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“SMALL ARCHITECTURES FOR A BIG DATA”

¿Conoces a todos los miembros de Geenapp?

Hoy queremos presentar a Joakim Vivas, CTO (Chief Technology Officer) de Geenapp. Se define a sí mismo como especializado en Scale Up Tecnológico, utilizando para ello las mejoras tecnologías y creando, a la vez, equipos IT multidisciplinares para su consecución.

Gracias a su pasión por la tecnología, Joakim participó como ponente en el Big Data Week en Barcelona.

Ahora, quiere transmitirnos su entusiasmo y contarnos con detalles qué es el Big Data y cómo puede beneficiarnos.

joakim-vivas-moderna

Casi siempre tenemos la costumbre de pensar que Tecnología es todo aquello que es grande, caro y complicado. Bueno, no es cierto! Básicamente la tecnología es el bolígrafo que nos permite dibujar aquello que nos imaginamos, ya sea mediante un lenguaje de programación, mediante un hardware que lo sustenta todo, etc… en este breve artículo veremos cómo afrontar la construcción de una pequeña infraestructura de Big Data basada en AWS 8Amazon Web Services). Veamos cómo:

 

Lo primero que tenemos que hacer es resolver tres simples preguntas:

1.- ¿Qué tenemos?

2.- ¿Qué necesitamos?

3.- ¿Dónde queremos ir?

Quizás, también, tendríamos que añadir: ¿Qué presupuesto tenemos?, pero parto con la idea que: muy poco. Esta arquitectura no será superior a 1000€ de coste anuales.

Muchas veces nos ponemos a construir cosas sin antes pensarlo bien, ya hemos visto anteriormente las preguntas que vienen a ser la base del todo. Pero, también, es muy importante conocer nuestros Flows de Datos. ¿Realmente los conocemos? O ¿simplemente hemos empezado a construir la arquitectura sin saber qué tipología de datos tenemos? Vayamos más allá, ¿para nosotros qué es un Dato?. No olvidemos que un Dato no es lo mismo para nosotros que para otras personas, puede ser algo muy grande o algo muy, muy, muy pequeño. Quizás, por ejemplo, para nosotros el número de ID que figura en la tarjeta de fidelización de la tienda de electrónica que frecuentamos, pues ya no es válido como dato, simplemente tenemos que guardarlo; pero, para ellos, ése simplemente es un dato que enlazará a muchos otro datos nuestros como por ejemplo: ficha de cliente, facturas, carritos perdidos de la compra, etc… no despreciemos nunca un dato pero tampoco nos estresemos con ello.

Por lo tanto, ¿Big Data qué es? ¿Es aquella típica situación de tenerlo todo guardado en una enorme base de datos? Miremos de diferenciar el Tipo de entrada. Sólo con ello ya tendremos muchas mejoras y, también, enfocada cómo podría ser nuestra infraestructura más inicial. Por ejemplo, supongamos que tenemos estos tres tipos de datos o, mejor dicho, de Tipología de Datos:

  1. a) Datos Transaccionales
  2. b) Datos Realtime
  3. c) Datos Analíticos

Pensad que un dato, por ejemplo, de facturación no es un dato en Realtime. ¿Qué lo podría ser? Pues por ejemplo los datos de Google Analytics, que están dándonos información al minuto de lo que está pasando en nuestra web. En realidad si nuestra ficha de cliente no está actualizada al minuto, tampoco pasa nada (depende del tipo de negocio que tengamos, claro…).

Al final, un proceso de Big Data se puede descomponer en tres grandes bloques:

1.- Ingesta de datos (entrada y primer filtro)

2.- Almacenamiento de datos (Según tipología de los datos)

3.- Proceso y explotación de los datos (con aquello datos, ya limpios, podemos lanzar procesos de cálculo posteriores)

Para cada uno de los pasos, tenemos soluciones simples que nos pueden ayudar. Mi recomendación para el primer punto es “Fluentd” que nos permitirá, a partir de un proceso BPM, ir cargando datos a  la base de datos que le indiquemos, aplicarle unos mínimos filtros y, luego, mediante los procesos que podemos desarrollar ya sea en “R” o “Python”, por ejemplo, pues acabar de optimizarlos y sacarle el máximo jugo posible.

También, no olvidemos que tenemos posibilidades como “Elasticsearch”, fusionado con “Kibana” (ELK), que nos pueden sacar de más de un apuro si los tenemos correctamente configurados. Aunque Elasticsearch no es propiamente una base de datos, sí nos puede ayudar en la indexación de éstos y, luego, mediante Kibana, permitirnos extraer datos analíticos. Aunque, se requerirá de una cocina de los mismos para no pincharlo directamente a los datos en sucio (raw).

Por supuesto que tenemos muchas posibilidades que no hemos contemplado pero, la gracia era poder construir una Arquitectura simple, sin complicaciones y relativamente económica. Aunque, estaré encantado de tener vuestro feedback para mejorar el artículo.

 

 

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Meet the team: Samantha Verdín

It is the pleasure to introduce you the Exclusive Campaigns Manager, Samantha Verdín. She is very charismatic and ambitious and works hard to accomplish her goals. Samantha is open to changes and talented when it comes to finding new solutions, fixing things, or coming up with novel ideas. Read more about her pro-active attitude, enthusiasm and impressive objectives.

 

Who is Samantha Verdin – Exclusive Campaigns Manager?

I am a happy, friendly person who likes being creative and exploring new things. I appreciate the small things in life and taking advantage of new opportunities that life presents every day. I am hard-worker and obsessed with trying out new concepts. I love traveling, meeting new people and cultures which are diametrically opposed to mine.

What is your favourite memory from childhood?

I don’t have a favorite memory. I had a super happy childhood and the luck of having an amazing family and friends around me always.

If you could visit any country in the world, where would you go?

I would like to travel to many places for different reasons but I would like to see China mostly to experience our cultural differences and feeling lost in  a faraway place where I don’t know the language. I like being outside my comfort zone.

If you could try out any job for a day, what would you like to try?

A restorer! The majority of buildings in my university campus were painted by a famous Mexican painter and needed to be restored very often. It was fascinating to look at the great job they did making our university look great all the time.

Are you morning bird or night owl?

Definitely a night owl! I have never been a big fan of early morning and I am more productive at night-time – Around midnight tons of new ideas and projects start popping up in my mind and I feel like starting up with new challenges at that very moment.

 

‘As I said before, I’d thank for more feedback and active participation. We are trying very hard to fight fraud in the sector and we can very easily identify cheaters with the advertiser’s point of view.’

 

How did you get into Geenapp?

I found a tweet from our CEO saying they were hiring for a new project, so I applied. At that time I was working as a freelancer on the digital field, but I felt I needed to get my schedules fixed and to embark on a new challenge.

Geenapp is a tech company in the marketing industry. Did you study anything what is related to this industry?

No. Actually I am a lawyer, and it’s not a choice I regret but, if I could go back time, I would have studied something more technologic. I had to choose a career at a very young age and I did it for the wrong reasons.

What are your main job responsibilities as Exclusive Campaigns Manager?

I talk to app developers who need user acquisition for their apps, on daily basis. It is crucial to explain them what Geenapp does and the way we do it in a very clear way. I am kind of a guide for them: I suggest types of promotion that fit their strategies and help them reach their goals.

What obstacle are you facing when acquiring new direct campaigns?

The hardest thing is working with clients who never give feedback. I always explain that in order to get good traffic, we must work together. They need to analyse sources, block sources which they do not like and identify they preferred ones. This missing feedback from their side complicates my job sometimes.

What would you welcome from developers´s side?

As I said before, I’d thank for more feedback and active participation. We are trying very hard to fight fraud in the sector and we can very easily identify cheaters with the advertiser’s point of view. I believe that we can achieve great results by working together and fight fraud on the way.

How do you like work with interns? Do you think that Geenapp is a great environment for development?

I used to be a law intern and it was not very enriching experience as I had to do only administrative tasks. I feel like I need to create various task for interns so they feel they are making the most of their time at Geenapp. We have lots of work they can help with and I am always trying to repay their help by teaching them new stuff.

 

‘The development in anti-fraud would be a main element for the app promotion in the future. I think that advertisers and other networks would need Geenapp to sort out and clean their traffic.’

 

What do you wish Geenapp could accomplish in the near future?

The development in anti-fraud would be a main element for the app promotion in the future. I think that advertisers and other networks would need Geenapp to sort out and clean their traffic. The company will be less in quantity but more in quality and eventually, all key players would need to cooperate with Geenapp.

What are you enjoying the most about Geenapp?

I love that we are a great team and also friends who are helping each other. When a new challenge comes, we analyse the situation and look for the best solution and improvements. We grow together and we learn a bit more about the sector every day.

What’s the best decision you ever made?

Trusting my own decisions and leaving my comfort zone. I had a job that I did not like and despite the fact that all my friends and family were telling me to keep at it to climb up the career ladder, I changed my profession. It was not fulfilling my potential and was not happy about that. Sometimes you just need to take a risk to get the biscuit.

What is still on your bucket list?

I want to travel the world, learn as much new stuff as I can, grow professionally and always be able to do the things that make me happy. I want to have a great family, as well as completing my career goals and make these two part fit together perfectly.

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Meet the team: Javier Casares

AAEAAQAAAAAAAAVXAAAAJGRlNGMxMzA4LTFkMDMtNDZlNi1iNTg3LWJhMmRhNWZjNzEzOAWho is Javier Casares – CIO of Geenapp?

I am an IT geek – that definition fits the best to my personality. I have been working on the Internet since 1997 and two years later, I have started with designing of webs and I launched my first website. Moreover, I would say that I am very friendly, bit crazy, an achiever and workaholic so that is why I enjoy sleeping a lot in my free time.

Is there anything you wish everyone knew about you?

I am really transparent person. People, who know me because of my work, would have experienced my transparency while working. I also helped when the Internet was expanding in Spain and cooperated with many associations. I can work in team very well but I prefer working alone when I need to fully concentrate.

Who has influenced you the most in your life? What was one of the most defining moments in your life?

I believe that it was my cousin who helped me when I got my first computer and gave me knowledge about IT area what has had an impact on my future. Nowadays, it is Jaime and Gina – we have been friends for several years and we are running a successful startup together. The breakpoint was when I had an disagreement with my friends and I had realized who are my  true friend. From that moment on, I have started to do lots of new things and I  have changed my lifestyle completely.

Do you like to plan things out in detail or be spontaneous?

Bit of both! In my work, it is more than necessary to plan thing in advance because I need to organize all my tasks. That helps me to complete small goals which eventually leads to bigger goals and everything fits together like puzzle pieces. In my personal life, I am more of spontaneous person so I do not plan long ahead.

If someone asked you to give them a random piece of advice, what would you say?

I do not like to give a general piece of advice because it depends on timing and other situations that a person is going through. I am trying to be very emphatic and understand the situation of a person who is asking me for help. I need to put myself into their shoes to come with the best recommendation possible.

Who are some people you’d like to meet someday?

I would like to meet Albert Einstein! I think that he could be a very interesting person because of his ability to think in bigger picture. Some people just have an idea in their minds and they do not need to verify it. I feel the same about my job – I also need to think about bigger portray. Famous people seem to be very interesting, however, while I was working in the radio, I met many of them and I came to the same conclusion every time – they are ordinary people as well.

 

‘Geenapp is a challenge for me! We are basically creating a new business model – Geenapp is the beginning of everything and we need to create everything from the scratch. Three years ago, I have not even dreamt that the company is going to be this successful.’

 

Are you a fan of TV series or are you “a gaming boy”? 

TV series are way more relaxing for me. When I watch TV, I do not need to razor sharp concentrate so it the way how to escape reality for me. My favourite shows are Futurama, The Big Bang Theory but the best one ever is Fringe! I do play games as well – I enjoy the go-kart-style racing Mario Kart where you can pick your character and race ’til you drop!

IT guys are often referred to as Men of Mystery. Would you identify yourself as an introvert?

In the past, I used to be an extrovert and very easy-going. But at some point, I have started to follow the saying: wear one’s heart on one’s sleeve. I have changed and I believe that being honest with people is the best way. Furthermore, when you are being yourself, you have nothing to loose and it just shows your real character.

Why did you pick a career of IT programmer? People also misuse two terms – programming and coding. Can you give us a quick masterclass what is the difference?

You have a blank page and you are able to create many new things from nothing. It is like being an artist – you have plain canvas and you start creating and forming your ideas and at the end, you have a final picture.
We can say that coding is a part of programming – the difference is that coding is writing the code itself while programming is more about logics behind. The programmer analyzes issues and does all thinking and the coder needs to write a code according to programmer’s instructions.

How important is for everyone in this industry to know at least the basics of programming?

I do not think that people need to know how to program, just how the logics behind works. It is enough to know how things are working, not have to get them done. The same goes for my work – programmers should have knowledge about business and on the other hand, businessmen should understand the basic logics of programming. It is crucial to understand each other because sometimes things are not only black and white.

Geenapp was started in 2013 in Barcelona by Gina Tost, Jaime Ferré and you. Who was the main initiator of starting an app promotion platform?

I remember that we were at the meeting with all partners and we came to the conclusion that we need to meet the demand for app promotion of developers. Thus, I created own platform but I need to say that at the beginning I did not know much about app promotion. I had some knowledge about developing platforms but I have never done something like Geenapp platform. In the first year, we created many things which went to trash and we redid everything. That is how it works – if you want to gain new knowledge, you have to create new better version. After each progress, we were able to add many new features for upcoming Geenapp platform.

What fascinates you the most about your company? Do you find the position of CIO still challenging?

Geenapp is a challenge for me! We are basically creating a new business model – Geenapp is the beginning of everything and we need to create everything from the scratch. It is very unpredictable because we have no idea what is going to happen tomorrow. If, someone in the industry comes up with new innovation, we need to adapt immediately.

 

‘You have a blank page and you are able to create many new things from nothing when programming. It is like being an artist – you have plain canvas and you start creating and forming your ideas and at the end, you have a final picture.’

 

Why to love Geenapp platform to bits?

Everything has been developed by Geenapp so it is very unique. We are able to modify the platform according to client’s preferences very quickly. Other companies are not able to do so because they are using platforms of offshore firms. What is more, we have own Quality and Anti-fraud system and even more tools for our clients. We keep working hard, researching and developing new concepts to get them accredited.

The mobile industry is a billion industry what attracts also individuals who do not have a sense of fair play. Do you believe that the topic of fraud is still taboo?

It is a big challenge because people, who try to earn money in dishonest way, keep improving their methods do we need to be very responsive and avoid this situation. Nevertheless, other companies in this industry are not aware of practice how to fight the fraud. People in app promotion sector have great marketing experience but the technological know-how is missing.

How do you expect the future of Geenapp evolve?

It is very difficult to talk about the future as the sector is progressing rapidly and within 6 months, things might be absolutely different. Three years ago, I have not even dreamt that the company is going to be this successful. Geenapp is going to grow further in new spheres and adapt to new changes in technology and the mobile industry.

What are things on your to-do list which you want to accomplish in the near future?

In fact, I do not have a to-do list as I do things as they come. I am not waiting for it, I prefer to do it right away. My next objective is the new version of Geenapp platform – I am working on updates in order to boost it and ease our work.

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Meet the team: Jaime Ferré

AAEAAQAAAAAAAANjAAAAJGVjZTA3M2UwLWE1ZWUtNDM1Mi04N2JmLTcyYjUyZDliNjhhMQHow would you describe the personality of Jaime Ferré?

I am an entrepreneur – I have been starting companies since I was 20 years old. I put an emphasis on my family because that is the most important in my life. However, I always differentiate between my working life and my private life. I prefer to keep my family outside my business activities. Additionally, I am very easy-going and I do enjoy outdoor sports which raise my adrenaline level as my greatest passions are motorbikes and snowboarding.

If someone would choose  to write a book about your life – what would the title be?

True life of entrepreneur – and it would definitely be a comedy! The book would be more like an autobiography and a guide for all entrepreneurs. It would give a piece of advice for new starting businessmen and chairmen in order to teach them how to avoid the same mistakes and how to do things the right way.

Is there any important piece of advice you give people around you?

Avoid bad people in your life. Speaking from my personal experience, if you are surrounded by bad people, things go wrong because you start attracting unpleasant things. It makes your life harder, therefore you must have only good people in your life so they bring positive vibes.

If you could just another profession than an entrepreneur – what would that be? Did you have any back-up plan?

I would like to participate on the gastronomy project elBarri Adrià. I like the link between business and gastronomic spheres and I think that is is really amazing that Albert Adrià created the whole new experience for epicures.
My second vision to make a change in the world. I am inspired by Elon Musk from Tesla Motors as he has been accomplishing amazing things. His intentions are changing various areas such as transportation along with the world environment. Musk’s projects are just incredible! On the other hand, changing the world even slightly is hard to achieve as we can see it on example of many visionaries who failed their attempts.

Who is your role model?  Is there anyone whose path you are following?

The most inspiring person in my life is my mother – I really admire her! She is surrounded only by good people and sometimes I feel like she is attracting them. She makes me feel better after I go to talk to her since she always has a piece of advice for me. Moreover, she is very happy and smart person who is helping other people and avoids conflicts in her life.

 

‘Anti-fraud system is the best thing we have launched because we are managing traffic, fraud and pirates so cheaters do not use Geenapp platform.’

 

So what is the greatest lesson you have learned from someone’s mistake?

Do not work with bad people. Essentially, that is also Geenapp’s mission – to eliminate fraud in the mobile industry and therefore, eliminate all people who are trying to harm this industry.

You were doing a mentorship for new entrepreneurs as you are considered to be the great example how to run successful companies. What are the top values that a leader needs to demonstrate?

I think that a leader has to be transparent and care about the people in a company. You have to help your employees not only at work but also in their private lives because people cannot live in hell and be happy in the office. In addition, as a leader you need to let people grow professionally and personally because a company grows with people. Furthermore, the leader should not be present only when things work perfectly but he should lead when things turn bad. It is the same in football – players do not feel like they need a coach when a match is going great but they rely on their coach when there is a problem and they want him to solve it. I suppose that a good leader should always appear in the crisis.

What would you advise to a leader who wants to improve? What is the biggest challenge that leaders are facing nowadays?

I assume that the biggest obstacle is the velocity as the world is progressing very fast today. Therefore, I suggest that a leader should not be scared to take risks because the fear of loss prevents people from doing fascinating things.

You have already started your own company before in the same industry. Why is the gaming industry so attractive for you?

I have been working in the gaming industry for long time. I started with doing magazines and websites for gamers. The idea for that company came from my business partner Carlos Blanco. In fact, I play video games every day since I was 8 years old so that is the reason why I have such a close relationship to this industry.

How did you come with the idea of Geenapp – an App promotional platform?

When I left my last company more than 4 years ago, I started to think what to do next and I felt like I need to cross lines of mobile industry and advertising. I have decided to start an Ad Tech company in mobile industry as it is growing very fast and I am predicting an amazing future to this industry.

Geenapp is a tech company in the mobile industry – how do you feel about this sector? In what do you find the mobile industry progressive and on the other hand, what is irritating for you?

I like that the mobile industry is global making it very worldwide excluding few markets. On the contrary, the fraud and cheating are bothering me a lot. There are people out there who are boosting fraud and trying to earn money at all costs.

What are the most important decisions you make as a leader of your startup? What is the coolest thing about being chairman of Geenapp?

The most important decision had to be taken the last year when we switched to B2B strategy what have had only positive impact on the company.
There are different aspects I do appreciate at Geenapp. We have moved to the new office at Pier 01 Tech City at Barceloneta what is the location of prosperous startups in the city. From the business point of view, Geenapp has international partners and campaigns worldwide what allows us to go global.

 

‘I have decided to start an Ad Tech company in mobile industry as it is growing very fast and I am predicting an amazing future to this industry.’

 

Barcelona is the world’s capital of mobile industry and the location of Geenapp office. Do you attach any importance to this fact?

From my point of view, our location is one of the key elements to make Geenapp a success. The most important events in the mobile industry such as Mobile World Congress or 4 Years From Now take place in Barcelona so Geenapp had a chance to participate in order to spread by the word of mouth. The city is home to many other companies which are working in the same sector resulting in higher competition. This indicates that the technology needs to be improved constantly and lots of talented people from all over the world are attracted to come to Barcelona.

How would you promote the idea of Geenapp?

All offers at the same place, one invoice, one payment, best payouts and good quality traffic for all campaigns checked by Anti-fraud and Quality systems daily. Do not loose time looking at different platforms. In Geenapp we do that for you so you have everything at once.

What are the future prospects of Geenapp?

We need to integrate the whole ecosystem into Geenapp platform and that is going to happen in the next 6 months. So we are basically going to integrate all the offers in Geenapp. What is more, we still keep working in the area of anti-fraud so we can block all fraud and clean the sector from this low quality traffic that nobody wishes for.

Tell me about an accomplishment of Geenapp that you consider to be the most significant one.

Anti-fraud system! It is the best thing we have launched because we are managing traffic, fraud and pirates. Cheaters do not use Geenapp platform because we can see their fraudulent practices and we eliminate them immediately so they will not send any traffic.

What is still on your bucket list?

I want to help people via NGOs in order to raise money for people in need. I wish I could raise awareness about how to help other people as it is impossible to be happy if people around you are not having a great time. In my working environment, I want people in Geenapp to grow and continue in pursuing amazing careers what, at the end, will take them to great places and help them to achieve interesting things.

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Meet the team: Estefanía González

It is the pleasure to introduce you the Head of International Business of Development at Geenapp, Estefanía González. She is goal oriented in nature and works very hard to achieve her goals day by day. She had dreams of being in a totally different industry, but ended up accepting an interview with Geenapp in the mobile app industry and loves it. Estefanía has worked very hard to climb up the company hierarchy and revealed more about her personal and working life in the interview.


Who is Estefanía González?

A 24 years old friendly, easy-going and talkative girl! Chai tea lattes and cookies are a favorite of mine in the office setting and after work I usually go to spinning classes, for me it is the perfect way to relieve stress (and burn off those chocolate cookies!).
I am also a bookaholic, I love classics (such as Jane Eyre and Pride and Prejudice) but I also recently discovered noir novels. I am passionate about reading as it takes me to a world of deep imagination.

What did you want to be when you were a school-going child?

I wanted to become a nuclear physicist! When I was a kid I saw a Bruce Willis’ movie where he met a woman who was working in a nuclear physics lab and he needed her help to defuse a bomb. From that moment on I was dreaming of saving my country. It was great to see my school teacher’s face when she asked what we want to do in the future and my friends had said they wanted to become vets, astronauts… I said “I want to be Nuclear Physicist and defuse bombs!”.

Did you progress in pursuing your dreams? Which university degree did you earn?

Well, finally I didn’t become a Nuclear Physicist… as I ended up studying Audiovisual Communication. The first year at university was a test for me because I really was not sure if it is that was what I truly wanted. Thankfully, I chose well and I enjoyed my years at university. I became involved with many internships since the very beginning and that made it possible for me to get a feel for different occupations such as a journalist, producer, events planner…

 So how come that you came to Geenapp and started to work in app promotion industry?

One day when checking LinkedIn I found an offer for Geenapp and I chose to apply without expecting much. I went for an interview with a positive mindset and I got the job!

 

‘I hope Geenapp can grow in all aspects and earn a great reputation with its clients. I want to encourage the personal development of each employee, invest time and sources in R&D to bring the light into the mobile industry. ‘

What was your knowledge about mobile industry before you came to Geenapp?

Nothing, literally. I had heard about Mobile World Congress and that the circulation of money is enormous. Luckily, if you want to work at Geenapp, experience it is not a must, the most important thing is the attitude. I always say that Geenapp has been for me a full-time intensive Master in Mobile.

What do you like the most about being Head of International Business Development at Geenapp?

I like to set goals and as I am talking to our clients everyday, I want to see good results. It is rewarding to see networks promoting that I have obtained because of the time I invested gaining them as a client. Additionally, I appreciate the Geenapp team – we are all young friendly people and get along very well.

When you are having such a family atmosphere in the office, do you sometimes organize pizza days? What is your favourite pizza?

Yes, we have pizza days! The last time I tried Cremozza al estilo Bourbon and I fell in love! But, BBQ and a coke are always a must for me!

Who do you aspire to be like?

I have my ideal aspirations from books, Jane Eyre and The Help have strong female characters that inspire me. They always follow their beliefs and do and fight for what is right for them. I also want to keep growing here at Geenapp as I started from the bottom but the management saw potential in me so I have kept working hard.

If you could trade lives with one person for an entire day who would it be and why?

I would switch with someone who is rich and does not have to worry about anything, but just enjoying the life at a private beach.

Where do you you see your career five years from now?

I want to see Geenapp and myself grow and achieve great things together. I want my department to expand and hire more people.

 

‘It is rewarding to see networks promoting that I have obtained because of the time I invested gaining them as a client.’

What is the most favorite event you have visited so far with Geenapp?

Mobile World Congress 2016 – it was my very first congress so I was really excited and I gained so much experience there even though I need to confess that it was stressful for me during the first day. I went  alone and had many meetings with Geenapp’s clients but it was a key event for me as it helped me to boost my confidence.

What is the most outstanding element of Geenapp for you?

Geenapp is very innovative startup. Many other agencies have a tendency to work with CPx offers but they are not really working properly. Geeanpp does it differently ­ we have the whole platfrom developed by Geenapp and we also have additonal services such as Quality and Anti-fraud systems to name a few.

What do you wish Geenapp to achieve in the upcoming year?

I hope Geenapp can grow in all aspects and earn a great reputation with its clients. I want to encourage the personal development of each employee, invest time and sources in R&D to bring the light into the mobile industry. My personal wish is to receive more feedback from our partners so that we can strengthen our relationships. I would also enjoy traveling the world and attending more conferences about App promotion.

What is the thing you have always wanted to do?

I want to travel to Japan as I love Japanese mangas and animes, my dream is to visit all the places I have seen in these stories.
Also, I would for sure spend a day in Ghibli Museum, the animation and art museum of Hayao Miyazaki’s Studio Ghibli, one of Japan’s most famous animation studios. I highly recommend you to watch “Spirited Away” and “Howl’s Moving Castle”, for me these are the two best animated films from Hayao Miyazaki.

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Our CEO belongs to The Hundert’s top 100 female startup founders in Europe!

The Hundert, a famous German startup magazine, is popular for brining news from startup scene in Berlin. Their main ambiton is to boost innovation and creativity and give a rise to outstanding achievements of prosperous startups. For this reason they decided to go for extraordinary content – the 8th edition of The Hundert is dedicated to 100 female startups founders in Europe representing 40 different countries. Thus we are proudly announcing that our CEO Gina Tost made it to the top 100 female CEO of startups in Europe.

Having a startup has become a fashion trend over the past few years. We can read tons of stories about successful male CEO and founder of tech startups. But what we are lacking is the presence of female CEO in this industry. Statistics show that only 14.6 percent of all startup founders are women. Even though the gender gap is still significant, we might find some brave females who decided to set their own startup. The Hundert decided to take a closer look at them and published 100 inspiring stories of female CEOs from all over Europe highlighting their hard work and devotion to what they love. The list features CEO from different spheres such as mobile and tech industry, healthcare, shopping or lifestyle businesses. Each story is different in nature but what all they have in common is passion – passion for their work, passion for innovation, passion for creativity, passion for their successful startups.

“IDEAS ARE NOTHING WITHOUT THE RIGHT PEOPLE BESIDE YOU” ~ Gina Tost

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Gina Tost at Release Party of The Hundert

Gina had started her career as a tech and video games journalist giving voice to other amazing projects in the media. This experience brought her to the idea of founding a startup herself and demonstrate that she can go beyond the persona of the girl on TV. “It felt like a train that I didn’t want to miss. I’ve led a team before when I was working in Madrid, but truth be told, I had zero experience as an entrepreneur. Fortunately, my co-founders helped fill the knowledge gap,” said Gina for The Hundert. Today she is running Geenapp – mobile adtech company – which ranked in 100 best European startups.

“I play action and adventure video games in order to deal with stress. It’s like I am in another body, in another universe.”

What she finds one of the most enjoyable things about Geenapp is a exceptional office – a house with a nice garden in a very wealthy area of Barcelona. The team has lunch together in the garden with a marvelous view from the office and famous football players as neighbors. Gina thinks that a startup is like a small boat – you have to be paddling to move. “When you have a big boat, all the engines have been working for a long time and you just need to adjust some pieces to move faster or slower. But until then, if you face a problem, you must solve it with bravery and cleverness,” mentioned Gina in regards of daily problems she needs to face with her growing startup Geenapp.

Gina Tost has never regretted her decision to start up Geenapp as it brings modern inventions to the world of App promotion. She desires to make a change in the mobile industry and with her startup Gina is turning her vision to reality. In addition, she is a role model for many young women who are thinking of starting their own business. Along with other female CEO she thinks that the journey is not easy but it is definitely worth it. The starting point is a great business idea and motivation to change the world into an easier place for living. So if you also belong to those women who are hesitating if to start a business or not, get inspired by these stories of 100 incredible women and make it happen! Because every successful person begins with two beliefs: the future can be better than the present, and I have the power to make it so. Do not dream your life, live your dreams!

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Meet the team: Gina Tost

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How would you characterize Gina Tost – CEO of Geenapp?

I like being surrounded by the best people and professionals in order to see what they predict to happen in the future of the mobile industry so I can also foresee things which are ahead of us and take better decisions. If I need to characterize myself by one word it would be multitasking – I became CEO not just because I am one of co-founders but I am managing different areas in Geenapp.

Is there anything that is suprising about you and not that many people have a clue about it?

I have to admit that I am a passionate player of video games and not that many people are as good as I am at playing them. Video games have improved my strategic vision and skills, and now I am not daunt to say that I am expert in playing video games!

I need to say that it is very impressive what you are doing right now but have you always been interested in technology? Each kids daydream about different types of job. What was your dream job?

I have always known that I want to do something with informatics. When I was a kid I love buttons, cables and other technical staff. I remember when I had my first computer in the 90‘s, what was a very expensive thing, I was so curious that I just opened it in order to see how things are organize inside that box. My parents went crazy when they saw the new and expensive PC, opened and quartered, in the middle of the living room.

Whom do you consider to be the most influencial or inspiring person in your life?

I always try to surround myself with smart people and I might say that I am successfull in that as I have many clever people around me. When I used to work as a full-time journalist, I got to know many entrepreneurs and thanks to them I could have been able to get insight into different topics and put my own bigger picture together. I believe that everyone influences you and helps you to become who you really are. I admire Elon Musk – CEO and product architect at Tesla Motors. I fancy that he is super creative and innovative businessman; he cares more about the progress for the mankind at the expense of business or money.

I know that you hold a TED talk on the topic How technology makes us free. All TED talker are considered to be influencers. Do you see yourself as an influencer?

I think that I influence a small circle of people in my surrounding – people in the tech industry in my country – Spain. I have been working in this industry so I am kind of relevant in this circle of people.

 

We optimize the daily work of all the media buyers and ad networks by providing them the best paid campaign for each app in one platform based on 500 advertisers.

 What was the most valuable piece of advice you have ever been given? Does it apply  for both: your personal life and working life? Does it help you to accomplish anything you are particularly proud of? 

My motto is: Focus. Sometimes my brain works very fast and I need to think about different things at the same time. In this case, the best for me is to stop for a while and find the light, to concentrate only on one thing. I implement this motto more in my working life because I need to cover everything in the company. All the problems that I had ever faced, had been solved thanks to this piece of advice because when you focus, you can always think more clearly.

How does it feel to be CEO of the company as Geenapp? What do you find to be the hardest part and what are situations that you know it is worth it?

It is a challenge because it is not only about my job anymore. It is about everyone in my team. The most difficult part is to think about the future of Geenapp. We are not the same company as half of a year or a year ago. We are changing very rapidly and the environment of the company is very dynamic so it is very tough to think in advance. On the other hand, I am more than delighted that I can lead a company that is doing a lot for the tech industry. It is not about doing a job but about having the best technology in order to solve problems that the mobile industry is currently facing.

You are going to be named as one of the best female CEO. How are you feeling about these news? What do you think contributed to this fact?

I was very surprised. I think that it is not only about my job but the whole team of Geenapp has merits on this and they put me into this position. I think that is not only me but about the teamwork.

What is your favourite video game and the App that one of the best female CEO is currently using?

The App I use the most is defintely WhatsApp as I need to be always online because of the business. It helps me to stay in touch with all business partners as well as with my friends and family.
I need to say that my favourite game for tablets is The Room. A serie of three games based on Escape Room what has become a worldwide phenomenom. It is very challenging as I like puzzle games.

Three founders of Geenapp: Javier Casares, Gina Tost and Jaime Ferré

The founders of Geenapp: Javier Casares, Gina Tost and Jaime Ferré

 

Do you consider Mark Zuckerberg to be a great influencer? Imagine that you would meet him: what would you ask or purpose to him?

I have met him at Mobile World Congress 2014 because I was a speaker like him for the mobile fair. What I really like about him that it is not about the company called Facebook anymore. It is about his vision of how the world should be in the near future.
If I had to ask him something, definetelly will be about the challenges of a growing company as I am sure that he has focused on this issue several times during his lifetime iwth Facebook.

What do you consider to be the biggest problem in the mobile industry?

In my opinon, it is clearly the fraud: People trying to earn money by having lots of traffic which comes from suspicious sources. On the other hand, there are tons of campaigns out there that do not work properly because an advertiser does not know how to set a campaign or the tracker.

Was this the main reason why you set up Geenapp? How are you trying to cope with the obstacle of fraud in Geenapp?

In Geenapp, we are trying to build a company that is programmatic and scalable is very important in our philosophy. We do good technological tools and that is what we are doing here. We are always trying to come with tech solutions for the problems that everybody has to face in the mobile industry. We launched our own Quality system to check that every campaign is working 24/7 (we are patenting this tool) and our Anti-fraud system is being improved every week based on different methods we discover every day.
Geenapp is a tech company in the marketing industry, we are not doing the same as other networks, we give them solutions to improve their efford. Our clients have different needs and we help them conver them.

What would you pinpoint as the biggest highlight of Geenapp?

We optimize the daily work of all the media buyers and ad networks by providing them the best paid campaign for each app in one platform based on 500 advertisers. We generate only one invoice, get only one payment and get more mobile traffic.

What is the thing you wish somebody told you before you had started Geenapp?

We have faced so many problems from different aspects, we tried to do everything manually and then programmatically with all knowledge that we had acquired. Our technology was super advance in the industry so we had to downgrade it because we are couple of years ahead in terms of progress. Jaime is very experienced in doing business so he always predicts things ahead and warns me to be prepared for any situation that might possibly arise.

 

We launched our own Quality system to check that every campaign is working 24/7 (we are patenting this tool) and our Anti-fraud system is being improved every week based on different methods we discover every day.

 

What is the biggest lesson you have learnt at Geenapp?

Sometimes people are used to do their job the same way so when you are trying to make them think they cannot understand it. Other case is that they have been going through the same routine their whole life and are not open to things differently in order to earn more money. People prefer to stick to their stereotypes rather than becoming a better professional with new knowledge and improved skills.

What does Geenapp do differently? Let´s say that I have an App and I wish to promote it but cannot decide which company I should go for. What does make me to choose Geenapp?

With Geenapp, you can get all attention for your App from other networks. You just give an App to us and we make sure that your App gets quality traffic. You do not need to deal with anybody else so you can be more concentrated on developing and upgrading your App.

Do you find Gennapp in some aspects to be a trendsetter?

Yes, we started with smartlinks that everybody is talking about nowaday and everyone thinks that it is a big invention. We started 2 1/2 years ago and nobody wanted it in the industry because that they though that it was not neccesary but now they identify it as a must! It is still available on our panel and everyone can still freely use it.

Geenapp is relatively a young business but progressing rapidly. Where do you see the future of Geenapp? What are things that Geenappp still needs to work on?

I believe that we need to improve all the tools we have right now and we need to put more effort into the marketing strategy of Geenapp. People do not know what we are doing because we are focusing more on building a great product. We need people to get to know our business because if people do now know you, you are losing lots of potential clients. We are going to be bigger as we are hiring people, growing fast very every month. New bright ideas are a key indicator on our roadmap in order to build innovative products.

What are things which are on bucket list of Gina Tost?

I want to travel a lot and get to know new cultures which are totally different from mine. I want to go this summer to Asia -their culture is very attractive for me as it is entirely diverse world. They pursue the world differently than us. In addition, I want Geenapp to become an innovator and the best company in the mobile industry.