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.App BoyThe 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.”

The company has offices in New York, London and Abu Dhabi, and Fennell said the decision to launch in Australia was a reflection of the high local smartphone penetration.

“Australia has the highest amount of smartphone use per capita,” said Fennell. “Although we are a small market in terms of population we have got more smartphone users than any other country in the world as a percentage.”

“That is obviously a huge audience to market to,” he said, noting that the company sees its clear consumer profiles as a major competitive advantage.

consumer profiles“We create rich profiles so we are able to get first name, last name, preferences,” said Fennell. “(This works for) Anyone who wants to manage what their users are doing on the app and want to market to them but don’t currently have a solution.”

Asked about whether he was concerned Australia’s privacy laws would limit its ability to use that data, Fennell deflected the question, noting that the company already had a number of local clients, including takeaway food app Delivery Hero.

“We already have an existing client base here, be it Tinder, Soundcloud or Delivery Hero. There are a lot of enterprise businesses that can really get value out of technology.”


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