• by Ben Frederick  @mp_benfred, June 2, 2016

Mobile marketing startup Tenjin announced that it has raised an additional $2.5 million in funding today in a round led by NetEase Capital. The funding will be used to develop new offerings and hire aggressively.

Tenjin combines attribution, analytics and data aggregation to help simplify mobile marketing. App marketers have to download and install a whole fleet of third-party software development kits (SDKs) if they want to be able to manage their user data effectively, but those kits can bloat apps.

If they try to build the infrastructure themselves, they lose out on the ability to track ROI during construction.

“We experienced first-hand how fragmented and messy the mobile marketing industry is — and how much app marketers struggle to access and organize the raw data that can really help grow their mobile app businesses,” stated Christopher Farm, Tenjin’s co-founder and CEO.

He says the goal is to provide developers "complete control over their marketing data so they can structure it however they need to in order to run smarter, more effective marketing and growth campaigns.”

The company’s platform combines ad spend with in-app payment revenue and ad revenue to figure the actual ROI that marketers are getting from their campaigns.

Tenjin launched in August 2015 and has already gathered clients like Yelp, Natural Motion, Playdots, N3twork, KLab.

The company has previously received funds from Y Combinator, Lightbank, and several angel investors.