Death to Excel; Long Live Pivot Tables!

Kenton Purdy
by Kenton Purdy 24 Mar, 2017

Mobile attribution and data analytics company AppsFlyer has released a new reporting interface that should reduce marketers' need for offline tools like Microsoft Excel.

The new drag-and-drop "Pivot" interface will make it possible for users to analyze up to 100,000 rows of aggregated data. Pivot provides marketers with access to nearly all of their mobile attribution and marketing analytics data and KPIs, allowing for deep, custom analysis right from the AppsFlyer dashboard. The easy-to-use interface allows marketers to customize every element, including rows, columns, dimensions, groups and filters. Teams can edit, clone, save, customize and share Pivots with ease, providing marketers with newfound insight, speed and flexibility.

"Since the early days of the PC, marketers have relied on basic tools like Microsoft Excel to analyze data, and today many remain dependent on these same tools," said Oren Kaniel, CEO and Co-founder of AppsFlyer. "Pivot gives marketers the ability to take data into their own hands, so they can work faster, collaborate smarter and discover deeper insights without an overdependence on tools that can waste business' time and resources." 

Brands and advertising including The Telegraph, SkyScanner, Gett, Match Group and others participated in a beta of the program; which is now available as a premium feature to all AppsFlyer customers.

"For any marketer, one of the biggest challenges is standardizing and aligning front-end and back-end data for the purpose of making spend optimizations and decisions," said James Peng, Head of Mobile and Social Acquisition at Match Group. "Pivot makes our ad network optimization process about 10% faster, and our typical day-to-day activities reviewing trends and performance activities more efficient by about 15%. We use insights from Pivot for a wide range of efforts, from dashboarding to fraud checks to campaign optimization. This tool is valuable for the industry and has allowed us to shift our attention from piecing together data from our ad networks to acting directly on the insights that should be sourced at the genesis of the data, the attribution provider, to begin with."