Mobile Growth Summit 2017 Tenjin data warehouse presentation
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Quick ways to use use a data warehouse and run mobile lookalike ad campaigns
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Mobile Growth Summit 2017 Tenjin data warehouse presentation
- 1. Data Warehousing Strategies for Effective Lookalike Campaigns Christopher Farm, Co-Founder & CEO at Tenjin
- 2. Who Am I? @matthausk @tenjinio@tenjinio
- 3. User Acquisition Is Like Playing “Battleship” - Battleships are valuable users - Ocean is low value users - Shot is equivalent to a campaign - Goal is to sink and capture all the ships firing as few shots as possible @tenjinio Valuable users Low value users X X X
- 4. Running Lookalike Campaigns Allows You To Game The System - Lookalike campaigns don’t require guess work - Give you visibility to the rest of the ship instantly @tenjinio X Saved a shot and made another hit X
- 5. How Do I Game The System with Lookalikes? - Data warehouses let you find existing valuable users - Upload your list of valuable users to the ad network you’re using - Network will acquire more users that look like your valuable users - Do NOT waste “shots” (campaigns) on low value users - Rinse and repeat @tenjinio
- 6. What Does A Growth Data Warehouse Look Like? @matthausk @tenjinio - Capture important user characteristics for acquisition purposes * In-App Actions (milestones, progression events, etc. . .) * Acquisition Source * User Acquisition Cost * User Ad Revenue * In App Purchases / Subscriptions * User demographics (gender, age, etc.) - Organized to extract valuable cohorts about users @tenjinio
- 7. One example: @matthausk @tenjinio@tenjinio - Valuable users: LTV >$5 since Jan 1, 2015 Valuable users across networks!
- 8. One example: @matthausk @tenjinio@tenjinio - Load these users into an ad network Valuable users across networks!
- 9. The Next Step: @matthausk @tenjinio@tenjinio Teach machines to do this for you. The good news: the data will be there when you’re ready.
- 10. @ 2017 Tenjin, Inc. All Rights Reserved. Confidential and Proprietary. Please do not copy or distribute without Tenjin, Inc’s prior written consent. The data provided herein is for information purposes only and while all efforts are made to ensure accuracy, errors may arise. Tenjin and the Tenjin logo are trademarks or registered trademarks of Tenjin, Inc. All third party logos and trademarks mentioned are the property of their respective owners. If you have questions, we’d love to answer them. Contact us. cfarm@tenjin.io
Editor's Notes
- Today I’ve been asked to talk about data warehousing and a few strategies for setting up lookalike campaigns
- Hi I’m Chris, I’m one of the cofounders of tenjin. We build tech infrastructures and growth oriented data warehouses for mobile app developers and marketers. We mostly help companies optimize their mobile marketing spend and make sure they acquire users profitably. Before tenjin I was at microsoft, tapjoy, and most recently playnomics which turned into unity analytics.
- Today I’m going to talk to you about Lookalikes and data warehouses, but before that I’d like to draw an analogy of what paid user acquisition is like User acquisition is like playing one of my childhood favorite games called Battleship. Let’s take an example of how someone would play Battleship. If you guessed C3, your opponent would say “hit”. As a result you know a ship is around there. So you could guess C4 or B3, and those would be misses. This is very much like traditional user acquisition today without lookalikes. You may acquire some really valuable users, then you sort of guess around that area for more valuable users.
- Running a lookalike campaign allows you to see more of the boat and change the way battleship works. In fact, if you make a hit, you’ll be able to immediately know where the rest of the boat is. This means you’re not wasting any money on guessing where to acquire users.
- So how would you be able to game the system so you can save user acquisition dollars?
- The only reason I’m able to do any of this is because I have a data warehouse