Recent Salesforce research highlights that ‘ measuring marketing ROI / attribution ’ is a number one challenge for UAE marketers . AppsFlyer is furthering its commitment to the Middle East region with tools to develop effective mobile marketing campaigns .
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MID DLE EAST
APPSFLYER COMMITTED TO EMPOWERING MIDDLE EAST MARKETERS WITH ATTRIBUTION AND MEASUREMENT SOLUTIONS
AppsFlyer , a global attribution leader ,
is furthering its commitment to the
Middle East , as it looks to support local marketers with the tools and data required to develop and execute effective mobile marketing campaigns . Having successfully raised US $ 210 million from a Series D funding round in 2020 , led by General Atlantic , with a late-stage extension from Salesforce Ventures , AppsFlyer is keen to grow its presence in the region and capitalise on one of the most mature mobile markets .
“ Our commitment to representing the marketer ’ s interests by providing accurate , unbiased attribution data has garnered the trust of many of the region ’ s leading brands . With several businesses in the UAE , and the wider Middle East , having pivoted to digital-first engagements – a trend that was only accelerated by COVID-19 – AppsFlyer sees great opportunity to support an already thriving mobile industry ,” said Paul Wright , Managing Director UK , FR , ME & Turkey at AppsFlyer .
Mobile apps have arguably become the cornerstone of most organisations ’ multichannel marketing mix ; as evidenced by recent AppsFlyer research which found that the mobile app install rate in the Middle East grew by 55 % year-on-year in 2020 . However , many marketers are finding themselves on the backfoot when it comes to accurately drawing correlation between their marketing campaigns and mobile app engagement . This was highlighted in Salesforce ’ s State of Marketing report , which found that measuring marketing ROI / attribution ranks as the foremost challenge for UAE marketers .
AppsFlyer ’ s expanding suite of products are rapidly becoming a core component of marketing tech stacks and include holistic attribution , marketing analytics , fraud protection , incrementality measurement and customer experiences and engagement tools . In 2020 AppsFlyer launched two new products : Xpend – a cost aggregation solution that extracts cost data from any source and accurately calculates ROI across the entire marketing journey ; and Incrementality – which helps brands test and prove incremental lift of their marketing campaigns .
The number one choice for marketers worldwide , AppsFlyer works with more than 12,000 customers , including HBO , Nike and eBay and is connected to an ecosystem of over 8,000 partners , including Facebook , Google , Apple Search Ads , Twitter , Salesforce , Adobe and Oracle . For two years running , AppsFlyer has been named in the Forbes Cloud 100 , the definitive ranking of the top 100 private cloud companies in the world , published by Forbes in partnership with Bessemer Venture Partners and Salesforce Ventures .
Paul Wright , Managing Director UK , FR , ME & Turkey , AppsFlyer
“ With our comprehensive suite of solutions , AppsFlyer is here to empower Middle East marketers with the unparalleled insight they need to make accurate , better informed , strategic decisions ,” added Wright . “ This will translate to more engaging customer journeys , higher brand loyalty and ultimately sales and business growth .” •
INTELLIGENT TECH CHANNELS
INTELLIGENT TECH CHANNELS Issue 37
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