BOSTON, Nov. 11, 2015 /PRNewswire/ -- Localytics ENGAGE -- Localytics, the lifecycle engagement platform for web and mobile apps, today announced the launch of True Impact, the industry's first solution to measure the ROI of mobile marketing strategies on engagement, conversion and revenue. With True Impact, marketers can go beyond understanding baseline metrics, such as click-through rates, to determine the direct impact each push or in-app messaging campaign has on business goals and revenue. By measuring the lift in key metrics for users who received a mobile message compared to a control group, True Impact provides marketers with a higher level of confidence in their efforts and actionable insight to optimize campaign performance.
"Today, app marketing looks like the wild west. Marketers are testing lots of hypotheses, but they are unsure of what is actually driving results or customer retention," said Raj Aggarwal, CEO of Localytics. "Other solutions provide visibility into click-throughs and conversions at most. True Impact is the industry's first solution to provide a holistic approach to marketing performance, helping marketers understand which campaigns drive engagement and revenue, and also improve user lifetime value and retention."
True Impact is an automated lift-analysis feature within the Localytics Marketing platform. The new feature gives Localytics customers the ability to add a control group to push and in-app messaging campaigns and provides new impact metrics that measure the lift in engagement, conversion and revenue relative to the control group. This holistic approach to marketing performance is only possible because of the tight integration of analytics and marketing in the Localytics platform. This enables Localytics to give marketers instant insight into the performance of their campaign in the short and long-term so they can optimize for the greatest positive impact on their business.
During a beta trial for True Impact, Jana tested multiple push campaigns in their mCent app to determine the best time of day to re-engage users with push messages. With True Impact, they learned that 8am drove the highest lift in engagement (5%) and conversion (10%) over the control group. Messages sent later in the day generated a smaller lift in engagement and negatively impacted conversions versus the control.
True Impact also helps businesses see the full impact of their app marketing activities through smarter A/B tests. For example, an eCommerce business wanted to validate their approach to using push notifications for increasing in-app purchase revenue. They ran a test campaign with two variants against a control group of users who do not see the campaign. They saw that campaign B had the highest click-through rates, but, with True Impact, they also saw that campaign A drove more in-app purchase revenue than the control group. Without True Impact, the business may have optimized against the campaign with the higher click-through rates and missed out on vital revenue.
Learn more about True Impact from Localytics.
Localytics is a lifecycle engagement platform for web and mobile apps. Our integrated approach to app marketing and analytics helps customers automate and optimize every stage of the app lifecycle to keep their users engaged and to deliver more personalized experiences. Localytics is used in more than 37,000 apps on more than 2.7 billion devices by companies such as ESPN, eBay, Fox and The New York Times. Localytics is headquartered in Boston, MA with offices in San Francisco and London. Investors include Sapphire Ventures, Foundation Capital and Polaris Partners. Learn more at Localytics.com.
Kristin Parran Faulder