Snaplytics says it offers “the only software-as-a-service analytics [exclusively] for Snapchat.” The company achieves this, it says, by voiding many of Snapchat’s APIs, which have proven to be a challenge for many developers looking to build similar tools.
The company claims its product will provide automated analytics and metrics for every disappearing photo and video you post to your branded channel. It tracks open rates, views, average number of screen shots taken for the stories you post, and follower numbers for the account.
It also offers a tracking tool for “influencer” campaigns and a tool to find influential online users that it calls TalentScout.
Marketing changes for Snapchat’s “Discover”
The Danish company’s offering comes as Snapchat moves to take advertising in its “Discover” section out of marketers’ hands. The company is consolidating Discover ad sales and cutting in publishers by licensing their content.
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So, instead of working directly with publishers like ESPN, Mashable, Cosmopolitan, Vice and National Geographic for advertising opportunities, marketers will be working directly with Snapchat.
Analysts believe the move is part of a plan to take control of revenue before the company launches its expected IPO.
Previously, Discover ad sales were inconsistent across publishers, and revenue was tough to predict. This way, Snapchat will have a better handle on what’s coming in.
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