The data behind marketing decisions.
I built the tool used by Luni's entire marketing team, from data collection systems to the interface. TinyBoard brought together revenue, advertising spend and App Store competitor analysis.
My role and technical decisions
Bringing revenue and spend together
Revenue came from Apple reports and later Google APIs. Spend from Meta Ads, Google Ads, TikTok Ads, Snapchat Ads, Search Ads and other platforms was unified by app, country and day, with drill-down from campaigns to creatives.
Exploring keywords and competitors
Crawling started with App Store search suggestions, then collected the top seven apps for each keyword. The team could explore a competitor's keywords or add competitors from a keyword. Search Ads tracking completed the tool, which began in 2018 when that channel played a major role in the business.














