Ogury launches Active Insights, a competitor intelligence solution for app marketers

The mobile data company says it has created the "first complete app ecosystem intelligence solution."

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App creators have always had a blind spot when assessing the performance of their competitors. Some information was simply impossible to access, causing a pain point with marketers who want to compare user engagement on their own apps against the competition.

With insights gleaned from more than 400 million users, mobile data collection platform Ogury is providing a peek behind that metaphorical magic curtain to reveal granular usage data on competing apps for the first time.

Ogury announced the launch of Active Insights on Tuesday at the Mobile World Congress in Barcelona.

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Screen shot of Active Insights dashboard showing competitors’ stats

“With Active Insights, publishers can now excel at audience engagement and retention via a clear understanding of the churn factors that lead users to delete, download, or re-download apps,” the company said in a press release. “Publishers can also ‘activate’ these insights by building and exporting audience segments based on their app usage, with the flexibility to action them within their existing marketing and CRM tools.”

Ogury captures how an app’s users spend time online outside of the app. It uses that data to inform mobile ad targeting. The company says users give explicit consent to have their mobile usage tracked, and that it is compliant with data privacy laws, including the upcoming General Data Protection Regulation (GDPR). The company calls Active Insights the first complete app ecosystem intelligence solution.

There are other companies that deliver competitor app data, such as Usage Intelligence in beta from App Annie, but Ogury says its offering is unique in the space. Among its points of difference are an ability to deliver cross-app data, as well as granular detail on churn and shared ownership.

“Active Insights is a true world-first,” Ogury CEO Jean Canzoneri said in a statement. “With our solution, publishers are for the first time able to see and respond to detailed insights on user behaviour. The ability to then action those insights means publishers can supercharge their strategies to engage and retain users. The end result is a far superior experience for users, and an increased efficiency for publishers.”

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Robin Kurzer
Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.

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