Our latest industry report “From Hyper to Hybrid in 2024” is here! 马上获取报告

免费注册

博客

所有博文

Webinar: Marketing Science w/Tenjin

Ebony Nicole Simone

2月 23, 2021

Episode #1: Data Scientists of Hyper-casual

Head of Data Science and Tenjin General Manager Carole Wai Hai moderates a new webinar series where she sits down with industry experts to discuss marketing science aspects in Adtech, specifically within mobile gaming and hyper-casual. In this premiere episode, the panel discusses their backgrounds in Data Science, its importance for hyper-casual companies, and processes for building internal BI.

Here’s what you will find in this episode:

  1. How big is the “data sciences” team currently, how big was it when you joined? What can you tell us about your data stack (tools and technology you use). how difficult it was to set-it up. 4:26
  2. What is one of the first projects an Hypercasual company goes through when starting their Data Sciences team? Did you observe different “phases” of data-maturity? For example what was the process of building your internal BI? 9:40
  3. What was one of the most interesting projects (or complete failure) that you would like to share with the listeners to teach them something or help them avoid any pit-fall? 18:12

Carole is joined by:

Julia Dahlgren, Data Scientist at Popcore
Sophie Hamelin, Data Scientist at Juicy Publishing
Yu Meng, Lead Data Scientist at Green Panda Games

猜你喜欢

Best ad networks to advertise hybrid and hyper casual games in 2024 - Based on ad spend & CPI

Tabarak Paracha

Best ad networks to advertise hybrid and hyper casual games in 2024 - Based on ad spend & CPI

您是不是正在考虑选哪个广告渠道，以便为您的超休闲游戏或混合休闲游戏在 2024 年投放广告？本文将为你提供详尽分析，助你做出最佳决策。 让我们先来了解一下超休闲游戏和混合休闲游戏的区别。超休闲游戏简单直观，喜欢打快节奏，而混合休闲游戏在简单玩法基础上，增加了更多复杂功能。它们之间的主要差异在于盈利模式的不同：超休闲游戏主要依赖于IAA（应用内广告）。

阅读更多

ChatGPT for Indie Game Developers: Do's and Don’ts

Tabarak Paracha

ChatGPT for Indie Game Developers: Do's and Don’ts

我不认为您能够全凭 ChatGPT 独立完成游戏，而是大概率选择将其作为辅助工具使用。这一观点是否准确？ "非常准确。你应当始终将其作为辅助工具。在此前的视频中，我们有意从一个对编程知识一无所知的人士角度出发，尝试运用ChatGPT。

阅读更多

How to self-publish a mobile game - IzyPlay Game Studio journey

Tabarak Paracha

How to self-publish a mobile game - IzyPlay Game Studio journey

一场游戏革命正在悄然来临，越来越多的开发者选择独立发行项目。究竟是什么引爆了这场变革？我们认为，这是行业发展的必然趋势，开发与发行将共同成长。理想状况下，市场营销应从游戏项目开始就纳入规划之中，游戏设计与市场吸引力并非泾渭分明。

阅读更多

墨西哥顶级移动出版商是如何将其投资组合的 LTV 提升 35%的 - HyperBeard 的案例研究

Tabarak Paracha

墨西哥顶级移动出版商是如何将其投资组合的 LTV 提升 35%的 - HyperBeard 的案例研究

今天，我们将讨论超休闲手机游戏发行工作室 HyperBeard 的成功故事，以及 Tenjin 如何帮助他们解决多个用例问题。 为了更好地讨论这个成功案例，我们邀请了 Hyperbeard 联合创始人兼首席执行官 Alex Kozachenko。

阅读更多

如何在2023年优化您的超休闲和混合休闲游戏广告

Tabarak Paracha

如何在2023年优化您的超休闲和混合休闲游戏广告

What are the best channels to advertise hyper-casual or hybrid-casual games in 2023? And should your strategy be different depending on what type of game you’re running? The answer to this question depends on which metric you are taking into account. Based on our data in 2022, the ad networks with the highest average LTV were...

阅读更多

游戏工作室如何开始自主发行并在 IDFA 后扩大规模 - 以 Umami Games 为案例研究

Roman Garbar

游戏工作室如何开始自主发行并在 IDFA 后扩大规模 - 以 Umami Games 为案例研究

在 iOS 14.5 隐私政策变更的背景下，采用自动化工具以获取数据洞察的重要性尤为突出。在这个案例研究中，我们将跟随 Umami Games 的旅程，了解他们如何从诸如 Google Spreadsheets 和 Trello 等手动报告工具转向完全自动化的数据基础设施。

阅读更多

Attribution in 2021: what will and will not work

Roman Garbar

Attribution in 2021: what will and will not work

2021 iOS 14 changes are going to change businesses around the world. Even though the changes are coming very soon, there is no common understanding of what marketing analytics will look like. Today I’ll talk about the myths publishers are discussing and give my evaluation with recommendations. 1) Blind eye approach: Nothing will change All...

阅读更多

Is it worth doing self-publishing on mobile? White Room Games, Ruby Games, LuckyKat founders explain

Roman Garbar

Is it worth doing self-publishing on mobile? White Room Games, Ruby Games, LuckyKat founders explain

Apple just made the mobile industry much more appealing for self-publishing. They announce that platform commission will be decreased to 15% for publishers earning less than $1 million per year in a recent press release. We sat down virtually with three founders that decided to self-publish their games. Let’s meet our guests: Kirill Nekrasov Founder of White...

阅读更多

Case Study: Gamejam ROI +32% using Reporting Metrics API

Ebony Nicole Simone

Case Study: Gamejam ROI +32% using Reporting Metrics API

We share our newest case study with Vietnam game developer, Gamejam. We discuss how a small user acquisition team learned to manage campaigns without devoting significant time to the task. The team needed to find a solution that centered around optimizing their bid automation. They integrated Tenjin’s free Reporting Metrics API in order to enrich...

阅读更多

Case Study: Godzilab gains success with Tenjin’s campaign bucketing tool

Ebony Nicole Simone

Case Study: Godzilab gains success with Tenjin’s campaign bucketing tool

We published our latest case study with Godzilab on how they found success using Tenjin. We discovered that Godzilab was looking for a solution to combine aggregate data from various sources in one place easily. It comprised a solution that synchronised data sets from 3rd party attribution, analytics, ad revenue, and ad spend providers without the need...

阅读更多

The Vending Machine Podcast – indie developer Lucky Kat on his journey with Tenjin

Ebony Nicole Simone

The Vending Machine Podcast – indie developer Lucky Kat on his journey with Tenjin

An oft-quoted phrase in business is that “the customer is always right.” A new podcast, “The Vending Machine: Game publishers and their service providers,” puts this to the test. Hosts Peggy-Anne Salz of Mobile Groove and Oliver Kern from Lockwood/Target Games sit down in their premiere episode with Co-founder of indie studio Lucky Kat Studios (publisher of Grumpy Cat’s...

阅读更多

Preparing for iOS 14: MMP-free publisher guide with Kevin Bravo, creator of Elixir

Roman Garbar

Preparing for iOS 14: MMP-free publisher guide with Kevin Bravo, creator of Elixir

One month before the release of iOS 14, there are still many speculations around what’s happening next for MMPs. How much will their role change? Are advertisers still ok paying 1-5 cents for each paid tracked install on iOS, even though it no longer has user-level granularity?  Will Apple allow MMPs to validate Conversion Values though...

阅读更多

iOS14: How Tenjin clients should rethink measurement for Google & Facebook

Roman Garbar

iOS14: How Tenjin clients should rethink measurement for Google & Facebook

We’ve decided to make one of our first training materials on post- iOS 14 measurement available to everyone, training previously only available to Tenjin clients. Starting from the iOS 14 release in September and going forward, user acquisition on mobile will turn into something very different. This is why it’s crucial to start preparing for...

阅读更多

Tenjin Case Study: TokyoSmartGames User Acquisition Journey

Ebony Nicole Simone

Tenjin Case Study: TokyoSmartGames User Acquisition Journey

The importance of easily manageable aggregate data has never been so high, especially after recent iOS 14 news. Our latest client case study is about the Tokyo game development company, TokyoSmartGames. They use Tenjin to transition from using Google Spreadsheets to building their own internal BI. TokyoSmartGames Director, Kinoshita Tomohiro, provides insights into how the user acquisition...

阅读更多

Case Study: ITI uses Tenjin to help increase Apple Search Ads installs by 6x

Ebony Nicole Simone

Case Study: ITI uses Tenjin to help increase Apple Search Ads installs by 6x

We published our latest case study with ITI on how they found success using Tenjin and Apple Search Ads. We discuss with ITI Developer, Kosei Saegusa, how they began publishing hyper-casual games worldwide, and what optimization techniques they use to increase their Apple Search Ads install volume by six times. Humble Beginnings ITI’s journey started...

阅读更多

Getting an advantage with MoPub ILRD & Tenjin DataVault: A webinar

Ebony Nicole Simone

Getting an advantage with MoPub ILRD & Tenjin DataVault: A webinar

We are very ecstatic to share our latest discussion with MoPub on impression-level data (ILRD) and never before seen use-cases of MoPub ILRD with Tenjin’s DataVault. Tenjin built the Basic ad revenue LTV model in 2017, and the Advanced ad revenue model was launched in 2018. In 2019, Tenjin released our Pro ad revenue model...

阅读更多

Hyper-casual market size in 2019 and other insights that you need to know

Matthaus Krzykowski

Hyper-casual market size in 2019 and other insights that you need to know

Hyper-casual represents a major industry trend that won’t fade away in 2019 — if anything, the market for these games will continue to grow and evolve. As such, mobile developers and marketers need to keep a close eye on the space and determine how it will impact their ongoing strategies. At White Nights at St....

阅读更多

Hyper-Casual Games – The Complete Developer’s Guide

Roman Garbar

Hyper-Casual Games – The Complete Developer’s Guide

In the last few years, hyper-casual games have exploded in popularity. Find out how you can capitalize on this lucrative mobile trend with our comprehensive developer’s guide to hyper-casual. Though hyper-casual games aren’t exactly new, they are definitely having a moment in the mobile space. Users are embracing the simplicity and minimalist design the category...

阅读更多

App Subscriptions – What Are They And How Do They Work In 2019?

Roman Garbar

App Subscriptions – What Are They And How Do They Work In 2019?

Subscriptions are the norm for content-based apps, but many mobile developers are finding new, creative ways to leverage the model. Over the past decade, subscriptions have steadily subverted the classic pay-to-own model. In 2019, music and streaming app subscriptions are ubiquitous, and it’s now possible to subscribe to anything from dog food to jewelry. According...

阅读更多

The 6 Blogs Every Mobile Game Publisher Needs To Bookmark

Sunny Cha

The 6 Blogs Every Mobile Game Publisher Needs To Bookmark

Ask any mobile game publisher and they’ll tell you the same thing: this industry moves fast. New trends like the rise of hyper-casual can have an earth-shattering impact overnight, and it’s the responsibility of publishers to stay up to date on how space is evolving. That means keeping a close eye on mergers and acquisitions, technologies, monetization...

阅读更多

3 Ways Tenjin Lets App Marketers Get More Value Out Of Their Snapсhat UA

Roman Garbar

3 Ways Tenjin Lets App Marketers Get More Value Out Of Their Snapсhat UA

Last month, we proudly announced that Tenjin has officially been named a Snapchat Mobile Measurement Partner! Our users are now able to attribute Snap installs and use Tenjin to calculate ROI & LTV for all Snap-acquired users. Furthermore, this means UA managers in Tenjin can now see even greater returns from their Snapchat user acquisition efforts....

阅读更多

Reddit Tracking Is Officially Live – Here’s How To Get The Most Out Of It

Sunny Cha

Reddit Tracking Is Officially Live – Here’s How To Get The Most Out Of It

We’re thrilled to announce that marketers can now officially track Reddit campaign performance in their Tenjin dashboard! A mainstay of the internet’s cultural landscape, Reddit is a place where millions of users gather every day to share and discuss their passions. Their talented ad product team has been hard at work building the tools needed to deliver...

阅读更多

How To Make Hyper-Casual Games – The 5 Best Resources

Sunny Cha

How To Make Hyper-Casual Games – The 5 Best Resources

Wondering how to make hyper-casual games? As the new dominant force in mobile, hyper-casual games are getting a lot of attention from players and developers alike. Their meteoric rise has been achieved by doubling down on the proven design principles that have historically made casual free-to-play titles so successful, taking tactics like bite size gameplay...

阅读更多

3 Lessons All Game Developers Should Learn From The Success Of The Hyper Casual Genre

Sunny Cha

3 Lessons All Game Developers Should Learn From The Success Of The Hyper Casual Genre

Mobile hyper-casual games are having a moment. On a platform historically dominated by puzzle, social casino, and build-and-battle titles, hyper-casual games are changing the status quo. They’ve managed to combine simplicity, approachability, and creative business practices to produce unique, profitable gameplay experiences that have seen them dominating the app store charts, at many times occupying...

阅读更多

6 Free Tools For Building Stunning Facebook Ad Creative

Sunny Cha

6 Free Tools For Building Stunning Facebook Ad Creative

Facebook gives advertisers access to some powerful creative tools right out of the gate. The creative hub is an excellent way to develop mockups and see what they feel like in their native environment, but marketers looking to gain a competitive advantage will need to look beyond the standard offering in order to take their campaign creative...

阅读更多

3 Ways Deferred Deep Links Can Drive Growth And Engagement For Mobile App Marketers

Sunny Cha

3 Ways Deferred Deep Links Can Drive Growth And Engagement For Mobile App Marketers

July 11th, 2018 marks the 10 year anniversary since mobile deep linking technology was first made available to developers with the release of iOS 2.0. Since then, it’s become something of a divisive topic. Detractors from the worlds of academia and industry have cited security concerns and an alleged lack of practical applications as deterrents to investment. On the...

阅读更多

7 Ways To Increase Your Freemium App’s ARPPU

Sunny Cha

7 Ways To Increase Your Freemium App’s ARPPU

In 1906, management consultant Joseph M. Juran paid homage to Italian economist Vilfredo Pareto by coining the term “Pareto Principle” in reference to a unique relationship he observed in the business world. He found that in the vast majority of firms he analyzed, 80% of the sales came from 20% of the clients. For the...

阅读更多

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...

阅读更多

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...

阅读更多

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,”...

阅读更多

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...

阅读更多

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...

阅读更多

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,...

阅读更多

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...

阅读更多

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...

阅读更多

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...

阅读更多

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...

阅读更多

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...

阅读更多

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...

阅读更多

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...

阅读更多

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...

阅读更多

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...

阅读更多

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...

阅读更多