Traction Watch: FollowAnalytics promises enterprise marketers fast, deep mobile and IoT analytics

Spring 2015 DEMO Traction champion FollowAnalytics has developed a "1:1 mobile marketing platform".

By all accounts, mobile app usage has significant traction. The challenge enterprise marketers face, though, is how to leverage that traction in meaningful ways.

According to research firm, Flurry, total time spent in mobile apps in 2014 was 88 percent, compared to just 12 percent for mobile websites. Another survey, from BBC World News, shows consumers expect brands to have a strong mobile presence.

Enterprise marketers know it's critical these days to connect with users via mobile. But they often struggle to develop a mobile app that provides strong user analytics, which in turn can help brands create a secure, personalized, meaningful engagement with their users/customers.

Marketers also need their mobile app platform to connect to their enterprise CRM and other marketing systems, to gain a more holistic' view of who their customers are and how they are engaging with the brand over mobile.

Spring 2015 DEMO Traction champion, FollowAnalytics (category: Operations/Learning) has developed a "1:1 mobile marketing platform" that CEO Samir Addamine said helps enterprise marketers solve those challenges and successfully transition to "a mobile first" strategy.

FollowAnalytics' platform promises that Global 2000 enterprise marketers can get up to speed quickly with analytics on user behavior, their competitors' app performance; and more, Addamine said.

Specifically, within "two minutes" marketers can discover how their apps are faring against competitors. In "two days" from adoption, marketers will be able to analyze user behavior and engagement based on analytics culled from mobile apps as well as Internet of Things (IoT) devices. And in "two weeks," based on this knowledge, marketers will be able to engage their users with "highly personalized, automated, one-to-one mobile campaigns."

FollowAnalytics has built "the first uniformed suite for enterprise mobile marketers to learn, analyze, and engage," says Addamine.

The startup, based in San Francisco with offices in Montreal and Paris, has been on a growth trajectory since it officially launched at DEMO 2013, Addamine said. FollowAnalytics has grown from three to 35 employees and has 45 customers, 21 of which are Fortune 500 companies in the luxury retail, insurance/banking, travel, automotive and Consumer Packaged Goods (CPG) industries. Customers include Bayer, L'Oreal, Louis Vuitton, Renault, SAP, and Allianz.

"Twenty months ago, we had 15,000 client mobile customers connected to our product," Addamine reported. "Today, we have around 30 million," the majority of which are in insurance/banking, followed by luxury retail. FollowAnalytics expects to have as many as 70 million client mobile customers by 2017.

Among FollowAnalytics "unique" features are its Mobile Marketing Scorecard, a free tool for giving marketers a quick view of how their apps are performing in terms of visibility, audience reach, and other metrics, as well as how their performance compares to their competitors, said Addamine. Other key features include mobile user profiling and advanced segmentation; click-and-connect' CRM for integrating FollowAnalytics with CRM systems such as Salesforce; as well as the ability to obtain analytics on data coming from both mobile apps as well as IoT devices.

Though Addamine didn't disclose funding during his DEMO Traction presentation, the startup's most recently announced investment was a $7.5 million round in March 2015, according to VentureBeat.

While FollowAnalytics offers an unusual combination of mobile app and IoT device analytics integrated with CRM, the company has no shortage of competitors (to one degree or another), including Localytics and Mixpanel.

"DEMO Traction is all about recognizing emerging companies with great ideas, good market traction and a compelling product demonstration," said Erick Schonfeld, executive producer of DEMO, following the spring DEMO Traction Watch conference. "FollowAnalytics was selected as a DEMO Traction Champion this year for their outstanding performance in all these areas."

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in