Optimizing Mobile Marketing with Data from Competitor Apps - Case Study

This case study describes how the client leveraged data from competitors’ mobile applications to optimize its mobile marketing strategy across multiple regions. This project requires a significant amount of expertise to integrate comprehensive behavioural data, compare business processes and performance metrics with competitors to increase user acquisition.

About Client

A client is a leading global conglomerate with more than 100 organizations with a multi-brand mobile portfolio, in e-commerce, lifestyle, and financial platforms. They have across 10 million monthly active users worldwide. The client was known for delivering advanced market research and competitive intelligence solutions. They invest heavily in a mobile customer engagement strategy. The internal team of the client was operating in a fast-moving and competitive app ecosystem.

optimizing-mobile-marketing-with-competitor-app-data-case-study

Client Requirement

The client sought the best solution to sharpen mobile marketing performance across high-growth regions in the hyper-competitive market. Their primary requirement was:

  • Deliver a real-time dashboard that provides a live and interactive view of what's really happening across your business and helps the sales team with real-time decision support.
  • A strategic marketing approach for data analytics.
  • Analyze engagement patterns and feature adoption metrics to identify trends, track, and improve user engagement metrics.
  • Develop a scalable and adaptive multilingual scraping framework that can boost app sourcing intelligence across diverse infrastructure.
  • Monitor competitors’ app updates, features, and reviews.

Challenges

The client encountered the following key challenges in developing an ideal mobile app data scraper that can deal with multiple platforms:

  • The client’s data collection approach provides limited visibility into customer behavior. It lacks granularity in surfacing competitor updates, precise metrics for competitive analysis, and opportunity identification.
  • The marketing team of the client often faces difficulties in staying ahead of competitors' messaging.
  • Relying on manual data collection has created inconsistencies and has frequently resulted in missed opportunities.
  • The client’s existing manual data collection method was not providing compliance and scalability across multilingual app stores.
  • Lack of a multilingual scraping infrastructure hinders market insights and sometimes leads to misguided decisions.
  • The client’s team was slow to react to every update of competitors and user expectations.

Solution

To achieve the client’s objectives, RetailGators has implemented the following solution:

We developed a robust pipeline to scrape data from the app stores, including feature updates and categories running across multiple mobile operating systems. Our development team has classified competitors' application features using Natural Language Processing to identify new trends and customer preferences. We followed the best approaches to review velocity tracking and keyword clustering to observe the behavioural patterns.

RetailGators has delivered a real-time dashboard that provides role-specific data for product and marketing teams, empowering campaign refinement and personalization. We adhere to regional terms and conditions and privacy regulations to fulfill client requirements.

Impact

The solution provided by RetailGators helps clients to increase 20 to 40% campaign ROI. We benchmark competitor innovations that deliver the most significant business value. The organization has helped the client with cross-market transformation and informed decision-making. Our organization enhances client sourcing agility and reduces manual overhead. The client cloud able to react quickly to competitors' moves and user sentiment trends that transformed mobile marketing into a growth engine.