Repealing and replacing excel for marketers with AppsFlyer's new Pivot
|Richard Harris in Marketing & Promotion Monday, March 27, 2017|
Match Group (the world’s leading provider of dating products, with over 45 brands including Match, OkCupid, Tinder and more) found that they were wasting lots of marketing team time trying to align front-end and back-end data to make spend optimization decisions for their app marketing campaigns.
They approached AppsFlyer to develop a tool to help them understand their data easily without turning to offline software or needing to seek out data analysts on their team. AppsFlyer created Pivot for them - which delivers highly-customizable marketing data analysis, including: media cost analysis, campaign analysis and activity and retention insights - and as a result, Match has experienced great results with AppsFlyer. Today, Match’s marketing teams ad network optimization process is 10% faster and their day-to-day activities of reviewing trends and performance activities are 15% faster.
Match uses insights from Pivot for everything from fraud checks to campaign optimization, and Pivot has allowed Match to shift from piecing together data to try and determine insights to acting immediately on the insights gleaned from the data. AppsFlyer made Pivot available to others (The Telegraph, Gett, SkyScanner and more) in a beta test period and is now announcing Pivot's availability.
"For any marketer, one of the biggest challenges is standardizing and aligning front-end and back-end data for the purpose of making spend optimizations and decisions," said James Peng, Head of Mobile and Social Acquisition at Match Group. "Pivot makes our ad network optimization process about 10% faster, and our typical day-to-day activities reviewing trends and performance activities more efficient by about 15%. We use insights from Pivot for a wide range of efforts, from dashboarding to fraud checks to campaign optimization. This tool is valuable for the industry and has allowed us to shift our attention from piecing together data from our ad networks to acting directly on the insights that should be sourced at the genesis of the data, the attribution provider, to begin with."
Pivot provides marketers with access to nearly all of their mobile attribution and marketing analytics data and KPIs, allowing for deep, custom analysis right from the AppsFlyer dashboard. The easy-to-use interface allows app marketers to customize every element, including rows, columns, dimensions, groups and filters. Teams can edit, clone, save, customize and share Pivots with ease, providing mobile marketers with new found insight, speed and flexibility.
"Since the early days of the PC, marketers have relied on basic tools like Microsoft Excel to analyze data, and today many remain dependent on these same tools," said Oren Kaniel, CEO and Co-founder of AppsFlyer. "Pivot gives marketers the ability to take data into their own hands, so they can work faster, collaborate smarter and discover deeper insights without an over dependence on tools that can waste business' time and resources."
Pivot enables marketers to conduct a number of analyses, including:
- Media Cost Analysis: Benchmark cost and ROI performance by media source across apps and geographies to optimize budget allocation.
- Deep Campaign Analysis: Marketers can build custom funnels and filters to get a complete picture of the campaign performance parameters that matter to each team, app or business.
- Activity + Retention Insights: Mix and match different KPIs such as activity and retention in a single Pivot to find the optimal mix of marketing-driven user acquisition vs. existing user retargeting.
Numerous brand advertisers, marketers and mobile app developers took part in the Pivot beta program, including The Telegraph, Gett, SkyScanner and more. Pivot by AppsFlyer is now available as a premium feature to all AppsFlyer customers.
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