Case Study: HOCMAI

Founded in 2007, Hanoi-based HOCMAI is the leading online learning platform in Vietnam. HOCMAI Education has two apps, HOCMAI and HOCMAI Tiểu Học, which provide online courses and resources for K-12 students and online university entrance test prep courses. The HOCMAI app has over 5 million students enrolled and one million downloads on Android and iOS. HOCMAI is owned by Galaxy Entertainment & Education (GEE), a leading integrated media and education company in Vietnam.

HOCMAI is the leading e-learning app in Vietnam, and getting the attention of new prospective students requires getting their attention on popular platforms such as TikTok.  But HOCMAI wasn’t able to separate and measure the different sources that were driving users to their mobile apps. Initially, the team tried to get by using free tools, but these tools weren’t able to provide the level of accurate attribution data they needed in order to know the different sources users were coming from. Reports were slow and inaccurate. They also wanted to gain insight into user behavior post-install, so they could improve their user retention and remarketing.

HOCMAI recognized that to take their marketing to the next level, they needed a Mobile Measurement Partner, and they embarked on their search with a clear set criteria in mind. They wanted a cost-effective, highly-optimized tool that would:

• Provide accurate and timely attribution data for efficient product and business decision-making
• Be intuitive, beginner-friendly, and easy to use
• Have long-term, stable data storage

Gaining visibility into attribution with Adjust Measure

With these criteria in mind, HOCMAI chose Adjust as their MMP. By using Adjust Measure, HOCMAI was finally able to gain visibility and accurately track the sources of their users. This visibility on attribution data across campaigns was key for HOCMAI, as managers could now make more accurate and effective decisions on their campaigns in less time.

Tools such as the UA resource allocation overview report helped provide the insights they needed to maximize their marketing ROI, leading to cutting their cost per acquisition by 20%. This visibility, in conjunction with other features such as custom deep links for remarketing, helped HOCMAI double their number of installs.