Flurry (company)

Flurry
Industry Advertising, Mobile
Founded 2005
Founder Sean Byrnes
Number of locations
 San Francisco, New York City, London, Mumbai
Key people
  • Simon Khalaf: CEO & President
  • Prashant Fuloria: CPO
  • Grady Burnett: COO
  • Bob Komin: CFO
  • Sean Galligan: VP Sales & Business Development
  • Yannis Dosios: VP Business Operations
  • Jarah Euston: VP Analytics & Marketing
  • Richard Firminger: Managing Director, Europe
Products Flurry for Advertisers, Flurry for Publishers, Flurry Analytics
Owner Yahoo!
Number of employees
 150
Website flurry.com

Flurry is a mobile analytics, monetization, and advertising company founded in 2005. The company develops and markets a platform for analyzing consumer interactions with mobile applications, solutions for marketers to advertise in-apps, as well as a service for applying monetization structures to mobile apps.[1] Flurry analyzes 150 billion app sessions per month.[1][2] The company's analytics platform tracks application sessions in iOS, Android, HTML5, and JavaME platforms.[3] Flurry has raised a total of $65 million in funding since its founding and in March 2014 announced that it would partner with Research Now to create a panel database on mobile users.[1][2][3] Flurry was acquired by Yahoo! on July 21, 2014 [4]

History

Flurry was launched in 2005 by entrepreneur Sean Byrnes. It first started as a premium mobile applications company, that grew mostly in the developing world. As the team realized that it would be hard to monetize through advertising in these markets, they decided to pivot into a universal analytics platform that all mobile apps could use.[5]

The Flurry analytics and advertising platform really started to take off with the advent of the iPhone, which, with its own App Store, democratized the ability for developers to launch mobile applications and instantly reach millions of people. The revolutionary part about the App Store was that developers could keep 70% of the revenue (with the App Store taking 30%), and make money in unprecedented ways due to the consumer distribution of the App Store. Google soon followed with their own version of the App Store (initially called Android Market),[6] and soon after Flurry became the de facto analytics platform for mobile apps.

Flurry also merged with a company called Pinch Media based in New York that was working on a similar product, and together they had almost 80% marketshare for mobile analytics.[7]

Services

Flurry Analytics

Flurry Analytics enables users to analyze consumer behavior through data observations.[8] The platform provides features for user segmentation, consumer funnels, and app portfolio analysis.[8] The user segments can be categorized by things like paying versus non-paying customers or light versus heavy users.[8] The platform's funnels measure customized consumer conversions and trending metrics,[9] 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.[8]

Flurry for Advertisers (formerly AppCircle)

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.[10] 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.[10][11][12]

Flurry for Publishers (formerly AppSpot)

Flurry for Publishers is a data-driven tool for generating advertising revenue through mobile applications.[13] The monetization platform provides features such as ad serving, network mediation, targeting, and, among others, reporting.[14][13] 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.[15]

References

  1. 1 2 3 Ha, Anthony. "Flurry Raises Another $12.5M For Mobile Analytics And Advertising". TechCrunch. Retrieved 11 April 2014.
  2. 1 2 Bergen, Mark. "Flurry Launches Service to Track Mobile App Users, Offline". AdAge. Retrieved 11 April 2014.
  3. 1 2 Cutler, Kim-Mai. "With Hints For An IPO, Mobile Analytics Startup Flurry Raises $25M From Crosslink". TechCrunch. Retrieved 11 April 2014.
  4. ↑ Ingrid Lunden. "Yahoo Buys Mobile Analytics Firm Flurry For North Of $200M". TechCrunch. Retrieved 21 July 2014.
  5. ↑ Byrnes, Sean. "Genesis Stories: An Interview with Flurry Founder Sean Byrnes". Thalamus. Thalamus Blog. Retrieved 30 July 2015.
  6. ↑ Burns, Matt. "Google Play? What The Hell Was Wrong With Android Market?". Techcrunch. Techcrunch. Retrieved 6 March 2012.
  7. ↑ Malik, Om. "App Analytics Startups Flurry & Pinch Media Merge". GigaOm. GigaOm. Retrieved 22 December 2009.
  8. 1 2 3 4 Takahashi, Dean. "Flurry releases new analytics features to improve monetization". VentureBeat. Retrieved 11 April 2014.
  9. ↑ Prestipino, Peter. "Measuring Funnels with Flurry App Analytics". Websitemagazine. Retrieved 11 April 2014.
  10. 1 2 Takahashi, Dean. "Flurry launches AppCircle to help apps get discovered". VentureBeat. Retrieved 11 April 2014.
  11. ↑ O'Dell, Jolie. "Flurry's AppCircle Makes Android Apps Easier to Find". Mashable. Retrieved 11 April 2014.
  12. ↑ Rowinski, Dan. "Flurry Extends Its AppCircle Into Crowded Mobile App Engagement Market". ReadWrite. Retrieved 11 April 2014.
  13. 1 2 Takahashi, Dean. "A thousand mobile app publishers stampede to Flurry's AppSpot ad platform". VentureBeat. Retrieved 11 April 2014.
  14. ↑ Lomas, Natasha. "Flurry Signs 1,000 App Publishers To AppSpot Mobile Ad Targeting Platform In ~Three Weeks, Average eCPM Of $5.80 For First 500 Apps". TechCrunch. Retrieved 11 April 2014.
  15. ↑ Takahashi, Dean. "Flurry says its targeted ads increase user spending dramatically in mobile apps". VentureBeat. Retrieved 11 April 2014.
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