The Future Of Mobile Attribution & Analytics In Australia: adjust CEO

The Future Of Mobile Attribution & Analytics In Australia: adjust CEO
SHARE
THIS



“The increased time that people spend on mobile and how important mobile is today it’s just going to increase, apps are not going away any time soon,” the co-founder and CEO of adjust, Christian Henschel joins ‎adjust’s managing director AU/NZ & Indonesia John Sardelic to chat with B&T about the future of mobile apps and how brands can use adjust.

adjust is a business intelligence platform for mobile apps which provides analytics for companies such as Ebay, PayPal, Microsoft and Spotify, as well as the Rocket Internet group’s 140 mobile accounts including Foodpanda, The Iconic and Vaniday.

The company started in 2012 in Berlin, since then it has expanded to offices in San Francisco, Istanbul, Beijing, Tokyo, Shanghai, Paris and Sydney. Every month, adjust analyses data from 14,000 apps on more than 1.5 billion mobile devices.

l©MaxThrelfall-8573

Christian Henschel

Henschel believes adjust solves a big problem for brands with a mobile app: the number of people downloading the app, interacting with the content, the duration and the advertising spend. “I think one of the biggest questions that marketers have is ‘do I spend my budget in the right way or do I just waste it?’.  I think we have developed a technology which actually answers that question.

“We make sure on behalf of our clients that they know exactly where those new users or existing users come from, that’s the first and biggest part of the platform. Secondly, we also have a huge analytics part of adjust which actually enables them to understand what those users are doing.  The third piece of the platform is about how their specific app is ranking in the app store because the mobile app environment is very different from the online space.”

Unlike the online website space, the mobile world is controlled by the two big players the Google’s Android store and Apple’s App store. The rankings, reviews, position and comments on mobile apps are all channeled to these two stores.

However launching adjust in Australia wasn’t without its difficulties, especially the lack of mobile marketing education among Australian businesses.

Sardelic said the biggest challenge is the lack of knowledge about mobile app attribution in Australia. “When you speak to brands and clients here and you talk to them about attribution, they often assume it’s from the desktop or online perspective, where cookies rule the world.

“But mobile app is completely different – it’s a completely different ecosystem, it’s a new way of thinking, you really need to know what’s going on not only from a technological point of view but also from a service perspective.”

“We’re actually here to help brands build better apps, make their user experience better and, in the end, be more successful within the business. That’s our goal and this is what we would like to achieve with our customers,” Henschel added.

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine
Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
  • Advertising
  • Campaigns
  • Media

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts. Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls. From Kalgoorlie to Kiama, Bowen to Broome and Darwin […]

Admation Agency Management Software Integrates With Mediaocean Finance Software
  • Media
  • Technology

Admation Agency Management Software Integrates With Mediaocean Finance Software

Automaton integrates finance software with admation – its agency management and workflow solution to enhance productivity for ad agencies. Automaton is always evolving admation, its agency project management and approval workflow software, to enable ad agencies to better manage their creative projects and resources. The business recently completed phase one of its integration with Mediaocean’s […]

Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]