The revenue-generating power of ad monetization isn’t anything new for mobile publishers. On Monday, Apple shared that $45B was generated by in-app advertising just last year. And with people spending more time in apps, particularly gaming apps, ad monetization remains resilient to the impacts of COVID.
Granular ad revenue is critical to informed user acquisition
But as with anything, executing a lucrative ad monetization strategy isn’t a walk in the park. Historically, user acquisition teams struggled to get the granular data needed to calculate their campaigns’ “True ROI” — return on investment calculation that accounts for both in-app purchase revenue and ad revenue. This hindered marketers from being able to make informed decisions about the actual performance of their campaigns as ROI could look completely different once you factor ad revenue into the calculation.
“Granularity is critical in mobile ad monetization,” says Singular COO and Co-founder Susan Kuo. “Understanding the relative ad revenue generated per user helps mobile publishers optimize their apps for maximum results. It also helps them improve user experience by making decisions that can minimize irrelevant and wasted ads.”
Now, AppLovin is providing revenue data to mobile app publishers for every single user through MAX. This is extremely powerful!
With this data, you can understand the ad-based life-time value of your users. That’s increasingly important because just 2% of mobile app users are converting to paying customers via in-app purchases.
Haven’t thought about testing MAX yet? Here are just a few reasons you should:
In-app bidding at scale enables advertisers to bid simultaneously in an unbiased and competitive auction for every impression driving higher an LTV for publishers.
Visibility into user ad revenue for each impression to optimize towards true ROI.
A/B testing in a few clicks powered by real-time analytics to drive continuous revenue lifts for each app.
Cohort analysis lets you view the lifecycle of your users. Monitor LTV, ROI, and engagement by cohort.
Singular + MAX = Better Together
We are excited to announce our new granular ad revenue integration with MAX by AppLovin. The combination of MAX’s device-level ad revenue data with Singular’s proficiency to connect that ad revenue to in-app purchase data and acquisition cost unlocks the most accurate and complete view of your true ROI yet.
This is a game-changer for User Acquisition and Monetization teams alike:
User Acquisition teams can finally account for Ad Revenue in their ROI formula.
With the ability to see the true ROI figures – User Acquisition Managers will be able to make better decisions about the actual performance of their campaigns and channels and scale their marketing efforts efficiently and more intelligently. Channels and campaigns that you thought had a specific ROI could look completely different once we factor Ad Revenue into the ROI calculation.
A centralized snapshot of all your Ad Revenue enables better insights and scaling app ad revenue down to the placement level.
Streamline work with finance, and have a true end-to-end view of your marketing profit and loss.
The result: better data precision, more accurate and complete LTV models, superior user acquisition and monetization strategies, and ultimately, the potential to earn more revenue – all of it, of course, right inside your Singular dashboard.
Granular ad revenue data from MAX is now supported in our User Acquisition ROI reports and is easily accessible through our ETL product directly to your warehouse. Want to run and measure multiple mediation partners simultaneously? No worries! We support all of them, so measure away. 😊
We’re excited to announce that Singular is now integrated with Google Data Studio! This new integration enables marketing and BI teams to automatically load clean, structured marketing and attribution data from Singular directly into their Data Studio account to build custom reporting dashboards. By offloading the need to build and maintain marketing data pipelines, companies are able to save precious engineering resources and focus on business-critical projects instead.
What is Singular?
Marketing and BI teams from Lyft, Airbnb, Zynga, LinkedIn, Rovio, Twitter, and others choose Singular to unify their marketing data, apply attribution, and make faster, better decisions to unlock growth. Singular’s open integration framework enables seamless data collection from thousands of sources, like Facebook Ads, Google Ads, and many more publishers, influencers, and even offline channels. All that disparate data is then normalized, enriched, and joined with our industry-leading schemas into a single data table.
What is Google Data Studio?
Google Data Studio is a visualization and reporting tool, and an integral part of Google Marketing Platform and lets you create beautiful, informative reports that are customizable and easy to understand and share.
Our integration with Data Studio enables seamless data transfer in just a few clicks. Singular collects campaign data, including ad spend and clicks, as well as conversion data like revenue and ROI, from a slew of marketing sources and normalizes it all into a single table.
Common customer use cases include:
Power Custom Marketing Dashboards
Use Singular to load granular marketing data for your campaigns, creatives, and keywords into a unified table. With access to complete and granular data, combined with Google Data Studios’ powerful querying and visualization capabilities, it’s now easier than ever to create customized dashboards that surface key insights.
Build custom reporting dashboards for improving the efficiency of your team, provide visibility to management and external teams, build dashboards which are channel-specific like Keyword level analysis for AdWords. The opportunities are endless.
Analyze Customer Behavior Patterns for Better Segmentation
Copy marketing performance data from Singular, such as ad spend, clicks, country breakdowns, campaigns and creatives, into your data warehouse and join this with proprietary data, such as transactions and purchases. Companies will have much deeper segmentation information based on where they spend advertising dollars and the ROAS each customer segment produced.
Thanks to Singular’s ETL, loading business-ready, enriched performance data into Data Studio has never been easier. There’s no code required to start pushing data to Google Data Studio. Teams simply enter credentials and the data pipelines are automatically built, making your advertising and attribution data easily accessible.
This solution is already powering marketing and business intelligence teams to do deeper analysis and project where future marketing dollars should be spent.
How can Singular’s Marketing ETL help my company?
Unifies all your marketing channels into one table with a business-ready schema.
Reduces requests from marketing teams like new channel integration requests and data discrepancies
Ensures your data will always be accurate – Singular ETL is a fully managed solution with monitoring 24/7.
100% coverage of all advertising spend guaranteed–even those partners where there is no API available
Create powerful marketing dashboards by joining Singular data with your proprietary data
Save valuable hours every week calculating return on investment for each marketing source and gain more time you can put towards optimizing campaigns
Add new channels without breaking existing dashboards and save engineering resources
Align internal teams and work towards common goals with a single source of truth
What is required to visualize my marketing data to Google Data Studio?
Marketing automation in the early stages is extremely beneficial if your focus is to scale and have a quick insight into marketing analytics. Try Singular free with Google Data Studio and automatically load clean, organized marketing data directly into Google Data Studio without having to write a single line of code.
If you’re an existing customer that would like to know more about how to send data to your internal database, please reach out to your Customer Success Manager to start that conversation.
With new and dominant games emerging on a monthly, sometimes weekly basis, and new creatives added every day, Singular is our one-stop-shop for harnessing our growing amount of data. Singular helped us extract the data as accurately and as quickly as possible, and with the granularity needed to significantly scale our mobile games.
– Nimrod Klinger, UA & Marketing Team Lead
CrazyLabs is home to industry-leading hyper-casual games, famously adored lifestyle games and casual IP games with top-tier global brands. Their apps provide players with new, imaginative, and educational gaming experiences. As a Top 5 mobile game publisher with3+ billion downloads, they’ve become a worldwide leader in casual game development and distribution.
The gaming powerhouse has an impressive portfolio of 40 games, across 3 different gaming labs and popular titles like AMAZE! and Soap Cutting. Not only do they have many titles, but in order to continuously extend their reach to new users, they advertise across ~20 different media sources, like Facebook, Google, and TikTok. That sums out to a whole lot of marketing data.
It was proving to be time-consuming to manually extract the insights they needed to make smarter, faster optimizations. The team would spend hours a day on tedious tasks like downloading campaign reporting across their ad networks and standardizing that data to see the side-by-side performance.
And even after doing all that work, they weren’t able to assess their KPIs like CPI and ROI at the depth and speed needed because it’s extremely difficult to combine upper-funnel campaign data with lower-funnel attribution data.
The CrazyLabs team picked Singular to automate their data transformation, establish a single source of truth for performance, and expose accurate, granular and timely insights needed to drive growth at scale.
First, the team used Singular to automate the collection and standardization of campaign data across all their media sources. Next, Singular automatically combined their campaign data with attribution data to expose deep performance insights like CPI and ROI. They were also able to ingest that normalized and enriched data from Singular’s Async API back into their internal BI to run advanced data modeling in-house.
One-size-fits-all analytics wouldn’t cut it for CrazyLabs’ savvy team. With Singular’s Performance Analytics, they were able to slice, dice, and pivot data with a few keystrokes, enabling deep analysis and rapid-fast optimizations to ensure they weren’t leaving money on the table. They leveraged Custom Dimensions to organize and pivot data by what matters to their unique business. For example, the team was able to compare performance between UA managers, static and video creatives, and across their different labs. They also defined and reported on their own Custom Metrics by applying custom calculations to spend, revenue and other core metrics.
Thumb-stopping creatives are key to engaging new gamers, so the team used Creative Analytics to optimize their creative strategy. The team was finally able to visualize the actual ad asset and its performance in a side-by-side view. They had quick answers to questions like “what’s the top-performing creative across our entire marketing program” and “what’s working for specific apps.” The UA team even democratized their creative reporting by exposing it to their Creative team to help direct future iterations.
Last but not least, the CrazyLabs team was supported every step of the way on their journey to setting up their cutting-edge growth stack. They had regular check-ins and strategy discussions with their Customer Success team and quick responses from Support.
The team was able to streamline their workflows dramatically. Instead of spending hours every day on manual reporting tasks, they saved 15+ hours per week and were able to make quicker decisions and react to performance shifts faster. They had the insights they needed the moment they got in the office, enabling faster optimization and better performance.
If you’re like most people, you dumped your New Year’s resolutions on January 19th. But if you’re a growth marketer, you’re just getting started. This year has a lot in store for our customers—and, we’re right there with them as they try new things and look to scale.
We touched base with marketing leaders from the industry to find out new tactics on the horizon and ones they discarded with the old year.
First, we checked in with Mary Kim, Head of Growth at Game Hive located in Toronto, Canada. Mary currently leads the growth team in UA and Ads Monetization, working on titles such as Tap Titans, Beat the Boss, and Tap Tycoon. Mary entered the mobile gaming industry working at one of Europe’s largest gaming studios, acquiring users for desktop and mobile.
What marketing strategies or tactics will you start to test in 2020?
One of the biggest struggles we’ve had for a long time is attributing impression-level ad revenue in our reporting. Now we’re finally getting to a point where we’ll be able to do this. Our mediation partner, AdMob, is enabling this for us and we’re in the process of kicking things off. So now, whatever impressions we get on our ad side will be tracked more accurately at the user level. Along with the cost data from Singular, we’ll be able to get the whole 360° picture.
Are there any new ad channels you’ll start testing?
This is something we’re constantly doing. In fact, I’d say it’s really difficult to not test, given that the duopolies take the majority share of ad spend. We wouldn’t want to be in a position where something happens on the back end with the algorithms and performance suffers. So, we always like to allocate part of our budget to testing.
Last year we dipped our toes into more DSPs. Now, we’re getting much more comfortable sharing data with our new networks. With some partners, it’s been going extremely well. For instance, we’ve found that with the DSPs we’ve had the most success with—although we’re getting the same inventory as we would with, for example, a rewarded video network—performance is better because they use different machine learning algorithms that optimize for high-value users, rather than optimizing for ad placements.
We’ll continue to do this in 2020 for sure!
We’re finding that the marketers leading the way in full-funnel performance marketing are doing exactly what you’re doing. They’re setting aside budget specifically for testing, on a quarterly if not monthly basis.
Are there any other ad channels you’ve been testing?
TikTok’s one that we’re trying out. In the past, we thought maybe the audience would’ve been too young. But we realized that these days, the platform has evolved and the audience is not all that young. Since many of our users are male and there are more females on the TikTok platform, we were also worried that it may not be a good fit if we couldn’t reach our target demographic. Interestingly enough, we’ve discovered that there are more female content creators but more men watching the content. So we thought okay—we sure don’t have a problem with that!
Interesting. One of our industry analysts looked at aggregate data across industries to see what’s working and what’s not, so that we’re providing that information to our customers. One thing he discovered was that ad spend on TikTok tripled from May to November 2019. And obviously, marketers allocate budget like that when something’s working. Our ROI Index speaks to that as well. What about creatives? Are there any new tactics you’re trying out, like creative optimization, using new ad formats, or something else?
Yes! At least for us, 2019 was a huge year for creatives. We were able to crank out so many, so I guess you could say it was more a matter of quantity over quality in 2019. This year, we want to focus on quality over quantity. That includes getting more 3D assets, and coming up with faster video creation but with quality in mind.
Everyone’s been talking about video, video, video for the last 5-7 years. Obviously it’s the most engaging ad format. But, I think for a very long time teams struggled with the production aspect of it because it’s costly and time-consuming. It feels like you guys are figuring out ways to streamline production and get your 3D templates ready to not only raise the quality, but to also get more high-quality assets out there.
Are there any new incentives you’re thinking of testing? Things like referral codes—we know you already do rewarded video. Which ones are you already doing that you’d like to buckle down on more? Or new ones you’d like to try out?
We’ve really started to invest more in re-engagement, especially because Tap Titans 2 has developed a wide user base. Keeping that in mind—and since re-engagement works so well—for those players that are coming back, we asked ourselves, what can we do to make them continue to do so? Right now we have deeplinks, but it doesn’t actually pinpoint a specific moment in the game or give them an actual incentive to come back. So, that’s been something we really want to highlight and focus on: giving them an undeniable reason to return, so we’ll give you some diamonds, or give you some rare legendary equipment so that you come back and you enjoy the game even more.
Is there any new KPI you’d like to start measuring and optimizing against?
Yes—we’ve been trying to test this already, but you know how many advertisers like to optimize towards purchases and transactions? We feel that even before the users get to that, those who indicate that they’re going to be high-value is by whether they’re using hard currency in our game. So, a first-time hard currency user, or even someone coming in on a transaction-by-user basis, will be higher value for us. Hard currency is the main one we’re trying to test now.
You’re obviously automating your reporting with Singular. Are there other automations, like bidding optimizations, that you’re either already doing or plan to do?
Yes—at the moment we’re leveraging other partners to help us do this, but right now it’s only based on rules that we set. For example, here are my KPIs and the benchmarks I want to reach. If it doesn’t reach it, then decrease the bid by X, or lower the budget caps. However, it only goes so far if it’s just based on rules and sometimes dangerous if there are extreme outliers. This goes alongside a bigger project we’re working on, which is rebuilding our pLTV models to leverage user-level data to detect behavioral trends. This will allow us to predict which users will become high-LTV players by understanding what it means to have a particular session length or if they unlock certain achievements. By doing this we can increase our accuracy and feed our own algorithms more data. Ultimately, identifying this on a user level will really help our marketing automation.
Are there any marketing strategies or tactics that you’re doubling down on in 2020, such as creative optimization, or anything else?
I think we’ll be doing much more partner testing. It’s interesting how a partner can surprise you once you give them a lot of love and care. And then, they tend to be one of the highest performers when some of your larger partners don’t perform well. Also, we’ll be testing more aggressively, and “failing fast” to learn quickly.
Are there any strategies/tactics that you’re going to leave behind in the last decade?
I think we’ll be focusing less on optimizing towards CPI. That was somewhat the case during 2019, but every user is worth a different amount in terms of LTV. Every channel is different, too, as well as every environment. So, we do want to get away from thinking we have to have a low CPI because the risk is so high, and just be a little bit more lenient on that. Even if the ROAS isn’t there but they’re hitting the in-game event, then we know that’s a signal to them being a better user eventually. So, what we want to avoid is looking too short-term on a CPI basis, and use that less as a strategy in 2020.
This is a bit controversial, but are there any channels you want to stop testing?
I won’t mention which partner, but there are certain networks you hear in the industry are performing really well, and sometimes you have to accept that your game or app isn’t the right fit for that audience or inventory and move on. We’ve also tried really hard and spent a lot of budget on some networks where we realize it’s just not going to work. In that case, we learn to let go and instead, invest in other platforms.
Have there been ad networks that you’ve decided to stop working with because you found that they have a lot of fraud?
Actually, we’re pretty good in terms of fraud detection. The networks we’ve been working with have also been pretty understanding whenever there’s a fraud claim. I wouldn’t say that’s the reason why we’ve stopped using an ad network. We’re lucky to say that! But we did work with some networks in 2019 where fraud was a big issue, where up to 30% of the total traffic was fraud. In that case, you really have to try to get that money back. But, as long as the network is willing and accepting of those changes, and hear you out, I don’t think there’s any reason to pause them if they’re otherwise providing good traffic.
That makes complete sense. And I think that a lot of the ad networks are interested in fraud prevention and what other industry leaders are doing around prevention as well, because they don’t want networks to be fraudulent. For the most part, these ad networks know that fraud can impact their reputation and they want help to stop it. Fraudsters are constantly evolving. We have to be willing to share your solution with ad networks—teaching them, presenting data. That’s the best bet for everyone in the industry, especially marketers.
To add to that, Singular has been amazing, because we’ve detected so much fraud, like APK fraud especially. We have so many APK downloads out there, in aggregate. To be able to have that capability and categorize these as a separate source—to be able to see all the installs that aren’t from Google Play, we’ve been able to detect fraud down to the version. So, if your app version is at 4.0 but you’re still seeing installs coming from 3.0, then you know there’s something really, really fishy going on. To be able to customize that? Oh my gosh—it’s helped a lot. I really, really like that feature.
Love it! That’s music to our ears. Mary, this has been a great conversation. Thank you so much.
About Game Hive: Founded in 2009, Game Hive is a pioneer in creating the best game experiences across multiple mobile platforms. With hit titles generating 200+ million downloads, Game Hive strives to simply make games the way they dreamed about when they were kids.
We sat down with Jason Zhu, Director of Marketing at Zynga, to learn how his team currently uses Singular to determine the best marketing channels for acquiring customers, the main hurdles they’re overcoming, and the most important elements of a world-class marketing analytics solution.
My name is Jason. I’m the Director of Marketing at Zynga.
Zynga is a company that develops and publishes mobile games.
High-level use case
Zynga is currently leveraging Singular by using its campaign analytics to help us decide which marketing channels to use to acquire customers.
One of the marketing challenges that Zynga is facing is because we are working with so many channels—for example, Facebook, Google, and Twitter. Sometimes it’s difficult to understand exactly which channel has the best performance.
Single source of truth for performance
So Singular helps us with that by giving us an insight into exactly which channel has the highest revenue and which one is the highest performing. Singular helps us connect fragmented marketing data by giving us a singular source of truth.
For example, when we work with marketing we also work with cross-functional teams like creatives as well as finance. So by having Singular we have access to the same set of data across our teams.
It’s important for Zynga to optimize the marketing campaigns at a granular level, because when we are acquiring customers from all over the world, once you know what exactly certain customers have in common—so, by breaking it down to levels like age gender and what devices they’re using it helps us most effectively deploy our marketing budgets.
The Certified Partner Program (CPP) is our commitment to the industry to set the standard for data integrity within our partner ecosystem. Therefore, we raised the bar high with strict requirements to be considered for the program. We categorized these requirements into three main areas of focus:
Data excellence: The partner is passing both aggregated campaign data and user-level attribution data
Data governance: The partner is passing all campaign analytics data via an API, has complied with GDPR, and has committed to combating mobile app fraud.
Service commitment: The partner has a minimum designated list of mutual customers, is receiving training across relevant business teams on the Singular platform, and has committed to ongoing market development and account mapping efforts.
We initially launched the Certified Partner Program last year with 12 launch partners, including Facebook, IronSource, Google Ads, and Twitter, who went through an extensive audit process to ensure they met the program’s requirements.
Aarki, Digital Turbine, Jampp and Lifestreet went through the exact same audit process, and we’re excited that they met the requirements and are dedicated to providing marketers with timely, granular and actionable performance insights.
Let’s take a look at each partner…
Aarki is a leading AI-enabled mobile marketing platform that helps companies grow and re-engage their mobile users, using machine learning (AI), big data, and engaging creatives.
Providing complete and granular transparency of advertising spend and performance to our advertisers has always been a key pillar of Aarki’s commitment to our advertisers. We welcome all industry initiatives that help champion a better and more transparent ecosystem as a whole as they are key to driving growth and trust in mobile performance marketing adoption.” – Nicol Cseko, Vice President of Product, Aarki
Digital Turbine works at the convergence of media and mobile communications, connecting mobile operators and OEMs with app developers and advertisers worldwide. We bypass the traditional app ecosystem by powering new revenue streams for carriers, a frictionless app discovery experience for end-users, and quality new user acquisition and brand impressions for advertisers.
We are pleased to partner with an innovator like Singular. Together we share a deep commitment to customer growth and fraud prevention. Because our software platform is active on millions of devices worldwide, we can help app advertisers and developers reach new users at scale while also delivering a frictionless and fraud-free experience. Our unique approach and Direct to Device ad units represent a new category of mobile advertising that is refreshingly transparent, and bypasses much of the legacy noise.” – Matt Tubergen, Executive Vice President, Digital Turbine Media
Jampp is the growth platform of choice for on-demand apps worldwide. They unlock programmatic marketing to drive incremental performance through User Acquisition and App Retargeting.
We are excited to further grow our partnership with Singular through this CPP initiative, and continue working together to offer our customers more transparency, improved performance, and actionable granular insights.” – Rafael Lima, Product Manager, Jampp
Lifestreet is a programmatic marketing platform that is deeply trusted by app developers because of our full transparency, granular controls and unrivaled integrity.”
LifeStreet is excited to be joining Singular’s Certified Partner Program, and share their commitment to data integrity, transparency, and trust. Compromised data has real costs to marketers, and efforts like Singulars are beneficial to our partners and the industry as a whole.” – Kristen Perry, Head of Sales and Business Development, Lifestreet
We will be working closely with all our integrated partners to build everyone to the same level of excellence as our Certified Partners. Together we are the trusted source for marketing performance analytics and look forward to further setting industry standards.
1mg is a digital retail and e-commerce platform located in Gurugram that delivers healthcare products directly to consumers, making healthcare accessible, understandable and affordable. It provides consumers information about prescribed medications and enables them to purchase them directly from their e-commerce platform.
The team at 1mg had aggressive goals around scaling their user acquisition efforts and increasing their efficiency while keeping a tab on acquisition costs. As they have grown over the years, their KPIs have evolved. They started by focusing on installs to achieve reach and scale, and then transitioned to driving more first time users.
For the marketing team to reach their goals in a scalable way, they needed to be able to unify their siloed marketing data, uncover comprehensive performance insights, and make better decisions about how to spend their next marketing dollar. All of these data points and insights also needed to regularly sync with their internal database, which is hosted by AWS.
To transform their marketing stack and establish a single source of truth for performance, 1mg decided to use Singular’s Marketing Intelligence Platform. The platform enabled them to automatically collect and combine campaign data across their media sources with their attribution data. This automatic data transformation uncovered performance insights, like ROI and CPI, at the most granular levels, even at a publisher level. These enriched data points and growth insights were then automatically synced with 1mg’s internal data processing systems powered by AWS.
With their Marketing Intelligence Platform, the team at 1mg was able to make smarter, deeper and faster optimizations to maximize their marketing impact. Over the past year, 1mg’s user acquisition from paid channels has grown exponentially while reducing acquisition costs.
We got the chance to sit with 3Q Digital’s Director of Mobile Strategy, Sophia Fen, to discuss how they drive meaningful growth for their clients with a scientific approach founded on accurate, granular and timely performance insights.
Hi there. I’m Sophia Fen and I’m an Associate Director of Mobile Strategy at 3Q Digital.
3Q Digital is a full-service digital advertising agency. We have a variety of offerings but I sit on the mobile apps team. We help our clients build user acquisition programs, mobile app store strategy.
Marketing Intelligence Platform
At 3Q we use Singular for our client’s marketing attribution and analytics. We use it as a cost aggregation tool. We use it for fraud prevention, as well as building audiences for both suppression and re-engagement.
Automatic Data Transformation = Speed to Insights
I think coming from the programmatic webspace I was so used to marrying the front end metrics, like cost, in the DSP along with the backend metrics from the ad server in an Excel report. So having it all in one place in one platform really allows us to make real-time optimizations pulling reports and kind of analyzing the data much easier.
Granularity to maximize return
For our clients having that really granular publisher level data has helped us work with our partners to optimize. For example, bidding up on app inventory sources that we see great performance on, maybe blacklisting app sources that we see as potentially fraudulent or just not wanting to show up on for brand safety reasons.
Industry-leading Fraud Prevention
Another marketing challenge big in today’s world is definitely mobile fraud. So being able to reject postbacks in real-time is key.
I think as our clients look to really scale testing new partners new channels new markets having that single source of truth is really important and having the fraud prevention tool, the audience capabilities in place, really lets us scale really successfully and much faster if we did not have it.
“With Singular’s Marketing Intelligence Platform,the team was able to uncover new opportunities to optimize our efforts. We can now test new ad partners faster and make smarter, more frequent optimizations to hit our goals.”
– Moonsoo Kang, Marketing Team Leader
Home & Shopping, one of the largest e-commerce companies in South Korea, provides customers with seamless digital shopping experiences whether they’re in the comfort of their home or on the go. They offer a wide range of quality products from apparel to groceries, all at competitive prices.
The team at Home & Shopping had an important high-level goal: become the #1 online mobile shopping platform in Korea. In order to do so, they needed to efficiently scale their efforts to acquire and continually re-engage shoppers. They also had to advertise across more sources to extend their reach and increase the impact of their marketing.
Scaling marketing campaigns profitably is a science. Data science to be exact. The team needed to transform siloed data into granular and timely insights on performance. But manually collecting, aggregating, and normalizing campaign data from the many sources they were advertising in spreadsheets was proving to be extremely time-consuming.
Even more challenging was trying to combine all of their campaign data with attribution data to understand the ROI of their efforts. This combining was proving to be impossible to do manually at the levels of granularity they required. They wanted to spend more time creating and optimizing campaigns, and less time on tedious data reporting tasks.
And ideally, Home & Shopping wanted to have all that information available in their internal BI as well. They rely on Amazon’s Web Services for their infrastructure, so it was important to be able to pull all their marketing data directly into their internal data warehouse in AWS.
The team at Home & Shopping decided to transform their marketing growth stack with Singular. The team used Singular’s Marketing Intelligence Platform to automatically collect and unify campaign data from their 30+ sources with attribution data from Singular’s SDK to understand ROI and performance.
They were able to analyze campaign performance across all +30 media sources in a single, highly-customized view, and pull it automatically into their internal data warehouse in AWS. They used Singular’s Attribution to measure user behavior and comprehensively understand the impact of their acquisition and re-engagement efforts.
Singular’s powerful ROI and Performance Analytics enabled the team to analyze their marketing performance by the dimensions and metrics that mattered to them. The ability to uncover ROI at the most granular levels was key to uncovering opportunities to optimize marketing spend and ensure they weren’t leaving money on the table.
Engaging creative is a must when trying to capture the attention of shoppers. As a distributor of a wide variety of products across a multitude of brands, it was challenging for the Home & Shopping team to efficiently analyze the performance of their ad creatives.
They turned to Singular Creative Analytics to solve this challenge. They were able to visualize the performance of their image and video assets for the first time! Singular’s Creative Clustering groups similar creative regardless of minor copy or compression differences with image recognition technology so the team could understand how a given asset was performing across different campaigns and media sources.
Ad fraud is a serious threat when you’re spending at scale. Thankfully, the team leveraged Singular’s adaptive Fraud Prevention to keep their budgets focused on quality users and gain full transparency into the impact of fraud on their advertising budgets. They created custom Fraud Rules to automatically reject certain fraud methods. For example, they automatically rejected installs that had an unrealistically short time window between ad click and install, as well as installs coming from countries that they were not actively targeting. Since leveraging Singular’s Fraud Prevention, Home & Shopping was able to save more than 24% of its app install ad budget that would’ve been otherwise wasted on fraudulent activity.
Re-engaging previous shoppers is critical to succeeding as an e-commerce company. The team at Home & Shopping leveraged Singular’s Audience Management to tap into their attribution data and create high-value audiences with precision targeting. Singular’s Audience Management enabled the team to automatically distribute their newly created audience segments to their media sources, and automatically keep.
Implementing a Marketing Intelligence Platform is critical to success… but Singular isn’t just about the tech. We believe in partnering with our customers to oversee their success. Home & Shopping’s Customer Success Team has regular meetings to check-in on the health of their marketing program and strategize for the future. Singular’s dedicated Data QA Team constantly ensures there are no data discrepancies and data piping is well maintained.
With a streamlined and powerful growth stack that is directly connected with their internal AWS systems, intelligent performance insights, and the support of the Singular team, Home & Shopping took their growth marketing to the next level. With the help of Singular’s Marketing Intelligence Platform, the Home & Shopping team amassed a huge following in Korea and was recently named the #1 online shopping provider in the region.
We sat down with DraftKings Senior Director of Growth Marketing, Jayne Pimentel, to discuss how her team leveraged Singular to unify their siloed marketing data and uncover deep insights for superior optimizations.
My name is Jayne Pimentel and I’m the Senior Director of Growth Marketing at DraftKings. DraftKings is a sports media technology company. Most people know us for daily fantasy sports. We’ve recently entered the sportsbook category, which has been around outside the US for centuries.
When I joined DraftKings, we had one product. We now have three. We brought everything in-house. We got rid of our ad agencies. To scale and to grow a business like that requires a lot of infrastructure. A lot of disciplines that aren’t really core competencies to DraftKings but things that we need to invest in third parties to allow my team to stay agile.
I remember being a consultant when I joined DraftKings and my first call actually was a Singular call. And then before that when I was at Cognant, even at Machine Zone, over half our clients used Singular. So I was familiar with all of these great brand names that were out there, people like Lyft that we were working with, that also leverage Singular.
Establishing a single source of truth for marketing performance
Singular has helped us become fluent between different kind of siloed teams. The fragmentation of data is something that is achievable to overcome but requires a lot of ingestion of data as well as leveraging something like Singular if you can’t adjust that data yourself.
So if you don’t want to pay for a ton of servers to ingest impression-level data, click data, I mean that’s also just one piece. Then you also have user data within our apps. Then you also have revenue data and how we monetize. And the fragmentation even on the monetization of a user, how much they’re valued, needs to be also tied to how much we’re willing to pay for that user. And so that true lifecycle value of that user is something that requires data coming from email, S3 buckets, garbage Excel files, whatever it is. But you have to be able to have some sort of system to make sense of all that and to ingest it and unify it.
Democratizing creative reporting & optimization
And it’s also been helpful with our creative team. We actually use the creative tool within Singular often because our creative team, they’re visual people, they’re talent and they like to see the performance but in a more visual way. And also having the creative and the image that is actually associated with the performance, it’s been really helpful to start conversations to help with testing agendas and to make everyone accountable across teams now that we have a baseline around the data we’re bringing in.