RadiumOne Launches Connect Mobile App Management Solution
RadiumOne, an audience intelligence and marketing automation company, today launched Connect, its software-as-a-service (SaaS) solution that helps app creators and brand marketers capture in-app user engagement data to identify and target high-value consumers, in real time, both within and outside of apps.
Connect fuses install tracking, user engagement analytics, geo-location, and push notification capabilities into a single offering. It offers a single, Web-based dashboard that unifies data from these functions to reveal insights culled from billions of database records within seconds. .
Connect is directly integrated with Activate, RadiumOne’s cross-device ad platform, and together the two products create a marketing operating system that enables marketers and app creators to apply their audience analytics data to real-time, programmatic advertising.
By directly linking to Activate, which combines data management platform and demand-side platform capabilities, Connect enables real-time, data-driven mobile marketing. The combined Connect and Activate solution allows marketers to make immediate use of analytics data to reengage and expand their pool of users with highly personalized messaging across channels, including in-app push notifications and out-of-app banner and video advertising campaigns. Personalized communication is possible because the software automatically segments audiences based on common actions, such as users who have added a product to a shopping cart, shared content, or made a purchase. Geo-location insights are also automatically revealed so that app creators can correlate data about where their app users congregate in the real world and data about app engagement and push notification responses. Combined, this audience intelligence can be used to deliver ad campaigns across third-party mobile Web sites and apps. Connect further enables marketers to combine their in-app data with third-party customer relationship management and marketing automation platforms, making it possible to use mobile in-app data as a core ingredient in e-mail marketing campaigns.
"Consumer attention has a shelf life. Intelligence can go from valuable to useless in a matter of hours," said Bob Hall, senior vice president of business development at RadiumOne, in a statement. "Whether it's related to the in-app experience or a mobile ad campaign, time is of the essence. Data must be aggregated, processed and fed into a programmatic ad platform as quickly as possible to reach users with personalized messages while they're in the right mindset. RadiumOne is the first company to combine mobile analytics with multi-channel advertising campaign management in this way, dramatically reducing the time and losses between data capture and activation, and creating high-value connections between brands and consumers."