Venturebeat.com, October 12, 2010 | Dean Takahashi
Can Kontagent help David topple Goliath through better analytics?
Social game companies such as Zynga consider their analytics - the data they collect about user activity in their apps - to be a competitive advantage. They can take the data, revise their apps, and make their apps more desirable on a daily basis.
Kontagent, which creates analytics tools for game developers, hopes to level the playing field for the smaller guys. Today, the San Francisco company is announcing version 2 of its analytics software. Albert Lai, chief executive of Kontagent, says the much-improved suite of tools will let developers extract more data, putting them on par with market leaders such as Zynga.
Kontagent began its work three years ago with a disruptive model in analytics. Traditional web analytics firms such as Omniture charge on the basis of "events" that occur as users click on web sites. But Kontagent charges based on the number of users for an app, not on the number of events that happen, mainly because social apps get much heavier usage than a web site. Kontagent thereby allows developers to keep track of enormous numbers of events that would otherwise bankrupt Omniture-based analytics users. At the same time, Kontagent is offering more analytics data than can be gotten out of free products such as Google Analytics.