One of the greatest impairments on mobile compared to the web is knowing where a user goes after they leave your digital property. Tracking online via the web has become widely accepted because the user can review their history and delete cookies that have been dropped as they browse the web.
In a similar fashion, Twitter introduced this approach for mobile by going public with the App Graph in November 2014, which essentially tracked the other apps installed on the mobile device. What Twitter proposed is less intrusive than dropping cookies, as the tracking doesn’t extend to the user behavior inside the app, only a list of apps installed on the device. You can think of this as having access to a web user’s bookmarked pages.
Despite the announcement creating quite a bit of press, some favorable and some unfavorable, Twitter is not the first company to track installed apps on a user’s device. According to TechCrunch, apps that have the Facebook SDK installed (which is a majority of apps), also provide this information to Facebook. It’s inconclusive if Google is using the app install data from Android devices.
On the positive side, as far as privacy discussions go, Twitter’s decision to not turn on the app graph until users have been notified, and explaining how it could be turned off – is a welcome change from those which collect information without people’s knowledge.
All of that aside, as we pay closer attention to the similarities and dissimilarities between mobile and the web, the most important question here is how does a mobile developer or publisher use the “installed apps” data set?
Data is only useful if the applied data solves a problem, preferably a large problem your app is facing. On April 29th, 2015 at 11 a.m. PST, Personagraph, whose proprietary product is very similar to Twitter’s app graph – yet available to all mobile app developers and publishers – will walk through the value of the app graph data set, and how it compares to Google’s knowledge graph and Facebook’s social graph.
We’ll answer some key things including:
- The competitive advantages of turning to the mobile device for information.
- How it compares to Google’s knowledge graph with a signal that expands beyond keyword search.
- How it compares to Facebook’s social graph with low signal-to-noise ratio.
- How this method would increase Twitter’s advertising revenue.
Additionally, download our State of Mobile Data report to see how data is changing the mobile ecosystem, and what top publishers are doing to capture these market trends.
This article was syndicated from Business 2 Community: Audience Intelligence: How To Use The App Graph
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