Promising Start-Up: Kahuna Engagement Engine
A recent study conducted by Kahuna revealed a jaw dropping fact that has been overlooked by many:
“Nine out of ten of ALL mobile installations do not earn any form of financial return” (Green, 2013). The acceptance of this insight is alarmingly difficult for mobile developers, especially given the prominence and substantial investments in mobile applications. However, before even thinking of monetizing applications, developers must first resolve the lack of information they possess regarding the usage of their apps. What they all know and will tell you, is the number of people who have installed their application, without knowing how many of them actually USE it. So, how can developers charge their users, when they can’t even convince them to use their app?
This is where Kahuna comes in. Co-founded by Adam Marchick, Kahuna is a next generation consumer engagement engine, that allows app developers to understand user behavior. After spending valuable time and energy in creating applications, developers will now have the means of knowing the number of active users they have succeeded in drawing, once the app has been installed. The performance of Mobile applications can then be tracked and improved if needed.
The value of Kahuna is now relatively clear, but how does Kahuna exactly achieve these benefits? CEO Marchick explains that at Kahuna, “We digest millions of user behaviors, and what we do is analyze all of that to produce real-time engagement maps of every single person using both mobile and the Web. Through that, we uncover huge opportunities to increase engagement.” (Robinson, 2013).
The birth of this engagement engine, will not only result in a better understanding of user behavior but will also address the aforementioned monetization challenge by allowing the commitment of marketing campaigns based on usage patterns. On this note, Kahuna comes with more than 50 pre-built engagement campaigns, capable of increasing usage as well as income for mobile apps. It allows the “automation of outreach strategies for push notifications and emails, which customers can then tweak based on A/B testing and the initial results” (Techcrunch, 2013).
Throughout the past year, Kahuna has been tested on a cross-section of application development companies, resulting in an average of 20% growth in client purchases (Green, 2013). This promising tech start-up has caught the attention of many, including myself, who are all speculating what the future of Kahuna will hold. The launch of the Kahuna Engagement Engine will evoke great opportunities for mobile app developers and will allow the access to viable marketing information.
Green,S. (2013). Adam Marchik receives $2million in funding for kahuna. jewishbusinessnews, <http://jewishbusinessnews.com/2013/10/10/adam-marchick-receives-2-million-in-funding-for-kahuna/> Last accessed 13 October 2013.
Robinson, J. (2013). Kahuna launches with $2M in funding, looks to aid app engagement. Insidemobileapps, <http://www.insidemobileapps.com/2013/10/09/kahuna-launches-with-2m-in-funding-looks-to-aid-app-engagement/> Last accessed 13 October 2013.
Techcrunch. (2013). Kahuna raises $2M to help mobile marketers get smarter about engaging their users. Techcrunch, <http://techcrunch.com/2013/10/08/kahuna-launch/> Last accessed 13 October 2013.