Appboy launches in Australia, arguing that marketers still struggle to utilise mobile app data

Mobile app data platform Appboy has launched in Australia, claiming that despite significant investments in mobile products by many marketers most are struggling to fully utilise the data within their own apps.The company, which boasts clients such as iHeart Radio, Tinder and Soundcloud, said the challenge for many marketers to turn its app data into rich user profiles that could be used for better targeting of advertising messages to consumers.

Chris Fennell, head of Appboy Australia, told Mumbrella: “What our technology is all about is building really, really rich user profiles on the individual app user.

Fennell: Australia is “obviously a huge audience to market to”

“If that was Tinder or Soundcloud, for example, it would be things like ‘what are their favourite artists, what songs have they added to the wish-list?’, etc. It is about the data and the fact we are then able to market to that audience based on their preferences.”