There's plenty of innovation when it comes to collecting mobile data, but analytics is the cutting edge of the business.

With that in mind - and following the launch of its consumer mobile value exchange site - Tapjoy has announced it's hired a head of analytics.

More than a bean counter

Previously lead analytics director at a number of advertising companies, including Advertising.com, Phil O'Neill is tasked with digging into the vast amount of data that Tapjoy generates.

This covers everything from the number of apps downloaded, cross platform comparisons and user behaviour. He'll be tasked with taking this and producing what the company labels 'special industry reports'.

In this, it seems that Tapjoy is looking to build out its press profile in a similar way to other companies in the mobile space such as Distimo, Fiksu and - most prominently - Flurry.

The appointment follows on from Tapjoy's high profile hires including Peter Dille as chief marketing officer and Jim Jones as general manager of sales.

[source: Tapjoy]