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BizReport : Social Marketing : July 29, 2011

Claritics tool takes analytics into real time

A recent release from analytics hub Claritics may help brands more quickly analyze how people are engaging through mobile applications. Better analysis of the mobile space can help brand drive usage, making apps more useful to both consumers and developers.

by Kristina Knight

"Our tools go past sentiment analysis to determine how users are engaging and interacting with mobile applications," said Jay Bala, Co-Founder, Claritics. "App developers can then use the engagement metrics to determine how to drive more usage, how to bring these users back more often and for longer time periods and how to engage new users."

Called Claritics Social Intelligence, the tools give developers and brands access to social behaviors that give them insight into how consumers are engaging. The suite can tell developers how app users are making progress - if they are getting stuck at a particular game level, for example, or if they need help with a feature. Knowing these things can help developers make quick changes so that apps are more engaging to the end-user. The data offered to developers and brands are updated hourly.

A Claritics study with gaming hub ChaYoWo found that using real time data helped to optimize the viral features of their platform - invitations, gifting and challenges. The research further showed a better engagement level because the platform could make customized gaming offers and offer more relevant content. Also through testing the Claritics platfom, Social Calendar has been able to mine more personal information from social consumers. This gives them the ability to send more relevant offers, to better target content and campaigns.

"At a high level in social gaming, we're seeing that the demographics developers thought they were targeting aren't really coming in. That gave developers the ability to tweak their advertising to get that target demographic," said Bala. "And as users continue to log in month after month, developers are able to see what those users are doing so that they can offer more relevant ads or content."

Tags: Claritics, social analytics, social gaming, social marketing, social networks

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