Staff Reporters
Feb 18, 2022

Goodbye App Annie, hello Data.ai

REBRANDING EXERCISES: The new name is more in line with the company's enterprise mission. It's also really, really boring.

Above: App Annie's old logos; Below: the new Data.ai logo
Above: App Annie's old logos; Below: the new Data.ai logo

App Annie has packed up her belongings and left the office. She's been replaced by artificial intelligence.

The former app analytics company that has pivoted to digital analytics for enterprises has also changed its name, to Data.ai.

"The name reflects our vision to drive comprehensive digital performance with products and partnerships," explains CEO Ted Krantz, citing reports that show most executives point to digital transformation as their top growth driver this year. 

As Krantz continued in his blog: 

The digital ecosystem, however, remains fragmented and relies too much on in-house IT, data science resources, agencies, and manual processes. This creates significant distraction from the core business. Digital performance benefits from a single point of control that unifies disparate datasets, illuminating mission critical metrics like customer acquisition cost, lifetime value and ROI. Our mission is to take complexity out of the equation by providing a unified view across all channels and illuminating opportunities with artificial intelligence.

Campaign's Take: The name likely needed to be changed to reflect a broader scope of vision. The new name achieves this, but in the most painfully generic way possible. While some company insiders go as far as to declare the new name "bold", Campaign feels it achieves the exact opposite. 

Whereas the company once humanised itself through a unique name and its endearingly nerdy mascot who promised to take care of all the hard math behind app analytics, the new brand leaves us only with visions of grey numbers scrolling across computer screens in a relentless inanimate march. 

Bye Annie

 

 

Source:
Campaign Asia

Related Articles

Just Published

2 days ago

Amazon CEO Andy Jassy on using AI to win over ...

The e-commerce giant’s CEO revealed fresh insights into the company's future plans on all things consumer behaviour, AI, Amazon Ads and Prime Video.

2 days ago

James Hawkins steps down as PHD APAC CEO

Hawkins leaves PHD after close to six years leading the agency, and there will be no immediate replacement for him.

2 days ago

Formula 1 Shanghai: A watershed event for brand ...

With Shanghai native Zhou Guanyu in the race, this could be the kickoff to even more fierce positioning among Chinese brands.

2 days ago

Whalar Group appoints Neil Waller and James Street ...

EXCLUSIVE: The duo will lead six business pillars and attempt to win more creative, not just creator, briefs with the hire of Christoph Becker as chief creative officer.