Scaling growth with 1 single source of truth

OYO is a global platform that empowers entrepreneurs and small businesses who operate hotels and homes by providing them with full-stack technology products and services that increase revenue and ease operations; bringing easy-to-book, affordable, and trusted accommodation to customers around the world.

OYO offers 40+ integrated products and solutions to patrons who operate over 157,000 hotel and home storefronts in more than 35 countries including India and those in Europe and Southeast Asia, as of March 31, 2021. For more information, visit oyorooms.com

In 2017, OYO began scaling at a rapid pace with 10 million+ downloads and steady expansion, particularly internationally.

Today, their marketing team is made up of 3 big, separate teams who run the marketing for different regions.

We were looking for a solution that would inform and empower us about our marketing efforts. Even though we had a mature app (with millions of installs), we were finding it tricky to gather and visualize our paid marketing data. We needed to clearly see all the right metrics to effectively understand our spend and make the right growth optimizations.

We had had a few partners in the past but they were small scale and didn’t give us everything we needed”, said Rajat, which is when they began looking for a “mature partner” who could:
– Serve as a single source of truth for all our marketing activities.
– Manage our marketing analytics and provide up to date marketing information that could help to empower our marketers to optimize their campaigns better.

“We demoed all the companies in the industry looking for technical feasibility and commercial fit. Singular was the only one to check nearly all of our requirements. It gives us a perfect mix of technology that works alongside a personal relationship with a dedicated team.”

OYO has now been using Singular for over 5 years.
Rajat notes, “Singular enables us to attribute paid, social and cross-promoted installs and gives us the tools to fast and efficiently create reports with deep performance metrics.”

The OYO marketing team is made up of 3 separate regional teams, utilizes a complex marketing and tech stack, and needs to collect complex data for the entire marketing channel with cross-functional reporting at all levels of granularity. Singular powers all their marketing activities across the board.

“The crux and core functionality is the attribution that powers the entire marketing ecosystem for OYO. The additional functionality is secondary but critical to help to optimize our campaigns,” says Rajat. “All in all, we are running at an enormous scale and manage to run all through Singular across 35 different countries.”

It is difficult for OYO to quantify their success with Singular because “everything that happens with our performance marketing, happens through Singular.”
But OYO’s major qualitative wins with Singular have been:

– Faster decision making for planning and optimizing marketing spend
OYO invests a lot on acquiring new users and so, a major chunk of their investment goes towards different paid marketing channels. “Singular’s accurate, timely and actionable cross-platform analytics flow into our own databases and combine with our own internal analytics to help us make decisions faster, and grow our business.”

– Time saving to connect to external integrations
OYO integrates with a number of external partners. Singular’s system saves OYO the effort of integrating the partners in their app’s SDK and reducing the TAT for such integrations. “When we have to onboard a new partner, it’s simple to do through Singular and we save roughly 3 weeks of bandwidth and integration time of what it would take to do it alone.”

– Better acquire and retain customers with deep links
OYO creates and manages tracking links through Singular’s UI which helps them to run paid campaigns on affiliate channels. “The deep links are easy and intuitive to set up and add major value to our marketing ecosystem.”

“With companies like us who are dealing with a lot of data sources, it becomes very tedious to actually understand and filter data in a way that it can be combined in a consumable way for each person who has to handle and read this data. Singular saves us an enormous amount of time and raises our efficiency.”