Once an app starts making money, developers spend less time improving the app and more time building elaborate data infrastructure to rationalize future business decisions.
App developers need to build these infrastructures because 3rd party business partners like ad networks, analytic services, and attribution systems work separately and store data in different formats. The 3rd parties don’t provide the developers with an easy way to standardize their business outputs and require developers to link everything together on their own.
This problem creates a rift in the app development ecosystem. The big developers can invest millions of dollars to standardize these 3rd party business formats, but the rest of the app developers are left in the dust.
Tenjin gives all app developers a standardized business infrastructure so they can focus on making great apps. Our system consolidates the need for using multiple business partners in analytics, attribution, aggregation, and data warehouse management. Tenjin will lower the barrier to market entry, reduce app developer costs for 3rd party services, and let developers focus more time on their apps.
I didn't know it at the time, but I saw this market need in 2011 when I met my co-founder at Tapjoy. Mobile app distribution was at its inflection point and was poised for rapid growth. (Below is a slide I used a year ago when projecting the mobile app explosion.)
In 2011 everything was just getting started. Tapjoy was one of the first ad networks on the scene and Facebook install ads didn’t exist yet. Over the next several years more ad networks flooded the mobile app industry with new distribution mechanisms. The rise of the networks forced a need for attribution systems to save money on double paying for installs. Eventually, the massive amount of attribution, ad network, and analytic data piled up and, as stated above, companies needed to wrangle this information internally to make sense of it all.
Game companies like Machine Zone flourished by investing millions into real-time synchronization of their marketing data, predictive layers, segmentation of their users, and quantification of every marketing question that they could get digital data for. Here’s a popular youtube video of Gabe telling marketers how they can quantify anything from digital data — in this case measuring “desire” and “risk” (skip to 34:45).
The companies that built this type of internal data infrastructure gained leverage to exploit profitable campaign CPIs. These massively profitable campaigns returned re-investable capital to accelerate their growth for more games and profit making software. That’s where we are today.
In today’s landscape, it’s really hard for an app developer to get any kind of user growth without paying a premium. Without data infrastructure, any budding app developer is at risk of getting left in the dust. Data infrastructure is a requirement more than ever.
Tenjin is here for those developers. We are setting out on a mission to democratize growth and marketing infrastructure for every app.