REPLUG + Singular = Success for Bohemian Research

Bohemian Research is revolutionizing the market research industry by seamlessly blending cutting-edge AI technology with seasoned expertise. Their innovative approach combines quantitative surveys with in-depth follow-up conversations, delivering comprehensive insights that surpass traditional methods at competitive prices. Through their development arm, Bohemian AI, the company bridges the gap between academic research and business applications, optimizing computer vision and NLP solutions to help companies harness the full potential of AI in market research. This unique fusion of advanced technology and human insight enables Bohemian Research to provide clients with unparalleled depth and breadth of market intelligence, transforming the way businesses understand and respond to their markets.

The Bohemian founders began their advertising journey using Google Ad Words but as soon as they decided to expand, realized that they needed an MMP.

“When we surveyed the options available to us, most of the MMP capabilities across the board felt pretty standard. But with our vision of moving toward web, Singular’s cross-device attribution definitely stood out. We could see how this would help to futureproof our growth,” says Carlos Dreyfus, Bohemian Research co-founder.

When selecting Singular, Bohemian Research was working with an in-house marketer, who soon left the company. Carlos and his co-founder, Lucas, then began to look for an agency to support their marketing efforts, with the first step being to properly get Singular set up and running. “Replug was the no bullsh&*t option that made sense to us.”

Carlos explains that for any start-up, speed, and expertise are crucial for a growth trajectory. “I have a marketing background but no knowledge of mobile marketing. We could have hired a bunch of individuals to do the work but that would have meant additional ramp-up time. I was against hiring an agency until we realized it made so much sense to work with a team of experts who have done this many times over, with many different campaigns and types of companies, and can feed us their knowledge and expertise.

“With Lorenzo and Luca, there’s no fancy Powerpoints (we specifically told them we don’t want them). It’s all straight and to the point – results-driven. We get agility and we get expertise. It’s a no-brainer.”

When starting, Replug immediately settled into testing out Singular and working with the support team to get the tracking and reporting up and running correctly. It took around 5 weeks to ensure everything was as it should and the Replug and Bohemian teams were ready to dive in and start growing.

As an agency, Replug works with many MMPs. Lorenzo Rossi, co-founder at Replug, says that what they like about Singular is the ability to “really visualize the results, like ROAS, so we can understand the true worth of the users being acquired.
For example, if we see on Singular that day 1 ROAS is 50%, we understand where profitability will be on day 7 and day 28.”

Lorenzo adds that Singular’s dashboard customization capabilities have helped them to get a good view of exactly how their campaigns are performing. “We’ve built many dashboards within Singular, and are analyzing by channel, campaign, creative, etc. so that we control the views we see according to the KPIs we’re after.”
Carlos notes that owing to Bohemian’s needs, they have set up custom events to track things like unique users, number of times users perform certain actions, conversion rates, and so on. “We have so much more to explore,” says Lorenzo.

With their web app on the horizon, cross-device attribution is a critical consideration for the team and they’re happy that Singular simply handles it all for them.

While the Replug team relies on Singular for all their data analysis, Carlos and the Bohemian.ai team have an internal data infrastructure, Superset, and will be using Singular’s plug-and-play ETL to push the data there so they can build dashboards more specific to their needs for the BI team to work with.

With 100 campaigns running on Google in over 33 different countries, Carlos notes that he had been looking at the Google dashboard, but now that everything is running smoothly on Singular, Singular is their source of truth.

The analysis that they have been enable to make quickly led to an increase in spend on Google, TikTok and Moloco, and they have begun exploring expansion to additional channels. To ensure that everything is running smoothly, Replug has also set up a Singular Alert for their connectors, so that if anything breaks (as it tends to do on any MMP), he’s notified immediately and can fix it.

Lorenzo shared that soon after getting ramped up on Singular, the value really proved itself. They had been reviewing the data, and were seeing a dip in revenue, “of course the first thing you blame is marketing, right?” Lorenzo built a report through Singular that focused on the single-use conversion rate (looking at the user journey of download event, registration, and start a survey). They quickly saw that all the conversion rates across the funnel were fine, so the problem was not the quality of the acquired users. The problem was the number of times the user completed a survey, meaning their problem was a supply problem (not having enough surveys for the demand of their users). “These kinds of insights were not possible before Singular and being able to compare across channels, including organic, allowing for proper analysis.” He adds, “There are so many moving parts in our daily performance marketing analysis that Singular helps us to debug and clarify.

Lorenzo notes that working with Singular’s support and customer success teams has been a key driver in this relationship. “They are available to answer our questions quickly and work hard to solve anything that comes up efficiently.”

Carlos notes that the work flow between Replug and Singular makes the whole optimization process quick and agile. “We can make decisions, implement, test, and optimize so quickly today. When working with partners you just don’t want the fluff. You don’t need it. You need a product that works, a knowledgeable team, and the ability to move quickly. We have that.”

“Looking ahead, we’re going to be putting a lot of thought into where we see drops across countries, if those drops are organic, the balance between Android and iOS and eventually – web versus mobile,” says Carlos.

He adds that even though they plan on using Singular’s plug-and-play ETL to move their data into their internal database, Singular will continue to be their baseline source of truth and model.

Bohemian began as a tech company helping researchers to optimize their data collection while ensuring that users were monetized correctly for their efforts. As the company continues to rapidly expand, they plan to build an SDK where other publishers can integrate the Bohemian infrastructure into their own systems. “Systems like this already exist but they believe that with our probability expertise, we’ll perform better than most competitors, with a far wider reach globally.

They also plan to integrate new ways to do research based on machine learning, to make the process far smarter and more dynamic, with wider and deeper insight from the surveys at the end.
“It’s an exciting time and we have a lot of ideas,” says Carlos.

Are your user acquisition costs too high? Are you struggling to identify the right channels to scale your app? Is retention post-install too low? Is iOS 14+ users’ tracking giving you a headache and have you decided to shift your budget to Android?

With over 10+ years of experience in app marketing, our team has developed bullet-proof and bull$hit-free frameworks to help you navigate the complex mobile marketing landscape. Your app growth is our core objective, and our partners benefit from having an agency that focuses on actions and not words.

For more information, please visit www.rplg.io

Singular powers marketers to drive fast growth by uncovering accurate, granular, and timely ROAS insights with next-gen attribution and analytics. Leading marketing teams from Microsoft, Lessmore, LinkedIn, Rovio, AirBnB, Lyft, EA, Doordash and more, rely on Singular to get a complete view of their marketing performance and ROI. Singular is the solution to drive faster growth for your apps by combining mobile attribution with industry-leading cost aggregation, including thousands of integrations, easy set-up, accurate and flexible analytics, plus automatic loading directly into your BI tools.

For more information, please visit www.singular.net