Author: John Koetsier

Modern business runs on data. This is not news to Singular customers, or any performance marketers. Data tells you which creative is awesome, which campaigns are working, which offers are compelling, which features drive engagement, which games and apps are growing. But the intriguing thing is that it’s not just data that drives growth, it’s data movement. Specifically, data movement that can unify your growth stack data.

Data movement is essential because the modern growth stack is insane. We’re talking potentially 40 different components scattered across acquisition, engagement & retention, monetization, and insights & analytics.

This is just part of the mobile growth stack model that Phiture has highlighted:

To get the best insights, the highest-level marketers try to unify their growth stack data in their own BI systems. This unlocks next-level insights that go beyond specific campaigns, creative, or even specific apps to show you how bigger trends are impacting your growth, as well as very narrow and niche learnings that help you correlate paid advertising increases with organic uplift … and much more more. 

But it’s hard to do. It requires data movement, which today is complex and expensive, and it’s not easy to get all the data from all your growth stack tools so you can look at it all together.

So to make data movement better in every possible way, we’ve launched Extract.

And that will unlock significant new insights for growth.

Marketers depend on data movement

Let’s start here: why do you need data movement? Why does unifying your growth stack data matter?

The simple answer is that data movement is critical because so much of your key data is … elsewhere. And that unifying it will show you things that today you can only dream of.

Today, data critical to your growth is locked up in 20 different places. Places like …

• App Store
• Google Play
• Ad networks (5, 10, maybe 30 of them)
• Social media accounts
• Web analytics
• App analytics
• CRM/engagement/messaging platforms
• Subscription platforms
• Increasingly, payment platforms
• Consent management platforms
• Creative analysis tools
• Competitive intelligence tools
• And yeah … mobile measurement partners, or MMPs like Singular

Singular centralizes much of that data for you, because we’ve been in this space for over a decade. 

We have the most connectors, bring in the most rich and detailed data from all your ad partners, have the best tools to normalize and standardize the industries’ 500 different ways to record view, click, and action data, and then combine it with your first-party engagement and conversion data so you get nice, simple, clean, and authoritative reports.

All of this requires data movement.

Data movement level 1: Singular’s ETL for marketers

As we’ve built all these connectors and processors, we also built a super-specialized marketing ETL tool. 

The goal: to get all the advertising and marketing data you need to your own data warehouse. If you’re just starting your growth journey, you might use Singular and just a few other data sources. But if you’re Rovio or Microsoft or Airbnb or Nike, you suck all the data you can down to your own BI systems to feed your own proprietary growth models.

Our existing marketing ETL tool is data movement too, but a very specialized form. 

ETL means extra, transform, and load, and it’s a methodology of getting data, changing it to fit a desired schema, and loading it into a data warehouse. ETL works well for targeted needs or verticals, like marketing, that have domain-specific data schemas and require customized processing. It works well when you need strong data governance as well. And ETL is good for cleaning data that you need to standardize across multiple inconsistent sources: when it’s done, you generally have exactly the data you expected, in specifically the format you demanded, that you can use instantly in precisely the way you wanted to.

So ETL has its place.

And Singular’s marketing ETL is a great tool for specific data movement needs.

But as marketers expand what they do, desire to add more data sources, and perhaps start to build more detailed models of advertising attribution and effectiveness that draw on multiple inconsistent data sources, there are broader needs. 

Those broader needs generally come with less structured data from more sources that don’t fit into a certain verticalized schema. So those broader needs demand a broader tool that is not specialized to marketing and advertising but can be used for literally any data, from anywhere, and send it to somewhere else. 

This kind of data doesn’t come from the ad platforms that Singular has primarily worked with. This kind of data comes from all the other components of your growth stack. And maybe even places you’ve never thought of as part of your growth stack, like the App Store. (But it is, right? You do a lot there to boost growth!) 

Or places like Google Analytics, which is increasingly important as web2app continues to grow and you need to connect growth in web with growth in mobile.

That’s why we built Extract.

Extract is a radically efficient, super reliable, and suprisingly cost effective way to move data from anywhere to anywhere. It’s a reinvention of data movement platforms: beautifully simple, transparent, and fun to use. 

(Yep, fun. Extract has already won customers from legacy data movement platforms like the billion-dollar data platform Fivetran, and that’s what they tell us. Hey … they’re data nerds.)

Data movement level 2: Extract will unify your growth stack data

ELT is a broader, more general data movement tool. It’s faster and more scalable. And it provides all the data from a source that it’s possible to get, not the subset that an ETL tool might grab. 

Extracting, loading, and leaving transforming for later fits better into modern data cloud warehouses, is perfectly suited to big data and high volume ingestion, and lends itself to flexible ad hoc analysis at any time in the future. 

(This “ad hoc” piece is important because you don’t necessarily instantly know exactly how you’ll use all the data you’re gathering right now. But you’re collecting it all because a long and painful experience has taught you that in the future, you’ll have questions to answer that will require different data points, not just the bits that you might be using today.)

Extract means you can vastly expand the kinds and quantities of data you ingest into your BI systems.

In other words, you can take all the data you get from Singular, match it up with all the other data from all the other elements of your growth stack, and look deeper for patterns in growth and decline.

This unifies your growth stack data.

And that’s critical to drive next-level growth.

The good news about Extract is that because Singular has more than a decade of data movement history for the largest companies on the planet, we were able to spectacularly reengineer what a next-gen data movement platform should look like, accomplish, and cost.

Extract is:

• 17X more efficient than leading data movement companies
• Half the cost of legacy providers
• Massively transparent
• Incredibly easy to use

Unifying growth stack data via Extract unlocks far more insights

Correlating different data sets across tools and platforms lets you go beyond surface metrics to understand why performance is up or down and where to double down on spend or fix an issue. This is where the best-performing marketers gain a massive strategic edge over competitors.

Here are a few examples:

1. App Store/Google Play
   Get all your data and compare it with growth results. Are reviews correlated with growth? Are app crashes connected to engagement levels? How do marketing campaigns correlate with search term conversion rates? Are different custom product pages correlated with more or less growth for specific marketing campaigns? Do advertising surges relate to app impressions in the store?
2. Subscription analytics
   Do subscription renewals correlate to original user sources? Are conversions higher from owned than paid sources? How do subscription sign-ups relate to your first-party usage and engagement data?
3. In-app analytics
   How do overall engagement levels correlate with CTR in ad campaigns? Does existing user engagement correlate with shifts in download activity, suggesting some significant change in the broader market?
4. Advertising platform data
   Does your TikTok hook rate have any correlation with your D3 purchase numbers or D7 LTV?
5. Creative analytics tools
   Does video ad length correlate to in-app purchase activity? Do creative themes or elements correlate with LTV? Do any elements correspond to retention?
6. Competitive intelligence tools
   How does your download growth correlate to competitors? How does your growth (or lack thereof) correlate to overall download growth or drops? Are there vertical-specific factors driving growth or contraction in your space? Are there global factors impacting your vertical?
7. Web analytics
   How are your SEO activities impacting your install volume? What can you learn by comparing your web2app landing page visits with your app installs, subscription sign-ups, or other key post-install activities?
8. Social activity
   Is growing your owned social media presence related to app install activity? Is there a causal relationship? If so, which causes which? And how does general noise on social media channels impact growth … in other words, are you generating buzz, digital word of mouth, and is that driving action?

I could go on, but you get the point. 

Ingesting all the data that is yours from all the various growth stack tools you use is likely to unlock new levels of insight into what’s happening with your apps and your marketing. Plus, it can show all that relates to regional, global, or vertical-specific trends.

As an added benefit, it’s also likely to be able to form the basis for powerful MMM or incrementality models if you decide to run those yourself.

Why yes, Extract does more

Just to be clear, Exact is not just for marketers. Pretty much any size company has data movement needs, and Extract will work for many of them.

But we think many existing Singular customers in the mobile growth and performance marketing spaces have a particular need for Extract, and could start using it almost instantly.

Check out our launch post on the Extract blog by Singular CEO Gadi Eliashiv. That will give you many more details about what Extract does and what makes it special.

Extract does wonderful things for marketers, and it’s very easy to take it for a spin.

Because …

Marketers: you can try Extract totally for free

If you’re interested in a radically efficient, flexible, customizable, and easy-to-use data movement platform to unify your growth stack, you don’t need authorization from an executive. You don’t need a contract. You don’t even need a credit card.

Because the first tier of Extract is completely free.

Yep, just like Singular’s free tier.

But maybe even better. Because Extract is so efficient and so cost-effective that $0/month gets you up to 1 million monthly rows. And a lot more.

Here’s what’s in the Extract free tier:

• 1 million monthly rows
• Unlimited sources & destinations
• Up to 5 live connections
• Hourly syncs

If you need more, like 100 million monthly rows, pricing starts at just $15/month. 

Marketers like you are using Extract already

Just so you know, we started working on Extract over two years ago. We took our time crafting a super-efficient product. About half a year ago, we started onboarding paying customers in a large private beta.

That list includes names you’ll recognize, like:

• WB Games
• Miniclip
• Scopely
• EA
• Playtika
• SciPlay
• Cambly
• King

There’s more: over 20 customers have been using Extract for months. That means it’s gone through massive stress testing before officially launching. And that means you can trust Extract, just like Singular, for your biggest and most challenging data movement needs.

To get started, talk to your Singular rep.

Or just sign up and play for free.