Celebrus Provides Customer Insight into Mobile App Interactions.

Published: Tuesday, 20 September 2011 18:19

Celebrus Technologies, the online customer intelligence provider, today announces its ability to monitor individual users’ activity on mobile applications - Apple or Android - to the same level of detail as if they were interacting with a website. Data regarding a user’s frequency and general interaction with a mobile application can be identified and recorded within a Customer Data Hub, providing an additional channel through which to capture individual-level information on a customer's engagement with a brand.

This data, which has previously been unavailable to marketers, can now therefore be added to data from other sources, such as the website, the high street store, call centers and catalogues. The multi-channel data combines to create a truly in-depth individual customer profile, which can include geo-location data if necessary, to enable all marketing activities to be precisely targeted.

Katharine Hulls, VP Marketing at Celebrus Technologies, comments, "The way in which a user interacts with a particular brand when on the move is inherently different to when that same user engages with the brand via other channels. Every channel brings with it its own nuances, which have to be finitely understood. When data on an individual’s interaction with the mobile channel is added to their overall customer profile, it is liable to entirely change an organization's perception of that user. Such insight may reveal that someone who was previously deemed to have abandoned the brand has actually been closely engaged, but only via their mobile device. The information is also likely to impact on campaign attribution and where it is best to invest marketing budget."

Hulls continues, "With over 15 billion iOS application downloads to date, investment in mobile applications is only going to rise over the coming years. Despite the determination of many brands to enter into this market however, there is still surprisingly little known about the finite details of a user's interaction with the application itself. Beyond the number of applications downloaded and the number of transactions that take place through them, it has been impossible to drill down into the individual nature of these engagements and then match that data to pre-existing profiles in Customer Data Hubs. This represents a fundamental hole in brands' understanding of their own multi-channel approaches."

The Celebrus technology captures finite detail on interactions with each mobile application and 'calls' the collection server. This in turn transforms the data into usable information and adds it to pre-existing individual customer profiles, or alternatively, uses the data to build new profiles where no record can be matched.

The mobile application monitoring capabilities are included within the latest version of Celebrus' technology, which is immediately available.


About Celebrus Technologies

Celebrus Technologies (formerly Speed-Trap) delivers complete, real-time data, on online individual visitors' behavior, environment and experience, and processes that in real-time to power Customer Data Hubs, and drive cross-channel behavioral targeting, real-time personalization & interaction management. With its tag-free content push, it can also provide a personalization overlay for existing web sites and apps too.

Celebrus Technologies captures and analyzes interaction at the user interface from any mobile or laptop browser, including Flash/Flex components, video players and  many apps.

Celebrus Technologies' systems have come to define a new approach to the integration of online applications into an enterprise's Information Architecture. The system's User Interface Capture functionality provides a definitive, flexible and reusable source of customer, behavioral, process and performance data from any internet, intranet or extranet application.

Celebrus Technologies delivers its solutions directly and via a range of OEM, reseller and system integration partners around the world. Direct customers include AXA, Belron (Autoglass), directgov, Rank Interactive, P&O Ferries and ghd. Celebrus Technologies' partners include the SAS Institute, IS Solutions PLC, Teradata Corporation, OnMarc, Oracle, Microstrategy, Sybase and BIMA Consulting.

What is a Customer Data Hub?

Customer Data Hubs are a new way of thinking about managing your online and offline customer interactions. A Customer Data Hub is a place to accumulate records of customers' and visitors' behavior and experience of an enterprise.

These records typically contain a "customer profile" for each visitor, this profile will hold static information about visitors - things like their name, address, account number etc. and the Hub will also contain "behavior records", that record individuals undertaking specific actions or activities (like purchasing or searching for products, or registering for the site).

In this way the Customer Data Hub becomes a place to hold all the key business and behavioral data for a customer. Some companies just use these hubs to keep track of online visitors and activity, but they can be used to compile a complete cross-channel view of the customer. Other businesses also augment a customer record with data from BI or other systems - adding information like suggested credit limits, or "next best offer" or "product recommendations". 

Media Contacts

For further information, please contact:

Katharine Hulls
Tel: +44 (0)1635 230 630
Fax: +44 (0)1635 230 435

Jenny Williams / David Beesley
The itpr Group
Tel: +44 (0)1932 578 800
Fax: +44 (0)1932 578 801