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4 Data Analytics Success Stories: Page 2

By Drew Robb     Feedback
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Competitive Intelligence Is No Game

Analytics is all too often given a rather vague problem of searching through a vast trove of data to find the elusive needle in the haystack. Quite often, there isn't even much idea what that needle will be or what value the insight will yield. But the area of competitive intelligence is quite different. Both the goal and the benefits are obvious: What are your competitors doing, how do you compare to them, and what should you be doing about it in order to gain market share?

That is what a tool named Periscope by a company named wefi aims to do. This expansion of its existing mobile data analytics platform provides insights such as how much time users of game apps spend playing a particular game per day. The game provider can also detect patterns in usage trends – times of day, periods of the week or seasonally important factors. This analytics service can also rank them against various benchmarks to see how they are performing.

Armed with this data, game application developers can make better strategic decisions toward capturing greater market share. It could also be used by travel app developers, for example, to divine insight on their sector. As the service is still in beta, no users were able to comment.

But the point is to take millions or even billons of data points each day, combine that with the combined repository of application usage from millions of devices, add in geo-context and then sift it all down to what a company needs to stay ahead in frenetic world of application development. It can fathom the degree of user engagement and overall reach, trend that data over time, and allow marketing to devise location-based campaigns to target areas where the company is strong and wants consolidate its position or weak and wishes to grow market share.

"Our data collection engine runs on mobile devices and collects anonymous information on user experience and behavior," said Alexander Zaidelson, wefi's vice president of Product Management. "The engine collects over 3,000 data points per user per day on all applications running on a device, allowing various kinds of analysis, including competitive analysis."

Drew Robb is a freelance writer specializing in technology and engineering. Currently living in Florida, he is originally from Scotland, where he received a degree in geology and geography from the University of Strathclyde. He is the author of Server Disk Management in a Windows Environment (CRC Press).

This article was originally published on May 7, 2015
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