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与Kooapps一起揭秘Tenjin数据仓库的神奇之处

Roman Garbar

3月 19, 2024

在这个案例研究中，我们将从我们的明星客户之一Kooapps的视角，为大家揭露Tenjin DataVault 数据仓库的神秘面纱。 Kooapps的市场营销和产品开发团队巧妙利用了Tenjin的DataVault解决了各种实际问题。接下来，我们总结了五个Kooapps运用数据仓库解决实际问题的例子：

  1. 精准定位重要的应用内购事件 
  2. 杜绝欺诈行为，节省预算
  3. Master the Cross-promo
  4. 快速应对市场变化
  5. 整合数据来源，获得独家洞察
下载案例报告

针对移动应用营销和产品团队的五个实际用例

精准定位重要的应用内购事件 

Kooapps利用Tenjin的DataVault设计了一个特殊的面板，用来监控其游戏组合中的所有 应用内购买 ( IAPs ) 情况。例如，产品团队可利用该面板识别游戏里物品内购情况的波动，帮助他们持续优化游戏。

DataVault use case 1 - Pinpoint Impactful In-app Purchases 

拒绝欺诈，节省预算

DataVault帮助Kooapps有效地识别了欺诈行为。通过执行多种防欺诈规则，DataVault能帮我们迅速识破可疑行为。例如，它能察觉到地理位置和使用货币的差别，提供全面保护，防止欺诈交易。

DataVault use case 2 - Deny the Fraudsters and Save Your Budget

Master the Cross-promo

得益于DataVault，Kooapps甚至可以追踪每天从一款游戏转战另一款游戏的用户数量，不论是自然参与还是消费刺激。这帮助了Kooapps团队了解一款游戏的安装量下降是否会对另一款游戏产生影响。

DataVault use case 3 - Master the Cross-promo 

快速应对市场变化

基于DataVault，Kooapps建立了一个系统帮助他们通过自动比较多个媒体渠道的数字来快速发现 广告渠道商 算法的变化，新的行业趋势和不可靠的数据源。

比如，他们通过DataVault监测了每个广告渠道的销量份额（SOV），以便识别行业趋势的变化。任何数据异常都会引发进一步调查，来判断这些异常是否源于算法调整或错误。

DataVault use case 4 - React Swiftly to Changes in the Market

整合数据来源，获得独家洞察

为了提升他们的业务洞察力，Kooapps将DataVault与包括Firebase和企业内部分析平台在内的数据源进行了整合。 这种综合分析帮助识别了可疑的游戏内活动来源，例如用户在初期表现出比平均水平高的留存率，后来却没继续玩游戏。 Kooapps团队还用这个数据与产生可疑流量的广告网络协商补偿。

DataVault use case 5 - Merge Data Sources for Unique Insights
下载案例报告

还有更多用例等待挖掘 

DataVault的应用远不止上面提到的那些。您可以开发您自己的用例或根据您的业务需求向Tenjin团队寻求帮助。

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Chris Farm

What’s The Difference Between Total Revenue and LTV?

Developers use the terms “total revenue” and “LTV” interchangeably too often. This isn’t accurate. There are crucial differences that set these terms apart. Failing to consider these differences leads companies to misinterpret app performance and make poor business decisions. In order to keep your growth initiatives on-track and cost-effective, let’s clarify the differences and look...

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5 Easy Ways To Protect Your Brand From Ad Fraud

Sunny Cha

5 Easy Ways To Protect Your Brand From Ad Fraud

Fraud prevention should be a top priority for today’s mobile marketers. It’s the first line of defense against ineffective ad spending and should therefore be the first thing considered when developing your advertising strategies. Downstream optimizations like context, viewability and performance become irrelevant the second your ads aren’t being viewed by a real audience. In...

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The Beginner’s Guide To CVR Marketing

Sunny Cha

The Beginner’s Guide To CVR Marketing

In the world of digital marketing, CVR stands for Conversion Rate or Conversion Ratio. It’s a key performance indicator for digital advertising campaigns, mobile applications, and commercial websites. It looks like this: (Total Conversions / Total Impressions) * 100 The word “conversion” refers to the completion of a final and desired outcome. To be considered...

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Introducing a Better Way to Track Mobile Users

Chris Farm

Introducing a Better Way to Track Mobile Users

Tenjin is proud to announce its new mobile web-based cookie attribution technology! Currently iOS marketers depend on inaccurate mobile fingerprinting technology to attribute a user’s install to a clicked ad. At a high level, fingerprinting captures many attributes about a user’s device when an ad is clicked and directed through a browser. The attributes collected...

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The Most Interesting New iOS Features

Sunny Cha

The Most Interesting New iOS Features

New iOS Features Every Developer Needs to Know Last year’s iOS update gave developers two new toys: 3D touch and third-party integration for Siri. But this year, the iPhone 8 and X are offering many more additions. Apple’s new hardware and OS features should be interesting both for immediate development and for the future —...

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5 Questions to Help Find Your Indie Niche

Sunny Cha

5 Questions to Help Find Your Indie Niche

Creating a massive hit is every developer’s hope, but it happens far too rarely to be a goal for the majority of indie developers. Successful indies, instead, find ways to thrive without ever rising into the top ranks of the app stores. “You probably don’t know my games, and I make a pretty good living,”...

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How Subscriptions Are Driving App Revenue & Retention

Sunny Cha

How Subscriptions Are Driving App Revenue & Retention

Subscriptions are more than a niche: services like Spotify and Headspace prove that users are willing to shell out money for content they regularly use. App Annie’s chief marketing officer, Al Campa, predicts that subscription-based monetization will be the future of games. Non-gaming apps are already seeing success with subscriptions: this month Tinder reached the #1 top...

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Scaling Your Freemium App Business: Knowing When You’re Ready, and How to Do It

Sunny Cha

Scaling Your Freemium App Business: Knowing When You’re Ready, and How to Do It

You’re almost there. Your app is ready for the limelight, you’ve tested user acquisition campaigns with platforms like Facebook and Google to figure out your audience and measure conversions, and you’ve soft-launched in test markets to get a sense of install costs and initial monetization metrics. You are starting to get some traction, and you’re...

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ROI vs. ROAS: Choosing the Right Performance Metric

Roman Garbar

ROI vs. ROAS: Choosing the Right Performance Metric

When you measure your ad campaigns, you’re going to use either ROI (Return on Investment) or ROAS (Return on Ad Spend). But these measurements aren’t fully interchangeable: each has its strategic uses. A few years ago, most companies wouldn’t have stopped to consider whether switching to a subtly different measurement might be worthwhile. But today,...

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How Non-Gaming Apps Are Improving Retention

Sunny Cha

How Non-Gaming Apps Are Improving Retention

For mobile app developers, retention is hard. An average of just 7.5% of mobile users stay active 30 days after downloading an app. And while mobile game developers have spent countless hours trying to crack the retention code, there are plenty of lessons they can learn by looking at their non-gaming peers. Below, we examine four ways...

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Increase ROI With Tenjin’s Deferred Deep Linking

Chris Farm

Increase ROI With Tenjin’s Deferred Deep Linking

Tenjin’s latest feature, deferred deep linking for ads, enables one of the Web’s best features for mobile apps. Imagine you’re on your phone, looking for the newest Air Jordans. Which ad is more appealing? “Get shoes here” or “Get the Air Jordan 6 Retro Chameleon here.” More clicks — and more valuable clicks — will...

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Harnessing the Power of Big Data into Actionable Insights

Sunny Cha

Harnessing the Power of Big Data into Actionable Insights

Big data tools are now ubiquitous and, compared to years ago, cheap. But while these tools give you the “what” — fire hydrants of data — they don’t provide the “how” of using it. A gaming app developer, for example, can set up easy, out of the box tools to collect millions of data points...

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Growth Analytics vs. Product Analytics: What’s the Difference?

Sunny Cha

Growth Analytics vs. Product Analytics: What’s the Difference?

We often get asked how Tenjin compares to analytics companies such as Mixpanel, Amplitude, deltaDNA, and others. The short answer is that the best way to describe those other analytics solutions is as product-centric tools, while Tenjin can best be categorized as a growth-centric tool. What do we mean by product vs. growth analytics? Product-centric...

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How to choose the right Business Intelligence Tool for your business

Sunny Cha

How to choose the right Business Intelligence Tool for your business

Update 25.11.22: Regardless of what BI tool you choose, you can always count on Growth FullStack to set up the data pipelines for it. To get a leg up in today’s ultra competitive landscape, most app developers have come to depend on some type of Business Intelligence (BI) software. Whether built by an in-house team or bought and...

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Reported Installs vs. Tracked Installs

Sunny Cha

Reported Installs vs. Tracked Installs

If you use our attribution to track installs by media source, you might notice that there are two types of installs described there: Reported Installs and Tracked Installs. What’s the difference? Why are there differences between Reported Installs and Tracked Installs? Are the networks trying to scam you by overcharging for installs? No, probably not. In very few...

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LTV 201: A Simple Method for Forecasting

Sunny Cha

LTV 201: A Simple Method for Forecasting

Lifetime value is tricky. The simplest — and also the most reliable — LTV calculations tell you what happened in the past: segment X made Y dollars per user. In a perfect world, that would be enough. But usually, you’ll want to know the future, and that means building a more complex model. “Complex” can mean a lot...

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The Paid Marketing Conversion Funnel

Chris Farm

The Paid Marketing Conversion Funnel

In my last few meetings with small developers who want to learn about paid User Acquisition, we talked about the paid marketing conversion funnel. It seems like a simple concept at the outset, but when marketers first start buying installs it’s probably the most important concept to understand. Here’s a slide that sums up the...

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7 Tips for Optimizing Mobile App Install Campaigns From Setup to Analysis

Sunny Cha

7 Tips for Optimizing Mobile App Install Campaigns From Setup to Analysis

Mobile app install campaigns are like carefully tuned machines: every part needs optimization to prevent an explosion (in your ad budget, of course). From compiling the creatives to interpreting analytics into actionable insights, you’ve got to get it all right to succeed. We put together a list of seven tips, from the start of a...

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LTV 101

Sunny Cha

LTV 101

I talk to mobile app developers every day. After each conversation, it still amazes me how most of them don’t know what LTV means, and for those that do, they might be fuzzy on the math. This post is intended to get developers up to speed, if not to expert level (a tall order!). What...

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IDFA Sends All Zeros on iOS 10 Devices

Chris Farm

IDFA Sends All Zeros on iOS 10 Devices

A few months ago, Apple announced that iOS 10 will send all zeros for itsadvertisingIdentiferfield when the device’s user sets their limit ad tracking flag toON. According to Tenjin’s aggregate records, this represents ~15% of devices where IDFA will not be unique for a specific device. As I noted in my last post about cookies, the...

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Pay Attention to These Overlooked Mobile Metrics!

Sunny Cha

Pay Attention to These Overlooked Mobile Metrics!

High-level KPIs like ARPU and retention are great for getting a big-picture view of your mobile app’s health, but while they might suffice for an executive summary, developers tasked with moving the needle every day know the value of digging deeper. We put together a list of some valuable and overlooked KPIs that are driving...

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Time to profitability is a key metric for a growing app

Chris Farm

Time to profitability is a key metric for a growing app

It’s common for app developers to acquire users for their apps by paying 3rd parties (like ad networks). Paying for users is an investment. To measure the success of an investment, an app developer needs to monitor how quickly they can recoup the invested dollars. Time to profitability (TTP), a.k.a “time to break even”, is...

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Tenjin DataVault: a marketing infrastructure as a service.

Sunny Cha

Tenjin DataVault: a marketing infrastructure as a service.

Tenjin is proud to announce DataVault, a professional, fully managed, direct access SQL Data Warehouse for all your marketing needs. It’s a big step to democratizing mobile app business infrastructure. App developers commonly build business infrastructure once their mobile app shows promise. This is distracting. Tenjin can offload this infrastructure work with DataVault, allowing developers to...

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Building for the Marketing Scientist

Chris Farm

Building for the Marketing Scientist

As marketing goes digital, it starts to share a lot of common ground with data science. At Tenjin, we are seeing people with backgrounds in these two seemingly distinct fields, marketing and data science, emerge with a new role: the “Marketing Scientist”. There are two main drivers for the rise of the Marketing Scientist: These two...

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