Mobile app marketing firm, Kochava, recently unveiled a series of new tools that could help advertisers optimise their mobile media spending and improve campaign goals.
The new Kochava Analytics engine adds real-time attribution and data access for marketers. Essentially, this enables advertisers to sort audiences by single available data points, create cohorts of users and export data sets in a variety of formats. In addition, advertisers can use Kochava Analytics to analyse their ROI, by user, from within the Kochava dashboard.
Kochava adds Analytics to its platform
Charles Manning, CEO, Kochava, explains:
“We studied how Kochava customers were using the product and used that knowledge to create a vast new series of views that are specific to our customers’ needs, what they want to be able to see, and how they want to be able to manipulate and act on their data. We created a whole new persistence model, and a new processing model to make the visualization and slicing and dicing of data easy and intuitive, and then we made it so that taking action on that data can be as simple as a right click. For instance, the new Analytics system lets advertisers identify the steps they want to watch their customers go through, and then drill into particular areas that are interesting to them. They can send a push notification through a Kochava partner like Urban Airship with a simple right click, and then see in real time whether or not it was effective. The Analytics are incredibly powerful; they essentially remove the guess work, and toss the ‘wait and see’ approach out the window in place of real, actionable information.”
In addition, Kochava has been hard at work to fight mobile ad fraud and just released its Kochava Traffic Verifier. The detection and migration tool allows advertisers to identify bad traffic sources and shut them down in real-time. Only qualified traffic makes it through the flow from impression to install. Using the Traffic Verifier, advertisers define their criteria for traffic on a given campaign as a fraud abatement tool. Using toggles, the marketer manages unverified traffic and considers it for reconciliation, delivered as a postback, and whether to explore which traffic rule was violated.
Kochava Traffic Verifier
In order to ensure customers land on the right pages and have a good experience, Kochava also introduced SmartLink, which allows campaign managers to auto-direct audiences based on such factors like device platform, OS, geography and screen size.
For example, when users are directed from different mobile platforms to an app store, SmartLink ensures the transition is seamless and as defined by the advertiser.
SmartLink background rule options
Lastly, Kochava released its Media Guide, a one-stop-shop for advertisers to research supply sources from SSPs to boutique publishers. The Guide ultimately addresses which traffic and audiences are not yet being accessed. In order to do so, it combines network-supplied data, Kochava-verified data and advertiser ratings, and includes a variety of data such as channel (video, banner etc), geo-location, traffic type (DSP, network, affiliate), pricing (CPA, ROAS, CPI etc) as well as company contacts.