Why Growth Data Infrastructure?

Christopher Farm
Christopher Farm

CEO and Co-founder at Tenjin

Amir Manji
Amir Manji

CTO and Co-founder at Tenjin

If User Acquisition is your job, you’re feeling the pressure right now. Whether you’re a UA Manager, a Growth Marketer or a hardcore Data Analyst, if it’s your job to find and buy mobile users for your app, my guess is you’re having a hard time. Competition in the app world is off the charts. Before all you needed was a great app in the app store. Those days are gone. In 2011, Apple’s app store alone contained 500,000 apps. Within two years that had doubled. By 2016 it had doubled again to over 2,000,000. This is a trend we’re seeing in app stores around the globe. And that means higher prices to acquire new users. As the cost of acquiring new users sky rockets, it becomes more and more important to find a smart way to compete and stay in the game.

None of them expect to, but most apps fail. 17% generate no revenue.[1]

18% make less than $100. 50% make less than $1,000 per month. According to one source, 86%[2] of apps at any one time are Zombies. They stumble around the app stores, unloved, unlisted and unfindable. Whilst at the same time, a small number of app developers (623 to be precise) are winning, and winning big.

So, what is the common thread among the 623? They all use Growth Data Infrastructure. And the common thread amongst the laggers, losers and zombies? No Growth Data Infrastructure.

I know what you’re thinking. WTF is Growth Data Infrastructure? Let me explain… The marketing data you need to win is already out there. We’ve never had access to so much data to help us acquire new users. But the data is disorganized, overwhelming and hard to compare across channels.

Growth Data Infrastructure is the secret weapon of the 623. It helps turn marketing data into actionable decisions. Decisions that allow you to find and buy more profitable users than anyone else.

But building and maintaining infrastructure is expensive and overly complex. On average, members of the 623 spend around $500,000 building their growth stack. With the top dogs coming in as high as $50,000,000. And that’s not counting the cost of taking their engineers away from making and maintaining a great app. Expensive or not, without the right tools it’s impossible to do your job. User acquisition should be about using your smarts to make competitive decisions. Not the daily grind of logging into 20 different channels, exporting data, and wrangling it into spreadsheets so you can compare performance. You’re exposing yourself to costly mistakes. The more manual work you have to do, the higher the risk of making a costly mistake and the less time you have for creative insight.

But now you have a choice. You don’t have to be a second class citizen in the app stores. We’ve built the data infrastructure you need and it’s affordable. With the Tenjin Platform you get your own Growth Data Infrastructure, a team of experts and a community to support you.

You can compete with the 623. With a level playing field, your app has a real shot at the title. You can focus on making creative user acquisition decisions, not grunt work. And your engineers can focus on making a killer app. And grow as a Marketing Scientist. If slicing and dicing data gets you excited, it’s a great time to be alive. We’re here to help you make the most of your smarts and your ambition. Data nerds unite, this is our time!

Think about that for a moment. There are over 2,000,000 apps in the app store. And just 623 developers are making all the money. It’s not an accident. It’s not luck. It’s not the illuminati.

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References

[1] Mobile games: leading but less lucrative. Deloitte. 2016.
[2] Most apps are zombies. Adjust. 2016.

The team behind Tenjin

We're a family and we'll make you a pro.

Legend has it that Tenjin was a Shinto Deity. He represents both the scholar and the poet. And we think you need a little of both to become a great Marketing Scientist.

We value long term relationships.

The paradox of a career in tech marketing, is that mastery takes time, but technology moves increasingly faster. The game may keep changing, but we want to be a consistent source of experience and support on your journey.

Our experienced team has your back.

Tenjin was originally created to scratch our own itch. Our team has extensive experience in the mobile marketing world and user acquisition, so we have a unique insight into your plight.

We’ll help you grow as a Marketing Scientist.

We want you to be the go-to-person in your company for mobile marketing expertise. We’ll teach you how to mine the depths of your data using the Tenjin platform. We also have regular training events to keep you in the loop about developing strategies.

And leverage the collective intelligence of the community.

By standardizing mobile marketing data, we’ve created an opportunity for everyone to get smarter. As a Tenjin member, you’re able to connect and share insights in the private Tenjin forums. You get to benefit from the experience of your peers, and you have the opportunity to share your own skills and become a star of the community yourself.

Christopher Farm
Christopher Farm
CEO

Head of Product at Playnomics
Lead Product Manager at Tapjoy
M&A at Microsoft
Investment Banking at Deutsche Bank

Amir Manji
Amir Manji
CTO

Engineering Manager at Tapjoy
Senior Software Engineer at Cardplayer
Software Engineer at Epic

Ricky Nguyen
Ricky Nguyen
Head of Data Engineering

Lead Data Systems Engineer at Childrens Hospital Los Angeles
Senior Software Engineer at Oracle

Henry Oh
Henry Oh
VP of Sales and Operations

Indie Prize Judge at Casual Connect
Founder at Conversations for Good
Advisor at Rainforest Connection
Director of BD and Strategic Initiatives at Animoca

Sunny Cha
Sunny Cha
Head of Marketing

Advisor at Rainforest Connection
Marketing at Gaming Insiders
Senior Manager of Marketing & Corporate Development at Animoca
Sales & Marketing Manager at Tapjoy

Matthaus Krzykowski
Matthaus Krzykowski
Platform Director

Founder & MD at Salisbury Ventures
CEO & Co-Founder at Xyo
Co-Founder at Priori Data
Co-Chairman at MobileBeat & MobileSummit by VentureBeat

Makoto Taguchi
Makoto Taguchi
Director of Success & Head of Asia Sales

User Acquisition Manager at KLab America
User Acquisition & Retention Strategist at DeNA
Software Integration Engineer at Nomura Research Institute

Christopher Nixon
Christopher Nixon
Senior Software Engineer

Software Engineer at Tapjoy
Software Engineer at Checkmate
Straight Cash at Desta

Brett Orlanski
Brett Orlanski
VP of BD & Revenue

GM at Aeria Games US
VP Business Development at Grow Mobile / Perion

Daniel Lee
Daniel Lee
Senior Software Engineer

Head of infrastructure at WeHeartIt
Senior Software Engineer at Kabam
Software Engineer at Tapjoy

Van Pham
Van Pham
Director of Engineering

Director of Engineering Manage.com
Engineering Manager Tapjoy
Software Engineer Yahoo!

Press and Releases

Selected coverage of our journey to provide growth data infrastructure to the world