Similarweb Acquires Leading Mobile-Insights Provider Embee Mobile

Embee Mobile’s data and proprietary measurement approach will enhance Similarweb’s mobile app intelligence

Similarweb , a leading digital intelligence company, announced its acquisition of Embee Mobile, a San Francisco-based mobile insights provider and market leader in mobile audience analytics, consumer panels, and mobile sampling. Embee data is relied on and incorporated in the offerings of many of the world’s leading market research companies.

Embee’s behavioral data and digital measurement approach — backed by a large-scale metered panel of highly engaged, opt-in users — will enable Similarweb to strengthen its data edge in digital measurement and improve its mobile app intelligence offering.

“We believe Embee’s metered panel is one of the largest in the world, and it adds a new dimension to our highly differentiated approach to digital measurement,” said Benjamin Seror, Similarweb Chief Product Officer. “With consumers spending increasingly more time — over four hours per day — on their mobile devices, the granular insight into mobile app usage that Embee enables is more valuable than ever, across a wide variety of industries and use cases. Beyond this, Embee positions us to introduce additional exciting new market research capabilities in the future.”

Marketing Technology News: Bluewater Media Bolsters Digital Team with Hire of Executive Kristy Andreadakis

“Similarweb has rapidly become the standard for companies to gauge their web and mobile-web competitiveness”

Similarweb customers will benefit from:

• Rich mobile app intelligence. Embee’s metered panel technology and direct relationship with panelists will allow extensive mobile app behavioral and performance data to be integrated into Similarweb’s insights, allowing customers to go beyond traditional app store metrics such as downloads and DAU and access deeper behavioral insights, such as in-app searches, clicks, and journeys. Without this panel-based approach, behavioral insights like these are nearly impossible to obtain from the “walled gardens” of apps like Facebook, Amazon, Google, and others.
• Deeper insight into customer journeys. By bringing together quantitative behavioral metrics with qualitative survey data, customers will be able to get insights into the in-app consumer journey. These insights are extremely valuable for market researchers and marketing professionals working to increase brand awareness or to optimize ROI of marketing spend in apps – relevant for almost any B2C industry or brand — as well as agencies, consultancies, market research firms and investors servicing or analyzing them.
• 360-degree insight into digital performance. Integrating Embee’s pioneering in-app behavioral data with Similarweb’s leading desktop and mobile web intelligence, Similarweb will provide cross-platform, comprehensive insights into consumer behavior, including browsing, shopping, entertainment, gaming, and more.

“Similarweb has rapidly become the standard for companies to gauge their web and mobile-web competitiveness,” said Russell Tillitt, Embee CEO and Co-Founder. “Embee and Similarweb have already been working together for years and we have much in common — we both share a passion for creating innovative digital measurement technologies with a commitment to data privacy and ethical research. We’re thrilled to be joining forces with Similarweb.”

Marketing Technology News: MarTech Interview with Gavin Laugenie, Global Head of Content at dotdigital