Medio Systems Introduces Clustomers for Automated Mobile and Web Audience Segmentation Analytics

Medio Systems, a privately held company that specializes in predictive analytics solutions, announced today its newest service, dubbed Clustomers. The new service is being delivered as a new capability within Media’s flagship inGenious Suite – a comprehensive set of predictive analytics solutions. Clustomers is designed from the ground up to enable companies to quickly identify the most significant factors that drive user retention and engagement in both mobile and Web-based applications.

Medio has developed a highly scalable, cloud-based solution, utilizing Hadoop, known for its ability to scale to the needs of Big Data. The inGenious Suite, which Clustomers now becomes a part of, rides on this platform (so to speak, perhaps we should say “floats in the cloud”). inGenious, in turn is made up of the following core modules:

• inSight, which provides the heavy lifting on gathering critical data.
• inTeract, which delivers the ability to make actionable recommendations to optimize and tailor user experiences. Through InTeract, a company can compare and evaluate the effectiveness of specific targeted messages, personalized content and tailored offers and quickly calculate the impact each will have on customer ROI, engagement and loyalty.
• inCent, which allows a company to “monetize the moment.” After analytically determining the optimal times to present promotions, offers or ads to customers, the predictive analytics tools within inCent select from an inventory of monetizable ads, in-house promotions, paid recommendations, services and geo-targeted offers to display the best content that will maximize revenue

Clustomers utilizes activity and user data attributes or features captured through either Medio’s insight software development kits or via Medio’s Data Collection Service in order to automatically uncover critical and important actionable correlations among users without the need to mine through dozens of reports. Clustomers will quickly allow a company to determine who its best customers are and to identify commonalities that can be exploited to best serve customers. Just as important,

Clustomers can also establish what types of users are more likely to stop using a company’s products and provides correlated data as to why. These kinds of quick assessments and analyses are particularly valuable within the context of targeting advertising and optimizing user experiences.

Medio applies proven experience in mobile technology and big data to automate the delivery of critical information on the key segments and user features that are material to mobile application developers and publishers across a variety of industries. While some data is easy to obtain (for example, the type of mobile device a customer is using), most other data that is highly relevant and needed in order to provide a comprehensive analysis (such as inter-session frequency i.e. how often a user visits your site or uses your application, average session length, or mid-application abandonment) is more complex and almost always requires additional computation and advanced analytics to uncover.

Clustomers is able to do this by analytically determining what specific features are statistically significant, and just as important is able to filter out findings that may, by pure chance, appear related. The advantages to using Clustomers are twofold: it is able to run a large number of analyses quickly, and it eliminates the reliance and cost of data analysts that were formerly necessary to do the analysis.

Armed with such Clustomer-derived insights, Medio’s customers are able to quickly turn data into action. For example, customers can quickly answer the following questions:

• What are the top three attributes common to users who are more likely to stop using an application versus baseline users?
• Who are the most loyal users and what do they non-trivially tend to have in common?
• What types of users use an application only once?
• Who are the highest lifetime value users and what characteristics distinguish them from baseline users?

In a nutshell, Medio seeks to transforms data into an economic asset. For many companies, unearthing patterns in large quantities of data is difficult and time consuming can often be inaccurate, and in most cases is too expensive to properly pull off. Cost-effectively simplifying the process of extracting information and making decisions more quickly and easily is critical. These deep insights give companies the ability to quickly make changes to their customer experiences and acquisition efforts that will drive more effective monetization.

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