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App Analytics Tool Predicts User Behavior

Web and mobile app analytics company Localytics yesterday announced a new tool that uses machine learning to predict user behavior in an effort to reduce churn and boost customer conversions.

"Localytics Predictions brings together analytics and marketing to help organizations quickly understand user behaviors, identify meaningful customer segments, and then use those deep insights to create data-driven personalized experiences to engage or re-engage users across multiple marketing channels," the company said in a statement.

The tool uses a proprietary algorithm to track every customer action and auto-segment users into groups to more accurately predict their likelihood of churning -- basically abandoning the app -- or converting -- such as signing up for something or buying a product.

The predictive capability, the company said, is useful in light of statistics that show 25 percent of apps are used only once.

The predictive tool is integrated into the Localytics platform so developers can detect business insights and act on them by communicating with users via personalized e-mail, push notifications, in-app messaging and remarketing campaigns, the company said.

Localytics said the tool's capabilities will be expanded from churn and conversion functionality to also include upsells, onboarding and content personalization.

About the Author

David Ramel is the editor of Visual Studio Magazine.

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