Localytics, the Boston-based mobile app analytics and engagement firm, announced today that it has joined Twitter’s Official Partner Program and will now be able to offer customers a more complete look at how ads are performing on the social communications network.
Localytics’ software is targeted at major B2C brands, including ESPN, Fox, and the New York Times, and is used as a marketing and analytics tool in more than 37,000 apps on more than 2.7 billion devices. Localytics says it’s the first “app lifecycle engagement platform” in the Twitter program, which will enable it to offer deeper data about which marketing messages trigger conversion events.
Those events can be downloads of apps or other activities such as return visits or purchases within the app. And since Localytics data shows that 25% of users abandon apps after one visit, it’s crucial for app publishers to make sure they are targeting people who are most likely to stick around. Now Localytics can better tie that information to Twitter and compare it with results from other advertising networks like Facebook, Google, Millennial Media, Inmobi and Tapjoy, said Brian Suthoff, Localytics chief strategy officer.
“The net result is helping the app owner understand the return on the advertising spend,” Suthoff said, “the long-term or lifetime value that they have generated resulting from campaigns that they’ve run with ad partners like Twitter.”
Furthermore, Suthoff said, Localytics can now feed app engagement information back to Twitter to help optimize Twitter app advertising to focus on people more likely to make purchases, register or read more articles. “It helps the process become far more optimized and make the ad spend that much more efficient,” Suthoff said.
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