Investing in the right components will help you scale fast and remain flexible in the face of new regulations.
MEDIA 7: Could you please take us through your professional journey?
YOGEETA CHAINANI: After pursuing my bachelor in computer engineering I started working in a multinational consultancy building products that solve business problems. I went further building on it with my dual master’s in engineering and Business Administration and since then I held several positions like Assurance Engineer at HERE, a Nokia company, as well as product leadership roles at mobile marketing agencies. Before co-founding Swaarm in September 2020 together with Alexandru Dumitru, I was the Chief Product Officer at a mobile advertising company.
M7: What makes Swaarm stand out in the present competitive MarTech industry?
YC: Swaarm is a performance-based tracking platform that helps clients all over the world manage, analyze and optimize their marketing campaigns in real-time. Our intuitive platform helps partner affiliate networks, advertisers and agencies benefit from the power of automation to grow their business at scale. Since entering the market, we have earned the trust of clients such as Clearpier, Spykemedia and Apptrust and their businesses around the world in a very short time. We achieved this by staying true to four core values:
Flexibility - Offering flexibility by constantly developing our products in line with clients’ needs
We’re proud to be the first martech tracking platform perfected with clients’ input, right from the start. With our team’s extensive experience in performance marketing, we have a unique understanding of clients’ challenges and pain points. Swaarm has been built from the ground up to help clients overcome these obstacles, and we’re constantly developing our product to keep up with clients’ needs and new regulations.
Ease of use - Providing a solution that is easy to use, making actions faster and more efficient
Our extensive reporting features means one can use Swaarm as a single source of performance marketing truth. With all the data in one place, one can measure, optimize and automate the marketing efforts - all from one dashboard. Our intuitive, easy-to-use platform appeals to developers and marketers alike, and our automation rules makes campaign optimization accessible to everyone.
Affordability - Offering a premium solution at an affordable price thanks to our unique and hyper-efficient infrastructure
Save time and money with Swaarm. Unlike other tracking platforms, our unique and hyper-efficient tech infrastructure allows us to offer clients a premium platform at a fraction of the cost. Businesses of all sizes use Swaarm to optimize their campaigns, from leading global partners to boutique agencies.
Data reliability - Ensuring data reliability with our comprehensive data display
Get ahead of the curve with our comprehensive data display, helping clients discover patterns, trends, and business opportunities. To keep their business running smoothly, we also offer the highest level of platform stability in the industry - all while upholding strict global data privacy protection laws.
Rather than focusing on strategy, planning and creativity, many marketers instead spend the majority of their time cleaning and analysing data.
M7: What are some of the different features on the Swaarm marketing platform that helps marketers optimize their efforts?
YC: In terms of new innovations, the performance marketing ecosystem is constantly evolving - which definitely keeps things interesting! Our goal with Swaarm has always been to build tools to simplify marketers’ day-to-day tasks. With that in mind, we built our unique automation suite of products - the Explorer - a product that allows clients to slice and dice data as they need, gaining access to critical insights for daily advertising campaign operations faster than any other platform. This helps clients manage billions of events within seconds, providing the insights our clients need to efficiently operate their business and making it easier to navigate the industry’s growing complexity with ease.
As Chief Product Officer, it’s also my job to make sure we’re always one step ahead of any changes within the industry. Apple’s decision to remove IDFA was a significant change to the mobile industry, breaking the user-level attribution model many marketers rely on. It created a problem for MMPs because they could only provide attributed networks with the source and sub-source to a maximum of two networks in their advertising chain. In response, we launched Privacy Enabled Attribution (PEA Chain), which we developed soon after Apple revealed it would be restricting access to the IDFA on iOS 14. Swaarm’s PEA Chain allows clients to continue capturing campaign and traffic sources throughout the whole advertising network chain in-line with Apple’s privacy regulations. Our team is already busy working on several more features that we’ll be releasing in the coming months, which I’m really excited to share soon!
M7: According to you, what are the top three challenges in the MarTech industry post COVID-19?
YC: The pandemic drove a massive shift to the digital world, and has been coined “the great accelerator” towards adoption of previously untapped digital services. The importance of customer-centricity has grown alongside this shift, and consumers today expect their interactions with brands to be frictionless and hyper-relevant. In response, we've seen marketers double down on their MarTech and analytics technology. Our clients are looking to gain more precise targeting capabilities, and extract better insights into how their customers are responding. Because the industry can change so rapidly - take iOS 14 as an example - we also advise marketers to regularly audit their tech stack. Investing in the right components will help you scale fast and remain flexible in the face of new regulations. And particularly for companies looking to grow internationally, it’s essential to work with partners with a global footprint. They will help you stay informed and up-to-date with local as well as global market knowledge and changes.
For our clients, their biggest challenge often revolves around the complexity of advertising management - particularly now that marketers are managing more channels and campaigns than ever before. A marketer managing 10,000 campaigns across 10 publishers and 10 sub-publishers can easily have up to a million data points to analyze, often in unwieldy spreadsheets and pivot tables. Rather than focusing on strategy, planning and creativity, many marketers instead spend the majority of their time cleaning and analysing data. That was the inspiration behind building our Explorer product - and by helping clients offload the routine, manual chores, we can give them back the time and resources to focus on more business-critical work.
My biggest advice to them would be to break through the glass ceiling of social norms and mindset and to wear their confidence.
M7: What’s on the top of your list of goals and achievements for Swaarm this year?
YC: It has been an amazing year, and as a team, we have built an innovative, performance-based tracking and optimization platform that offers premium features at an affordable price to marketers across the globe. Swaarm secured €800K in funding in 2020 to grow our performance-based tracking technology solutions. From the very beginning, our vision was to provide a MarTech tracking platform that gives agencies, advertisers, and networks everything they need to measure, optimize, and automate their marketing efforts at scale. Since entering the market, we have earned the trust of clients and their businesses around the world in a very short time. We achieved this by staying true to our four core values. Over the last 12 months, we have tripled our amazing staff - bolstering our expertise - and onboarded many brands, including Apptrust, AppnApp, and OLAmobile. We serve a wide network of clients in the Americas, Europe, and Asia, and plan to grow our presence in these regions, with a particular focus on the US and Southeast Asia. This is a critical indicator that we have built trust with our clients by enabling them to benefit from a premium solution that is easy to use while also offering data reliability and flexibility.
We have successfully secured a new seven digit investment in 2021 that enables us to grow our product in line with our client's needs and expand our global footprint. Moving forwards, we will also be using the funds to invest in our infrastructure and significantly expand our products. This is a huge achievement for us all, and the great news is that our global expansion is well underway. As we further grow our team, we are very excited to bring our solution to more marketers around the world. We will follow our main goal of further building the most innovative platform in the market – keeping our customers’ needs in-sight and building the product around it. We will continue to ensure our infrastructure is stable, smart, and less expensive than other solutions in the market.
M7: What is your advice to young women entrepreneurs stepping into the marketing industry today?
YC: Most of my work towards women empowerment is focused on my company. Together with my management team, I have worked on creating a culture where we not only hire women in key positions, but also groom, mentor, and recognize them so that they feel confident to become founders themselves at some point. There are several things in this industry that can hold women back like lack of recognition and trust from colleagues and peers. My biggest advice to them would be to break through the glass ceiling of social norms and mindset and to wear their confidence. If they will not believe in themselves, no one else will.