Know Your Mobile App Users

Marlin Mobile Segment Intelligence means more extensive engagement with customers, higher revenues, greater retention, lower acquisition costs

The Marlin Mobile Segment Intelligence solution was developed to give retailers a way to better understand how mobile customers use the mobile applications on their smartphones or tablets.

• Better targeted promotions and messages to customers
• More relevant and appealing offers, greater customer engagement
• Richer understanding of how customers use the app
• More accurate predictions of customer’s behavior
• Lower customer acquisition costs, more effective promotion
• Greater “share of use” and “share of wallet” vs. competitors

See Segment Intelligence in Action.

With Segment Intelligence you can:

Target User Acquisition

Our portal gives you a view into the most popular apps running and installed by your mobiles users. You can scan the list decide and select what users you want to target.

Increase Monetization

Use our product to identify particular segments of your customer base. You can then deliver a personalized mobile app experience and increase your apps monetization potential.

Improve Retention

You can use the segments data to improve retention. You can offer your users in app coupons or promotions to keep them using your app.

We Reveal the App Landscape

With Marlin Mobile Segment Intelligence, mobile publishers and advertisers can see what other applications their customers are using.

    With our product you can derive:
  • Apps that predict high Life Time Value
  • Apps that show user interests
  • Competitors Apps

Sign Up for a Free Trial of Segment intelligence!

Ready to you drive targeting and personalization of your mobile app users?

Install our lightweight SDK in your iOS and Android Apps. It layers over your existing mobile analytics.

Sign Up for a FREE Trial!

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Smart marketers will try to learn everything they can about their most valuable customers.  They’ll collect key demographic information, purchase preferences, and anything else they can use to improve the experience for those customers.

They can capture most of that information by tracking what they do when they are inside the company’s own mobile app.

But there’s one giant hole in that picture of high value customers:  Marketers have no idea what those customers do when they’re outside the company’s app.

Pattern recognition and prediction

By identifying a particular constellation of apps running on a mobile device, marketers can predict which users represent high-value customers

Once they analyze the complete constellation of apps installed by their best customers, marketers can detect a pattern.  They can identify a specific cohort of mobile apps that makes it possible for them to  “predict” which of their mobile users have the potential to develop into high-value customers.

Target high-potential segments

They could then target the segment of users that fit that particular pattern.  Instead of blanketing the entire population of mobile users, they can target a special promotion or offer to only those that are most likely to be valuable long-term customers.

To implement this pattern recognition and targeting requires that marketers use a solution such as the Apptient Mobile Segment Intelligence tool to see the complete picture of what apps users are running on their mobile devices.

Once marketers know what their ideal customers look like, they have a much better chance to find more of them.

 

Screen Shot 2015-04-24 at 10.10.47 AMYour mobile app is not alone.

There’s a good chance that many customers using your mobile app have also installed a competitor’s mobile app.  Just because your app is on 1 million, 10 million, or 100 million mobile devices doesn’t mean you have exclusive access to those customers.

If a customer has installed the app for your coffee shop, they’ve probably installed apps for other coffee shop.  Same for drug stores, sporting goods stores, clothing stores, footwear stores, etc.

This situation – one user/multiple apps – presents a couple of critical problems for mobile marketers:

  1.  How do you know what apps you’re competing with?
  2. How can you do something about it?

Who are you competing with?

As a first step, you need to know what competitive apps are on your customers’ mobile devices.  Who exactly is competing for the users’ attention?

Even more useful, you’d like to know whose apps are used most frequently.  Are competitors’ apps opened more often than yours?  Is your app actually used, or is it simply an icon taking up real estate on the screen?

What can you do about it?

Once you know who exactly you’re competing with for the customer’s attention, you need a way to do something about it.  It would be valuable to have a way to grab attention and usage away from your competitors.

It would be useful to know when new apps appear on your customers’ devices.  In that case, you could immediately reach out to those customers and provide an incentive for them to stick with you, and not wander over to competitors.

Or if those customers have already “defected” to the competitors, you could provide an incentive to lure them back.  You could target a special incentive just for them:  a “welcome back” coupon, a price matching offer, or some other promotion.

Answers are easily available

Good news.  The answers to those two questions – who are the competing apps and what can you do about it – are readily available.

And they’re available not from a data broker or some other outside source.  The information you need is easily accessible from your own customers.

Apptient Mobile Segment Intelligence (formerly Marlin Mobile) lets you see what other apps are installed on your customers’ mobile devices.  You can see not only who you’re sharing the screen with, but how often those other apps are being used.

Better still, the Apptient solution provides a way to identify those particular customers that are running competitors’ apps, so you can reach them directly.  You can specifically target offers to retain or re-acquire customers.

So not only so you know who’s trying to steal your customers, but you can do something about it.

When it comes to knowing their mobile customers, many companies have a bad case of tunnel vision.  And it’s a problem that costs them a lot of money.

Retailers, game companies, and publishers can see a lot about what a customer is doing when they’re inside their mobile application.

But that’s only a small slice of the customer’s activity. These companies have no idea of what the customer does when they’re outside the app. Once they leave, what do they do, where do they go, what do they buy or play or read?

The apps on their phone reveal a lot about a person

 Screen Shot 2015-03-12 at 8.21.54 AM

Companies can use that information to learn a great deal about that customer’s interests and behavior.

More importantly, not knowing what other apps are on your customer’s phone can be very costly.

You could be paying too much to acquire customers

If you don’t know what your mobile users are doing outside your app, you could be paying much more to acquire new users than you should be. If you’re paying $2, $3, maybe even $4 for each new user acquired from outside sources, you could be wasting a lot of money.

You could be acquiring these new users much less expensively. You could save yourself from writing a large check every month to Facebook, Twitter, Fiksu or another data broker.

How? You need to know more about your users and what apps they were running on their phones.

Run the numbers to prove it

Consider an example to compare the costs of acquiring a new customer through two different options:

  • Option 1: Buying a new customer from an outside broker
  • Option 2:  Acquiring a customer on your own by better understanding their interests

Option 1: If you’re a gaming company looking to acquire new customers, you could buy those customers from an outside broker. For the sake of illustration, assume you pay a $3 cost per install (CPI).

Making some reasonable assumptions about conversions, a campaign targeting 1 million users might yield 15,000 new users. That means you’ll be paying the outside broker $45,000.

Option 2: But there’s a second option. Instead of buying users for your game from a third party data broker, consider acquiring them from your own existing users. If you could discover what other games are on their mobile devices, you could identify likely users for the new game. You could then cross-promote to these users through targeted ads or promotions, a much less expensive way to reach them.

 Seeing all the apps on a device lets you target customers more cost-effectively

 

Screen Shot 2015-03-13 at 9.17.42 AM

Estimate that is would cost $3 per thousand (CPM) to deliver an ad to those targeted users.   To reach 1 million users would cost $3000. That’s a fraction of the $45,000 that you would have paid an outside broker for those new users.

In other words, you’re paying 15 times more for new users than you should be.

Plug in your own numbers. See for yourself how much you’re overpaying.

Purchase new customers from outside broker

Acquire new customers by targeting existing users based on their interests

Number of targets 1,000,000 1,000,000
% click through 5% 5%
Clicks 50,000 50,000
% conversion 30% 30%
Conversions to new customer 15,000 15,000
Cost per customer $3.00 CPI $0.003 ($3 CPM)
Total cost $45,000 $3,000

 

 

 

Customers using your mobile app reveal a lot about themselves.

They generate data about what they do when they’re inside your app: where they go, what they look at, how long they stay, etc.

Plus they generate data on what they do when they’re outside your app: what other apps are installed on their mobile device, are those apps complementary or competitors, are they used more often than your app, etc.

 

rainbow screenshot

Information on all the apps running on users’ mobile devices

 more

There are 1.19 billion reasons for mobile advertisers to like Facebook. That’s how many mobile monthly active users are on Facebook.

Almost one of every four mobile device users on Earth is active on Facebook. Somewhere in that vast population, almost any brand should be able to find their target audience.

Context on Consumer behavior outside of the Facebook app is needed

But size isn’t everything. No doubt, Facebook and others can provide mobile advertisers access to lots of users.

 more

Read More at our Blog

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The Team

Mike Rowsey

CEO

Mike’s career has over 20 years of successful technology leadership.  Recently, he led the turn-around of the premium mobile content business at VeriSign (formerly mQube) – increasing revenue by 50%. Previously, he led the Managed Security Services group at VeriSign (formerly Guardent) where he doubled the revenue in less than three years.

Adrian Mendoza

Co-Founder / Technology

Adrian’s has over 15 years of design, user experience, and product design experience. Adrian has consulted in UX lead roles for major brands on web and mobile. He is the author of Mobile User Experience: Patterns to Make Sense of it All published by Elsevier.

The Investors

Dace Ventures

Waltham, MA

Welch & Forbes

Boston, MA

LaunchCapital

Cambridge, MA

Contact Us

Address

MARLIN MOBILE Inc.
50 Milk Street
17th Floor
Boston, MA 02109

Phone: 617 970-8896
Fax: 617 507-6441

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