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Tag: Swaarm

  • Swaarm MMP launched: To provide transparent and privacy-focused martech tracking

    Swaarm MMP launched: To provide transparent and privacy-focused martech tracking

    Mumbai: Swaarm, a leading global performance-based marketing platform, announced the expansion of its products suite with the  launch of ‘Swaarm MMP’- a one-stop attribution and marketing analytics platform that provides a transparent and privacy-focused tracking solution for advertisers to manage partners, attribute users, and gain data-driven insights through automation for optimal decision-making and scalability.

    As a next-generation platform, Swaarm MMP is the first of its kind all-in-one platform enabling mobile marketers  to attribute users, measure and grow their apps, manage partners, and gain full insights into real consumer behavior. Powered by Swaarm’s highest level of automation, it ultimately allows them to make data-driven actionable decisions and scale their apps at the most affordable price point.  

    Swaarm MMP: Cutting-edge technology at marketers’ fingertips

    1.  It allows marketers everything that they’d need, to manage their partners directly from one measurement platform without the involvement of a third-party solution. They can not only easily manage their partner’s campaigns, access, payouts, and budgets but also optimize campaigns and in accordance adjust partner payouts and budgets. Additionally marketers can undertake comparative evaluation of paid marketing KPIs to organic metrics; track partner payments and communicate with them directly via a single platform.

    2.  As the industry first, Swaarm MMP’s codeless event tracking allows marketers to monitor any action in the app with a click of a button. This in turn enables a brand’s product and tech teams to focus on creating the best version of their app as against spending time on non-essential integrations.

    3.  The platform allows marketers to maximize campaign success with its transparent tracking technology. They can track events and analyze pertinent data thereby unlocking valuable insights for effective decision-making. Additionally, they can make use of advanced and transparent fraud detection technology that can be tailored to their domain and use case.

    4.  It is the most affordable MMP offering in the market resting on Swaarm’s proprietary infrastructure built from the ground up.

    Swaarm’s MMP can be used across all geographies, all app verticals and with all kinds of partners from social, search to affiliate. Swaarm can help app developers benchmark their paid user acquisition efforts against their organic growth and accordingly and automatically take action to optimize the paid campaigns. Swaarm MMP is designed and engineered to cover all the needs of app developers from measurement to analytics, from reporting to optimizing and at the same time making the integration a breeze.

    Swaarm co-founder and CEO Yogeeta Chainani says, “Given the acute growth in the App market in the past years and the projected annual growth rate (CAGR) of 12 per cent in India alone, there is a rising need for platforms that can help app marketers grow their user base, understand their user journeys and unlock valuable insights from this data. Swaarm’s MMP platform provides a one stop solution for app developers and marketers to help achieve all this and more, while keeping our core values of privacy, transparency and automation at heart.”

    Swaarm CTO & co-founder Alexandru Dumitru further adds, “Swaarm’s MMP platform offers the first real-time code-less tracking solution for app companies, combining attribution and product analytics in a state of the art SaaS platform. User Acquisition and Product specialists will be able to measure the impact of their actions in real time without relying on the slow process of updating the app in the store thereby making small to medium companies more competitive in the app market.”

    Swaarm led the mobile advertising industry by introducing the Advanced Privacy Suite (APS), the industry’s first complete solution that helps navigating privacy without sacrificing performance measurement and advertising functionality, iOS 14-compliant attribution chain methodology, Privacy Enabled Attribution (PEA Chain). The company launched “Explorer,” an analytics tool that gives marketers requisite insights to enhance the efficiency of their operations.

     

  • GUEST ARTICLE: Performance based tracking platforms are ensuring customer centricity and empowering them to grow their business at scale

    GUEST ARTICLE: Performance based tracking platforms are ensuring customer centricity and empowering them to grow their business at scale

    Mumbai: Across geographies, the performance marketing ecosystem is constantly growing and has become more complex over time. It has witnessed fast-tracked growth on the sidelines of both the rise of SaaS platforms and the popularity of affiliate networks. According to Emarketer, total digital ad spending is projected to reach $526.17 billion by 2024, up from $332.84 billion in 2020. The onset of the pandemic made businesses take notice of monetary resource allocation like never before. As a result, in the post-pandemic era, new age tracking platforms enable businesses to make data-driven decisions and scale their operations at the most competitive price points. All this has been made possible by offering the highest level of automation, which continues to empower companies and ventures of all sizes with the tools they need to stay competitive and scale their business.

    Need for tracking platforms to put customers at the centre of all of their actions

    The current market offerings provide limited data insights and require substantial manual work. There are still ample numbers of cases where account managers spend a large extent of their working time conducting repetitive tasks such as approving offers, notifying clients, or creating Excel tables to derive insights. Performance tracking platforms need to listen to customer feedback and, based on that, build their technology stack. Equally important is to remember that every client has different needs and requirements, and they need to be provided with tools so that marketers can successfully measure and optimise campaigns at an affordable price.

    Understanding the four key ways of demonstrating customer centricity and its impact on business growth.

    Never before has it been more important for performance tracking platforms to give customers the freedom to adapt technology to their needs while also reacting to post-pandemic changing environments. This includes modifying, filtering, and enhancing events in real-time.

    Businesses should be given a broad range of tools instead of a one-size-fits-all solution. At the same time, providing clients with full control over their traffic to prevent fraud is indeed the need of the hour.

    Clients should have all their marketing needs in one platform. Automation is key to streamlining processes and giving clients more time to focus on high-value tasks that will grow their business.

    In this regard, performance tracking networks should make critical analytics consistently available on a marketer’s dashboard, making it easier and faster to view performance and take action when necessary. By ensuring customer data reliability through the platform’s comprehensive data display, tracking networks can enable agency partners to have all their data accessible from a single dashboard. They should provide customers with real-time information and innovative automation to give customers time to focus on analytics, strategy, and scaling their business.

    Tracking platforms should strive towards putting customer value at the centre of all of their actions. It is imperative to understand the needs of every customer in order to derive the potential value that they can expect from using the tracking platform.

    Last but not the least, right from onboarding to daily operations, offering customer support services at the highest standard is just as important as the innovative tools and technology that help businesses to scale. These are two sides of the same coin: the innovative technology needed to help businesses scale, and a support service that helps them get the most out of a tracking platform. The onboarding process should be personalised for each client, ensuring that they get the most out of the platform’s innovative tools. Separate dedicated onboarding sessions play a crucial role in helping customers get familiar with their way around the tool from the very beginning. Once clients get familiar with the tool, focus should be put on understanding their use cases to help reiterate key features (such as the automation engine and optimization features) that set the chosen platform apart from other market players. Providing short explainer videos that directly showcase certain features—from how to set them up to refining them for a client’s specific purposes and more – is yet another useful route.

    Time and again, it has been proven that a customer-centric approach empowers marketers to scale their companies, resulting in satisfied customers. If tracking platforms can continue to focus on innovating reliable technology while also putting in place excellent customer service, they can certainly help in accelerating their clients’ business growth.

    The author of this article is Yogeeta Chainani, co-founder & chief executive officer (CEO), Swaarm.

  • GUEST COLUMN: Streamlining performance marketing via automation is must in post-pandemic era

    GUEST COLUMN: Streamlining performance marketing via automation is must in post-pandemic era

    Mumbai: The Covid-19 pandemic altered how we live and work in ways that will redefine our behavior even after its effects subside. As of today, businesses are still continuing to rapidly deploy digital and automation technologies which in turn are putting trends (previously progressing at a slower pace) on a fast-track mode. The marketing automation software market poised to grow at 8.55 per cent is slated to unlock a market capitalisation of $6.4 billion by 2024 (Source- Marketing Automation Market by Component-Software, Services). While over 51 per cent of businesses are already using marketing automation, over 58 per cent of companies have plans of adopting it (Source- Emailmonday).

    Across advanced economies, the dynamics of these changes, whether in business models, operations or consumer behavior will continue this year but not with the same intensity as witnessed in 2020 or 2021. Against such a scenario, a lot of businesses are stretched for margins. Therefore, the best utilisation of resources for them is to focus on growing their businesses by having their employees focus on tasks that are oriented towards value-creation. Using automation to replace all the man-hours put into repetitive manual processes will be their arsenal!

    This year marketers in India are channeling their energies towards generating distinct, value-added user experiences and making user engagement even more connected for consumers who are always online. Digital marketers in India should look to leverage automation in five important ways to make their performance marketing strategies more efficient and scalable.

    Offer testing

    Nobody wants to send traffic to an inactive offer or to spend money on users that are not going to yield any return. Offer testing can save both time and cost for advertisers and publishers. By identifying broken links, corrective measures can be taken in a timely manner to make the most of the efforts. This saves hours and hours of advertising operations along with manual back and forth communication to solve an issue, which can be identified by an automated tool within seconds. Some of the leading performance marketing management platforms offer testing as an inbuilt part, where all the actions from creating a new offer to promoting them to your partners can be validated by the system upon the user’s choice.

    Data-driven campaign optimisation

    The next key lever typically in the hands of marketers to pull when it comes to optimizing their digital marketing campaigns is audience targeting. They should focus on effectively targeting their audience based on geolocation, device, traffic type, carriers, interests, and other custom data. Performance marketing solutions with automated audience targeting can reduce the amount of manual work and cost based on rules set by the marketers. Additionally, they can set rules that determine which ads are distributed to the publisher partners to best match the audiences targeted using advanced machine learning algorithms. This means that companies can use granular targeting options manually and also use a platform’s recommendation tool, powered by machine learning, to suggest the right advert for the right user, thereby increasing the ROI for the advertiser and profitability for businesses.

    Automated insights

    While the first-generation campaign management tools only provide limited data insights and still require substantial manual work processes, the next-generation solutions are integrating more sophisticated data science tools. Digital marketers can partner with performance marketing management platforms which can lend them greater accessibility to performance metrics. This in turn will allow marketers and partners to see tracking and revenue numbers in real-time. Further, today’s data science tools can automatically discover patterns, trends, and business opportunities in the given data sets, so that marketers can further optimize their performance marketing efforts. Business users can query billions of real-time events in seconds with just drag and drop actions and marketers can identify patterns in traffic across a business with just a few clicks. Many global martech platforms are offering these directly with zero setup and no third-party fees and integration pains.

    Automatic offer approval

    Affiliate or partner marketing is unique from other digital advertising channels (like search or social media) in the way that the marketer must distribute and accept offers with the partner for referring potential customers. It’s a process that is until today manual and archaic in the digital marketing age. Fortunately, automation now enables importing, creating, and accepting offers from a vast number of integrated partners based on predefined rules, thereby saving tons of time and resources. When it comes to taking any action with automation, marketers should look at partnering with those martech platforms which allow them to configure the rule to their needs. Flexibility is a key ingredient for automation to succeed and their martech platforms should empower them to set up their processes with dos and don’ts and let the platform handle the rest while they can focus on other value-adding tasks.

    Automated client notifications

    Another big part of the partner marketing domain is keeping all partners informed of all the changes that might be happening on an offer. Communicating this information to the partner in real-time can be a bit of a challenge. With automation, all of this can be handled with a click of a button. An industry-wide innovation like ‘Smart Triggers’ helps identify your partners and the contacts, write an appropriate text for the update, and all marketers need to do is schedule it.

    Performance marketing is made even more effective by automation. To really hit business goals, it’s important to build campaigns strategically—choose the right platforms, advertising formats, and optimisation goals, focus on the right audience, and, of course, create campaigns that will resonate with the target audience. Automation is the key to scaling and achieving these goals.

    (About Author: Yogeeta Chainani co-founded Swaarm, in September 2020. As the CEO of Swaarm, Yogeeta drives product innovation and human resources along with spearheading business development in India and other global geographies for her company.)