Exclusive interview: ADJUST Portable Marketing Analytics Platform 1
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The latest report by ADJUST, a portable marketing analytics platform that offers solutions to measure and optimize mobile campaigns and protect user data, reveals trends in the portable world. We talked with Adjust Global Assistant Leader of Sales Seçkin Özcan about the development, present and future of the portable application and campaign market.

CHIP Online: Can you tell us a bit about Adjust and how did your journey begin in the technology department?

Seckin Ozcan: Adjust is the portable marketing analytics platform trusted by growth marketers worldwide, providing analytics to measure and optimize campaigns and protect user data. We work with more than 50,000 applications worldwide, from fintech to e-commerce, gaming and entertainment, and start-ups to large-scale enterprise companies.

One of the unique advantages of working with Adjust is that we offer attribution, analytics, automation and fraud prevention solutions in one platform – the only portable measurement partner (MMP) to do so. We have all the features marketers need to scale successfully, and we make it easy to add new capabilities as you scale.

Adjust’s Istanbul office was established in 2014 to manage MENA countries from a single center. Since then, the number of local employees of the company has increased 5 times in seven years.

I’m a computer engineer and I’ve been interested in portable applications and the portable industry for 13 years as long as the App Store exists. Now, as Adjust’s Executive Vice President of Global Sales, I am responsible for overseeing the company’s global go-to-market sales strategies. I have also been on the governing council of the Portable Marketing Association for five years.

CHIP Online: You just published a very recent 2021 Portable App Trends report. According to this report, fintech, gaming and e-commerce have been in an incredible uptrend in the last period. How do you read this development? What is the status of the portable application sector/usage globally and in Turkey?

Seckin Ozcan: App economics experienced tremendous growth in 2020, as people all over the world are recognizing the benefits of mobile in many aspects of their daily lives. Our report shows that portable app growth continues to accelerate globally in 2021.

After all episodes increased 50% year-on-year in 2020, app installs increased 31% year-on-year in the first quarter of 2021, while sessions increased 30% in 2020, 4%. increased by 5 more.

While application installs in Turkey increased by 24% on average in all segments from 2019 to 2020, sessions increased by 20% on average during the same period.

So far in 2021, uploads have increased by 9% from January-May 2020 compared to January-May 2021. And while the sessions are down 5% compared to January-May 2020 and mid-January-May of 2021, it seems bullish and less optimistic just because of the large increase in sessions we saw in mid-January-April last year.

CHIP Online: What would you like to say about the rise of Turkish game companies?

Seckin Ozcan: The Financial Times recently published an in-depth review of how Turkey became a tech president.

They discussed Zynga’s $1.8 billion acquisition of portable game developer Peak Games, Turkey’s first unicorn company, and how this sale truly put Turkey on the map as a foreign investment pioneer.

This field is indeed very exciting. With the huge shift in consumer behavior in 2020, no one has won more than portable games. Adjust’s own Portable App Trends 2021 Report reveals that gaming apps are hitting new heights in 2020, with a 43% increase in installs this year, notably hyper-journal. And Adjust’s Portable App Growth Report 2021 confirms that games are the fastest growing segment in the world.

CHIP Online: With the new iOS14 version, Apple came up with a team of rules that are very closely related to the portable advertising section. How will this affect the ecosystem?

Nadir Ozcan: More than four months have passed since the iOS 14 implied changes took effect, and actual data shows approval rates are well above the feared 10% level. So, the reality of what we’re seeing seems much more optimistic.

Based on the information we’ve seen, our assumption is that overall clearance rates will average 40% and may even trend up to 50% over time.

Adjust believes that communicating transparently about the cost of showing a willingness and sharing information to receive relevant ads helps the consumer make an informed decision. Rates will continue to rise as more apps warn and educate the user about the expense of relevant ads.

As a result, higher engagement rates will enable better understanding of KPIs, allowing advertisers to optimize more efficiently and leverage the tools at their disposal to create better, more personalized experiences. More importantly, being transparent with consumers will build faith and loyalty.

CHIP Online: What do you think are the 3 most valuable differences Adjsut has made in general?

Nadir Ozcan: The first is that Adjust is committed to preventing fraud, rather than simply detecting it, by developing tools that block scam attempts before associating campaigns. Many of our competitors are detecting fraud. But detection comes too late – the system is essentially infected, the information is actually stolen or corrupted, the fraud actually happened. Adjust takes action early in the process with filters that protect data.

And our commitment goes even further. We work with our customers and partners to find more appropriate anti-fraud solutions than ever before, and we use our knowledge and experience to benefit our entire ecosystem.

The second is Adjust’s automation solution, which offers tools to help app marketers automate their campaigns and segment their audiences. Adjsut is the only MMP that provides marketing automation with time-saving tools to manage bids and budgets while providing a single source of truth. Automating campaigns allows Adjust customers to focus on their strategy, be more creative, and digital analytics solve repetitive frustrations.

The third is our information centers for the special branch. Adjust is the only MMP that processes and stores data independently and does not take advantage of third-party cloud storage. While this model was initially costly, having our own information centers has benefited us generously and we share these cost savings with our customers. Our three global knowledge centers process more than 900 billion data points per month, providing tremendous flexibility in helping customers scale cost-effectively and confidently.

CHIP Online: How do you think the last 2 years have affected the branch? What changes do you see in user behavior and habits?

Nadir Ozcan: As much as the pandemic has changed people’s daily lives, it has also changed the way they use apps. This is most evidenced by the huge increase in uploads and sessions we saw during the first quarantine period of March 2020. What we’re seeing in 2021 as restrictions ease is that uploads and sessions continue to increase overall.

This shows that many users who turned to portable devices during the pandemic are sticking with the applications they discovered, and the industry has done an impeccable job of presenting itself as a digital solution that can only be applied to many daily tasks and entertainment destinations. However, as a sustainable, long-term alternative (payments, banking, health and fitness, shopping, etc.) we consider this, the consumer habits, the young population with access to technology, and the access to 3G portable internet, the fact that mobile in Turkey has grown tremendously from year to year. a fact.

CHIP Online: How do you think companies/brands should take advantage of this technology to grow their businesses, what should they do?

Nadir Ozcan: Marketers need accurate data to grow and scale their apps, and time-saving tools that connect the midpoints of ad campaigns and app growth so they can refine, improve and increase ROI.

When they don’t, they won’t be able to make conscious decisions, identify their most efficient users, or focus their efforts on the real stuff. We created Adjust to empower mobile marketers with secure insights and built-in automation that help them create more successful campaigns, improve mid-platform user journeys, and drive app growth.

CHIP Online: What do you foresee about the 2021-2022 marketing world? How will technology change this world?

Seckin Ozcan: The world of marketing continues to improve itself every year. Actually, there are two valuable points here, data and creativity. These two factors are very compatible with each other. With the development of technology, the quality of information from the way it is collected to the way it is processed increases, and thanks to this increased quality, much more creative ideas emerge.

When you combine accurate data with creativity, very nice campaigns emerge. In this way, much smarter work is done. And when you automate these smart jobs and streamline operations, groups have a lot more time for creativity, which puts them on the remarketing world and keeps them on track.

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