Scaling growth with 1 single source of truth

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We work with a lot of technical partners and Singular is among the top. When I think of Singular, a few things come to mind:
Reliability: marketing analytics in an accurate and timely manner.
Customer success: super responsive and knowledgeable team
Ease: exporting and consuming the data
Rajat Kumar
Director, Product Growth
SUCCESS FOR:
  • 1
    single source of truth
  • 3
    major regional marketing departments
  • 3
    weeks of time saving with simple integrations

Who is Oyo?

OYO is a global platform that empowers entrepreneurs and small businesses who operate hotels and homes by providing them with full-stack technology products and services that increase revenue and ease operations; bringing easy-to-book, affordable, and trusted accommodation to customers around the world.

OYO offers 40+ integrated products and solutions to patrons who operate over 157,000 hotel and home storefronts in more than 35 countries including India and those in Europe and Southeast Asia, as of March 31, 2021. For more information, visit oyorooms.com

  • Founded in
    2012
  • Integrated products and solutions
    40+
  • Hotel and home storefront coverage
    157K+
  • 43,000 properties, 1 million rooms, 800 cities, 80 countries
    Properties

The Oyo Challenge

Key challenges:

Scaling – managing multiple departments, campaigns and regions

Blindspots – no clear view of activity or spend

In 2017, OYO began scaling at a rapid pace with 10 million+ downloads and steady expansion, particularly internationally.

Today, their marketing team is made up of 3 big, separate teams who run the marketing for different regions.

We were looking for a solution that would inform and empower us about our marketing efforts. Even though we had a mature app (with millions of installs), we were finding it tricky to gather and visualize our paid marketing data. We needed to clearly see all the right metrics to effectively understand our spend and make the right growth optimizations.

We were looking for a solution that would inform and empower us about our marketing efforts.

Why Singular?

We had had a few partners in the past but they were small scale and didn’t give us everything we needed”, said Rajat, which is when they began looking for a “mature partner” who could:
– Serve as a single source of truth for all our marketing activities.
– Manage our marketing analytics and provide up to date marketing information that could help to empower our marketers to optimize their campaigns better.

“We demoed all the companies in the industry looking for technical feasibility and commercial fit. Singular was the only one to check nearly all of our requirements. It gives us a perfect mix of technology that works alongside a personal relationship with a dedicated team.”

The Singular Solution

OYO has now been using Singular for over 5 years.
Rajat notes, “Singular enables us to attribute paid, social and cross-promoted installs and gives us the tools to fast and efficiently create reports with deep performance metrics.”

Some of Oyo’s Singular favorites:

Having a complete view of their ROI and performance across platforms

Integrations with all the major ad networks and monetization partners

Capability to configure attribution settings for every channel and platform individually

Fraud detection and prevention capabilities

Postbacks and user-level data shared back, which is directly saved in their databases (using BI postbacks)

Deep Linking

Creative level insights

OYO + Singular = Success

The OYO marketing team is made up of 3 separate regional teams, utilizes a complex marketing and tech stack, and needs to collect complex data for the entire marketing channel with cross-functional reporting at all levels of granularity. Singular powers all their marketing activities across the board.

“The crux and core functionality is the attribution that powers the entire marketing ecosystem for OYO. The additional functionality is secondary but critical to help to optimize our campaigns,” says Rajat. “All in all, we are running at an enormous scale and manage to run all through Singular across 35 different countries.”

It is difficult for OYO to quantify their success with Singular because “everything that happens with our performance marketing, happens through Singular.”
But OYO’s major qualitative wins with Singular have been:

– Faster decision making for planning and optimizing marketing spend
OYO invests a lot on acquiring new users and so, a major chunk of their investment goes towards different paid marketing channels. “Singular’s accurate, timely and actionable cross-platform analytics flow into our own databases and combine with our own internal analytics to help us make decisions faster, and grow our business.”

Time saving to connect to external integrations
OYO integrates with a number of external partners. Singular’s system saves OYO the effort of integrating the partners in their app’s SDK and reducing the TAT for such integrations. “When we have to onboard a new partner, it’s simple to do through Singular and we save roughly 3 weeks of bandwidth and integration time of what it would take to do it alone.”

Better acquire and retain customers with deep links
OYO creates and manages tracking links through Singular’s UI which helps them to run paid campaigns on affiliate channels. “The deep links are easy and intuitive to set up and add major value to our marketing ecosystem.”

The crux and core functionality is the attribution that powers the entire marketing ecosystem for OYO. The additional functionality is secondary but critical to help to optimize our campaigns.

Measuring success

“With companies like us who are dealing with a lot of data sources, it becomes very tedious to actually understand and filter data in a way that it can be combined in a consumable way for each person who has to handle and read this data. Singular saves us an enormous amount of time and raises our efficiency.”

  • daily active users
    2M+
  • integrated partners
    200+
  • campaigns using Singular tracking links
    2,000+
  • custom fraud rules
    30+
Singular enables us to attribute paid, social and cross-promoted installs and gives us the tools to fast and efficiently create reports with deep performance metrics.

Additional Resources

Don’t just take it from us…

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