TUNE CEO calls for transparency in mobile marketing, announces exciting new products to support the industry

Becky Doles

peter hamilton tune

It’s tough to follow a full-on musical number to kick off Postback each year, but it’s a challenge we relish. In years past, we’ve unveiled new products, features — and heck — even company names during the Postback opening keynote. This year was no different. Here are a few of the highlights from TUNE CEO Peter Hamilton’s opening keynote.

1. We operate on two core beliefs about marketing

When it comes down to it, everything we build comes from two key principles.

The first is that all marketing should be measured on performance.

“This might seem like an obvious one,” Hamilton said. “But, most of marketing is still not measured. Whether we’re talking about TV and out-of-home, is beside the point. Even most digital advertising is bought on programmatic, based on impressions and clicks and in display and not judged on engagement, return, or revenue. Marketing must be measured on the impact that it has.”

The second belief is all that all marketing should be transparent. Which leads us to…

2. Announcing the first Fraud Prevention Solution aiding marketers AND ad partners

“One of the biggest risks mobile marketers face today is ad fraud,” said Hamilton. “To reduce fraud risk, you need to understand fraud across the ecosystem and at a deep granular level. Today, most third-party tools attempt to tackle fraud from only one angle — the marketer’s side. While one-sided tools can help reduce short-term costs, they do nothing to prevent fraud more systemically.”

He went on to say, “These black-box solutions don’t show you what’s behind the curtain. They don’t explain what has actually happened. This makes for a hostile conversation between a marketer and a partner because they have a tool that says “fraud, fraud, fraud” which they use to scream at the partner and blame for not providing good quality. But it’s not always based on facts — on good data. It makes working together next to impossible. That is why early this morning we released our new Fraud Prevention Solution.”

3. And TUNE People Service the first people-centric (not channel-centric) marketing platform

TUNE’s People Service addresses a growing issue marketers face today — understanding the many actions a person takes when interacting with advertising across the web, apps, devices, and in-store locations. Most marketing tools only store unique identifier data associated with a device once a user interacts with a mobile ad. But when that same person uses multiple devices, apps, and the web to view and interact with mobile ads, tracking individual device IDs returns a litany of disconnected data. This issue becomes more pronounced once complex location-based information, like in-store beacon and geofence data, is added. Over the past 18 months, TUNE has worked to completely reframe the way marketers measure their data — making it people-centric, instead of device- or channel-centric.

“This seems obvious, yet nearly every attribution platform and measurement partner still sits on a database that device oriented. Each row in the database is a device, and not a person. It makes pulling together the devices and platforms a person uses to engage really difficult, and it makes connecting that data to a crm or pairing it with demographic data extremely complicated,” said Hamilton. “That’s why we spent the last 18 months rebuilding our entire database architecture to support a people-centric model.”

4. Say hello to tunebot, the first chatbot for mobile marketers

Hamilton even introduced tunebot, the first chatbot for marketers. As the only interactive ROAS bot on the market, the Multiverse tunebot allows marketers to directly interact with their Multiverse reporting data from within their Slack chat session. Based on the user’s questions, the Multiverse bot will query the user’s Multiverse reporting data, generate the appropriate insights, and send messages back to the user with the results. This saves the marketer from having to run a full report in the Multiverse web app each time they’re looking for a specific metric. With the tunebot, the desired information is delivered to the user within seconds.

Seeing is believing

We saved the rest of the highlights for the keynote. Watch the full video to hear all of the big announcements, then tell us in the comments below — which one are you most excited about?

Becky Doles

Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.

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