Tenjin's Q&A session with Familionet's Head of Growth: Marina Guz
Q: Hi Marina, to kick things off, can you tell us a little about Familonet and your role there?
A: Familonet is a Locator App for families. With over 1.5 million users worldwide, the app helps families, friends, parents and children answer the question, “Where are you right now?” As Head of Growth, I am responsible for making sure we get more active users every day. For that I look at the entire user journey: From Acquisition to Onboarding and Retention. Our approach is very data driven. Therefore I look at a lot of different data sets in order to derive insights that we base our decisions on. I work with a lot of different tools, which can sometimes make it a bit hard to keep a good overview.
Q: You were at our Berlin workshop in January, when attendees got to see our management dashboard template. It seems you tweaked the model for your need. Tell us about what you did before you tweaked this model for your own purpose.
A: Before I started using Tenjin I had to pull the Campaign data from different sources, including both our Attribution provider and our Analytics provider. This meant having to manually summarize data in an Excel spreadsheet, which can be super time-consuming. I would spend half a day creating a decent dashboard with all the KPIs needed. With the Management Dashboard based on data from Tenjin, I can easily get the full picture I need with only a few clicks.
Q: How did you go about tweaking the model?
A: I simply adapted the data sets by choosing the KPIs needed for the different channels used. For example we did not look at ROI since we did not start monetizing until very recently. We mainly use one acquisition channel -- Facebook -- therefore I don't need an overview over a multitude of channels but a breakdown of our different campaigns in various countries. Our strategic goal was to improve retention with every app update. For that we were mainly looking at Cost Per Retained user. Previously I had to manually calculate that value, using data from different sources, now I can simply pull it in less than a minute.
Q: How did you pull in the data?
A: I use the data exporter within the Tenjin Dashboard. I basically select the apps, channels and metrics relevant for me and group it by different criteria. Tenjin gives a lot of flexibility when it comes to building a management dashboard. The data can be downloaded as a CSV. I pull updated data weekly and add it to my dashboard.
Stay tuned as we bring more Q&A's to our blog!