Exclusive Interview with Ajit Pawar, Director of Partnerships, APAC, Adjust

Mobile marketing is a multi-channel online marketing technique focused on reaching a specific audience on their smartphones, feature phones, tablets, or any other related devices through websites, E-mail, SMS and MMS, social media, or mobile applications. Adjust is the mobile marketing analytics platform trusted by growth-driven marketers around the world. One of the unique benefits of working with Adjust is its offering of attribution, analytics, automation, and fraud prevention solutions on one platform. Analytics Insight has engaged in an exclusive interview with Ajit Pawar, Director of Partnerships, APAC, Adjust.

Kindly brief us about the company, its specialization, and the services that your company offers.

Adjust is the mobile marketing analytics platform trusted by growth-driven marketers around the world. One of the unique benefits of working with Adjust is our offering of attribution, analytics, automation, and fraud prevention solutions on one platform. We have all the features marketers need to successfully scale, and make it easy for them to add new capabilities as they grow.

At our core, we help apps connect the dots between ad campaigns and marketing results by analyzing numerous identifiers to recognize legitimate users across touchpoints. When marketers have accurate data and time-saving tools, they can refine, improve, and grow ROI. When they don't, they can't make informed decisions, identify their best users, or focus their ad spend on campaigns that deliver results.,

What is your biggest USP that differentiates the company from competitors?

One of the unique benefits of working with Adjust is that we offer attribution, analytics, automation, and fraud prevention solutions on one platform — we're the only mobile measurement partner (MMP) to do so. Adjust has all the features marketers need to successfully scale, making it easy to add new capabilities as they grow. In addition to our leading measurement and analytics solutions, Adjust is the only MMP to provide a solution that fully automates campaign management; other MMPs have to send data to another platform with a third-party integration to automate campaigns.

The Adjust Fraud Prevention Suite is the only solution that comprehensively and proactively prevents mobile ad fraud from draining your budgets and ruining your data sets. FPS rejects mobile ad fraud in real-time so that you don't have to worry about fraudsters looking to rob you blind.

Adjust is also the only MMP with a robust subscription measurement solution to track an app's entire subscription funnel in one place — increasing lifetime value (LTV), ROI and converting more users into paying customers. Adjust also offers four levels of measurement granularity allowing marketers to discover which ads delivered their best users by drilling down to the creative level with our measurement tools.

Our most recent product launch — Connected TV Ad to Mobile Measurement — highlights Adjust's commitment to making cross-device advertising measurable. Adjust is one of the only MMPs in the market to offer holistic Connected TV (CTV) and Over The Top (OTT) campaign measurement — encompassing both CTV ad to CTV app and CTV ad to mobile app measurement.

Our industry-leading CTV to mobile solution gives marketers the ability to measure campaigns running on CTV devices — cross-device — to installs and post-install events occurring on apps. Advertisers can now gain a holistic view of their marketing mix, determine the exact role of CTV in their user journeys, and directly compare across their mobile and CTV channels.

A global support team who's there when you need them – We are truly your global partner with our Help Center and support services offered in ten languages with teams spread across our sixteen offices on five continents.

Please brief us about the products/services/solutions you provide to your customers and how do they get value out of it

Adjust's comprehensive analytics platform makes mobile marketing smarter, easier, and more secure with solutions that cut through the haze to illuminate an optimization strategy that takes marketing dollars further. Our products and solutions are grouped into three main feature pillars.

MEASURE: With mobile app attribution, marketers can match new users with the mobile ads they clicked on – enabling them to calculate their ROI and spend more wisely.  App Analytics enables marketers to make smart decisions and customize reporting to deep dive into user behavior with user-level reporting.

AUTOMATE: Adjust's campaign automation tools allow marketers to change bids and budgets; set dynamic rules that increase bids or pause campaigns based on performance, and in-depth reporting using a single platform. With campaign automation, marketers can get hours of their day back, reduce manual errors, and save marketing dollars while increasing ROI.

PROTECT: Adjust'sFraud Prevention solution -keeps customer budgets secure by protecting them from ad fraud.

For app marketers to maximize growth and retention opportunities, they need the best analytics and measurement tools. In order to drive their brands' growth, Adjust gives them the ultimate insights. With our platform, marketing professionals can easily understand their performance across channels, protect themselves from fraud, and create and manage sophisticated campaigns.

What are the key trends driving the growth in mobile marketing analytics

• Podcasts will see huge growth in mobile ad spend in 2022
• CTV/OTT subscription overload will create opportunities for more free channels, inviting a lot more advertising
• E-commerce is going to see a huge shift from digital to mobile
• The future of measurement will leverage aggregated data-driven by machine learning, built on transparency and trust
• The move from banking apps to banking lifestyle or "super apps"

What are some of the challenges faced by your company today?

• Data privacy is a challenge that's industry-wide, but it's also an opportunity.

Adjust understands that privacy is the way of the future, and as innovation progresses, so do user privacy issues. Scrutiny and regulation will only continue.

Our aim is to act in the best interest of users and customers, and we have always placed trust and transparency at the forefront. This is why we've invested in new methodologies and strategies to deliver the most value with aggregated (vs. user-level) data that is safe to leverage for insights.

Changes will continue to come; that's a constant. To help our clients navigate these changes and continue to grow, we have to be constantly innovating and evolving as they happen.

• Which industry verticals are you currently focusing on? And what is your go-to-market strategy for the same?

In India, we are currently focused on Gaming (RMG, Hyper casual), and in non-gaming categories its verticals like Fintech, Edtech, Entertainment.

GTM strategy is to introduce Indian marketers to some of our unique offerings like CTV Measurement, Subscription Tracking & Marketing Automation (which other MMPs are not able to cater).

• Would you like to highlight a few use cases where analytics has benefitted the organization tremendously?

• Duolingo's journey with Adjust enabled a restrategizing of how they work with user acquisition and measurement, which packaged together meant aswathe of actionable insights and measurable results.Using Measure, their day 7 retention and LTV improved drastically, as they were able to understand the metrics at the acquisition level – without Adjust, there was no attribution to an actual media source

https://www.adjust.com/resources/case-studies/duolingo/

• An example of an Adjust client who is using Automation to improve performance, while freeing up time to focus on creative optimization, is Coda – a big hyper-casual game developer from London. Their Chief Operating Officer Andrew French has described automation as being the "heart of our business" – a single source of truth for all of their data. It allows them to focus on making games and bringing them to market.

https://www.adjust.com/resources/videos/coda-on-automation/

• By leveraging Adjust Fraud Prevention Suite, monobank – one of the world's fastest-growing banks was able to increase campaign optimization accuracy with clean, reliable data that allowed them to make more confident decisions while blocking all suspicious fraudulent behavior coming from different marketing campaigns.

https://www.adjust.com/resources/case-studies/monobank/