A primer on what to measure with an attribution platform for mcommerce apps, and why. Provides recommendations on the event types that will help you understand the condition of your buying funnel and where you have opportunities to improve authentication, engagement, purchase intent and transactions.
Getting Started With Mobile Attribution and Measurement
1. GETTING STARTED WITH APP MARKETING
ATTRIBUTION AND MEASUREMENT
By Matt Orban
Technical Sales Engineer
2. INTRODUCTION...........................................................................................................1
EVENT TYPES YOU NEED TO TRACK............................................................................2
AUTHENTICATION EVENTS...........................................................................................2
ENGAGEMENT EVENTS................................................................................................3
INTENT EVENTS..........................................................................................................5
PURCHASE EVENTS....................................................................................................5
CONCLUSIONS............................................................................................................6
ABOUT THE AUTHOR...................................................................................................6
ABOUT APSALAR.........................................................................................................7
VISIT US ONLINE FOR MORE GREAT CONTENT.................................................................. 7
CONTENTS
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3. INTRODUCTION
Most of us understand that getting customer action
data from our apps is important and will help drive
improved marketing effectiveness. But what are you
actually going to measure? How do we turn the good
idea of measuring marketing activity into something
that is both clear, focused and actionable?
PEOPLE CONSIDERING APP ATTRIBUTION
PEOPLE READY TO SET UP THEIR PLATFORM
1
2
What I hope to do with this paper is explain the kinds of con-
sumer actions or events that brands in different categories
should track in order to get actionable data from their mobile
app attribution platforms. This is relevant information whether
you are about to pull the trigger on a platform, or have made
your choice and are now ready to implement.
AN EGUIDE WRITTEN FOR TWO AUDIENCES
15. Matt Orban is Technical Sales Engineer for
Apsalar. Matt is an expert in mobile and mo-
bile apps, whose experience spans mobile
display advertising, mobile ad operations,
mobile app measurement, mobile app attribu-
tion, and mobile audience development. Pri-
or to Apsalar, Matt was Senior Ad Operations
Manager for Endorse, a mobile-only rewards
program that gave everyday shoppers cash
back for making CPG purchases. There Matt
helped define the company’s mobile market-
ing experiences in the CPG category. Matt
has a passion for helping clients establish
robust and comprehensive data collection
strategies. He holds a BS in Mechanical En-
gineering from Bucknell University.
Apsalar is a leader in mobile and omni-channel data man-
agement. The Apsalar Data Management Platform deliv-
ers a true understanding of what their customers do in
apps and across other marketing channels. Using the
Apsalar DMP, marketers can conduct attribution and mea-
surement of marketing effectiveness, manage profiles
and perform analytics and segmentation, and connect
and share their data and segments with other marketing
partners and platforms. San Francisco-based Apsalar is
privately held. For more Information, visit Apsalar.com.
VISIT US ONLINE
FOR MORE GREAT CONTENT
For more great content on mobile marketing and customer data, visit
https://apsalar.com/resources/
ABOUT APSALAR
Copyright 2015 Apsalar. Apsalar and Apsalar Attribution are
trademarks of Apsalar, Inc. All other brand names referenced
herein are registered trademarks of their respective companies.
ABOUT THE AUTHOR