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.

The Challenge

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

The Solution

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.

Nguyen Ngoc Phuong

Head of Mobile Growth, HOCMAI

Getting assistance from a global support team

Another important factor for HOCMAI was a partner who could provide reliable and timely global support. In one instance, HOCMAI encountered an issue while integrating a new affiliate network partner while testing devices, and their Technical Account Manager at Adjust was available to assist them with solving the problem as quickly as possible.

Nguyen Ngoc Phuong

Head of Mobile Growth, HOCMAI

Scaling reach on TikTok with the help of Adjust’s integration

TikTok usage has exploded in Vietnam among younger users, with MAUs in the country growing over 53% between July 2020 and July 2021 and a user base that is nearly 90% under the age of 34. Given the popularity of the app among students, HOCMAI saw that TikTok provided an exciting opportunity to grow their own user base. The platform is now one of the most important channels to the company, who have used it to not only to advertise but to build a learning community around easy-to-understand, short-form videos on academic subjects.

Adjust’s integrated partnership with TikTok has played a key role in helping HOCMAI optimize their efforts on this key marketing channel. Through this partnership, Adjust clients can link their TikTok account to view and edit TikTok campaign data directly on the Adjust Automate dashboard, as well as export first-party data directly to TikTok from the Adjust dashboard in real time. With Adjust, HOCMAI measures attribution data from TikTok users so they can learn and optimize their efforts.

Nguyen Ngoc Phuong

Head of Mobile Growth, HOCMAI

The Results

Since working with Adjust, HOCMAI has been able to make marketing decisions faster and more effectively thanks to the ability to accurately track, separate, and attribute their user acquisition flow. This has resulted in tangible improvements to key metrics, such as:

  • 100% increase in install volume when using Adjust

  • 20% decrease in cost per acquisition when using Adjust

  • Improved CTR