InMobi launches lifetime-value platform, touts ability to track and target in-app behaviour

The platform, which is free to use but currently in a private beta programme, helps to maximise lifetime value (LTV) and ultimately increase revenue by identifying different in-app user groups and providing behavioural insights to the publisher or developer, according to the company.

The app publisher can then modify the app’s behaviour for individual user segments—without having to resubmit the app for approval, InMobi said.

For example, the platform would allow a publisher to define "granular user segments" based on parameters such as purchase value, time spent inside the app, number of app launches, or other custom events, then deliver in-app messages or modify app behaviour for those segments. Examples would include offering pricey virtual goods to high-paying customers ('whales', in Casino parlance), revealing a strategically timed reward for 'fatigued' users, or displaying highly customised ads and cross-promotions, according to a playbook provided by InMobi.

“Successful app publishers understand that real value is achieved through user engagement and loyalty," said Chandrashekhar Vattikuti, InMobi's vice-president of product management. "We noticed a need for a platform that helps app developers and premium publishers gain detailed insights into user behavior, and deliver targeted actions in real-time.”

The platform supports iOS and Android, with Windows 8 in development.