Case Study: Jazeera Paints

Established in Saudi Arabia in 1979, Jazeera Paints is the leading paint manufacturer in the Gulf Cooperation Council (GCC) and the Middle East and North Africa region (MENA). The company is well-known for its innovative and eco-friendly paint products and construction solutions.

The company recently launched its own e-commerce shopping platform, billed as an “all-in-one” paints service application. Users can purchase painting products, calculate the amount of paint needed, and can request services, such as a visit from a painter.

The app utilizes augmented reality (AR) to show users how interior and exterior paints would look on their walls. Artificial intelligence (AI) is also employed to identify surface problems via cameras and recommend solutions to users as well as relevant products.

In 2021, Jazeera Paints began to focus on its mobile app, creating ads for user acquisition. The marketing team quickly realized it needed a mobile analytics platform to track attribution. Monitoring their campaigns’ return on ad spend (ROAS) was a focal point.

The painting powerhouse selected a mobile measurement platform to start monitoring its campaigns. However, the company found the selected platform difficult to use and its pricing model unclear. Jazeera Paints needed a mobile analytics platform it could rely on to get insights into its campaign performance effortlessly.

During a demo of Adjust’s platform, the team at Jazeera Paints was instantly drawn to its sleek design and intuitive interface. The company also appreciated Adjust’s cost-effective and transparent pricing model. Additionally, Jazeera Paints desired to track metrics specific to its business goals. When the marketing team discovered that Adjust would allow them to create custom events to monitor in-app actions, it soon made the decision to switch to Adjust, finding integration easy.

Upon integration, Jazeera Paints set installs, uninstalls, and click-through rate as its key performance indicators (KPIs) and created custom events for its e-commerce app to better understand app usage. These custom events include when a user:

• Selected or purchased a paint color
• Visited a specific brand
• Requested a service

The marketing team also utilized Adjust’s tracker URLs and deep linking capabilities to monitor influencer campaigns’ views, clicks, and see which platform source brought in the highest-value users. The brand created two tracking URLs and printed them as QR codes on their delivery bags and boxes to ascertain which delivered the most installs.

Jazeera Paints found that having all its marketing data in one place and a more unified view of SKAN data made optimizing its campaigns simple. Using Adjust’s analytics solution Datascape for accurate data and actionable highlights, the marketing team could easily see which sources, platforms, and campaigns—including influencer campaigns—drove the highest ROAS. It was then able to quickly reroute its budget to those sources, and in doing so, saw a 28% increase in its ROAS.

To better understand the user journey of its app, Jazeera Paints tracked its KPIs in the Adjust dashboard. By monitoring specific events, the marketing team uncovered which services and brands were most in-demand, as well as the average spending price for a service. The team then based creatives and messaging on these insights to drive an 86% increase in in-app transactions and increase orders by 136%. It also used Adjust’s Audience Builder to create and analyze targeted audiences to know which ones to re-engage with retargeting campaigns.