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Google Analytics helps TV App Agency efficiently produce high-quality data for their connected TV clients
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Telecommunications
Applicable Functions
- Sales & Marketing
Use Cases
- Real-Time Location System (RTLS)
Services
- Data Science Services
The Challenge
TV App Agency, a pioneer in the development of applications for connected TVs, was facing a critical need to record data on clicks and downloads on apps for connected TV. The emerging platform was facing questions about monetization, and the agency needed to understand what consumers wanted from the apps. They wanted to gain data-led insights into future development. However, there were no existing statistics on what happens after a client downloads these apps. The agency spoke to a host of vendors offering analytics capabilities based on numerous APIs, but found that many were complex and difficult to implement.
About The Customer
TV App Agency was launched in 2011 to provide expertise across software development, mobile apps, user experience, multi-screen devices, TV app development and app store submission. The agency enables brands, production houses, agencies and broadcasters to get onto connected TV. They have produced apps for connected TV devices including Samsung, LG, Philips and Sharp, and platforms including Google TV, Opera and set-top boxes. The agency uses a cross-platform engine so the apps they develop work on several different TVs, an efficient approach that eliminates the need for native code for each app.
The Solution
TV App Agency decided to integrate Google Analytics into their platform. They found that the Google Analytics APIs were easy to implement using the mobile server PHP code. Many of their own customers were already comfortable using Google Analytics, making it a logical choice. The agency opted to use Google Analytics’ server side APIs, which were more easily compatible in the connected TV environment than JavaScript APIs. They used their own in-house knowledge from previous mobile development to come up with a tagging strategy that harnessed exactly the data required. The integration was quick to develop and provided valuable data to their clients. They were able to track which adverts were being played and get an idea of which functions in apps were being used. The real-time reports showed when people were actually using these apps.
Operational Impact
Quantitative Benefit
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