{"id":2391,"date":"2015-10-05T15:30:48","date_gmt":"2015-10-05T22:30:48","guid":{"rendered":"https:\/\/www.kochava.com\/?p=2391"},"modified":"2024-03-20T10:35:38","modified_gmt":"2024-03-20T17:35:38","slug":"urban-airship-intros-mobile-data-streaming-tool","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/urban-airship-intros-mobile-data-streaming-tool\/","title":{"rendered":"Urban Airship Intros Mobile Data Streaming Tool"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]by Allison Schiff \/\/ Tuesday, September 29th, 2015 \u2013 10:20 am\r\n\r\nUrban Airship is crossing the streams \u2013 but in a good way.\r\n\r\nThe mobile tech company announced a solution called Urban Airship Connect on Tuesday that aims to provide advertisers with access to app data through a real-time streaming API. The solution will be generally available later in Q4.\r\n\r\nThe gist? Consumers are interacting with apps in real time, and advertisers need to respond in kind. But it\u2019s not just about mobile data; rather, it’s about how mobile data can be used across channels.\r\n\r\nThe \u201cbroader mission\u201d of the API, said Michael Richardson, senior director of product and co-founder of Urban Airship, is to \u201cmake mobile information accessible to the entire business, from analytics providers to marketing automation platforms, through a single SDK.”\r\n\r\nTo that end, Urban Airship is partnering with tech vendors across the ecosystem, including Kochava and Fiksu, to give advertisers a better idea of what\u2019s happening up and down the funnel from the mobile perspective.\r\n\r\nWhile Fiksu might be good for top-of-the-funnel advertising and app retargeting, Urban Airship, which handles push messaging and engagement, has insight into how users are interacting with a given application. Kochava is handy for attribution.\r\n\r\nIt makes sense for all of those various data points to speak to each other, a concept Richardson refers to as \u201copen omnichannel.\u201d\r\n\r\n\u201cRather than vendors as point solutions, this is about how they all work together to get a better view of the customer so that advertisers can interact with their customers more efficiently,\u201d he said.\r\n\r\nTake movie and game rental company Redbox, which uses Urban Airship to power its push messaging and Adobe Marketing Cloud for analytics. Redbox is also experimenting with Urban Airship Connect.\r\n\r\n\u201cCustomers who engage with us on mobile, in conjunction with our other digital channels, are more valuable than those than engage with us offline alone,\u201d said Kimberlie Christen, senior manager of mobile strategy and innovation at Redbox, which operates more than 40,000 rental kiosks at physical retail locations around the US. \u201cThe potential we can unlock by having these systems connected is great. We see consistent long-term engagement potential with mobile customers, so extending the mobile conversation is important to us.\u201d\r\n\r\nWhich is where the need for real-time actionable data comes in, said Bill Schneider, Urban Airship\u2019s director of product marketing.\r\n\r\n\u201cWhen consumers get really interested in something, when they decide to buy a ticket to that event or book that flight, the interaction cycle speeds up, and while a lot of that activity starts in the mobile channel, it often extends to other channels, like the web or maybe Facebook,\u201d Schneider said. \u201cIt\u2019s really important to get that data and capture those signals so that you can deliver them to other channels and create a personalized and contextual experience on those other platforms.\u201d\r\n\r\nBut that experience can get fairly clunky for both the advertiser and the customer \u2013 which is why integration is the key, said Kochava CEO Charles Manning.\r\n\r\nTraditional vendors \u201ctrying to take a monolithic approach to solution delivery\u201d may be a little threatened by the trend toward open access, he said, \u201cbut integration will ultimately deliver more value to customers, because integration brings context.\u201d\r\n\r\nDisparate tools don\u2019t always play nice together, Manning said, but an \u201copen API bears fruit in enabling the whole ecosystem to leverage the pipes.\u201d[\/vc_column_text][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"

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