Appcoach Invited as Guest Speaker by Google to Discuss the Future of Mobile Marketing KPIs
On September 6, 2016, Google hosted its annual event “Think Mobile with Google” in the Four Seasons in Beijing. Highlights of the event ranged from mobile sites, smart monetization, machine learning, big data marketing and mobile marketing performance management; all key factors to be considered as the industry moves forward.
Mobile marketing KPI management and performance tracking were spotlighted throughout the event. The panel of guest speakers included Xinghua, Head of Sales Engineers & Operations at Appcoach, a top agency partner with Google, alongside video game publisher Elex, and ‘China’s Airbnb’, Tujia, all of whom shared their insights on the advantages and limitations of mobile tracking in the near future.
When asked to compare different mobile marketing tracking solutions, Xinghua explained, “the market has changed drastically since five years ago when mobile marketing had just begun to thrive.” More advertisers have now accepted third party tracking solutions. In terms of attribution algorithms, the collection of device IDs through SDK or server-2-server is extremely important. Next is fingerprinting which is not device ID dependent, but which can remove all traffic limitations. Finally there is IP, which we can take as a basic fingerprint, but it is definitely not accurate. Appcoach stays on top of the latest technology trends to find the most suitable solution for each advertiser.
When it comes to SDK or server-2-server tracking methods, Xinghua explained that it is difficult to say which one is best. The decision relies highly on the demands of the business and the technical capability of the advertisers. “Frankly speaking, it’s not a one-day job to build an in-house tracking solution. It requires a lot of development effort and outstanding system stability.” When talking about the difficulties and time-spent on SDK integration, he explained how, as Google’s top agency, Appcoach has built up an experienced global team of sales engineers. They have complete understanding of each tracking solution from both a technical and a business perspective, and have worked with many advertisers on SDK integration. With such an experienced team, the difficulties of SDK integration become much smoother and “the marketing team receives their development efforts very quickly.” For some utility apps which have strict size requirements, server-2-server may be preferred, if the advertiser wants to track LTV.