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Measuring marketing metrics at scale with AWS Kinesis and Amazon Redshift

Client
TabTale
Industries

Data Analytics

Gaming

Location
Tel-Aviv
TabTale

TabTale creates fresh mobile content for everyone. With a rich and high-quality portfolio that includes original and licensed properties, we lovingly produce digital adventures that entertain, challenge, and engage people all over the world.

Recognized as a Top 10 Mobile Games Publisher by App Annie, TabTale apps have been downloaded over 2 billion times and repeatedly reach top ranks in the app stores. In the last 8 years, TabTale has established itself as a leading mobile game developer with operations in 7 countries.

The brief

TabTale’s marketing team needed a solution to effectively collect, securely store and conveniently analyze these digital marketing metrics so the team can make better decisions on how traffic acquisition and how the marketing budgets would be spent most effectively.

This solution uses Amazon Kinesis Streams and Amazon Kinesis Firehose to load streaming data into Amazon Kinesis Analytics. An Amazon Kinesis Analytics application filters and pre-aggregates the data, and puts it into Amazon Kinesis Firehose. Then, an Amazon Kinesis Firehose delivery stream delivers the analyzed data to various data stores for search, storage, or further analytics.

What we did

Like many Amazon Web Services (AWS) customers, TabTale uses streaming data to gain real-time insight into user’s activity and business trends. Streaming data, which is generated continuously from millions of data sources such as TabTale’s mobile or like in-game player activity, enrichment information from social networks, and telemetry from backend servers. This data helps TabTale to make well-informed decisions and proactively respond to changing business conditions.
Amazon Kinesis, a platform for streaming data on AWS, offers powerful services that make it easier to build data processing applications, load massive volumes of streaming data, and analyze it in real time.

This solution uses Amazon Kinesis Streams and Amazon Kinesis Firehose to load streaming data into Amazon Kinesis Analytics. An Amazon Kinesis Analytics application filters and pre-aggregates the data, and puts it into Amazon Kinesis Firehose. Then, an Amazon Kinesis Firehose delivery stream delivers the analyzed data to various data stores for search, storage, or further analytics.

TabTale is putting pre-aggregated data into an Amazon S3 bucket and an Amazon Redshift cluster as well as another Amazon Kinesis stream to be reused in other data pipelines. Finally, TabTale are using Amazon Athena to interactively analyze the collected data stored in Amazon S3 bucket.

The result

Improvement achieved as a result of this project is estimated at 15% which is equivalent to $700,000 of additional profit contribution per annum. The ROI of the project was achieved in under just first three months after the deployment.

Eran Heres

By implementing this project on AWS, we have saved about 15% of the digital media cost which is equivalent to $700,000 of additional profit contribution per annum.

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