App Annie’s Marketing Intelligence will make $87 billion in user acquisition spending smarter

Mobile market research firm App Annie is launching its Marketing Intelligence tool today to drive better results for user acquisition ads, which accounted for $87 billion in annual ad spending last year.

San Francisco-based App Annie said that Marketing Intelligence is for companies looking for data to improve user acquisition campaigns and to execute a cost-efficient, data-driven marketing strategy to scale their app business.

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As consumers spend more time engaging with their devices, businesses — both mobile-first and mainstream — are investing more resources toward acquiring and engaging mobile users. But with a lack of transparency both in paid and organic channels, app publishers are facing challenges in effectively improving app discovery, user acquisition, and ad monetization to keep up with industry growth. In short, they don’t know if that spending is really doing a lot of good.

“Executing a well-designed user acquisition strategy is a key component of a successful app launch,” says Walter Driver, the CEO of leading mobile gaming publisher Scopely, in a statement. “Marketing Intelligence provides detailed insights that are crucial for us to determine how to drive our organic and paid campaigns in the future.”

“As every business expands into mobile apps, App Annie is evolving its products to help clients succeed within the app economy,” says Bertrand Schmitt, CEO and cofounder at App Annie, in a statement. “With ever-changing mobile ad spend and monetization options and strategies, there was growing demand among leading app publishers for more transparent, readily-accessible data. Marketing Intelligence allows our clients to benchmark and execute well-informed, efficient user acquisition strategies to better scale their app businesses.”

Marketing Intelligence provides insight into app store optimization (making an app more discoverable in the app stores); creative gallery, which tracks an app’s ad creatives and network partners in one place; and competitive insights, or details of a competitor’s app advertising strategy.