Mobile marketing analytics company AppsFlyer this week said it has signed a contract with telecommunications major Vodacom and will now operate in three African countries – starting in South Africa, Nigeria, and Kenya (with Safaricom).

The company will help optimize Vodacom’s marketing activity and look to increase engagement with the telecoms group’s more than 110 million mobile customers, it said in a press release issued Wednesday.

“Our job is to work with marketers to understand which campaigns perform best and why and help them grow their App businesses,” Managing Director for LATAM & Africa Daniel Junowicz said. “User retention for Apps is still one of the biggest challenges for advertisers globally and our work with Vodacom will support its marketers in optimizing their day to day marketing activities.”

Working with AppsFlyer gives the mobile network operator a “better understanding of how to maximize our digital marketing activities and where to focus our efforts as we seek to be the leading digital telecoms operator in the marketplace,” Vodacom executive head for Digital Marketing Lana Strydom said.

AppsFlyer app activity.

San Francisco headquartered-AppsFlyer has grown to become a market leader in mobile marketing attribution globally since its launch in 2011, currently serving more than 12,000 brands and partnering over 7,000 technology firms. It works with some of the world’s leading brands such as HBO, Nike, NBC Universal, Minecraft, U.S. Bank, and Macy’s to provide brands with analytics tools to better inform and measure marketing decisions.

With a presence in 18 cities around the world and over 900 employees, the Vodacom deal strengthens AppsFlyer’s global reach and marks its first “significant” collaboration with a leading brand on the continent. 

The entry into the African market coincides with soaring mobile connectivity across the continent – mobile usage in the region is expected to hit 600 million by 2025. Telecoms companies are poised to have increased access to millions of new users and will look to step up mobile engagement, setting up the market for measuring App ad-spend and marketing performance for significant growth.

“With the rising numbers of mobile users in Sub-Saharan Africa, mobile marketers are becoming more data-driven in their approach to attracting loyal and engaged users,” Junowicz said, adding that the continent represents “a significant growth market in the mobile ecosystem and it is great to be able to support the tremendous innovation occurring in the region right now.”

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