The future of mobile measurement starts here

Mobile measurement and attribution are undergoing a profound transformation. As the privacy-first era reshapes the landscape, marketers need innovative solutions to maintain a competitive edge. Enter next-generation measurement. Going beyond traditional analytics, these machine learning and AI-based solutions are powerful allies for every marketer looking to optimize their strategy, future-proof their campaigns, and drive growth at scale. 

From incrementality to marketing mix modeling (MMM), predictive analytics, and the integration of AI into workflows and operations, the sky is the limit.

Next-gen measurement and analytics can seem complex, so if you're still wondering whether it really is accessible to everyone, here’s how we’d explain it to a five-year-old. 

Imagine you're playing a game where you have to throw a ball into a moving basket while you're blindfolded. It’s really hard to know if your throw was on target or not, right? Luckily, you have a super-smart robot friend who watches every throw you make and remembers all the times you missed or made it in. This robot can even predict where the basket will move next and guide your throw to make it more accurate. 

Predictive analytics allows marketers to forecast future outcomes with remarkable precision. By harnessing the power of machine learning, you can quickly identify high-value users and optimize your strategies accordingly. For instance, instead of waiting 14 days to see a user's day 14 revenue, you can get a solid estimate shortly after they install your app. This means marketers can target them right away, dramatically boosting conversion and retention from the start.

As Natalia Chirkova, head of marketing at Axlebolt points out, "Predicting day 14 revenue within the first 24 hours helps assess the quality of advertising channels and increase iOS purchase volume for channels like Google and TikTok."

Want to know which marketing actions are truly driving success and which would have happened anyway? That's where incrementality analysis comes in. Think of it as a GPS for measuring the real impact of your campaigns, showing you ROI tied to specific actions across different regions and channels.

This analytics method is particularly useful for mid-term planning, allowing you to allocate resources more efficiently and focus on strategies that genuinely move the needle. By cutting through the noise and avoiding wasted efforts, you can maximize your growth potential.

Marketing mix modeling is a statistical technique that provides a comprehensive picture of how your entire marketing ecosystem—online and offline—works together to drive installs and sales. By analyzing factors like ad spend, campaign performance, seasonality, and external events, you can make informed decisions about budget allocation and channel mix. With a 360° view of marketing efforts, you’re empowered to make truly data-backed decisions. 

This holistic approach is ideal for long-term planning, helping you assess performance over extended periods and make smart, forward-thinking decisions for the next quarter or even the next year.

As the mobile marketing world continues to evolve, traditional methods of measuring success are no longer sufficient on their own. Predictive analytics, incrementality analysis, and MMM represent the next generation of measurement, offering a multi-faceted approach to understanding what truly drives results.

By adopting these innovative methods, you can move beyond any assumptions, making data-based decisions quickly and independently. This leads to the clarity and confidence needed to navigate a complex, fast-changing market.

The future of measurement is here, and it's accessible to all marketers. Get in touch with your Adjust contact person or request a demo today to learn how you can embrace these powerful solutions to optimize campaigns, maximize ROI, and stay ahead of the curve.