Adjust Datascape offers advanced analytics for mobile app marketers
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Mobile marketing analytics platform Adjust today launched Adjust Datascape, an advanced analytics solution designed to deliver essential business and performance to mobile app marketers.
Adjust said it can capture key performance indicators (KPIs) and critical performance metrics faster and easier with Datascape. With unified data and expanded visual context, mobile app marketers can extract meaningful insights and make smarter, strategic marketing decisions in real time, CEO Simon “Bobby” Dussart said in an interview with VentureBeat. The idea is to make decisions faster.
Agility is more important than ever, as app marketers are tasked with analyzing campaign data from an ever-increasing number of sources and immediately acting on it.
“This is a completely new analytics solution. We saw this need to give a dashboard to a marketer working with dozens of spreadsheet tabs just to compare data from a previous period to the current period,” Dussart said. “It’s so much work for something so simple.”
He added: “And so what we decided to build last year was to aggregate the data, to link the data, to be able to pivot, to export and, above all, to visualize the data as good seems to you. And the bottom line is, whether you’re an executive, and need at a board meeting to access that crucial KPI, or just your revenue, profit, and you have to do it in a fraction of a second. Or if you are a data analyst, you need to understand your business performance or the performance of your campaigns. We created Datascape to answer these questions. »
Datascape helps solve this challenge by providing marketers with access to all of their data from network application programming interfaces (APIs), attributions, consented AppTrackingTransparency (ATT) installs, and SKAdNetwork campaigns ( SKAN), both related to steps taken by Apple to prioritize privacy over targeted campaigns. ads – in one place.
Adjust said it was a unique approach among mobile measurement partners.
“The success of a mobile app in this dynamic industry depends on smart and fast decision-making,” Dussart said. “As an enterprise-ready solution, Adjust Datascape meets marketers’ needs to easily visualize and analyze what’s working and not working across multiple campaigns. Having this big picture of their business performance and this level of information, all in one place, allows marketers to optimize their strategy and focus on growth. »
With Datascape, marketers can customize dashboards and reports to visualize user growth and cohorts, summarize large datasets, and analyze SKAN data.
Dussart said no one from executives to data analysts has the time to sift through data that should be easily visualized. The product is based on feedback from the company’s top 100 customers who have gone through the beta with Adjust.
“It’s an evolution of the value we deliver to our customers,” Dussart said. “We want to provide data that advertisers can act on instantly. We have seen an evolution in what we do. Instead of just providing platform data, we give advertisers and marketers a number they can act on. »
Adjust said marketers can get performance marketing metrics at a glance, as well as a deeper view of more granular data when needed. They can also compare and contrast filters to view results across apps, regardless of iOS or Android operating system.
Marketers can also use the SKAdNetwork dashboard to see which campaigns targeted at users acquired through Apple’s SKAN framework are driving the most installs.
Users can see network, attribution, SKAdNetwork and ATT data in different combinations side-by-side in a single view, Adjust said. There is a monetization dashboard with full visibility into profit and revenue metrics through numerous partner integrations and data sources.
Even with Apple’s emphasis on privacy over targeted ads, mobile marketing isn’t going away, Dussart said.
“He’s stronger than ever and he’s evolving, and his measurement has to evolve as well,” he said.
Advertisers are using more tools, more data sources, to be able to understand how their campaigns are performing, he said.
“Our goal is to connect all the sources and show you those metrics so you don’t have to go looking for them,” he said.
Adjust has over 500 people working for it, and it’s now part of AppLovin. The Adjust Datascape project was a major project for the team. The goal was to enable a new way to perform user acquisitions and measurements. That means taking the new tools Apple provides for its network and integrating them into the dashboard.
Datascape’s extended visualizations have been tested in the market and show promising results for Adjust customers, Dussart said.
“Datascape allows our team to have complete, centralized visibility into all of our campaigns and applications to analyze marketing results,” David Ribeiro, chief growth officer at Voodoo, said in a statement. “This way, our team is able to spot trends, easily compare performance against previous periods, and act quickly and efficiently to implement changes in our strategy.”
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