CAKE announced the release of CAKE Mobile earlier this week, a tracking and analytics solution for mobile performance campaigns. With a handful of “advanced features,” CAKE Mobile is fully integrated into a multi-channel performance marketing platform that merges attribution analytics from mobile as well as display, retail, lead generation and affiliate channels.
“Mobile is the fastest growing segment in performance marketing. In fact, U.S. mobile commerce is expected to reach $31 billion by 2016. But make no mistake—it’s not a mobile-only world,” said Dave Stewart, EVP of Technology at CAKE. “Treating mobile data as a stand alone silo is like focusing on only one piece of a complex puzzle. Harnessing and combining data that streams in from mobile, as well as other high-value digital channels, provides richer insight, and ultimately allows for well-informed, intelligent decision-making.”
Unlike other mobile app tracking tools, CAKE Mobile leverages the multi-channel enterprise advantage and is also scalable for businesses of all sizes—from small app developers to major mobile application providers. CAKE Mobile is embedded into cupCAKE, the campaign management solution for independent marketers, and CAKE’s powerful SaaS enterprise solution.
“Long recognized as one of the top mobile performance marketing networks, Motive knows first-hand the importance of understanding the customer’s end-to-end digital journey,” said Brendan J. Smith, CEO and Founder of Motive Interactive. “CAKE Mobile not only tracks mobile attributions, but by leveraging the CAKE enterprise platform, we have broader visibility into the cross-channel lifetime value of the consumer. With CAKE Mobile our advertisers can optimize their digital spend, while also providing publishers and app developers the best opportunity to monetize traffic.”
CAKE Mobile’s marketing analytics provide advertisers and publishers visibility into clicks, installations, as well as post-install events for mobile ad campaigns. Advertisers are able to target campaigns by mobile carrier, device, OS and track Pay Per Install (PPI), enabling them to optimize campaign targeting by understanding the lifetime value of a user. On platforms where no device identifiers are provided by a publisher or network, CAKE Mobile uses fingerprinting algorithms to accurately attribute those consumers without a device ID.
CAKE Mobile supports multiple languages and currencies so mobile marketers can track the performance of their marketing campaigns and better target their digital spend on a global scale. Additionally, CAKE Mobile makes it easy to gather metrics by providing a mobile Software Development Kit (SDK). Mobile developers can install the cloud-based CAKE platform in less than a day and that it is easy to add new sources for mobile media buys.