Today, Tenjin is proud to announce the release of its full stack user acquisition tool.
For years mobile app marketers used multiple 3rd party systems to measure the effectiveness of their paid user acquisition campaigns. The fundamental question they seek answers to is:
"Which marketing channels provide the best ROI?"
This loaded question has 3 sub-questions imbedded in its meaning:
- "Which marketing channels..." => Where does a user come from?
- "...best ROI" => What is the user's total LTV?
- "...best ROI" => What did the user cost to acquire?
These questions are solved using 3 different technology solutions that exist in the market.
Where does a user come from? Technology of choice: Attribution. When answering questions about where a user comes from, an app developer needs to use a technology that provides attribution. Marketers use attribution tracking URLs to observe which ads users see and click on, awarding the appropriate networks of any following install.
What is the user's total LTV? Technology of choice: Analytics. When answering LTV questions, generally developers integrate systems that process and cohort post-install user event behavior. This includes tracking core user level in-app actions like sessions, in-app revenue, ad revenue, or a user "signed up" event.
What did the user cost to acquire? Technology of choice: Data Aggregation. This data aggregation process is usually done manually by asking ad networks for spend data. Developers and marketers will usually fumble through CSVs and Excel spreadsheets to figure out how much each user cost to acquire. In the off chance a developer has time to automate this process they will try to.
After the app developer integrates (or builds) each of these solutions, the marketer begins the manual process of pulling information from each of these technologies and tying everything together.
Today Tenjin is happy to announce we've simplified the app developer's AND marketer's job. There are two different ways they can do this:
- If you already work with existing technologies, our system will organize and tie the data together for you from those external systems.
- If you don't work with any existing systems, we have a system that can do all of the above.
Yes you read that right, Tenjin can do all of the above.
How is it possible that Tenjin can do all of the above when there are companies that are dedicated to solely tackling these issues separately? Good question. The answer is that we've built our system from the ground up AFTER the mobile ecosystem evolved. Marketers need to remember the reason and the order these technologies were built. Here's how things played out chronologically:
- The smartphone was invented.
- Early app developers had a simultaneous need for distribution and analytics. Ad networks catered to marketers and analytics services catered to product managers. These technologies were first on the scene and existed without any data capture standards or recognition of needing to work with each other.
- Once there were a ton of ad networks and distribution channels, attribution systems became a requirement to eliminate double counting installs and figure out where users came from. These systems were built on another set of data capture standards.
- Analytics systems finally had a real use when it came to paid acquisition. Marketers used existing infrastructure with "new" attribution technology to tie cost data to attribution and LTV/post install data.
As a result, Tenjin saw the full requirements of developers AFTER the industry naturally matured to a clearer answer.
So there you have it. Tenjin can be used as a single tool to figure out which channels give their business the best ROI.