Flurry Adds Audience Segmentation to Analytics Tool

US-based mobile app analytics provider Flurry has added advanced audience segmentation and demographics estimates to its free Flurry Analytics service. The upgrade will allow targeting by location, age, gender, app category interests and usage.

From offices in San Francisco and New York, Flurry tracks more than 17 billion anonymous, aggregated end-user app sessions each month. Its Flurry Analytics tool helps developers design apps that increase retention, while its AppCircle solution offers an analytics-powered cross-selling network which monetizes apps for publishers.

Flurry Analytics 3.0 includes pre-defined usage segments to offer insight into which aspects of an app different segments use most. Developers can also create their own customized segments to enable them to conduct cohort analysis, evaluate the performance of user acquisition campaigns, and measure segment-by-segment retention.

The new release also tells developers about the demographic make-up of their audience: Flurry estimates compute the age group and gender of app audiences, extrapolated from a core sample.

President and CEO Simon Khalaf explains: 'In two short years, mobile apps have crossed the chasm from fad to formidable mass media channel, now challenging the web in terms of reach, and television in terms of engagement. By adding audience segmentation features to our audience measurement platform, we empower Flurry publishers to increase their audience size through better media and in-app-purchase sales.'

Web site: www.flurry.com .