Personal Capital tackles cross-platform measurement

We sat down with Rachel Chanco, Director of Digital Marketing & Mobile Growth at Personal Capital, to discuss how they’re connecting cross-platform user journeys.

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Introduction

I’m Rachel Chanco. I’m with Personal Capital. I lead all of the Digital Marketing and Mobile Growth initiatives.

Personal Capital is a digital wealth management company. How we differentiate ourselves from other FinTech advisors in the space is that we are a hybrid model. We leverage toolset technology but we connect you with a personal advisor that can actually really help you plan things out.

Personal Capital currently uses Singular as its mobile measurement partner.

Connecting users’ cross-platform journeys

The user journey is pretty unique. A lot of times people will come from the desktop and then download the app. A lot of times people come from the app and then convert on a desktop.

One of the things I really love about working with Singular is not only am I able to understand data from the mobile side but because of the custom integrations we can do with Singular, I am able to understand a user journey from mobile app install to a conversion that may occur on desktop.

So rather than just sticking to standard mobile measurement events, I’m able to leverage the platform to connect if an event is actually happening on desktop, even though the user came from mobile. I can say that this user was actually valuable even though on a standard analysis they would not appear to be valuable.

So we talk a lot about cross-platform being a real problem within the industry and Singular is helping me solve for that.

Ready to take your growth marketing to the next level? Let’s connect!

LinkedIn establishes a single source of truth for marketing performance

We sat down with LinkedIn‘s Senior Manager of Digital Marketing and Strategy, Jake Bailey, to discuss how they were able to align internal marketing teams with a single source of truth for marketing performance.

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Introduction

My name is Jake Bailey and I’m the Senior Manager of Digital Marketing and Strategy at LinkedIn. So we actually have had a great relationship with Singular. And we have been really happy with the integration so far.

Their Challenge

What’s really fun about my job is that I sit on what is essentially an internal digital marketing agency and so we get to see everything from our recruiting services and job services to our sales, learning, marketing services, as well as our member growth and app acquisition initiatives all in one place.

What is difficult about that, is each team has its own KPIs, it’s own targeting, its own data. But having one centralized place where at least the front end data can live has really increased our efficiency.

A single source of truth for marketing performance

Singular has been very smart in finding a niche in the advertising industry where we as a company, we at LinkedIn, don’t want to maintain APIs with every single app network out there, because it’s going to be way too hard. There is Google, there is Facebook, there are all these third party networks. And if we can pay a company like Singular to own those APIs and own those integrations we’re very happy to just pull that data from Singular back into our own systems to then build whatever robust capabilities we want on the backend.

Singular provides this great front end data across app attribution, as well as all of our other web data, and then we can pull it into one unified place and marry it with all our conversion data, downstream data, LTV data and we can have one Singular, you know attribution platform in place.

And being able to sit on a team that can see everything is really great from a growth perspective. But then having all the data in one place also really helps align us when we have our weekly meetings with executives, or when we have our quarterly business reviews with the top people at the company, having one centralized data source is really important.

Ready to take your growth marketing to the next level? Let’s connect!

Ilyon takes their growth game to the next level with 98% increase in installs

At a glance

  • 98% increase in installs YoY
  • 22% decrease in cost per event
  • 10 hrs/wk saved per week UA Manager

 

Ilyon is an up-and-coming leader in mobile entertainment with users around the world and more than 500 million downloads of their free-to-play games. Their vibrant portfolio includes titles like Bubble ShooterTM, Cookie Rush, Cube Rush, and Bubble Pop Spinner.

 

Their story

The team at Ilyon had aggressive growth goals: increase their user base at a rapid pace and keep those users engaged. They knew that advertising across more media sources was key to extending their reach and acquiring users at scale. This meant they had to test and integrate new media sources, and fast.

They also needed to be able to scale their ad spend profitably. This requires the ability to frequently analyze performance and ROI at granular levels. Which is not a walk in the park when you’re advertising multiple titles on more than a dozen media sources. ROI reporting and analysis for the level of scale the team needed was proving to be time- consuming, and downright impossible in spreadsheets.

Their solution

That’s where Singular came in. The team turned to Singular to transform their siloed marketing data into actionable insights to better optimize their growth efforts.

They were able to automatically connect and standardize campaign data for a side-by-side view of performance across all of their media sources. Better yet, Custom Dimensions enabled the team to tailor their reporting to their unique needs without involving their development team.

Singular’s Creative Analytics was key to improving their storytelling and breaking through to their audiences. They were able to compare image and video performance across all their media sources in a single view. Creative Clustering enabled the team to easily visualize the performance of a certain ad asset across different campaigns and media sources.

Automating tedious tasks was key to the team staying efficient and on track. They leveraged Automated Alerts to get notifications when there were meaningful shifts in performance, allowing the team to make quick optimizations.

With Singular’s advanced Team Management capabilities, the UA team was able to grant tailored access to other teams in the organization. The Business Intelligence team piped clean data from Singular to their internal systems to perform further modeling and advanced analysis. The Creative team used Singular’s Creative Analytics to visualize the performance of ad assets and direct future iterations.

Digital advertising is a quickly evolving space and it can be hard to keep up. Thankfully Ilyon’s Customer Success team was there for them every step of the way. They’d meet regularly to check-in on the status of campaigns and strategize their next move.

Singular powered our team to uncover accurate, granular and timely performance insights and was key to growing installs by 98% in the past year. We established a single source of truth for marketing performance, and were able to automate tedious reporting tasks and refocus our energies into making smarter media buying decisions.

Gabi Castellan, Head of User Acquisition

Their results

A smart strategy, hard work, and sophisticated technology paid off! With Singular, Ilyon was able to crush their growth goals and rapidly grow their userbase. They achieved a 98% increase in installs* in a matter of a year! The team saved ~10hrs a week per UA manager, which was reallocated to creating and optimizing campaigns.

* Source: AppAnnie

 

Are you ready to kick your growth efforts into overdrive? Let’s connect!

Jam City optimizes campaign performance and creative strategy with Singular

We got to sit down with Jam City’s VP of User Acquisition Marketing, Brian Sapp, to discuss how his team is using Singular to optimize campaign performance and improve their creative strategy. Watch our discussion on Jam City’s use of campaign analytics below!

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Introduction

My name is Brian Sapp. I’m the VP of UA (User Acquisition) Marketing at Jam CityJam City is one of the leading mobile casual gaming developers in the West. We have a fairly large portfolio of games. Some of our tentpole games are Cookie Jam and Panda Pop. But recently we launched Harry Potter Hogwarts Mystery, [and] that game has been a big success.

Connecting fragmented marketing data

Singular right now we use to ingest data from all of our ad networks and as you can imagine, when we spend with over 40 networks, that’s a lot of data. The manpower it would take to go into each network and pull in that API, do the work, or pull it in manually, would be extremely time-consuming.

Singular solves that for us, solves it in a much faster time, and more efficiently than we could do it ourselves. And then, having that data in the dashboard, especially for someone like me who’s spending across 8-10 titles, we have a massive portfolio, the dashboard really gives us the ability to easily pivot that data whether it be by spend, by channel, by paid installs, by tracker installs, impressions, it’s very, very useful, as well as creative. Having all of the data, especially creative data, plus images, plus the data behind the creative, in one dashboard is extremely valuable for us.

Aligning with Creative Product Marketing

So we actually have a team called Creative Product Marketing that focused on our creative roadmap/creative strategy and they’re using Singular to look at our performance by game, by channel, and right now it’s the fastest, easiest way we have to do that across all the different data sources.

Next-level Performance Analytics

Singular collects a lot of the ad network data for us and we’re using that to look at CPI by campaign, CPI by geo, paid performance, scale, spend, organics versus paid installs. And so we’re also ingesting data from our attribution partner which allows us to kind of marry the two, and so we get very granular on Singular’s reporting for whatever questions we have.

I use it for executive reports, building massive pivot charts, visuals that I want to see across the portfolio. The combination of our internal tools plus Singular really gives me everything I need.

Ready to take your growth marketing to the next level? Let’s connect!

Nexon transforms marketing data into granular performance insights with Singular

We got the chance to catch up with Nexon‘s Director of Acquisition, Warren Woodward, and discuss how his team uses Singular to analyze and optimize the performance of their sophisticated user acquisition program. One topic we covered was how challenging it can be to analyze the performance of ad creatives, especially when advertising multiple titles across many ad partners. Thankfully, Nexon overcame this challenge. 😊Check out our discussion below!

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Introduction

My name is Warren Woodward, and I’m with Nexon. I’m the Director of User Acquisition. Nexon is an international gaming company. We have games for PC and mobile across the world. We have a couple of major IPs, such as Maple Story, and the biggest video game series in China, Dungeon and Fighter.

How Singular fits in Nexon’s growth stack

At Nexon, we leverage Singular in a few different ways. We use it as our source of truth. We also use it as a way to join data from multiple sources for day-to-day campaign optimization. Singular for us is a great way to look at all that data in one place. And for me as Director to look in on everything that everyone is doing and see it all in an apples-to-apples comparison to understand how to best move budget around.

Reaching growth goals

Singular helps us reach our growth goals ultimately because it saves us time in any number of ways. With the number of titles that we’re buying for, we don’t have the time to go into every separate source, every separate title, and look at it all à la carte. So the ways that we can slice and dice, and stack rank what’s important to us to see what’s giving us the highest ROI… everything across the game, where are we spending the most, what’s bleeding, let’s us judge how we can use a finite number of hours in the day to get the most impact to our campaigns.

Singular let me see it all in one place, slice and dice it. If I just want to see all of the performance for any given country or OS, or maybe just dive really deep to a particular ad network. It’s nice to have one dashboard that can quickly make all these ad-hoc reports. And also to do a creative analysis and collaborate with the creative team.

Perfecting storytelling

So one of the ways that we use this on a daily basis is to get our creative team talking about performance, the same way that we do; to be looking at a creative level across the dozens of creatives who might have any given time for a game. Understand the trends that are working. It helps us identify what we want to make next, what’s really working, and we start seeing a better return on investment for the creatives themselves when we can see how they’ve been performing in the ecosystem.

Ready to take your growth marketing to the next level? Let’s connect!

N3TWORK optimizes marketing spend and aligns internal teams with Singular [Video]

We recently had the privilege of sitting down with Nebojsa Radovic, Director of Performance Marketing at N3TWORK, to talk about how his team is leveraging Singular’s Marketing Intelligence Platform to optimize marketing spend and align their internal teams with a single source of truth for marketing performance. Check out our discussion below!

Transcription

Introduction

Hi, my name is Nebojsa Radovic, but most people in the industry know me as Nebo. I’m a Director of Performance Marketing at a company called N3TWORK, which is the developer behind Legendary Game of Heroes.

How Singular fits in N3TWORK’s growth stack

We’re currently using Singular pretty much as our marketing stack. We’re using [Singular] as both an attribution and cost aggregation partner. We’re getting spend data from our ad partners and at the same time, we’re getting user-level data that tells us where the installs are coming from.

The importance of granular performance insights

Singular was very important for us simply because it unlocked certain opportunities that we were not having before. Think about optimizing at the publisher and creative level, combining those two, and trying to spend more dollars in the places where it makes sense. Without that data, it’s pretty much impossible to extrapolate manually and figure out what’s working and what’s not.

Let’s say if you’re trying to scale your spending from $100,000 a month to $10 million a month. You really need very granular, accurate data that comes in on time… When you’re spending a few thousand dollars a day, maybe you don’t need granular data. But if you’re trying to scale the spend across different channels and different geos you really need accurate and granular data to be able to do that. So thank you Singular!

Aligning internal teams with a single source of truth

Singular helped us a lot with aligning the Finance team with the User Acquisition team. And within the User Acquisition team, we have a media buying team, data analytics team and marketing creative [team]. All four teams, Finance and the three sub-teams of the marketing team are looking closely into the Singular data and trying to understand how to do their jobs better.

In particular, Finance is estimating what the spend is at the end of the month or week, whatever is that time period we’re looking at, and they’re estimating what the payback windows are going to be and the financial health of the company at a very high level. At the same time on the User Acquisition side, we’re just trying to make better buy decisions by using Singular data. This is crucial to do this job successfully.

Ready to take your growth marketing to the next level? Let’s connect!

DGN Games hits the jackpot with 85% growth YoY

#1 fastest growing social casino game

85% growth YoY

15 hrs saved per week

Singular has been a gamechanger for our growth efforts and has become an integral part of our marketing stack. They provided us with a comprehensive solution to analyze our marketing funnel, and was key to becoming the fastest growing social casino company in the industry.

– Uriel Shklanovsky, VP of Marketing at DGN Games

DGN Games is the fastest-growing company in the Social Casino vertical with hit-titles Old Vegas and Lucky Time Slots. DGN Games bases its success on a combination of state-of-the-art technologies, in-depth industry knowledge, and top-notch gaming content.

Lucky Time Slots
Lucky Time Slots, a casino gaming app by DGN Games

Their story

The team at DGN needed to aggressively scale their User Acquisition (UA) efforts while ensuring a profitable ROI. However, achieving massive scale efficiently isn’t something you can leave to luck; it takes the right strategy, people, and tools.

In order to build out a winning strategy and optimize their campaigns efficiently, the UA team required both a high-level view of their overall program’s performance as well as granular insights for optimizations. This critical need was proving to be extremely time-consuming and costly for DGN’s BI team to undertake.

Their solution

DGN placed their bets with Singular! The team leveraged Singular to aggregate, standardize, and analyze their campaign analytics across all of their apps and +10 media sources in a single platform. Singular empowered the team to expose insights, such as publisher level ROI, and ultimately enabled faster and smarter optimizations. Additionally, the team exported their insights, such as cohorted KPIs by App and Source, from Singular to leverage in their internal BI systems, freeing up precious BI resources.

One of the most valuable capabilities for the team was being able to create tailored reports with Custom Dimensions. Custom Dimensions combines specific attributions to create new values. In DGN’s case, they combined select platforms to report on Desktop (Canvas, Web, Mixed) vs. Mobile (iPhone, iPad, iPod, iOS, Android, Amazon, Blackberry).

Thumb-stopping creatives are key to engaging and acquiring users, especially for social casino companies. Singular’s Creative Reporting enabled DGN to compare image and video performance across all their media sources, and use the learnings to influence the development
of future creative assets, whether it be to iterate on current assets or test new concepts. The savvy team at DGN also leveraged Creative Clustering to automatically group creative performance by asset attributes like theme and color via image recognition technology.

Their results

“Jackpot! With the help of Singular, the innovative team at DGN Games became the fastest growing social casino company, growing a massive 85% YoY*. #winning

From an efficiency standpoint, the team was able to save ~15 hours a week that they previously spent aggregating campaign analytics from multiple media sources into a single reporting view. They’re now allocating that time savings to constantly test and optimize their creative, audience, and overall UA strategy. We’re very proud of DGN’s impressive growth and honored to be a partner in their success.

* Source: Social Casino Gaming Tracker – 2Q18 Report by Eilers & Krejcik Gaming

Are you ready to kick your growth efforts into overdrive? Let’s connect!

Singular Helps Postmates Decrease Cost Per Buyer By 80% With Unified Marketing Analytics & Advanced Creative Optimization

  • 80% Decrease in Cost Per Buyer
  • 60% Decrease in Cost Per Registration
  • 2X Increase in CVR

With Singular, we can collect every data point from every partner and measure results in a multitude of ways — by platform, by partner, by creative. There are always useful things to be learned about your business that can help you grow.

Patrick Witham, Director of User Acquisition at Postmates

Their Story

When Postmates needed to aggressively scale its user acquisition efforts, the on-demand food and delivery app armed its UA managers with Singular to execute marketing analytics driven paid marketing. The result: Postmates drove large volumes of loyal users while decreasing its cost per new buyer by efficiently optimizing and allocating budget towards its highest-performing campaigns and creatives.

Their Solution

As a two-sided marketplace connecting consumers to deliveries, Postmates leverages Singular for insights on both new driver and new consumer acquisition. After connecting its sources to Singular, Postmates was able to automatically clean and connect its cost data with attributed event data to expose its KPIs in real-time including Cost Per New Driver and Cost Per New Buyer.

Singular gives Postmates a quick snapshot of UA efforts on a daily basis, with new users cohorted by D1, D3, D7, D14 and D30. With Singular’s flexible reporting, Postmates visualizes CPA performance over time at any dimension for quick and effective decision-making on campaign strategy and optimizations.

Postmates also uses Singular to improve its creative strategy: “Singular’s Creative Tagging is very useful. Postmates delivers tons of food, and analyzing which food(s) that get users to install and eventually order off of is very insightful.” By segmenting creatives by theme, Postmates found that name brands like Chipotle and Boba Tea drove strong results, helping the team increase the conversion rate of its creatives by 2X.

Creative Optimization
Using Singular’s Creative Optimization tools, Postmates exposed performance metrics by creative “theme”, determining that name brands drove above-average results. (The above data is fictitious.)

Their Results

“Our ability to track in-app metrics has gotten infinitely better,” says Witham. “Postmates saw a lot of successes early on in the delivery space and grew rapidly, but app analytics were not integrated. Now, with Singular, we can collect every data point from every partner and measure results in a multitude of ways — by platform, by partner, by creative. There are always useful things to be learned about your business that can help you grow. Start with the big picture and then go small.”

With Singular, Postmates was able to:

  • Reduce Cost Per New Buyer by 80%
  • Reduce Cost Per Registration by 60%
  • Increase CVR by 2X

Ad Monetization Reporting & True ROI Made Easy

Since launching Singular 4 years ago, we’ve worked tirelessly to become the de-facto Marketing Data Platform for the top mobile brands around the world. Our clients use Singular to unify their core marketing data sets into a single source of truth. And we take pride in helping them sort through the complexities of the ecosystem and uncover insights to help grow their business.

Singular is dedicated to helping marketers uncover ROI across their entire customer journey. A lot of marketers have a single source of revenue, in the form of in-app purchases, but many others have an additional source of revenue called “Ad Revenue” (similar to how a little company named Facebook makes their money 😉). As a result, ROI shouldn’t solely factor “App Revenue”, but must also “Ad Revenue”.

At Singular’s first annual growth marketing summit, UNIFY, our CEO Gadi Elishav announced the launch of our Ad Monetization Reporting. This product addition is in direct alignment with our vision is to help marketers uncover their business’ unique customer journey and understand every touch point within that journey.

Singular’s Ad Monetization Reporting collects, aggregates and standardizes your ad revenue data from all of your monetization partners into a single reporting view. We’ve taken the same approach and technology that Singular is known for with our new Ad Monetization Reporting. For customers who also use Singular attribution – we will soon provide deeper insights into granular ROI, accounting for both Ad Revenue and In-App Purchases, commonly referred to in the industry as True ROI. We’ve already integrated the most popular monetization partners, and are consistently adding new partners.

 

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.

Are you interested in next-level Ad Monetization Reporting and analyzing more accurate ROIs? Let’s connect! Reach out to your Customer Success Manager today or contact us.

Apple Aims to Protect Data Privacy with SKAdNetwork

Wondering what Apple’s new privacy enhancements mean for you?
Watch our on-demand webinar iOS 14 & IDFA Changes: What you need to know

 

Quietly rolled out by Apple on March 29th, 2018 with their iOS 11.3 release, SKAdNetwork is an API that validates advertiser-driven mobile app installs. In Apple’s documentation, it’s stated that SKAdNetwork’s objective is to help marketers to measure the success of an ad campaign while maintaining user privacy.

What’s different about the SKAdNetwork API?

SKAdNetwork is a class that belongs to the StoreKit framework; Apple’s In-App Purchase Payment System that manages transactions for In-App Purchases. After installing the app, Apple shares only 5 items with the advertiser: ad network ID, transaction identification, ad campaign ID, app ID installed, and attribution code to link all.

Source: Apple Developer Documentation

There are two key postbacks associated with SKAdNetwork:

  • Initiating Install Validation: This Informs an ad network when users install and launch an app after viewing an ad. Ad networks initiate validation by providing signed information, including a campaign ID, when displaying the ad. Later, if the ad results in a conversion, Apple notifies the ad network with a postback that includes the same campaign ID.
  • Verifying an Ad Conversion: When a user installs and launches an app as a result of your ad, you receive a postback request that validates the installation. The request is sent to the ad network URL provided in registration.

What does this mean for advertisers?

It’s still too early to predict how SKAdNetwork will play out. Adding to the mystery, Apple has been very hush-hush about their motives and the rollout of SKAdNetwork. However, we think there are a few possible ways this could play out:

1. Apple doesn’t actively push SKAdNetwork, it doesn’t garner significant adoption, and nothing changes in the mobile marketing space.

One possible scenario could be that Apple doesn’t actively push SKAdNetwork to advertisers, resulting in minimal adoption. In this scenario, there wouldn’t be any significant change in the way that app marketers manage their attribution.

2. Apple pushes SKAdNetwork and Google follows suit with their own version.

Another scenario is that Google follows suit with its own version of the ad network API. This scenario could play out a few different ways:

  • Apple and Google don’t build out a robust attribution solution, which results in a lack of adoption by app marketers. Apple has made its mark in the world thanks to being an extraordinary and innovative hardware company, but they have never been accountable for providing analytics and insights to app marketers. If Apple and Google do not develop all the features that are necessary for an end-to-end attribution solution, (e.g. data extraction, all postback types, flexible attribution windows, easy BI integrations) then the industry will not adopt their solutions.
  • Apple and Google develop all the functionality needed for a robust attribution solution, leaving third-party mobile app attribution providers to potentially die-off in their current form. Who can compete with the operators of the mobile app stores we attribute from anyway? However, advertisers may still lose out in this scenario because they might encounter more complexities coming from running attribution on two separate platforms. The winners in this scenario would be third-party mobile app attribution providers that offer value-added services such as connecting multiple networks into a single view and aggregating all necessary features into a single API.

3. Apple pushes SKAdNetwork but Google does nothing.

In a third possible scenario, Apple could actively push SKAdnetwork to advertisers, while Google doesn’t follow suit with their own version. This would still result in complexities for advertisers who would need to manage attribution programs in silos across different OSs.

In this scenario, marketers would turn to attribution providers who could help them gather data from multiple sources, standardize it, and aggregate it into a single ROI dashboard.

So what’s going to happen?

It’s unfortunately too early to say, but one thing is clear: Apple wants to enhance users’ privacy. Apple has clearly positioned itself as a top privacy-conscious company and will continue to hold this stance as data privacy becomes more top-of-mind in the industry.