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Now mobile analytics startups are hiring data scientists. Here’s why

Above: Kochava’s new data scientists. From left: Noel Cower, Seth Samuels and Paul NIeman

Image Credit: Kochava

Data scientists are coming to a mobile analytics company near you.

Kochava, a mobile analytics and attribution outfit based in Idaho, hired a three-member data scientist team in a bid to help mobile advertisers avoid retargeting fraud and make better sense of the vast amounts of data needed to drive successful mobile ad campaigns.

“That’s the idea behind it. This whole concept of investing in a data science team that is putting together analyses on top of our data, on behalf of our customers, I think will further move the ball with regard to the maturity and expectation in mobile media buying,” Kochava chief executive Charles Manning told VentureBeat today.

Mobile analytics technology provides brands and marketers with detailed intelligence on consumers’ buying habits and where best to focus and deploy campaigns. Analytics enables clients like Coca-Cola or Tesla, for example, to help measure, via downloads and clicks, whether the campaign in question is a success, or failure.

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Analysts who study the burgeoning mobile ad space, currently dominated by Google and Facebook in terms of revenue, see a potential trend with Kochava’s decision to build a data science team internally instead of outsourcing requests.

“Absolutely. I see this as a leading edge of a potential new trend,” Andrew Frank, an analyst at Gartner, told VentureBeat.

“In terms of measuring metrics, how do you analyze the data for mobile? It’s still very fragmented,” Frank added.

The mobile ecosystem has exploded in the last year alone. Many analytics firms currently rely on their own measurement technology to help clients decide where to buy inventory to drive downloads, for example.

So, while not totally new, hiring data scientists to help sift information points may become commonplace as analytic companies vie amongst themselves for a piece of a sector that will crest $35 billion by year’s end, according to eMarketer.

Peter Hamilton, chief executive of successful analytics stalwart Tune, said the skillsets of data scientists complement the space.

“There are two types of data scientists in organizations like ours. One type is scaling out the way we actually record and measure all the data coming into our servers on behalf of our customers,” he said.

“And the other side are more like BI [business intelligence] scientists who are looking for trends and insights in the data,” Hamilton added. “They might be only analyzing the business itself and how customers interact with it, or they may be providing insights or reporting for clients to better understand their own data.”

For Manning, pulling the trigger on in-house data-scientist hires makes sense in both the short and long term.

“The value, succinctly, is looking at trend information in aggregate, and understanding things like fraud, retargeting, and cross-app churn,” he said.

“In other words, how are users being acquired in one app, or potentially moving from one app to the other, within a customer’s portfolio?” Manning said.

“Getting that data, and understanding it, is pretty meaningful,” he said.

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Kochava is an integrated control panel for application developers allowing them to:

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Wearable Intelligence is raising $8.4M for Google Glass for doctors

Image Credit: Wearable Intelligence

If anybody needs to get constant, real-time information in a Google Glass-like wearable, it’s doctors and other healthcare workers.

Healthcare is one of the two major markets being addressed by San Francisco-based Wearable Intelligence, which makes software for wearable data presentation used by people in the healthcare and the energy industries.

The company is now raising a $8.4 million in venture capital, according to a filing today with the Securities and Exchange Commission.  Wearable Intelligence has raised $7.9 million of the target amount and has been building the round since August 6, 2014.

On its website, the company lists as investors Google Ventures, First Round, Andreessen Horowitz, KPCB, Initialized Capital, and Subtracted Capital.

The company says that its technology can display all kinds of clinical data on the inside of the Google Glass wearable. This can include data pulled directly from an electronic health records system. It can also deliver data real-time vitals data streams (like a patient’s heart rate), clinical alerts, and notifications of errors or exception conditions.

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In a hospital setting, the wearable display could show doctors patient lists, which would include room number, patient name, chief complaint, resident assigned, labs, vitals, radiology data, etc. If new lab results come in for a patient, the system could send the doctor a push notification.

While Google Glass isn’t well regarded by movie theater owners and by much of the public at large, it’s been welcomed by the healthcare industry. Currently, a number of pilot programs in hospitals and operating rooms are in progress.

The energy industry applications of the product are less compelling, but possibly attractive to large companies working in remote area. The system can be used to push safety guidelines to workers. Worker can send back equipment or resources data to a manager or foreman.

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Mozilla recycles ‘Flame’ Firefox OS smartphone launch

Update 09:48 p.m. PT: The Flame device started shipping last month. We sincerely regret the error and have updated the story below.

Mozilla today announced that it has begun shipping its “Flame Developer reference phone” to Firefox OS app developers, “Mozillians,” and anyone else who opted to fork over $170 for the device during the pre-order stage.

Only, Mozilla already began shipping the device on July 15. That didn’t stop one of the company’s PR firms, Allison PR, from re-announcing the release. You can read our full write up on the device here.

The Mozilla Flame phone was first revealed in detail back in May. The device, built by Alcatel, represents Mozilla’s seventh publicly available iteration on the Firefox OS concept. If you didn’t pre-order the phone, it’s available for purchase here.

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If you’re simply interested in a closer look at the latest of many Firefox OS devices, you may enjoy Mozilla’s newest official video of the handset: