Flurry launches Analytics 3.0, adding audience segmentation features

Focused on providing the information required by developers and advertisers to hone their businesses, Flurry has released v3.0 of its Analytics technology.

New features include the addition of audience segmentation and demographic estimation to enhance your ability to target the most valuable part of your audience.

Who is you?

Segmentation comes with pre-set heavy, medium and occasional user settings, or developers can set their own custom fields to evaluate the performance of activity such as user acquisition campaigns.

Analytics 3.0 also provides estimates of age group and gender based on what Flurry calls a core sample and extrapolation algorithms.

Making it better

"In two short years, mobile applications have crossed the chasm from fad to formidable mass media channel, now challenging the web in terms of reach, and television in terms of engagement," said Simon Khalaf, Flurry's CEO.

"By adding audience segmentation feature to our audience measurement platform, we empower Flurry's publishers to increase their audience share through better media and in-app purchase sales."

Launched in January 2009, Flurry reaches 300 million monthly unique users and tracks 6 billion transaction daily.

Its analytics are used by 50,000 developers to support 100,000 games and app on iOS, Android, BlackBerry, Windows Phone and Java.

[source: Flurry (PDF)]