primary), Asia Target audience Marketers (85%) and
developers (15%)
Mobile apps including
Android, BlackBerry (but
not BB10), iOS , WP8/Win8,
Unity. HTML5 through
JavaScript libraries.
Customers own the data.
Company roots Mobile startup founded in
2008
Based on monthly active
users
Average annual cost $30,000
Media, retail, gaming
Compared to other analytics providers, Capptain is one of the few ofering marketing
capabilities as part of its analytics platform. It ofers highly targeted push notifcations
to drive action and conversion within applications. Application performance data is
reported in real time, enabling developers to respond quickly. Capptain is a push
infrastructure that complements or supplements native push transports or
platforms without native push transports (e.g., HTML5).
Cross-device Yes: apps span connected
TVs (LG, Philips, Samsung,
Sony), websites, web apps,
and Facebook, for example.
20 Sales partners in
geographies outside
Europe
Delivery partners
Web interface Capptain ofers a user-friendly platform that collects data around three integrated
concepts events (e.g., clicked on banner), jobs (e.g., duration of engagement), and
errors (e.g., app crashes). It allows marketers to defne and create customer segments
through cluster analysis. The tool then uses segments to enable the creation of rules
and campaigns to engage with end users. Purchase path data is available for total
population or segments and is visualized in a 3D web (crash data can be included as
well). Data is collected in real time and can be used to send targeted, location-aware
(after opt-in) messages and push notifcations triggered automatically by user action
or event (e.g., put an item in the shopping cart). Data can be exported or imported
through APIs. Capptains Data Deep Dive initiative provides customers with direct
access to their raw data through an ad hoc querying language as well as a data
visualization tool.
Capptain
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Sweet spot
The hosted solution records sessions with a clear purpose to increase revenue or
conversions through mobile website optimization. Tools ofer in-depth recordings of
user sessions and visual aggregate views such as heatmaps, conversion funnels, and
form analytics to allow user experience or design professionals to improve site
performance. It ofers professional services and custom code as needed to help clients
maximize their use of the tool.
SaaS; code embedded in
website
Headquarters Ramat Gan, Israel
Europe, US Target audience eCommerce and CX/UI
Web only Company roots PC-web roots with 5/2013
entry into mobile market
Usage based on number
of pages viewed
Average annual cost $50K+ annually including
PC tools
eCommerce, travel,
media/entertainment
ClickTales sweet spot lies in its singular focus on recording very rich detail, and
aggregating this data in highly visual reports, on user engagement with mobile
websites. It launched in May 2013. The existing PC-web customer base ofers a ready
audience for upsell.
Cross-device Yes cross-platform web
130 (desktop and touch) None Delivery partners
Data ownership Customers own the data.
Web interface ClickTale Touch, ClickTales mobile analytic tool was designed like its web solution but
modifed to record touch inputs. It records video of user sessions in the mobile
browser, which it aggregates and visualizes as heatmaps that display what parts of the
page users saw and how they interacted with it (e.g., taps, double taps, pinches in and
out, and tilts). This can also be applied to web forms. ClickTale Touch records visitors on
tablets and smartphones using iOS and Android. Multidimensional flters, including
geography, page counts, a number of mobile-specifc flters (e.g., device, display size,
OS) or events, can be used to create unique customer segments. Replays can be
integrated into Adobe SiteCatalyst or Google Analytics. A/B tests can be run to see
exactly how UI/UX modifcations change user behavior or the conversion funnel.
ClickTale
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Sweet spot
Audience measurement and media planning through its Media Metrix Multi-Platform
and Mobile Metrix products. It ofers unduplicated accounting of audience size and
demographics across any website based on tracking usage from its panel who
have downloaded code to their phones. App solution depends on embedded code
from customers and publishers. It assists customers with improving media planning
efciency and understanding media usage trends. Subscriber Analytix focuses on
helping telecom operators or communication service providers (CSPs) understand
digital subscriber behaviors and usage for customer care and marketing.
SaaS, cloud-based
subscription, or on-
premises enterprise
software
Headquarters Reston, Va.
Europe (UK), US Target audience Media buyers for audience
measurement. Customer
care or marketers at
telecom operators or CSPs
for the Subscriber Analytix
solutions.
App Android, BlackBerry,
and iOS; Web
Company roots Online (PC) audience
measurement
Seat-based model Average annual cost
Agencies, media,
telecommunications
The high cost of maintaining panels or census tag networks, developing globally
relevant digital taxonomy, and working with carriers make the barriers to entry in this
category high. comScore ofers unparalleled audience deep dives across platforms
and properties.
Cross-device Yes PC, tablet, and
mobile phone
1* None Delivery partners
comScore
*comScore did not break this out for mobile.
Data ownership comScore, telecom operators/CSPs, or enterprise clients
Web interface The tool includes both audience measurement and subscriber analytics for carriers
based on raw carrier information sources. Like comScores solution for the Web, it uses
representative sampling to project outcomes for the total population. This data, which
can be tracked in any browser, is supplemented by data from publishers (via tags) and
can be reported at the website, app, or property level. The service enables users to
report across platforms and determine a single audience number. comScores
Subscriber Analytix software uses digital subscriber data to identify both root-cause
quality-of-service (QoS) customer care issues and opportunities to increase the
efectiveness of marketing campaigns.
Not available
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
It ofers a mobile application performance management platform to monitor
transactions. It positions itself less as an analytics solution and more as a solution
for live diagnostics. It helps app owners understand the impact of performance
metrics on business metrics. It generates alerts when performance issues are detected.
For example, it tracks server calls and also analyzes API and network performance. Its
embedded in 500 million devices, and it evaluates approximately 2 billion application
launches each day.
SaaS. SDK for applications. Headquarters San Francisco, Calif.
US Target audience CIO
Freemium model. Deals
range from $25K to $80K.
Apps: iOS, Android,
Windows Phone 8. Support
Unity and Appcelerator.
HTML5 supported by
JavaScript library.
Customers own the data, but Crittercism uses the data in aggregate to ofer
reports or benchmarking (e.g., crash rates) at the device + carrier + OS version level.
Company roots Mobile app performance
Pricing based on monthly
active users. Within the
consumer model, charge
for every 100K users. Price
is approx. $12K annually for
a single app with 1M active
users. For employee model,
$3 to $12/device per year.
Average annual cost
Retail, entertainment,
media
Crittercism targets clients who have a high cost associated with application
performance (e.g., POS). While not a cross-channel solution, it can be used together
with more traditional web performance tools such as Adobes Omniture.
Cross-device Mobile only but includes
tablets
<50 Solution embedded in
Appcelerator, for example
Delivery partners
Web interface A dashboard that visualizes app performance, specifcally app crashes, issues, bugs,
and load times in line chart. The tool records all network data going in and out of an
app, including user information like device, carrier, and OS, and can show charts
segmented by those tracked features to enable deep insight into when and why
errors happen. It ofers a bread crumbs feature that uncovers what users were doing
prior to a crash and an alerts feature that notifes developers/users immediately
when errors happen so they can be resolved quickly. Also, the tool enables cloud
service and API analysis to identify network transport issues. Data can be exported to
a number of data processing programs.
Crittercism
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
Distimo helps developers learn from their competitors by aggregating data from 10
diferent application stores, including Apple iTunes, Apple Mac store, Amazon for
Android, BlackBerry World, Google Play, Nokia Ovi, Samsung, Windows Phone, and
Windows Desktop. It is currently used by more than 225K applications and measures
3B downloads or 20% of global downloads quarterly. It ofers data on the fnancial
performance (e.g., revenue from in app purchases and ads) of applications as well as
ratings.
SaaS. Embedded SDK is
optional. SDK required for
conversion tracking per
marketing campaign.
Headquarters The Netherlands
Europe, US, and Asia Target audience App developers
especially those with 2+
aps generating at least
1,000 monthly
60,000 to 80,000 for paid
clients
All major mobile OS
platforms including
Android, Bada, BlackBerry,
iOS, and Windows.
Distimo uses the data to reverse-engineer rankings. It ofers cross-application
benchmarking as a key service.
Company roots Self-funded mobile startup
Freemium available. Free
for own data, but pay for
benchmarking.
Average annual cost
Gaming, media, utilities
those hoping to monetize
Scale. Distimo claims the largest set of transactional data globally for apps. Data
volume improves the accuracy of their modeling and analytics solutions. It also ofers
daily and not weekly or batched information.
Cross-device PC and mobile applications
35 Track advertising revenue
in AdMob, inMobi, iAd,
Smaato, and Adfonic
Delivery partners
Web interface The web tool aggregates data from app stores and ad networks into a dashboard that
highlights key metrics as defned by the user. It allows for tracking by date, country,
app store, device, or event (e.g., in-app downloads, trials). It incorporates competitor
data for benchmarks and total app store data for rankings, which can be segmented
(e.g., paid gaming apps for iPhones). It also measures the full app sales funnel from
discovery to app launch. Data can be exported as a CSV fle or as an image, and an
API is available for daily automated exports.
Distimo
Figure 9 Mobile Analytics Vendor Profles: F To W
Description
Web interface
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Flurry Analytics is a free service. Flurry generates revenue through its advertiser and
publisher solutions, which use analytics data for targeting. Flurry Analytics provides
usage and engagement metrics with category-level benchmarks; audience estimates,
including age, gender, and persona estimates; event tracking; conversion funnels;
custom flters/segments; and the ability to measure ROI on acquisition campaigns.
Crash Analytics provides insights into app crashes and errors, including stack trace to
determine the line of code that caused the app to crash. For companies with more
than one app, Flurry ofers portfolio analytics to track unique users across the entire
portfolio, cross-app conversions, and cross-app funnels. Professional services are
available to assist marketers.
SaaS. Embed SDK in
applications (except for
mobile Web).
Global Target audience Analytics: developers,
product managers or
marketers.
Advertising: marketers or
those doing customer
acquisition.
Free for analytics
iOS, Android, BlackBerry 10,
HTML5, mobile Web,
Windows Phone, Windows
8 (public beta)
Flurry generates revenue
via analytics-driven
advertising and publishing.
Revenue share with
publishers. CPI, CPC, CPM,
CPCV for ads.
Average annual cost
Media, gaming, social
networking
Cross-device Mobile only
150 Delivery partners
Flurry ofers the ability to create custom dashboards, conversion funnels, custom
segmentations (based on demographics, geography, user behavior, acquisition
source, and usage frequency), and conversion tracking. Flurry also provides audience
demographic estimates, benchmark comparisons, and cross-application funnels; it
displays results in simple bar or pie charts. These insights can be utilized to target new
users and increase the efectiveness of marketing. Data can be exported as a CSV or is
available via APIs.
Sweet spot Flurry can ofer precise targeting, with 110,000 companies embedding its software
in more than 340,000 applications. Flurry observes more than 3.5 billion sessions per
day and has an installed base of 1 billion unique devices.
Data ownership Flurry monetizes the data through targeted ad sales.
Flurry
Figure 9 Mobile Analytics Vendor Profles: F To W (Cont.)
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
ForeSees primary business is customer experience analytics using voice of the
customer. ForeSee leverages survey-based data collection and analytics to help
improve customer experience. Customers will set triggers (e.g., cart abandonment) in
the mobile Web and apps to launch surveys. In May, ForeSee introduced a mobile
product to observe consumer behavior on sites and apps video recordings of
sessions to assist mobile app and site owners with performance improvement.
SaaS. It ofers professional
services as well.
Headquarters Ann Arbor, Mich.
US, Canada, UK, Brazil Target audience eCommerce, mobile, or
customer insights leaders
$70K with entry points as
low as $50K
Mobile apps (Android, iOS)
and Web. Surveys executed
with mobile Web.
Customers own the data. ForeSee has rights to the data for use in benchmarking.
Company roots Customer satisfaction
measurement and analysis
through online surveys
Annual subscription pay
per experience measured.
Examples include mobile
browse, mobile purchase,
mobile service, mobile
application
Average annual cost
Fortune 1000
With ForeSees launch of its SessionReplay product, it ofers a powerful
combination of cross-medium services that combine quantitative with qualitative
data to ofer deep insights into the why of performance.
Cross-device Yes mobile, tablets, and
online as a medium for
collecting data about all
customer experience
N/A for mobile. 300+ for
entire company.
Sales partner in Brazil Delivery partners
ForeSee
Web interface ForeSees Satisfaction Analytics for mobile delivers data on mobile visitors, highlights
priorities for improvement, and provides benchmarking across apps and the Web. The
SaaS-based ofering delivers summary-level views through a confgurable dashboard
(at-a-glance performance overview and change) as well as satisfaction summaries and
priority maps, which highlight key areas for improvement. ForeSee also ofers
segmentation, comparisons, and cross-tabs by a number of criteria, including
satisfaction level, custom question responses, verbatim comments, particular pages
visited, and device/specs. Comment clusters can be set up to identify trends in open
response data.
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
Mobile analytics for mobile Web, apps, and tablets all fall within the Universal Analytics
solution. The solution is framed as acquisition, engagement, and outcome. Metrics
cover engagement and performance, including campaign, fnancial (through
conversion funnel modeling with Google Tag Manager), and site/app performance. It
ofers A/B testing for mobile websites. Open APIs allow the import and export of data.
The solution also allows developers to create server-side confgurations in their
applications to deliver web-based experiences within the app that vary by segment
without, for example, pushing out new app versions.
SaaS Headquarters Mountain View, Calif.
Global Target audience Marketers originally but
also now app developers
Free or average paid is
$100,000
Native SDK support for iOS
and Android Apps. Mobile
web support on all OSes
and platforms.
Google has rights to the data to use in aggregate for benchmarking as well as to
understand the use of its platforms broadly.
Company roots Besides search, web
analytics
Free and paid model Average annual cost
N/A
Google Analytics is unique for several reasons: 1) It ofers both free and paid
services, 2) it has unparalleled depth on Android applications, including Google Play
data, and cross-platform breadth. Like many of its larger competitors, it also goes
end to end from analytics to insights to action.
Cross-device Cross-platform
N/A N/A Delivery partners
Web interface Google mobile analytics provides real-time analytics for any device or OS. It enables
users to create custom reports and variables, segment data based on predefned
categories or custom categories, and create dashboards. Data visualization is available
for a deeper dive into the path a visitor takes on your site or the app store, or how
users interact with a specifc page. The data collected includes general mobile
performance, device reporting, and location (with a map overlay; after opt-in) as well
as specifc app and/or web acquisition, engagement, and business impact data. The
tool enables results to be easily shared among team members and uses alerts to
notify users/teams of unexpected changes. APIs and customizations are available to
export or import data or add Google Analytics into established company systems.
Google
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
IBM ofers an extensive digital analytics solution as part of its Enterprise Marketing
Management business unit. On the analytics side, it ofers deep engagement
analytics through its IBM Digital Marketing Optimization solution (formerly IBM
Coremetrics and session recording through Tealeaf. It pairs quantitative and
qualitative information.
SaaS and licensing model
for analytics. Embedded
SDK for apps. Tealeaf is an
on-premises solution.
Headquarters Armonk, N.Y.
Global Target audience CMOs and their app/Web
developers (Tealeaf ),
marketers, customer service
Ofers an entry level of
<$20k, but the average is
several hundred thousand
Apps (Android, BlackBerry,
iOS, and Windows) plus
mobile Web.
Customers own the data but must opt out if they dont want to be included in the
benchmarking reports that IBM creates and publishes.
Company roots Marketing solutions
SaaS, software licensing,
hosting, and professional
services
Average annual cost
Financial services, retail,
telco
Through a breadth of acquisitions (e.g., Coremetrics, Tealeaf, and Unica), IBM checks all
the boxes, whether the customer wants cross-channel or a solution that extends
from analytics all the way through to insights and marketing or development
platforms. With a non-SaaS option, it is one of the few solutions that appeal to
fnancial services providers.
Cross-device Yes: cross-digital-platform
as well as ofine tracking
Thousands Many Delivery partners
Web interface IBMs Enterprise Marketing Management provides users with a vast array of analytics
options and customizable tracking dashboards and benchmarks. The tool ofers funnel
analysis and cross-touchpoint tracking, all of which can be segmented by a number of
dimensions, including device specs and location. Solutions can be layered on top of
the data to enable smart cross-sells, upsells, or recommendations. Session recording
is available via Tealeaf and can be used to replay customer interactions. The open APIs
and fexible architecture allow for integration with current systems as well as easy
import/export of data.
IBM
Note: Companies interested in the full suite of IBM marketing analytics should contact IBM directly for specifcs.
Its ofering is a combination of solutions. For example, Tealeaf is always on-premises and also includes usability
analytics. Tealeaf is not subscription-based.
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
Kontagent positions itself as a customer intelligence solution rather than an analytics
solution. It helps optimize mobile advertising revenue, mobile customer experience,
and mobile monetization by measuring the customers retention and lifetime value.
The platform has a wide customer focus, enabling product managers, executives, and
analysts to track any in-app behavior and revenue, while helping marketers measure
campaign efectiveness and lifetime customer proftability. Its one of the few
frms to ofer an iPhone application for access to information. It drives early results
through its road map to success programs that help enterprises use its solution.
SaaS. It also ofers a
managed services option
and professional services as
needed.
North America, Europe,
Asia Pacifc
Target audience C-level executives, digital
marketers, product
managers, analysts
$60,000/mo.
Apps iOS and Android
The customer owns the data.
Company roots Online gaming
Based on monthly active
users
Average annual cost
Gaming/media, retail,
fnancial services
Kontagent benefts from its focus on both applications and the mobile platform.
Usability is another core diferentiator by making it easy for everyone (including
senior executives) to use and understand the data, it can sell to CMOs looking to
drive business results.
Cross-device Yes, but the focus is
applications so PC,
mobile, Facebook, etc.
130 Tapjoy, Kongregate,
Connect2Media
Delivery partners
Web interface Kontagents tool has specifc tabs dedicated to acquisition, engagement, retention,
and revenue. The platform also captures any custom event, enabling users to create
custom charts (over time) by day or session type. It analyzes conversion funnels at
each step (as defned by user-created events) and allows the creation of custom
cohorts by device and/or user attributes. Kontagents tool stores all customer data
through the lifetime of the partnership and allows users to run custom queries using
its DataMine feature.
Kontagent
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Localytics analytics and marketing platform combines analytics, acquisition
measurement, and in-app messaging. The company positions its platform as a
closed-loop analytics and marketing automation solution. Real-time tracking and
messaging at the user level, reporting APIs, and data export/import create a unifed
and actionable view of end user engagement that can also be integrated with other
CRM, data warehouse, and business intelligence solutions. The solution ships with
customizable persona roles. Its currently integrated into over 20,000 applications
with data collection from 1 billion unique devices.
SaaS. SDK embedded into
applications.
Headquarters Boston, Mass.
North America, Europe,
and Japan, but fairly global
Target audience Digital marketers, product
managers, analysts, and
C-level executives
Starts at around $10,000 for
the Enterprise Edition
Apps Android,
BlackBerry 10, iOS, and
Windows Phone, Windows
8. HTML5 support.
Company roots Mobile original
Enterprise Edition is
a usage model (e.g.,
monthly active users) and
starts at $895 per month for
the analytics module and
an additional $895 for the
marketing module.
Average annual cost
Media/entertainment,
retail, travel
Cross-device Yes, where a customer ID is
used. It can report across
apps on the same device
without a customer ID.
60 A few distributor
relationships
Delivery partners
Sweet spot Localytics sweet spot is its focus on mobile apps that ofer marketing capabilities
on top of the analytics solution. Another diferentiator is its ability to track users
rather than devices and tie back into a customers CRM. It facilitates retargeting by
storing the user history.
Localytics
Data ownership Each customer retains the right to their own data. Localytics does not resell any
customer data; however, it does aggregate information for industry benchmarking
available in the service and industry reports.
Web interface A real-time solution that tracks data around the user, events, and engagement in
apps across all devices. The tool tracks data at the user/session and event levels and
allows cohort, funnel, retroactive funnel, and screen fow analysis. Funnel analyses of
diferent campaigns can be compared side by side an efective tool for A/B testing.
Localytics powers targeted marketing and communications (e.g., ads when the user is
engaged, messages based on location) that can be directly executed with Localytics
in-app marketing functionality. Its query builder and API allow data to be exported
and integrated with enterprise systems. The import of external data back into
Localytics is also possible.
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
Medio provides real-time mobile analytics to increase end user acquisition,
retention, and monetization. Its predictive solutions enable businesses to create
personalized mobile experiences and optimize digital interactions and conversions to
help customers increase the lifetime value of a customer. The company currently
tracks and analyzes more than1 billion events every day and presents more than
4 billion recommendations each month to mobile users.
SaaS Headquarters Seattle, Wash.
US, Europe, Asia Target audience CMOs and VP mobile
Varies
Apps Android, iOS. It
covers mobile Web/HTML5
with JavaScript.
Customers retain ownership of their data.
Company roots Eight years of applying
predictive models within
the mobile ecosystem
Based on the number of
active users
Average annual cost
Media/entertainment,
retail, travel
Cross-device Mobile, tablets, and PC
80 None Delivery partners
Web interface Medio ofers active dashboards, which visualize customer engagement, retention,
revenue, and LTV metrics (by platform, time, and country). The tool also ofers a
common customer profle that collects and matches up data from users across all
digital devices and multichannel touchpoints to create one unifed customer profle.
Medio uses this data to create Clustomers, an automatic segmentation tool that
predicts customer action (e.g., churn). The tool also includes a promotion manager,
which allows users to create and deploy promotions to mobile customers and
Clustomer groups and track the efectiveness, as well as a recommendation service,
which allows users to view product recommendation results and multivariate A/B
testing dashboards.
Medio is just one of a handful of analytics solutions with a focus on optimizing the
performance of mobile marketing. Medio identifes advanced customer segmentation
and provides easy-to-use tools, solutions, and A/B testing. Few companies provide
both predictive analytics and the tools to make them actionable.
Medio
Description
Delivery model
Pricing model
Markets
Number of employees
Mobile platforms
Vertical focus
Data ownership
Sweet spot
Webtrends ofers an omnichannel digital solution that also ingests large amounts of
third-party data, including demographics, social information, and mobile activity (by
scraping services such as iTunes and Facebook). It also provides the ability to collect
unsampled data at the user/visitor level, including ofine information such as
revenue. All data is also available in real time (1 to 2 seconds), which allows for
numerous possibilities to improve digital experiences. Webtrends mobile solution
tracks data from mobile-optimized websites and mobile apps across all major mobile
devices.
SaaS Headquarters Portland, Ore.
US, Europe, Australia, Asia Target audience Initially IT; now shifting to
marketing
$15,000 to $20,000, with
entry points as low as
$5,000
Apps: Android, BlackBerry,
iOS, Windows 7/8. Web. Not
limited to smartphones.
The customer owns the data. Webtrends does not monetize it.
Company roots Online web analytics
Bundles service calls into a
fxed price
Average annual cost
Retail, consumer goods,
travel
Like its larger competitive counterparts Adobe and IBM, Webtrends ofers a
comprehensive solution to allow marketers to optimize their apps, websites, and
campaigns to optimize results, whether they are fnancial, conversion events, or
campaigns. It benefts from an installed base of loyal customers looking to add mobile.
Cross-device Omnichannel (digital),
including Web.
400, with about 5%
dedicated to mobile
solutions
White-label solution for
numerous middleware
providers
Delivery partners
Web interface Webtrends solution ofers real-time data on metrics, heat-mapping, and single
dashboard reporting on multiple marketing campaigns as well as intuitive
dashboards and data visualizations. Cross-channel summaries are available
for the mobile Web, apps, social, SMS, and OR codes among others. Data is available in
real time and can be both imported and exported via multiple services,including a
data insertion API, lookup tables, rest APIs, scheduled data exports, and direct partner
connections (with companies such as ExactTarget and Responsys).
Webtrends
SUPPLEMENTAL MATERIAL
Methodology
Forrester felded its Q1 2013 Global Mobile Maturity Executive Online Survey to 363 professionals
from our ongoing Marketing & Strategy Research Panel. Te panel consists of volunteers who
join on the basis of interest and familiarity with specifc marketing and strategy topics. For quality
assurance, panelists are required to provide contact information and answer basic questions
about their frms revenue and budgets. Forrester felded the survey from October 24, 2012 to
February 18, 2013. Respondent incentives included a summary of the survey results. Exact sample
sizes are provided in this report on a question-by-question basis. Panels are not guaranteed to be
representative of the population. Unless otherwise noted, statistical data is intended to be used for
descriptive and not inferential purposes.
Companies Interviewed For This Report
Adobe
Apsalar
Artisan Mobile
Bango
Capptain
ClickTale
comScore
Crittercism
Distimo
Flurry
ForeSee
Google
IBM
Kontagent
Localytics
Medio
Webtrends
ENDNOTES
1
Among those surveyed, 74% use engagement to measure success while only 42% use fnancial metrics. Te
data is weighted, as those in the fnancial services industry represent a disproportionate portion of the
sample and tend not to use revenue as a mobile metric. Source: Q1 2013 Global Mobile Maturity Executive
Online Survey.
2
Source: Q1 2013 Global Mobile Maturity Executive Online Survey. Among the eBusiness professionals
surveyed, 23% didnt know or preferred not to answer, while 54% reported that less than 5% was from mobile.
3
Forrester estimates mobile advertising spend to be 8% to 9% of interactive spend. We place interactive
spend at 20% of overall spend. See the August 24, 2011, US Interactive Marketing Forecast, 2011 To 2016
report.
4
Mobile technology for both hardware and sofware is experiencing a frenetic pace of change. Te defnition
of table stakes or being in the game is constantly moving. eBusiness professionals have procured the
budgets they need to migrate existing digital services to the smaller screen, but few are funding the bigger,
longer-term opportunities associated with more sophisticated services. Evolving technologies such as
HTML5, middleware platforms, and tactics like responsive design have rescued eBusiness professionals to
date by mitigating complexity and lowering costs. See the June 17, 2013, The State Of Mobile Technology
Adoption: 2013 report.
5
For more information, see the October 18, 2012, Digital Intelligence Transforms Analytics Into Action
report.
6
You can fnd more information in the following reports. See the January 10, 2013, How Real-Time
Analytics Enables Digital Intelligence report; see the August 20, 2012, How To Identify Digital Intelligence
Requirements report; see the August 15, 2012, Understanding Tag Management Tools And Technology
report; see the February 10, 2012, Welcome To The Era Of Digital Intelligence report; and see the
November 26, 2012, Choose The Right CRM Solutions For Your Organization report.
7
Forrester ofers more detail on the customer insights services landscape in the following reports. See the
November 29, 2011, Making Sense Of A Chaotic CI Services Landscape report and see the January 10,
2013, How Real-Time Analytics Enables Digital Intelligence report.
8
For more details on the rationale of mobile metrics for both mobile websites and applications, see the May
15, 2012, Mobile Measurement Is An eBusiness Imperative report.
9
Source: Q1 2013 Global Mobile Maturity Executive Online Survey.
10
Source: John Caine, Chief Product Ofcer, Priceline.com, Priceline: How mobile commerce has completely
upended travel, at Mobile Marketers Mcommerce Summit 2013, May 2, 2013. Conversations with leading
retailers reveal similar stories. Leading retailers estimate mobile-infuenced sales to be at least four times
greater than mCommerce sales, anecdotally.
11
Flurry allows users of mobile analytics to opt out of sharing aggregate consumer data without afecting the
value they receive from the analytics product.
12
Forrester has written extensively on tag management for websites. For more information, see the August
15, 2012, Understanding Tag Management Tools And Technology report and see the December 22, 2010,
How Tag Management Improves Web Intelligence report.
13
For more information on the imperative to shif from batch to real-time customer intelligence, see the
November 4, 2010, Customer Intelligence Trends To Watch In 2011 report.
More recently, Forrester evaluated the importance of real-time data in generating digital intelligence. See
the January 10, 2013, How Real-Time Analytics Enables Digital Intelligence report.
14
Source: Te Dawn Of Mobile Infuence: Discovering Te Value Of Mobile In Retail, Deloitte Digital, 2012
(http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/RetailDistribution/
us_retail_Mobile-Infuence-Factor_062712.pdf).
15
For more information on the metrics that eBusiness professionals track for mobile, see the July 16, 2013,
Use Analytics To Build Mobile Advantage report.
16
Identifcation methods vary from information passed by a service provider to sleuth work based on
triangulation and algorithms fed by IP addresses or other third-party data. On May 1, 2013, Apple
discontinued the use of UDID, though most application developers had weaned themselves of it some time
ago.
Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to
global leaders in business and technology. Forrester works with professionals in 13 key roles at major companies providing proprietary
research, customer insight, consulting, events, and peer-to-peer executive programs. For more than 29 years, Forrester has been making
IT, marketing, and technology industry leaders successful every day. For more information, visit www.forrester.com. 99541
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