Conference Paper

Highly Accurate Marketing Source Attribution for Android Out-of-Store Apps

2017 International Conference on Software Engineering and Data Engineering
Kaushik Wavhal, Abhishek Bharti, Divyesh Topiya, Vivek Shah, Monish Shah, Jignesh Karelia

ABSTRACT


 Tracking installation sources of an app is vital in any

mobile apps online advertising. It helps to identify

the efficiency of marketing campaigns at driving app

installations and thus optimize the marketing spends to

generate a higher return on investment (ROI). However,

in case of Android apps, the Android operating system

only has provisions to track the installation source of

apps which are hosted on Googles Play Store. Hence,

it is extremely difficult for out-of-store android apps to

accurately track its installation sources.

This paper presents a novel method to achieve hundredpercent

accuracy in tracking the installation source of

out-of-store android apps. In addition, the method

involves a technique to effectively scale and deploy this

feature on production environment. Based on the evaluation

of the performance of installation source attribution,

this technique outshines the accuracy of previously used

techniques by a large margin.

SEDE 2017



ISBN:
978-1-943436-05-7
PUBLISHER:
ISCA
CHIEF EDITOR:
Frederick C. Harris Jr. Yan Shi Sergiu Dascalu
CONFERENCE VENUE:
Denver Colorado USA
CONTACT DETAILS:
Debnath
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