Founded in November 2008, eureka manages the popular “Pairs”, an online dating service, and “Couples”, a communication app for couples. In 2014, they expanded from Japan to overseas subsidiaries in Taiwan and Singapore, and then joined the NY based InterActiveCorp (IAC) and its affiliated Match Group in 2015.
eureka’s initial growth was fueled by web advertising on both Facebook and Twitter. However, as their business and users increasingly moved to mobile apps, eureka needed to expand their growth capabilities to capitalize on this dynamic mobile opportunity.
eureka recognized that they needed a mobile-first solution to properly measure, attribute and improve their mobile app marketing efforts. With a more complex mobile funnel, eureka sought to acquire users with high rates of lower funnel conversion in a cost-effective manner.
Using AppsFlyer’s mobile attribution and marketing analytics, eureka’s marketing team began testing a wide variety of mobile ad networks and promotional channels. Using AppsFlyer’s universal SDK, eureka was able to add new ad networks and marketing partners by simply syncing their AppsFlyer data using pre-configured integrations. With just a few clicks they were up and running – no new SDKs and custom code needed. This allowed the team to test new networks with remarkable speed and efficiency.
By carefully monitoring the cost of each install and their subsequent funnel progress, eureka’s team optimized their media to deliver the optimal mix of quality and scale on both channel-specific, and user-specific cross-channel levels.
eureka enjoyed remarkable results from very early on. By optimizing their media buys based on their AppsFlyer data, eureka was able to improve the performance of their top media source (Facebook) dramatically, driving 2.5x more installs, 2.3x better loyalty and 80% higher revenue without substantially increasing their media spend. And this was just the start. As of January 2017, more than 5 million people in Japan and Taiwan enjoy the “Pairs” app, and over 32 million couples have explored their potential compatibility thanks to this platform eureka will continue to create a new culture around dating and marriage in Asia.