Mobile Marketer Localytics Adds “True Impact” Analytics

Today, app marketing/analytics firm Localytics is releasing a new capability to measure a marketing campaign’s true impact.

Actually, that’s the name of the offering.

The Boston-based firm said that, instead of relying on the usual stats of click-throughs, sales conversions and revenue, True Impact also measures engagement and retention.

CEO Raj Aggarwal describes the new analytics as “holistic,” primarily because they help marketers understand the drivers behind the long-term goal of customer retention, which are defined here as how many users are still using the app at the conclusion of a given campaign.

Marketers sometimes estimate Lifetime Value of a given customer, but Aggarwal noted that this “is a reflection of revenue.”

What is needed, he said, is how “many users don’t come back because you overdid it with [marketing] messages,” such as push notifications or in-app messages. To find that out, you can use True Impact to set up a control group within the targeted audience, and see that they don’t get the selected messages.

Prior to True Impact, Aggarwal said, Localytics handled analytics “like attribution,” with an emphasis on total revenue and engagement. He said the new analytics offer a more complete view of success in building a customer base than the “vanity metrics” of conversion and revenue favored by other providers.