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Episode Info: Ted Krantz App Annie CEO : We’re taking our domain as the industry standard for market data on mobile, and marrying that with first party data. So that you have insights into your own performance on the advertising side, both ad spend and monetization. So you have the full footprint of mobile performance. Then what we’re doing is we’re moving from metrics that we do traditionally like downloads, revenue, monthly active users, daily active users; to strategic C-Suite metrics that we can now calculate with these two datasets … that get us to customer acquisition costs, lifetime value, return on ad spend. This is a completely different game changing equation that gets us from an element of sometimes mission critical with some accounts and not so much with others … to ‘No, we’re mission critical for everyone!’. Stephen Cummins: Welcome to 14 minutes of SaaS! The show where you can listen to the stories and opinions of founders of the world’s most remarkable SaaS scale-ups! This is episode 116 of 14 Minutes of SaaS, the second of 3 episodes where I chat with Ted Krantz, CEO of App Annie. This episode’s discussion is all about Ted’s transition into businesses built around mobile data and marketing – and his personal migration from enterprise SaaS businesses to DaaS; Data-as-a-Service Stephen Cummins:  Now around 2012 I think it was …  you moved into Kenshoo.. Ted Krantz: Kenshoo, yeah. Stephen Cummins:  Which is kinda media and digital marketing if I’m right? Ted Krantz: You are. Stephen Cummins:  So moving into media and digital marketing, but then also having kinds of delivery teams, service teams, marketing … even though you would have been involved with marketing and in the sales role. But having a plethora of responsibilities and moving into a fundamentally different domain, you know, how much of a learning curve was that for your years at Kenshoo? Ted Krantz: It was pretty substantial. Digital marketing is kind of an entity all in of itself and established in the digital realm. Kenshoo’s the market leader even still today for bid management. Unfortunately, it has to compete with Google and DS3 and Facebook Power Editor …  but it has an Amazon play too. And when I got into that opportunity … it’s a Sequoia backed play and market leader as well. But like you said, the deployment of that technology was very different. You had a pretty intensive on-boarding process to get that technology working the right way. Billions of dollars going through that platform! That’s the thing from the bid management perspective I don’t think most people appreciate. Stephen Cummins: Yes. Yes. Ted Krantz: All those dollars are flowing through those bid management tools and the execution is mission critical. If there’s something wrong with the software … if you’re down, they’re losing dollars. So it is a 24X7, mission critical, 911 arena to operate in. So that was different. Stephen Cummins: Wow. Ted Krantz: The othe...
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