Flurry (company)

Flurry Analytics enables users to analyze consumer behavior through data observations.[10] The platform provides features for user segmentation, consumer funnels, and app portfolio analysis.[10] The user segments can be categorized by things like paying versus non-paying customers or light versus heavy users.[10] The platform's funnels measure customized consumer conversions and trending metrics,[11] while the portfolio analytics feature allows companies to manage entire portfolios of mobile applications with the ability to monitor data about overlap among applications as well as up-sell and cross-sell conversions.[10]

Flurry utilizes data-sets gathered from its base of 1.3 billion monthly active devices to help brands and app marketers segment and reach their desired audience in apps.[12] Flurry for Advertisers uses information about app behavior and preferences to segment consumers into behavioral categories, called Personas, that advertisers can then reach with relevant messages about other apps or brand advertisements.[12][13][14]

Flurry for Publishers is a data-driven tool for generating advertising revenue through mobile applications.[15] The monetization platform provides features such as ad serving, network mediation, targeting, and, among others, reporting.[16][15] Flurry for Publishers also includes an auction-based real-time bidding marketplace which uses Flurry data to facilitate the buying and selling of advertising inventory based on an impression-by-impression basis.[17]