Tenjin is the leading mobile marketing analytics platform. In turn, GameAnalytics, the player analysis platform preferred by mobile game developers. Together, they launched Growth FullStack, a series of developer tools that offer data access and analysis.
Growth FullStack, launched concurrently with the release of iOS 15, empowers mobile app developers to work in the privacy-focused marketing industry to manage large volumes of disparate datasets. Because of the inability to use Apple ID for Advertisers (IDFA) and the small number of mobile users who choose to share their data with apps, marketers are left with scattered datasets that have not been properly used for effective marketing. Similar changes are inevitable in Android, which will affect the entire ecosystem of app developers as a whole.
Large app publishers have already realized that the solution is consolidated, analyzed data. However, the data and R&D teams that major publishers work with are out of reach for 99% of mobile publishers. The vast majority have fallen into a period where the familiar partner-focused deterministic attribution is no longer working, and Apple-focused attribution such as SKAdNetwork iOS 15 is not widespread.
Growth FullStack enables mobile publishers to collect the data they need, store it, and optimize their campaigns with pre-built or customizable templates. With a plug-and-play, code-free model, mobile marketers no longer need to rely on their data design to unify and understand complex datasets. Announcing Growth FullStack, Tenjin CEO and co-founder Christopher Farm said:
“We are delighted to partner with GameAnalytics. The inspiration comes from our shared understanding that mobile marketers have their own disparate data sources – but there is no way to piece them together once IDFA is implemented. Combined with iOS14 and 15, Growth FullStack’s Data Networking Search provides tools and training for mobile publishers to achieve similar ideas. GameAnalytics and Tenjin have viral platforms and share a passion for educating our customers, so we’re excited to work together to help develop apps in a new privacy-focused world.
Morten E. Wolfe, CEO and Founder of GameAnalytics, added:
We are thrilled to announce our new partnership with Tenjin, which is ideal for delivering best-in-class developer tools. Conversations with our mutual clients revealed that they want us to offer service on their full stack of processing tools. Growth FullStack is a suite of work products that will accelerate the transition to Apple and Android-focused attribution. The mobile marketing architecture for publishers around the world was in disarray in 2021, but with Growth FullStack, any publisher can analyze previously shared datasets without experience.Morten E. Wolfe, CEO and Founder of GameAnalytics
Growth FullStack is in Early Access and tested by publishers, including Lucky Kat Studios. Hernan Zhou, co-founder and CTO of Lucky Kat Studios, commented:
Indie developers need help understanding the post-IDFA mobile marketing world. Older tools can’t help engaging users as they did before iOS14, and the data sources we have access to require much more information analysis. For example, one of our main customer acquisition channels now has two APIs for the same data: Apple data and developer, publisher data. How can we determine what will best help growth? Ultimately, we want to focus our energies on making games, and Growth FullStack will be vital to that.Hernan Zhou, co-founder and CTO of Lucky Kat Studios
Based on the latest news, we have taken excerpts from an interview with Tenjin CEO.
What do you expect from small game publishers when it comes to accessing new information about their games?
I expect them to do a lot of experimentation with new datasets. Growth FullStack provides developers with everything they need to ingest and aggregate data from various sources – similar to what larger publishers create themselves. It takes a lot of development and testing time to start combining disparate datasets without deterministic joins.
Do you think smaller game publishers will use this tool to capture market share over large ones?
I think it will give them a chance to do it if they have a good game. There are so many problems that even the big publishers don’t know how to solve them — for example, SKAdNetwork and country data. Most publishers use prices (install purchases) at the region level, but the datasets from SKAdNetwork do not have country data. Consequently, publishers will need to do more analysis even for previously thought to be obvious, such as (country level CPI).
Does privacy mean the end of personalization and a great user experience?
Hard to say. I think this is a matter of personal preference. Most users don’t know that they are sacrificing their experience when they focus on privacy. Just for the sake of the experiment, I turned off personalized ads in some of my apps and, of course, got a ton of irrelevant ads. I’m sure ad networks will solve this problem – see how Facebook is rebuilding their ads. In both camps, there is much research that says that this will affect the situation and vice versa.
Both companies take great care to keep customers informed of their marketing efforts. What are the long-term prospects for the development of the industry for both companies?
We will continue to teach Growth FullStack. There will always be a free training level. By training, I mean guides and tutorials and code, queries, and dashboard templates. Things that developers can implement themselves without the help of a data engineer. Our goal was to ensure that any studio founder or UA manager could implement everything without prior knowledge. In addition, we try to support all free tools on the market, such as Google Spreadsheet or Google Data Studio. We want to make sure that studios that don’t have the budget for a full suite of tools can take full advantage of Growth FullStack.
What will be the ideal future for this tool and the collaboration between the two companies?
For now, we are exclusively focused on Growth FullStack ETL tools. Mobile developers now have so many problems with transferring different sets of data. We want to provide this infrastructure based on the obvious use cases that already exist.