Growth loops: How to win the $5.6 trillion digital commerce market

E-commerce and m-commerce are hard.

Retail in general is challenging, and digital commerce has both giant international competitors like Amazon and Alibaba. Plus, there are hugely successful direct-to-consumer startups like Dollar Shave Club (now owned by Unilever), Casper in the mattress industry, Allbirds in shoes, and Bonobos in clothing.

So how do you scale profitable growth?

Assuming you’ve got the product and the brand that will support success, marketing makes the difference. And given the cost of acquiring first-time customers, your ability to create self-sustaining growth loops of acquisition, engagement, retention, and re-engagement is critical to long-term growth.

In digital commerce, all of that depends on tools.

We’re talking about growth loops, digital commerce success, and the right tools in a new report, Growth Loops and Scaling Profitable Growth.

Digital commerce: plenty of room to grow

Despite all the recent growth in e-commerce, there’s still a lot of room to grow.

Only 10.2% of total retail sales quality as e-commerce, according to the Census Bureau of the U.S. Department of Commerce. That 10% totaled $1.34 billion in Q1 this year, and while that number was up 12.4% from the first quarter of 2018, there’s clearly still a huge amount of growing room.

Census Bureau of the Department of Commerce e-commerce data

Literally huge: 90% of the retail economy is the blue ocean for growth.

And while it’s true that the entire retail economy is unlikely to ever be 100% transacted via e- or m-commerce, massive swaths of it will be. Getting your share of that is the current challenge. Growth loops can help.

Build your success: get the report today

Get the free report to see how to:

  • Build the e-commerce success loop
  • Build the right creative
  • Use technology to optimize click-through, conversions, and profit
  • Re-target specific audiences
  • How to re-engage users and/or customers
  • And much, much more … all while you’re building your digital commerce success
digital commerce

Singular CEO Gadi Eliashiv on chief growth officers and the rise of marketing intelligence [video]

Over the past decade we’ve seen the rise of the marketing technologist, who has one foot in the marketing department and another in engineering. And we’ve seen the data scientist role jump from almost nonexistent to being one of the fastest-growing jobs in just a decade.

Increasingly, as marketing is changing, technology is central to how marketers perform. Growth is now a key unifying function in brands and enterprise, and we’re also seeing the rise of the Chief Growth Officer.

We’re releasing a report on that in about a month.

But … our CEO Gadi Eliashiv gave a sneak peak at some of the results recently at Mobile Apps Unlocked in Las Vegas.

The rise of chief growth officers

Ultimately, the way chief growth officers lead their organizations is by using data-driven insights. Some of the most successful leaders drive those insights via marketing intelligence platforms like Singular.

The primary function of a marketing intelligence platform?

To provide insights for growth by connecting effort with outcome at granular and aggregate levels.

Ultimately, that’s how CGOs and other growth leaders get the score. Understand if they’re winning or losing. And know at both as high level and as granular as they want: how successful are our marketing, our campaigns, our ads, our creative.

Knowing that — and getting smart insights for optimization — powers breakthrough improvement in conversions and ROI. And that’s exactly what most brands, enterprises, and companies need.

Finished the video?

Click here to get a demo. See how Singular enables unprecedented growth for the most sophisticated marketers on the planet.

THRIVE: Helping women in growth to connect, share, learn…and grow!

Earlier this month at MAU Las Vegas, I had the opportunity to officially launch THRIVE, a community dedicated towards connecting and empowering women in growth marketing. This has been an initiative that has been close to my heart for some time now and I’m truly excited to see it come to life.

One of the things that I noticed when we started Singular five years ago was how male dominated the marketing industry was. Most key decision makers at that time in our industry were men and I have to say that as a female founder, I wish that I had more women executives within our industry to consult and collaborate with.

Over the years, I’ve personally witnessed an exciting transformation take place.

Singular COO Susan Kuo speaking at THRIVE

There are more women today in our industry today than ever before. Women are now holding roles as key decision-makers. This is true across our customers and partners, some of which are among the largest F500 companies in the market.

Women in growth

But there’s still room to grow. And there’s room for women in growth to help each other to achieve their goals. Don’t get me wrong, the gentlemen in our industry are amazing, but there is something inherently different when women in the industry come together. The barriers go away and we just have a great time hanging out with each other. Through these bonds and relationships, we actually end up helping each other out in work and in life.

THRIVE participants making new contacts

That’s why we started THRIVE.

THRIVE is a community that is focused on connecting and empowering women influencers in growth marketing. The goal is to learn from each other’s accomplishments both in and out of the workplace, and — most importantly — to come together and form meaningful friendships.

When we came up with the name THRIVE, it was really important that we chose a word that represents success but also embodied the action of succeeding together. That’s really the objective behind this community: to come together as women in the industry and help each other out through mentorship, knowledge sharing, and succeeding together.

Our first event happened at an exclusive residence at MGM called The Mansion during MAU 2019. The venue was simply amazing, however, it was the people who made the event truly special.

Our goals were pretty simple:

  • Hold a fun networking event
  • Talk about key issues in our industry
  • Provide opportunities for learning and leadership
  • Open the door for successful women in growth to engage in mentoring others

Ultimately, the event was a huge success.

We received far more requests for tickets than we had space to accommodate. We had amazing sponsors and female leadership from Tapjoy, Adikteev and Motive step up and help Singular host the event. We had twice the number of people attend than we expected. And over a dozen additional requests to sponsor upcoming events.

Women networking at THRIVE

A BIG thank you to Carly Leviant and Kat Cooper from Singular as well as Katrina Bush from Tapjoy, Ariel Neidermeier from Motive, and Nai Saeturn from Adikteev for making this happen!

So now we’re thinking about where this grows and expands.

I’ve been fortunate enough to meet some remarkable women throughout my career and I have personally seen the things that we can accomplish together. We want to extend this to other women in our industry and make sure that we are growing and THRIVE-ing together. We intend to do more follow on events and initiatives and will likely start mostly in US cities, but hope to expand it to have a global presence down the road.

Join THRIVE

If you’re interesting in joining THRIVE, or being notified about the next THRIVE event, please let us know by filling out this form!

3 critical things CGOs (and CMOs) absolutely need to drive growth campaigns

In the simplest possible terms, a chief marketing officer’s role is to implement strategy that ultimately increases sales. A chief growth officer’s role is even simpler and more explicit: grow the company.

But how?

And what tools do they need to achieve those goals?

Singular is privileged to work with growth marketers at companies like Lyft, LinkedIn, Rovio, Wish, AirBnB, DraftKings, StitchFix, plus many more. We’ve seen what the best growth marketers the planet do, and we know what technology they use.

We also know how much data they have.

In a recent survey, 200 CMOs told us that their biggest challenge isn’t marketing data. Quite the opposite, in fact — they have plenty of data. They have avalanches of data.

And that’s the core challenge.

data

Drowning in data

“Marketers are drowning in data,’ says Jo Ann Sanders, a VP at Optimizely.

That’s the problem.

“With the exponential growth of data over the past decade … it’s becoming harder daily to turn information into action,” says SurveyMonkey CMO Leela Srinivasan.

Marketers are drowning in data thanks to the unprecedented data exhaust of our digital lives.

We browse the web, we install apps, we watch four million videos on YouTube every minute, we search on Google 40,000 times a second. The world will soon have almost six billion mobile subscribers, and American adults now spend more than 3.5 hours a day on their phones in branded apps, sponsored media, and ad-supported sites.

At the same time, marketers are dealing with an exponential rise in tech tools, more digital channels than ever before, and more billion-user platforms every year.

Add in global competition, and 76% of CMOs say they can’t measure marketing performance accurately enough to make truly informed decisions.

marketing intelligence platform

Marketing intelligence platform

What marketers need most is actionable insights for growth. So CMOs’ (and CGOs’) biggest challenge is simply mining nuggets of gold from all that data. That requires real-time measurement and analysis at scale across potentially hundreds of platforms, partners, and channels.

That’s why Singular built what we call a Marketing Intelligence Platform.

The new marketers are different. They speak data and write code. They form hypotheses and run experiments; then measure results and optimize. These new marketers are marketing scientists, and they need tools of their trade.

With a Marketing Intelligence Platform, marketers achieve three critical things:

  1. Unprecedented visibility at scale
  2. On-demand flexible reporting
  3. Full customer journey insights

That’s seeing not just your data, but your ROI on every activity. It’s slicing and dicing not just by campaign, but getting CAC per creative asset. And it’s measuring not just conversions, but cross-device and cross-platform journeys that led to customer action.

This requires at least nine components, combined into a single platform, grouped in three sections. We’ll take a very brief look at each. For a full in-depth overview, however, check out our complete Marketing Intelligence Platform report.

The three things that CGOs and CMOs need to drive and accelerate growth are …

unify

One: Unified marketing data

You can’t get the golden nuggets of actionable insights without mining your data, and that starts by unifying it.

Unifying marketing data includes:

  • Data governance
  • Data ingestion
  • Data processing
  • Attribution
  • Dimensional data combining/synthesis

Data governance ensures clean data from every source, and enables processing, enriching, and combining later on.

Ingestion is getting all your relevant data from every source, and it’s not easy. Processing is essential to standardize and normalize it, at which point you can conversion outputs to marketing inputs. Combining and synthesizing top-funnel and low-funnel data reveals deeper trends and granular results.

growth insight

Two: Intelligent insights at scale

At a high level, marketers need to know the score: across all their campaigns, are they winning or losing? At more granular levels, they need to know if a specific campaign, partner, publisher, or creative is performing.

Generating intelligence insights includes:

  • Reporting and visualization
  • Actionable insights

Reporting and visualization shows marketers what’s happening, and actionable insights provide clues for future profitable growth. Some of those insights are pull, but some need to be push: alerts about out-of-scope campaigns, click-through rate drops, poorly performing ad partners, and so on.

Three: Automation

The volume of data flooding marketers’ dashboards, reports, and spreadsheets cannot be handled manually at scale. Automation is required, and it includes:

  • Data transport
  • Alerts, fraud, audiences
  • And much more

It is not useful to have a system that only ingests data. Marketing data needs to move from systems of deployment to systems of analysis to systems of engagement, and sometimes in multiple directions. So building in the ability to do that via API, exports, or S3 to internal BI systems and hundreds if not thousands of external partner systems is critical.

And while modern scientific marketing is not a set-it-and-forget-it activity, marketers increasingly need to be able to automate actions within set parameters.

That includes automated creation and distribution of audiences for retargeting, look-alike campaigns, or suppression lists. It also includes built-in on-by-default configurable mitigation of fraud, along with both whitelisting and blacklisting of sources and publishers in paid media campaigns.

And at higher levels, it includes automation of bids and buys for ad campaigns at scale.

Results: what a marketing intelligence platform delivers

What does a marketing intelligence platform deliver?

Find out soon in part two of this blog post, coming next week.

Or, click here to access Singular’s entire Marketing Intelligence Platform report right now.

Why Singular Is The Only MMP Integrated To Twitter’s Ads API

Intelligent data that drives insights for growth requires three key ingredients:

  1. Accuracy
  2. Granularity
  3. Actionability

In order to obtain all three ingredients, you need to ensure the reliability of API integrations with each of your marketing platforms. This is where you find the Singular difference. Singular is the only measurement partner to have two separate API integrations with Twitter, along with over 1,000 additional marketing platforms, providing you the most comprehensive solution for ROI down to the creative level.

This is what we call “dual integration.”

WTH is the Dual Integration approach?

Before you can understand the importance of API integrations (and dual integrations) you first should understand the type of data you need to collect in order to have anything meaningful for your campaign optimization efforts. Simply put, there are two key data sets you need to collect from your marketing platform, whether that is from Twitter, Snapchat, Pinterest, Facebook, Google, Vungle, Unity, Amazon: you name it.

First, you need your campaign analytics data (aka pre-install data) to answer questions like:

  • “How much did I spend on this campaign?”
  • “How many impressions did that creative get?”
  • “How many clicks came from each publisher?”

Second, you need your attribution data (aka post-install data) to answer questions like:

  • “How many installs did that campaign generate?”
  • “What was the revenue on this creative asset?”
  • “How many people went to level two as a result of this keyword?”

Only by combining these two datasets can you really know your ROI by campaign, by creative, by keyword, and by individual ad. This gives you the power to optimize at the most granular as well as aggregate levels, providing your best opportunity to maximize profitability.

dual integration singular

Singular’s dual integration visualized

To do this manually, you would need to standardize the hierarchies (some sources offer only campaign and ad level, while others go right down to the keyword) and the taxonomies (names and terms differ) across every source, and then calculate your ROI by each dimension … every single time you need it.

Sounds like a pain in the @$$?

Good thing Singular has already done it for you!

This is the dual integration approach

Singular has spent years building API integrations for both sides of the puzzle across over 1,000 additional marketing platforms, and automatically combines this data to show you ROI at the most granular levels.

Unlike other analytics platforms who are only accountable for your “pre-install data” or other attribution providers who are only accountable for your “post-install data,” Singular is accountable for both. Which is why we are the only Twitter measurement partner to have integrations that collect BOTH datasets, just as we do for hundreds of other marketing platforms: so we can do dual integration for you, out of the box.

Inherent flaws with tracking links

You might be asking: So why can’t I just use tracking links to collect this data? My attribution provider uses tracking links and says they can do campaign ROI.

Great question! While the tracking link is the easiest way to collect the necessary macros for a given network, this method has some inherent flaws.

  1. It is not retroactive
    You are only receiving data at the time of the click, therefore if the numbers reconcile after the time of the click, this will not be reflected in your reporting.
  2. Not all networks support passing all macros
    For example, you might be able to receive campaign cost and clicks, but you may not get site ID or publisher ID.
  3. No creative assets!
    Singular is the only solution on the market to provide you the most complete reporting of your creative asset ROI across the most visual networks. However, creative assets and their performance can only be reported by an API integration.
  4. Data loss and discrepancy is HIGH
    In a recent study, we compared a number of customers who were using Singular along with a third-party attribution provider. In observing their “campaign data” collected via our API integration against the same data set collected via the tracking link by the third-party attribution provider, we saw a 31% discrepancy … with the numbers reported from our API integration matching identically to the number on the final bill.

Of course, we too sometimes rely on the tracking link for those marketing platforms that do not offer an API to collect campaign analytics. However, in the rare case that we cannot collect data via an API, we will also rely on alternate integration methods to ensure accuracy of the data.

For example, a daily email report, or a CSV file upload to an S3 bucket.

We understand every marketer is different, and how you look at your data may be completely different from your competitors. We are flexible and here to ensure the data you see in Singular matches your internal systems.

Heck, we even have a bi-directional API to push and pull data to your source of truth.

To learn more about Singular’s “Dual Integration Approach” and the Singular difference, contact us to request a demo today.

Already a Singular customer and looking to take advantage of our dual integration with Twitter? Check out the help center for details on how to configure your Twitter integration.

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!

Video

Transcription

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!

Video

Transcription

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!

Need a retention boost? Singular now supports Google App campaigns for engagement

Today, Google officially announced its latest solution for mobile app performance marketers with the release of App campaigns for engagement. Combined with Singular’s support of this new campaign type, marketers have all the insights they need to maximize revenue and the lifetime value of every single user.

In November of 2017 Google introduced its AI-powered solution for optimizing mobile app campaigns which provides huge improvements to conversion rates. However, the question remained: “now what to do with all those new users?”

ENGAGE!

Google App campaigns for re-engagement runs on the same powerful AI to help marketers re-engage with their customers and encourage them to take specific, in-app actions. The goal of App campaigns for engagement is to improve customer retention and long term revenue by increasing active users, generating sales, and reducing churn.

Have a group of high-value customers that you want to keep happy? Engage them with a customer loyalty offers. What happened to all those users who added something to their cart but never purchased? Target them with a discount to complete their order. What about all the users who you know downloaded your app but never opened? Message them with an incentive to check out “what’s inside”.

Getting started with Google App campaigns for engagement is simple.

Singular makes it easy to set up conversion tracking, create deep-links into the relevant points in your app, and measure the performance of every event from the first time a user engages with your campaign, to the last time they engaged with your app. Get more details from your Singular Help Center.

If you are as excited about Google App campaigns for engagement as we are, reach out to your Google account manager to apply to for the whitelist.

Still, have questions? Reach out to your Singular Customer Success Manager or email us at contact@singular.net for more information.

Singular ROI Index 2019: The unmissable advertising ROI webinar

Singular’s ROI Index is the largest study that ranks top ad networks globally based on their ability to deliver ROI for advertisers. We’ve already published the Index and made it available to the world, giving you the ability to find the best advertising ROI available.

But now it’s time to dig deeper.

This webinar goes beyond the Index to talk about not only where individual media sources rank, but also what some of the key differentiators are.

Meet the experts

To do that, we’re going to bring in the experts: Susan Kuo, Brian Sapp, and Christen Luciano. (Yours truly, John Koetsier, VP of Insights at Singular, will moderate.)

Susan and Christen have deep insight into how various ad partners performed in the Index. Brian has an even deeper insight into what mobile marketers look for, and what they need in terms of advertising ROI from ad networks.

Susan Kuo
COO, Head of Business Development
Susan has an extensive background in mobile ad tech, analytics, and gaming. Prior to Singular, Susan held senior leadership roles at Onavo and InMobi. Susan is an active member of the mobile community and serves on the advisory board for several mobile-focused start-ups.

Brian Sapp
VP, User Acquisition Marketing, Jam City
A mobile veteran with previous roles at Tapjoy and Web Games, Brian manages user acquisition for Jam City, which currently has six of the top 100 highest-grossing games across the App Store and Google Play.

Christen Luciano
Director of Partner Development
Christen oversees Singular’s relationships with key partners. Prior to Singular, she was a product marketing manager with Kenshoo and held multiple additional marketing roles. Her focus is collaborating with top marketing platforms to help advertisers grow reach and maximize performance.

We’ll review the 2019 Singular ROI Index, but also talk about fraud, things marketers need to know about their ad campaigns, some of the biggest surprises, and the role SANs (self-attributing networks like Facebook and Google) should play in marketers’ ad campaigns alongside some of the mid-tier players.

Advertising ROI is critical, of course, but it doesn’t happen in a vacuum.

So we’ll also talk about how to find niches of profitable growth, new innovative players, and what to look out for.

One of the things that the 2019 Singular ROI Index makes very clear is that Snap and Twitter have made significant moves recently in terms of the value they offer to advertisers. We’ve seen that in their recent quarterly reports: Snap grew quarterly revenue almost $100 million year over year, and Twitter had record quarterly earnings.

We’ll talk about what we’re seeing in the platforms that is driving increased advertiser adoption, and we’ll talk about everything else the Index reveals about advertising ROI.

Sign up now for the ROI Index webinar.