Here at Tenjin, Yelp has become practically indispensable to our daily lives. Whether it’s searching for a great place to grab a bite to eat or leaving a positive review when we discover a new favorite watering hole, we have long been huge fans of the Yelp service. So naturally, we were thrilled when the company chose Tenjin to help grow its mobile app.
Founded in San Francisco in 2004, Yelp’s mission is to connect people with great local businesses. The service has since expanded to include major metros across 32 countries, and to date more than 100 million reviews have been posted to the service, making it the leading local guide for real word-of-mouth on everything from boutiques and mechanics to restaurants and dentists. In the second quarter of 2016, approximately 23 million unique devices accessed Yelp via the Yelp app.
Yelp’s User Acquisition team was looking for a solution to help take the manual labor out of consolidating all of the spend data from its mobile app install campaigns and getting it into Tableau, its data warehouse. At the time, the company was importing all of its spend data manually -- a cumbersome process that required a lot of time to complete each week and was subject to human error.
Yelp relied on Tenjin’s DataVault to get direct access to the user-level data from all of its app install campaigns and port it straight into Tableau. DataVault processes the data seamlessly and quickly -- a critical factor given Yelp’s propensity for optimizing campaigns on the fly. At the same time, Yelp also made use of unique Tenjin features such as its Email Alerts, which notify the company of any sudden changes or anomalies in campaign performance.
Tenjin’s DataVault enabled Yelp to map aggregate campaign ad spend data to user-level device data seamlessly and automatically, providing Yelp’s UA team with valuable insights into the ROI of their campaigns. Understanding campaign performance down to the user level, Yelp could optimize the performance much more effectively than before. The company also saved a significant amount of time and resources by eliminating the manual labor previously required.
“Tenjin makes it really easy for us to get the data that we want, in the format that we need, so that we can make faster, smarter decisions to optimize our app marketing campaigns,” said Suna Leloglu, Yelp’s user acquisition lead. “The Tenjin team was very committed and provided us with an exceptional level of support, even building new features into the platform to suit our needs. They also worked closely with us to ensure 100% data quality, earning our complete trust and gratitude.”