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In 2010 when Grab Games bought several mobile games from Demand Media to jumpstart its business it did not envision becoming the company it is today. Initially a mobile gaming company, Grab built an analytics platform to analyze the marketing performance and user engagement of their own games. But after a while they realized this analytics platform might be a product that others would appreciate.
“It essentially happened organically within the business,” said Anthony Borquez, CEO of Grab Analytics. “We realized we built a platform that others could use, so we spun off a whole new business.”
That new business is part of a growing effort in the mobile gaming and app community to create sustainable businesses by finding and retaining the best users.
“We’re helping a lot of customers find really high quality users, traffic that will engage and traffic that will buy something,” said Borquez.
Grab has developed two products to that end: Grab Analytics, an app usage analytics platform and Flightly, the company’s Twitter campaign creation and optimization tool.
The Grab Analytics platform tracks users as far as how often they’re coming back and how much money they’re spending. Flightly meanwhile helps developers track how cost-efficient their social media campaigns are at attaining and retaining customers. And between Grab Analytics and Flightly game developers are able “to understand how much it costs to acquire a user, by monitoring monetization and customer behavior spending.”
Or more simply put, Grab Analytics and Flightly help calculate the ‘lifetime value of a user;’ the profit a company expects over the span of its relationship with a user.
There are a lot of factors to track when calculating lifetime value of a user. For example, “is it an app or is it a game? Which territory are you marketing in? What is the size of the spend?”
“If you know how much you can buy a user for, you can make some really smart decisions,” said Broquez. For game studios, this data helps build loyalty and generate repeat business.
“It’s really important to build a network to market games to,” said Borquez. “You market to a customer once then you can focus on re-engagement campaigns.”
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It also helps that Grab is at the front of Twitter’s Mobile App platform launch. Twitter recently announced that it will offer installation promotion via native advertisements within in their content stream: “We were the only company at the event that had both the market partnership and data component for Twitter,” said Borquez. Advertisers will be able to use Twitter’s data to target users, another big win for Grab.
