Tarentum Breakthroughs in Digital Marketing and LTV Optimization with Artiﬁcial Intelligence
If you have a digital product and want to get into global markets, you are faced with two challenges. The ﬁrst one is while your cost of acquiring a user is 1 USD for example, this amount can go up to 10, 20, or 50 USD when you start scaling. When you spend a 1000 USD budget for a campaign and you get users from 1 USD and you start to scale a little bit, you will face the problem that every technology company faces and you will see that your estimates are not keeping up. This happens because you start doing the tests on only one platform, and you cannot reach as many users as you want on a single ad network platform when you begin scaling. You need to scale simultaneously across multiple ad networks. The second challenge you’ll face is; artiﬁcial intelligence algorithms naturally show you the most relevant users when you start acquiring users, therefore you get users most eﬀectively and at minimum cost. However, you will no longer have the opportunity to advertise to the most relevant user group for your product when you scale and plan to reach millions. This is exactly where artiﬁcial intelligence can help you. For instance, if a user likes racing games, we don’t actually need artiﬁcial intelligence to show racing games to this user. However, ﬁnding the MMORPG game-loving user group among those who play racing games and showing them the right ad turns into an equation with many unknowns, as you can imagine, and artiﬁcial intelligence gets involved. Maybe you can say that there are already existing strong enough artiﬁcial intelligence-powered platforms of ad networks such as Facebook and Google. Of course, they exist, but the weakness of these networks is that they optimize within their own media inventories. Meaning that you can rely on them while advertising in a single ad network while increasing from 1000 to 100,000 users, but when reaching from 100,000 users to a million users, to gain the most optimal user in a single ad network, there may not be enough traﬃc in that user group. Moreover, even if there is enough traﬃc, you shouldn’t rule out the fact that you can gain not the cheapest but only the most optimal users from ad networks. Therefore, the multinetwork ad optimization issue occurs. Naturally, each ad network runs its own artiﬁcial intelligence on its platforms and optimizes both its revenue and that of advertisers. However, cross-network optimization appears as an unconsolidated issue. If you want to scale in global markets most optimally, you need powerful artiﬁcial intelligence solutions for cross-network marketing.
Artiﬁcial intelligence is ubiquitous nowadays, we can even talk about artiﬁcial intelligence when writing a formula in excel. However, when we talk about the world of technology, we are talking about solving problems that the human brain cannot aﬀord. Let’s look at the problem as follows; if you have a mobile application and you want it to grow in the Turkish market and 500,000 users will satisfy you, it is possible to achieve this manually. You can reach this goal with a good digital marketing team of 5 people. You can optimize your growth in many ad networks in Turkey with well-optimized campaigns and materials such as images and videos. However, when we increase it from one country to a hundred countries, it is impossible to do it completely manually. What’ll be the solution in this case, will you establish a digital marketing team of 500 people instead of 5 people?
The diﬀerence Tarentum has created is the multinetwork optimization. Tarentum oﬀers an artiﬁcial intelligence solution that works integrated with many networks such as Facebook, Google, Ironsource, and Applovin, and makes cross-network optimization in all geographies. There is an invaluable and powerful artiﬁcial intelligence technology, and at the same time, it is a tool that we call a convenience tool for digital marketing teams to manage their digital marketing campaigns very easily and get reports with a few clicks. Digital marketing teams use Tarentum’s UAhero not only to make campaign optimizations but also to easily track all their processes and draw reports. In this sense, UAhero is a solution that creates a great added value for the entire technology world. As you can imagine considering the added value of the product, it was not diﬃcult to make an investment decision.
We have talked about the value of the product for digital marketing optimizations and digital marketing campaign management. Another highly potent point of the product is LTV optimization. When we look at the whole technology world, we see that the aim is to maximize revenues. To maximize revenues, the ﬁrst thing that comes to mind is managing digital marketing costs and acquiring the cheapest users while scaling, especially globally. The second one is LTV optimization. While you may earn 33 cents from a user you gained for 30 cents, it is possible to earn 1.3
USD from a user you gained for 1 USD. Therefore, LTV optimization is another pillar of the business. Another dimension in LTV optimization is that while your LTV is 1.3
USD and you are focused on user acquisition for 1 USD, it might be possible for you to get an extra 300K, or 500K for 1.02 USD, which means a signiﬁcant increase in the company’s revenue in total. If you ask why Tarentum’s UAhero impressed us so much and why we are so excited, I can say that this product is a net money-saving product. Since Tarentum provides companies with much more revenue than the
service fee it receives, companies do not see it as an extra cost item, as an OPEX line when using it in their processes, because they actually share just a small portion of the revenue generated by using Tarentum’s product. In this sense, we believe that this product will be an important solution for companies that want to scale their mobile application globally. The gaming vertical is one of the ﬁrst to come to mind when we say global scaling with UAhero. UAhero is completely focused on this vertical at the moment, but this product developed by Tarentum is a tool that can be used for all kinds of mobile applications. From e-commerce to Instagram reporting tools, from digital content to ﬁnance applications, it can provide optimizations and increase companies’ proﬁts.
Tarentum also has another compelling optimization product for the energy sector called Wind Suite. However, we leave this topic for another blog post since our focus for this post is digital marketing and LTV optimization.
Wind Suite website: windsuite.com
UAhero website: uahero.ai
Tarentum AI Founders:
After his education at Robert College, he completed his undergraduate and master's degrees in Mathematics, Electrical and Electronics Engineering, Computer Science, and Management at MIT. He worked for companies such as Qualcomm and Intel for 22 years in the USA.
After his education at Robert College, he received his undergraduate education at Lafayette College and completed his master's at MIT. He worked for ExxonMobil and Accenture companies for 12 years in the USA.
After graduating from Purdue University, he worked as a software engineer in the USA.
Boğaziçi Ventures Partner & Board Member