Known to the app world for its monetization monitoring & workflow enablement platform, oolo is now making waves with the release of its flagship UA product. The new release extends oolo’s automated data review and interpretation capabilities to user acquisition efforts.
If, for example, there’s an abnormal drop/spike in installs (discounting seasonality and natural “noise”), oolo will immediately detect it and alert the relevant manager — pinpointing the specific sources and creatives responsible. In this way, oolo keeps a constant and mindful eye on all your key metrics for all dimensions and campaigns — including CPI, SOV, Spend, CTR, CVR, ROAS (from D0 to D60), ROI, ARPU, and more.
For oolo, the move into the UA space was a long-time coming. oolo CEO Yuval Brener explains:
“UA and monetization represent two sides of the same coin. Yet most app businesses have operationally divorced the two. It’s understandable in narrow tactical terms, but when you zoom out and look at the business strategically, it’s counterproductive and actually a real missed opportunity. As an industry, it’s time we change that. As a company, oolo is really excited to play a leading role in the transformation. It’s always been a key part of our masterplan.”
Brener touches on an important point. The relationship between UA and monetization is hugely complex and entangled. Without UA, there’s no monetization. And yet without monetization, there’s no industry — and ultimately no drive to bring in new users.
At the same time, when you look at the teams pushing each side of this equation, it’s as though nothing is connected. It’s not just that MMPs, and mediation platforms aren’t integrated — they don’t even talk to each other, let alone play nicely together. So we work with silos. At best, we’re doing double work — slowing problem detection and opportunity realization. At worst, it’s the right hand taking from the left.
The point underscores one of the more interesting business dilemmas facing app publishers. What do you do when your greatest asset — your data — becomes your greatest liability? Growth teams live and die with their data. Every new insight, every A/B test, every issue detected — all vital instructions for improvement. But when those instructions are hidden or disguised, growth managers risk spending their days on wild-goose chases, looking for any breadcrumb to follow while missing others.
For many app businesses, it’s a familiar damned if you do, damned if you don’t dilemma. And while companies do their best to strike the right balance — keeping an eye on the usual suspects and only drilling down when there’s reasonable cause — it doesn’t really solve the problem. Time is still routinely wasted and issues are still routinely missed. oolo says it solves this problem with automated end-to-end and context-aware data monitoring.
According to the oolo, incorporating UA optimization into their smart monitoring framework shrinks the operational stack, streamlines workflows, and improves human productivity for its users. DualCat Co-Founder Gary Cohen agrees. “As a fully-integrated studio, we need to be efficient on every aspect. Our growth team — responsible for UA, IAA, IAP, engagement, and retention — can’t afford to spend whole days looking at numbers and pouring over reports. Thanks to oolo, our team is always moving and acting quickly — never wasting time and without missing anything that matters.”
Cohen continues,”With UA under the same roof as monetization, oolo has all our monitoring needs covered — so we can spend our days doing rather than digging.”
Asked how the system is used, Brener paints a simple picture, “We constantly scan your data sources so that you don’t have to engage in tedious top-down or bottom-up manual reviews. Our goal is to reduce the need for manual monitoring down to near zero. Whether it’s a large revenue discrepancy coming from one of your waterfalls or a decrease in D0 ROAS for a given campaign due to a new “low quality” install source — we’ll see it and surface it in a simple and easy-to-action way.”
With its new offering, oolo intends to bridge the gap for growth teams — breaking down silos, unifying (MMP and mediation) data streams, and automatically delivering intelligent insights — on time and primed for follow up. The promise is clear to see. With UA and monetization sharing the same data-based frame of reference and a common language, they can finally stop playing catch up and start working in a complementary manner. At the end of the day, that should be something we can all get behind.
You can learn more about oolo by visiting their website or scheduling a meeting with one of their representatives.