Kontagenet, the current Facebook analytics leader, is launching a new end-to-end analytics suite which is currently tracking over 70 million monthly active users. The upgraded service now includes event tracking and user funnels, something that has been limited to products like Mixpanel and KISSmetrics until now.
Kontagent’s analytics suite helps to optimize user acquisition, conversion, viral growth, game mechanics, and monetization. The ability to track how various traffic sources perform for applications is most definitely a significant upgrade, although there’s no doubt that the top buyers of Facebook Ads have been optimizing this for a while now (some of who have been tracking through kontagent). Detailed analytics is critical for any serious application developer as costs for new user acquisition increases over time.
Kontagent’s service also includes the ability to see how demographic groups contribute to the viral growth of the application as well as to the bottom line (ARPU). Most significant about kontagent is that they don’t perform data sampling like most traditional analytics platforms, such as Omniture. On the social web, kontagent argues, collecting all data is important in order to avoid losing data about outlier users, or whales, who contribute the most amount to the bottom line.
Additionally, kontagent believes that their “user centric” approach (in contrast to the “page centric” approach) is much more effective on the social web, something we happen to agree with. kontagent claims that measuring data at this scale through services like Omniture would typically bankrupt a company. While we don’t know the pricing charged by Omniture, there’s no doubt that kontagent has some pretty clear advantages. You can learn more about the product via the slideshow below and via the company’s website.
Source: All Facebook
Tuesday, October 12, 2010