Pre-Splash, the AppsFlyer team struggled to establish a process. Frustrations with their previous solution led to numerous one-off Zoom meetings, misbranded events, and data not syncing to Marketo. With Splash, AppsFlyer was able to scale to 250+ in-person and virtual events across six continents using standardized forms and branded templates. Splash’s Zoom and Marketo integrations enables them to automate webinar creation and hand off warm leads to their sales team at record speed. Process improvements and accessibility to clean data has allowed their team to measure impact and ultimately prove the value of their event program.
AppsFlyer is a marketing analytics measurement, attribution, and data analytics platform based in San Francisco, California. The company was founded over a decade ago in 2011 and now has 20 offices worldwide with over 1,500 employees. They provide metrics for app usage, downloads, engagement, and more to over 89,000 mobile apps.
If you would have told Bar Israel-Tov, Global Marketing Ops Manager at AppsFlyer to trust the (event) process back in 2020, she would have said: “I can’t,” and with good reason:
Her team didn’t have one.
Like the rest of the industry, Bar and her team were making the pivot to virtual events fast. They just had a few small problems – the first being the team didn’t find their current platform to be the most user-friendly. Unwilling to use the tool but still needing to get events out the door, the team relied on creating one-off Zoom meetings to fill the gap.
This disruption naturally caused a slew of other side effects like:
The team needed a solution that would allow them to be self-sufficient. But it also needed to give Bar and the rest of her Marketing Ops team the control they needed to ensure every event was on-brand, compliant, and collecting and syncing data correctly.
Having been a previous customer, AppsFlyer returned to Splash in need of some very specific requirements.
Knowing the power of brand consistency, Bar and the AppsFlyer team needed a way to ensure every event and touchpoint were always on-brand. They found solace in Splash’s custom templates. They built out a library of branded templates that the team can choose from. Anything they don’t want the team to use or access, they can lock down with admin controls. With the templates already branded, all the team needs to do is update their page with their relevant event info — no additional design or web team support required.
You can have all the data in the world, but it doesn’t matter if it isn’t correct or connected to the rest of your systems. Cue Splash’s Form Library. Bar and her team created a set of compliant forms for their event organizers to use. The form responses are mapped to all their relevant systems to maintain data accuracy. If they need to edit anything on a form, they can do so from one place, and every form their team uses will update automatically with the changes.
One of the biggest responsibilities of Bar and her team is keeping systems speaking to one another and data flowing correctly between them. Using Splash’s Zoom integration, the team automatically creates webinars and syncs and updates attendees — all without logging into Zoom. With Splash’s Marketo integration firing in the background of every event, Bar and her fellow Marketing Ops team members rest easy knowing the right data is syncing exactly where it needs to. In Bar’s words, “If you're a Marketing Ops person, then you have the integrations that you need [with Splash].”
The team was happy, and we were happy because we were getting the information we needed. We went from frustrated regional marketing managers to happy independent managers that host their events quickly, easily, and on brand. It's friendly for them. And as for operations, all the necessary data is coming in simultaneously and correctly.
Bar Israel-Tov, Global Marketing Ops Manager at AppsFlyer
With compliant forms and branded templates in place, the team has a standardized way to quickly create events that adhere to brand and data guidelines. Bar shared that once the team had streamlined workflows in place, they gained a sense of independence.
This independence has allowed the AppsFlyer team to scale and grow their event program over the last three years.
Over the last year alone, the AppsFlyer team:
Splash really streamlines event creation and connects effortlessly with key platforms. It simplifies our data handling and makes it easy to scale.
Bar Israel-Tov, Global Marketing Ops Manager at AppsFlyer
Another major win? Increased pipeline velocity. With real-time event updates passing directly to Marketo, Bar and her team can instantly score leads for faster sales handoff.
We’ve achieved a seamless flow of data, from registration to event attendance, feeding directly into our systems and CRM. This enables real-time lead scoring and a swift handover to our SDRs—a major win for Marketing Ops, boosting both the speed and quality of leads.
Bar Israel-Tov, Global Marketing Ops Manager at AppsFlyer
Bar summed up AppsFlyer’s success with Splash by saying the “simplicity of creating an event has [made] a big impact.”
