AppsFlyer is a SaaS mobile marketing analytics and attribution platform, which provides customers with privacy-preserving measurement, analytics, fraud protection, and engagement technologies. Samer Saad, Regional Manager – Middle East at AppsFlyer discusses the company’s offering to the e-commerce sector.

Discuss the capabilities of AppsFlyer’s analytics for the growth of enterprises

As the global leader in marketing measurement, analytics, and engagement, AppsFlyer sets businesses up for success in this mobile-driven economy. Our solutions enable marketers, developers, and product managers to accurately measure the success of their work and create relationships with their customers based on trust.

Could you describe the service AppsFlyer offers e-commerce web portals and apps?

AppsFlyer provides e-commerce apps with the marketing measurement and analytic tools they need to grow their user base, increase the lifetime value of existing customers, and deliver an exceptional customer experience across all channels without compromising on privacy.

As an example, we offer deep linking technology that allows brands to create and measure personalized, contextual journeys from any channel, including web, email, TV, in-store, and out-of-home (OOH) advertising, directly to the relevant point in an app, or the app store if the user doesn’t have it installed.

E.g., Let’s say a brand is running an influencer marketing campaign on Instagram. Each influencer is given a dedicated link for promoting a product, and when a user clicks on that link, they will be taken directly to the product page in the app or to the app store. Not only does this offer the customer a seamless experience from Instagram to the mobile app, but brands can also measure which influencers are driving the most traffic and purchases.

What support do you offer to the online marketing needs of an enterprise?

Many marketing campaigns today have countless moving parts and span multiple channels, including mobile, online, out of home, and more. AppsFlyer helps businesses keep track of and make sense of it all with holistic, cross-channel insights throughout the entire funnel. Our suite of solutions enables marketers to:

• Measure effectively by delivering full visibility into the source of conversions, and which campaigns bring in the best customers across every channel, platform, and device
• Analyze and therefore make better, faster marketing decisions at every stage of the customer journey with a unified view of campaign performance
• Engage more effectively with customers by providing seamless customer experiences across channels and audience segmentation, while getting accurate measurement data for all campaigns
• Protect marketing budgets by staying ahead of every threat, before, during, and after installation with industry-leading fraud protection
• Connect the dots by syncing attribution and marketing analytics data with internal platforms, using our comprehensive APIs and raw data solutions

Speak about the strengths of AppsFlyer in identifying ad fraud?

Globally, mobile ad fraud is responsible for wasting billions of dollars in marketing budgets. Fraud tactics like malicious bots or device farms directly impact marketing campaigns by draining advertising resources on fake users who pose zero value.

AppsFlyer enables organizations to counter this threat with our Protect360 anti-fraud solution. This employs a real-time, multi-layered approach that includes cluster analysis, personalized validation rules, in-app fraud rules, and post- attribution fraud detection. Protect360 analyses hundreds of mobile sensors to differentiate between humans and bots and determine authentic customers, not only at the time of installation but also for in-app usage and CPA (cost per action) fraud protection.