Explorez tous les épisodes du podcast MobileGroove

Great speakers don't start their presentations by trying to be funny, persuasive, or polished—they start by being themselves. Whether you're on stage, in a boardroom, or featured on a podcast like MobileGroove, authenticity builds trust and allows you to connect with your audience in a way that feels real, not rehearsed. Speaking coach Reuben Milne compares public speaking to a muscle you build over time. He's built his hosting the UA Society London and working with brands like Google, LinkedIn, and Pfizer. He joins the show this week to share the exercises, strategies, and tactics you should know before your next speaking engagement. Tune in!Reuben Milne - https://www.linkedin.com/in/reubenmilne/https://reubenmilne.com/CHAPTER TIMESTAMPS00:00 - Intro02:44 - Breaking the ice08:00 - Practice makes perfect10:00 - Reframing your presentation 13:41 - "Who's in the room?"14:38 - The "books down" moment21:49 - Take them on a journey25:12 - The curse of knowledge27:56 - When have you lost the audience? 30:57 - Adapting to stand out online36:30 - How to get over nerves39:30 - Misconceptions about speaking42:46 - Where to connect with Reuben

In a market saturated with FOMO and shame-driven lesson reminders, Zigzag shows that ethical UX and empathy-led CRM drive better retention and brand loyalty—especially for subscription apps. 

In this episode, Peggy Anne Salz is joined by Lorna Winter (Co-Founder & Head of Programme) and Ed Williams (Growth Marketing Manager - Lifecycle & CRM) from Zigzag, the mission-led puppy training app doing things differently.

Zigzag blends behavioral science, smart CRM, and a lot of heart—building real relationships through hyper-personalized journeys, AI support that doesn’t feel robotic, and a community that’s genuinely invested (Hi, Tate!). It’s a strategy that’s helped them double growth, boost lesson completions by 14%, and increase retention by 16% last year alone. 

Lorna, Ed, and Peggy dive into Zigzag's strategy behind hyper-personalized onboarding and lifecycle flows, how being B-Corp Certified shapes their growth, and what ethical, value-driven business practices look like in action.

CHAPTER TIMESTAMPS

00:00 - Intro

02:54 - Recognized for marketing

06:13 - Zigzag and Ziggy's origin story

11:27 - Balancing individual and the masses

14:51 - Generous marketing & b-corps

19:00 - Key KPIs & happiness research

25:42 - A winning "win back" strategy

33:10 - Shame-free CRM

40:35 - The vision for Ziggy

44:39 - What inspires Lorna & Ed

50:12 - Outro

It used to be that a marketer's tools defined their differentiation. But as AI democratizes the ability to craft compelling mobile creatives—and to do so at an unprecedented volume—Kenjy Vanitou, Lead Creative Manager at Voodoo, says it's brand, optimization, and a curiosity to learn that will determine what separates the good games marketing and the great. He joins Peggy Anne Salz at Gamesforum Barcelona to share how Voodoo sets the standard for AI and creatives and how marketers should shape their strategy for success in 2025.

Kenjy Vanitou - https://www.linkedin.com/in/kenjyvanitou/

Voodoo - https://voodoo.io/

CHAPTER TIMESTAMPS

00:00 - Intro

02:39 - Testing AI creatives

05:16 - Who will be the creative directors?

07:15 - Kenjy's approach to AI

09:41 - How to differentiate

11:40 - Voodoo's next steps

14:40 - Predictions for 2025

The games industry is in the “midst of a revolution,” and Shalom Michaeli, Managing Director of Alternative App Stores at Digital Turbine, emphasizes that how brands act now will directly impact their revenue and performance in the years ahead. This is a make-or-break moment for studios across genres, as developers increasingly turn to alternative stores as a growth strategy in 2025. In this exclusive Gamesforum Barcelona interview, Shalom joins Peggy Anne Salz to unveil the first-mover advantages developers can seize before the market becomes saturated—plus the actionable steps any studio can take today to position itself for sustained growth.

Shalom Michaeli - https://www.linkedin.com/in/shalom-michaeli-19b54742/

Digital Turbine - https://www.digitalturbine.com/

CHAPTER TIMESTAMPS

00:00 - Intro

01:20 - The opportunities in alternative stores

06:38 - Alternatives as a strategy not a tactic

When you think of Swaarm, think of James Bond meets Nikola Tesla.  A brand shaking up the app industry with bold, sleek, and seamless integrations to bring electrifying and actionable real-time data to marketers across verticals in search of a simpler way to track their campaigns. Swaarm Co-Founder and CEO Yogeeta Chainani speaks in this episode of Mobile Groove about how Swaarm combines automation, affordability, and baked-in privacy-compliant features in one award-winning no-code event tracking dashboard.

But Swaarm isn’t just redefining tracking—it’s reimagining performance marketing as a whole. Much like how Microsoft offers Word, Excel, and PowerPoint as an interconnected suite, Swaarm provides Perform and Monetization, giving marketers the flexibility to analyze, automate, and optimize their campaigns in real-time. In this episode, Yogeeta also shares how Swaarm’s innovations in search syndication bring clarity to one of the industry’s biggest blind spots, unlocking real-time data visibility and driving unprecedented ROAS improvements. Plus, a surprising case study that reveals how one company boosted organic installs by 66%—all thanks to a small but game-changing shift in their approach.

CHAPTER TIMESTAMPS

00:00 - Intro 

02:50 - Swaarm as a person

04:30? - How Swaarm started

08:35 - Swaarm's standout features

15:28 - Swaarm use cases

30:17 - Good vs great marketing

36:47 - Keeping up with complexity

39:10 - Describing Swaarm 

41:00 - Yogeeta in 4 words

If you ask anyone in the games industry which studios have undeniably shaped the adventure genre—and the industry as a whole—you’ll be hard-pressed to find someone who doesn’t mention Revolution Software. The British video game developer has been creating iconic point-and-click adventure games since 1990, most notably, Broken Sword.

In this episode of MobileGroove, Charles Cecil—co-founder and CEO of Revolution Software—sits down with Peggy Anne Salz to share his insights on building products that stand the test of time. As one of the industry's most respected veterans, Charles has witnessed gaming’s many metamorpheses, from the shift from PC to console and now mobile, to the rise of new monetization models and cross-platform strategies.

In this show, he shares his experience updating Broken Sword to 4K, revealing what it takes to modernize a beloved classic while staying true to the original. Through this process, he offers lessons in adaptation, expert tips on future-proofing, and a strategic approach to design that extends a hit product’s lifespan, so it can continue to captivate users across generations.

CHAPTER TIMESTAMPS

00:00 - Intro

01:32 - The early days of gaming

03:50 - Designing to improve gameplay

11:32 - Where it went south

17:30 - Lessons in legacy

20:55 - "Change but not too much"

26:32 - Where AI can help

29:30 - Predictions for 2025

Bootstrapping a brand that markets itself requires a three-pronged strategy. First, a clear vision of your target audience. Second, a foundation built on deep empathy for their needs. And third, a fierce dedication to delivering an outstanding product shaped by real user insights. YouCanBookMe (YCBM) stands out as a brand that hits the mark on all three. Over its 13 years, the online scheduling tool—recently acquired by Capacity—has leaned on customer listening and advocacy to lead its growth strategy and reach $5 million in annual revenue without VC support. Peggy Anne Salz speaks with YCBM Founder Bridget Harris on what it takes to scale a product-led business and the rebrand that brought YCMB back to its roots while rocketing growth.

YouCanBookMe - https://youcanbook.me/

Bridget Harris - https://www.linkedin.com/in/bridgetharris

Capacity - https://capacity.com/

CHAPTER TIMESTAMPS

00:00 - Intro

01:55 - Breaking down the rebrand

06:30 - The customer is always right

10:50 - A pivot toward small businesses

17:25 - Growing with empathy

21:16 - A guide to bootstrapping

23:41 - Staying connected as you grow

28:00 - Brand metrics

30:18 - Tools to being a better Bridget

32:56 - Rapid-fire Q&A 

Monetization, marketing, and the ad space that can boost your revenue without sacrificing retention. InMobi Advertising's Chief Business Officer, Kunal Nagpal, breaks down the biggest ad trends of 2025 and how publishers can escape the endless churn-and-burn of user acquisition with smart platform partnerships and performance-powered branding. Kunal Nagpal - https://www.linkedin.com/in/nagpalkunal/InMobi Advertising - https://advertising.inmobi.com/*** Related Videos ***👉🏻 You can watch more of our Groove Content here: https://www.youtube.com/watch?v=CXTrGPJvMlk&list=PLE8Ke9Ah2_Nk7PDT4ZIkd21abhFlNRTMz*** Subscribe for More ***👉🏻 https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1*** Let's Connect ***👉🏻 Twitter - https://www.twitter.com/peggyanne👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz👉🏻 Facebook - https://www.facebook.com/peggy.salz👉🏻 Instagram - https://www.instagram.com/peggyannesalz👉🏻 Website - https://www.mobilegrove.com*** What We Do ***Educating marketers on the latest trends in mobile marketing, helping companies navigate the complex landscape. Top 50 ranked destination providing analysis, custom research, and strategic content marketing to the global mobile industry, and mentoring and consulting to tech startups. Peggy Anne Salz is a Senior Forbes contributor and contributes to a variety of leading media outlets — including Harvard Business Review — where she shares her insights on mobile marketing, mobile apps, customer engagement, and business innovation.Named one of the Top 100 Influencer at Mobile World Congress. Podcast host on The Groove, Mobile Presence, Liftoff Mobile Heroes Uncensored, The Hive, Clevertap Engage, spotlighting the global mobile trends, tools, and tips that allow marketers to drive customer connection, dramatically grow retention, and generate new revenue streams on mobile using individualized campaigns and communications needed to harness & drive lasting loyalty.Author of hundreds of articles, dozens of white papers, and authored nine books about mobile, both as a lead author and in partnership with global companies including Gemalto, InMobi, SAP Mobile Services and the Mobile Marketing Association.Author of Apponomics: The Insider’s Guide To A Billion Dollar App Business with InMobi, which provides actionable insights into how companies can market and monetize their apps. It builds on the success of my first book on mobile apps, The Everything Guide To Mobile Apps: A Practical Guide To Affordable Mobile App Development For Your Business, a practical, crowd-sourced book providing businesses and developers with insights on how to make, monetize and market mobile apps. Also edited and produced the Mobile Operator Guide 2013: The Evolution of Mobile Services: Challenges, Strategies, Opportunities and the Mobile Commerce Guide 2013: Engage Customers & Build Loyalty In Developed And Emerging Marke

To turn a title into a breakout success, studios must think beyond traditional UA—blending marketing, product, and player experience to drive growth. In this episode of MobileGroove, powered by Verve, Peggy Anne Salz speaks with Luis de la Cámara, VP of Marketing at Rovio, about how Rovio masters this formula and the steps indie studios can take today to stand out.

An industry veteran, Luis shares his advice on diving into powerful IP and in-game collaborations, product-led growth, and engaging players across demographics. He also explains how app store algorithms amplify top-grossing games, trends to watch in 2025, and the UA channels that give studios the best chance of breaking into the market and disrupting the status quo. 

Luis de la Cámara - https://www.linkedin.com/in/luiscamaraking/

Rovio -https://www.rovio.com/

Verve - https://verve.com/

CHAPTER TIMESTAMPS

00:00 - Intro

01:30 - Product-led marketing

08:40 - The "Snowball Effect" in mobile gaming

11:48 - Hybridcasual trends

13:42 - Promising alternative targeting techniques

17:02 - Most effective UA channels

20:09 - How demographics shape gaming genres

25:07 - Building publisher-side audiences

26:20 - Bringing brands into games

30:02 - Monetization trends in 2025

Smart. Scalable. Viral. Three words to sum up what3words’ smart marketing strategy that excels on three fronts: an in-house programmatic team that moves fast and optimizes faster, a word-of-mouth flywheel that gets customers to spread the message for them, and big-league brand partnerships that rocket revenue and reach. In this episode of MobileGroove, our host, Peggy Anne Salz, chats with Jane Stephenson, Marketing Director at what3words, and Michelle Dunn, Head of Consumer Marketing, about how they’ve turned a simple but powerful idea—dividing the world into 3x3 meter squares with unique three-word addresses—into an international success. With millions of users across 193 countries, partnerships with brands like Lamborghini, Land Rover, and DHL, and real-world impact through collaborations with emergency services like the LA Fire Department, what3words is more than just another app—it’s a case study in strategic marketing, organic growth, and brand storytelling done right. From TV shows casually featuring them in plotlines to real-life rescue stories that fuel social media buzz, they’ve mastered the art of making their audience do the talking. If you’re into creative, high-impact marketing that gets results (without breaking the bank), you won’t want to miss this one!

00:00 - Intro

02:16 - What is what3words?

04:35 - Making functional feel personal

06:23 - Successful brand partnerships

09:58 - The wild use cases

11:40 - Measuring what works

15:10 - In-house performance marketing

18:58 - Building beyond the app

23:48 - Media equity and alternative ads

29:50 - How what3words makes money

32:32 - A pivotal moment

Marked by a crazy dynamic of fewer downloads and stronger player spending, mobile gaming is gearing up for its climactic finale against the industry's biggest boss in what Gonçalo Martins, VP of Marketing at BoomBit, calls the "mobile gaming trilogy." In this episode of MobileGroove, powered by Verve, Gonçalo releases his director's cut, complete with strategies BoomBit is using to adapt and thrive in 2025. From cross-promotion to get more value out of interested players to new ad mon approaches that make more out of first-party data, he candidly shares the strategies BoomBit will follow to make sure 2025 is a blockbuster success for your studio—so tune in for tips and trend data you can harness to make this a banner year for your game. 

CHAPTER TIMESTAMPS

00:00 - Intro 

01:38 - Mobile gaming as a movie genre

03:39 - Spending trends (hypercasual trends)

05:43 - What different demographics want

08:00 - Leveraging cross-promo

13:00 - Alternative targeting strategies

16:16 - First-party data strategies

21:52 - Brand advertising in games

23;52 - Monetization trends

26:08 - BI as a service

27:57 - SSP and DSP partnerships

31:05 - Predictions for 2025

35:00 - 2025 as a movie

Monetization in mobile gaming is a lot like composing a hit song—it’s all about finding the perfect balance between melody (user experience) and rhythm (ad revenue). In this episode of Mobile Groove, powered by Verve, we jam with Andrew Seow, Director of Monetization at Tripledot Studios and music aficionado, to uncover how his studio fine-tunes its monetization strategy to hit all the right notes—without compromising the user experience. Andrew dives into the first-party data dilemma, the balancing act between ad frequency and CPMs, and the shift from waterfalls to bidding—and what it all means for publishers. Whether you’re a monetization maestro or just tuning into ad strategies, this episode will help you keep your 2025 game plan in perfect harmony, from ID-less solutions and new ad formats to evolving monetization models.

00:00 - Intro 

02:10 - Why ad monetization feels like a broken record

06:00 - The music genres of mobile gaming: Groundhog Day vs. Firebird Suite

10:45 - Google’s bidding changes + a new rhythm for publishers

15:30 - How has Tripledot adapted its tune after IDFA

20:55 - Is first-party data a chart-topping hit or a one-hit wonder?

26:20 - Striking the right chord between ad quality and revenue

30:10 - Remixing ad formats

34:50 - Andrew’s wishlist for networks and the industry in 2025

39:20 - Ad monetization in music

Winning in performance marketing in 2025 will require a big step back from the “numbers for numbers’ sake” mindset and force companies to finally embrace smarter, more meaningful strategies that drive sustainable growth. This is the view of Megan Price, Programmatic Supervisor, and Michael Hew, Associate Director of Data & Reporting Ops at M&C Saatchi Performance, who joined Peggy Anne Salz on this episode of In The Groove. 

Megan reveals opportunities to diversify your media spend and adopt an audience-first approach that breaks through the silos that keep valuable customer and contextual data from becoming actionable. At the same time, Michael shares M&C Saatchi's measurement trifecta—an essential toolkit that combines attribution, incremental testing, and marketing mix modeling for marketers looking to balance real-time insights with a long-term vision. Join us as Megan, Michael, and Peggy Anne Salz bust popular programmatic myths and prep your data for success in 2025.

CHAPTER TIMESTAMPS

00:00 - Intro

02:57 - Most pressing challenges of 2025

05:04 - Practical steps to use data effectively

13:06 - Something surprising

15:50 - The exciting part of old tools

17:51 - Diversification

21:19 - Performance can serve brand marketing too 

26:17 - The right metrics to follow

29:50 - 2025 cheatsheet for brands 

35:58 - The top industry trends

38:34 - Privacy-focused challenges in 2025

40:48 - Rapid-fire insights

Great app growth is like a perfect bike ride: it takes a ride that works (your app), a sustainable pace (steady growth), and quick thinking to pivot when obstacles arise. In this episode of In The Groove with Peggy Anne Salz, Lorenzo Rossi, Co-founder and Head of Growth at REPLUG, takes us on a journey through the parallels between cycling and scaling mobile apps. Just like a high-performance rider needs the right gear and a solid plan to secure a place on the podium, your app requires precision, perseverance, and smart strategy to push past plateaus and win the race for users' attention. Lorenzo shares REPLUG's five-stage framework for transforming small budgets into big wins and offers practical advice on the growth hacks that drive success in and out of the saddle.

Lorenzo Rossi - https://www.linkedin.com/in/lorenzorossi1987/

REPLUG - http://www.rplg.io

CHAPTER TIMESTAMPS

00:00 - Intro

01:37 - Why cycling is like app growth

08:19 - The 5 Stage Framework

11:41 - Strategic spend

15:01 - When to shift gears

17:45 - The supporting elements

21:19 - The must-track KPIs

24:39 - A big pivot for big results

26:40 - The way to stay responsive

30:07 - Three growth hacks

35:41 - How to enjoy the ride

39:04 - The motivational marketing billboard

40:15 - Best way to connect with Lorenzo

With rising costs and a 30% revenue cut taken by major app stores on every in-app purchase, studios can’t afford to keep placing bets on traditional models or small pockets of growth. Instead, diversification is the new mantra. Done right, it doesn’t just generate revenues; it powers value-driven experiences and optimizes every touchpoint for maximum retention. Glance, (formerly Nostra), an unconsolidated subsidiary of InMobi Group and the largest mobile gaming platform in India and Southeast Asia, and Sunday—a gaming publisher laser-focused on LiveOps and smart monetization—are two companies turning this model into gold. Deepak Venkatramani, GM of Gaming at Glance and Nicholas Bloom, Business Development Manager at Sunday, join Peggy Anne Salz in this episode to share what it takes to get your games in front of new and eager audiences. Nick takes us through Sunday’s sophisticated hybrid-casual model, supported by “game lifecycle ninjas” who understand how to keep players hooked, while Deepak details how Glance utilizes lock screens to eliminate friction, enable game discovery, and grow engagement 2x. 

CHAPTER TIMESTAMPS

00:00 - Intro

02:10 - Where is the growth?

05:14 - What's unique about games?

07:54 - Accessibility for the user

09:54 - Break down your game

14:42 - Criteria for choosing opportunities

20:44 - Engagement metric uplifts

24:23 - The game beyond the game

26:15 - Segmentation and personalization

29:17 - What's next for alternatives?

$2 trillion is on the table, and only one thing will determine if your brand can carve out a portion of the pie: personalization. No longer just a buzzword, personalization has become the dividing line between average brands and top performers. As Mark Abraham explains in his latest release, the game has changed—soon, brands won’t be judged by product quality alone but by the custom-tailored experiences they deliver. Senior Partner at Boston Consulting Group, Co-Author of Personalized: Customer Strategy in the Age of AI and strategist for over 100 iconic brands, Mark jumps In The Groove with Peggy Anne Salz to discuss how brands can unlock an estimated $2 trillion in new growth this decade. The key to unlocking this growth is what he and his co-author, David Edelman, call "the Personalization Advantage." It’s the competitive edge he describes in his book, drawing on real-world insights from leading brands like Starbucks and Google, along with practical steps to avoid common pitfalls. With tools like the Personalization Index, the Five Promises, and a focus on AI-driven strategy, Personalized is the playbook for “strategists, not just marketers” and paves a path for success in 2025 and beyond.

CHAPTER TIMESTAMPS

00:00 - Intro

03:08 - The boldest ask from a brand

05:23 - The engagement ladder

07:11 - Dos and Don'ts of AI personalization

09:59 - p=ms

12:21 - You can start small

16:27 - Personalization high-performer 

20:35 - The Five Promises

21:52 - Pandora use case

24:28 - Delight me

27:25 - Spotify + Four Seasons use cases

29:30 - What consumers need to do

30:45 - Building trust

31:54 - Rapid-fire Q&A

34:00 - Connecting with Mark

With mobile game D1 churn rates sitting at an impressive 72%, studios can’t afford to disrupt gameplay with annoying or irrelevant ads. Sahil Modi, Partnership Manager at Audiomob, offers audio ads as an alternative. He explains how Audiomob’s contextually targeted in-game ads rocket ad revenue while reducing gameplay friction. Tune in to this episode as Sahil reveals Audiomob’s newest integration—fully equipped with user-friendly plugins and “SDKs that put the player first.”

CHAPTER TIMESTAMPS

00:00 - Intro 

00:58 -  What publishers think of audio ads

02:18 - Creating a cool audio experience

04:55 - CPI campaign with an audio ad

You can’t have a great game without great creatives or craft great creatives without a strong testing strategy. But, testing high volumes of creatives doesn't always translate into valuable creatives and campaign wins. So, what happens when you pause testing altogether? And which networks will let new creatives break through the noise? Spoiler alert 🚨 the answers will rock your world! Ayşen Kıratlı, Lead Growth Manager at Kwalee, dives deep into the process, pitfalls, and surprises of the publisher’s experiment, explaining which creatives are popular by platform, what to factor in when looking at winning ones, and why pressing pause on your testing might be the best strategy for your game. It’s a tactic that rocketed Kwalee’s ROAS, scaling certain campaigns by 150%, and will transform the way your studio takes on testing.

CHAPTER TIMESTAMPS

00:00 - Intro

02:07 - Why experiment with creatives testing?

05:29 - Difficulties breaking into new creatives

12:20 - The world won't end if you stop testing

17:51 - Creatives popular by platform

20:20 - When to test vs let go?

22:37 - Adapting strategy

25:02 - What to consider for winning creatives

27:25 - How testing shifted strategy at Kwalee

31:50 - The switch to gaming 

34:51 - Failure is one of the best teachers

37:37 - Advice on taking the first step

Big audiences can mean big money, and in India, that’s a model on steroids. A whopping one in three are gaming fans, avid players who also splash the cash to the tune of over 131 billion transactions, a large share of which were attributed to games. The major driver is the country’s real-time payment system, United Payments Interface (UPI), which allows users to pay for products instantly via mobile. It’s a market strapped with immense purchasing power—and a willingness to spend. Piyush Kumar, Founder and CEO of India’s largest game streaming and eSports platform, Rooter, returns to the show to share pages from his playbook on carving out new paths and convincing big brands like Mountain Dew, Hero MotoCorp, and Amazon to engage with this massive audience. He delves into the monetization mix that keeps Rooter’s coffers full, how he ensures brands receive a customized ad experience safe from appearing alongside bad actors, and the models that make major content creators choose Rooter over any other platform.

CHAPTER TIMESTAMPS

00:00 - Intro

01:30 - From advertising to esports

04:00 - How do games companies fit in?

06:45 - India is a good monetization market

10:46 - Subscription works if you provide value

13:39 - Why influencers choose Rooter

15:10 - Closing the deal with brands

21:34 - Most relevant models and mixes

26:26 - Safe from bad ads

28:20 - A unique user experience

30:55 - Making growth easier for creators

33:15 - Why YouTube isn't a competitor

35:31 - Where teaching comes in

37:50 - Work-life rules for Rooter

In a world where the melody of experience often gets lost in the clamor to cut costs, greyhairworks reminds us that the biggest hits happen when collaboration spans generations and involves seasoned professionals who know how to hit all the right notes. Company co-founder Alex Meisl tells Peggy Anne Salz how he assembled a band of veteran industry rock stars to fuse no BS consultancy services with best-in-class SaaS solutions and why big-name brands are lining up for an encore. He also candidly discusses ageism and why companies that cut experienced talent to keep a lid on costs are going to pay dearly in the end.

CHAPTER TIMESTAMPS

00:00 - Intro

01:30 - What is greyhairworks

09:40 - Keeping the band together

13:38 - Old dogs know more tricks

18:03 - Modern day consultancy

21:00 - No BS: Let the grown-ups do it

24:30 - Grownups in the portfolio

27:50 - Push back against network loss

31:30 - Making hits in corporate and in the kitchen

32:45 - Connect with Alex

Your brand needs a distinct voice, and now your chatbot needs a dynamic personality to engage and retain customers. Conversica CEO Jim Kaskade joins host Peggy Anne Salz to discuss how harnessing customer-facing AI and chatbots that align with your brand’s tone, style, and values can help drive massive uplift across the customer journey. He reveals how companies that leverage Conversica’s conversational automation solutions reached a 35x increase in email conversions and engagement and a whopping 1400% increase in CTR. He also walks us through the steps any company can take to start integrating AI and chatbots into their sales strategies and lifts the lid on the number one fact about AI that he considers the most shocking of all. 

2024 Marketing Executive AI Sentiment Survey - https://www.conversica.com/marketing-resources/report/2024-marketing-exec-ai-sentiment-survey/

CHAPTER TIMESTAMPS

00:00 - Intro

01:45 - A chance meeting with Google

05:25 - Bots are developing personality

08:12 - Brand-safe AI

13:44 - Can AI establish emotional connection

18:25 - How Conversica ensures unique brand voice

23:15 - Managing privacy

24:53 - Use cases

30:00 - Crafting a two-way conversation

35:08 - Strategies to future-proof strategy 

39:22 - Something shocking about AI

Named one of IMPACT’s 50 Most Influential Women in Media & Marketing annually since 2018, Vasuta Agarwal is a resourceful, results-oriented manager who leads from the front. With over 16 years of experience across the digital industry, she began her career as a consultant before switching gears to join InMobi, where she straddled multiple roles and geos—building and scaling businesses within India’s first unicorn. Now Chief Business Officer at InMobi, Vasuta joins Peggy Anne Salz in this episode to share how she built on her experiences across departments to cement her credibility and career. The two discuss the strategy behind Vasuta’s growth, InMobi’s mentorship programs for women in tech, and why “stepping up” and leading with empathy are two tactics every aspiring entrepreneur should learn.

CHAPTER TIMESTAMPS

00:00 - Intro

00:32 - Vasuta's journey to CBO

02:29 - Growing within one company

05:13 - Mentorship for women in tech 

08:50 - Empathy in leadership

10:52 - Looking forward a year from now

AI is THE buzzword feeding a frenzy of hype, but few brands actually dish out sweet solutions that go beyond to provide real value. This week, we shine a spotlight on AI-powered Appier and lift the lid on how the company's gen-AI capabilities and AI-driven insights generate 130% ROAS and “exceptionally short recoup periods” for its clients. Bobbie Hollanders, Head of Sales & Account Management for EMEA and the US at Appier, details how Appier’s tools equip marketers with advanced behavioral analytics, dynamic customer segmentation, and real-time personalization. It's a combination of key capabilities that equips apps across all verticals to clinch the conversion every time. He also delves into how non-gaming apps can identify their “white whales,” the trends you should tap into, and how his hodgepodge of hobbies enhances creativity and innovation in his work.

CHAPTER TIMESTAMPS

00:00- Intro

01:45 - AI solutions that stand out

06:41 -  130% ROAS case study

09:50 - Maximising your data and personalization

14:35 - Whale watching for non-gaming apps

17:52 - Latest trends and advice

22:20 - Asking AI smart questions

24:40 - Meeting demands of the future marketer

26:33 - An unexpected lesson

28:20 - A hodgepodge of hobbies

Creativity powers connection and conversion, offering brands an edge, especially in a post-privacy world where performance marketing can miss the mark. But what is the creative process, how can it be made accessible, and what steps does your brand need to take to capture the hearts—and wallets—of consumers today? Walter T Geer III and Imsety Taylor answer all these questions and more in this week's episode. The two marketers—CCO of Innovation at VML and Founder of Set Angle, respectively—discuss the power of combining tech and great design to create friction-free experiences, drive real-time revenue, and allow for authentic, personalized interactions in a privacy-first world. Alongside Peggy Anne Salz, they dive into how they’re approaching both the creative process and the results, touching upon the role of AI, knowing your audience on an individual level, and how designing with diversity in mind enhances both brand love and campaign success.

CHAPTER TIMESTAMPS

00:00 - Intro

02:57 - Imsety's intro video

05:10 - Blending tech and great design

07:16 - Authenticity in advertising

12:55 - Know your audience

23:27 - Giving up creative control

25:15 - AI's seat at the table

28:03 - How a diverse team influences the creative process

34:38 - Balancing art and science

37:20 - What's next in the world of design?

43:55- Getting in touch with Walt and Imsety

Profitable growth in a privacy-first landscape means embracing the shifts and shakes in the adtech industry. But staying up to date is no small feat—especially as major players continue to move goalposts and muddy the water with unclear expectations on enforcement. Luckily, David Philippson, Co-Founder and CEO of Dataseat, a contextual mobile DSP, is on top of it all. David unpacks everything from what Apple’s Privacy Manifest and Google’s Privacy Sandbox mean for developers to the five major advantages of adopting a SKAN-only attribution system and why zeroing in on publishers rather than individual users is the key to tapping into your target audience with contextual advertising.

CHAPTER TIMESTAMPS

00:00 - Intro

01:14 - Adtech privacy evolved

04:10 - Apple's Privacy Manifest

07:45 - Preparing for Apple's enforcement

10:02 - Become the SME

12:15 - 5 big advantages of SKAN

16:00 - Privacy Sandbox from an app perspective

21:05 -  Behavioral vs contextual advertising

24:42 - Know your internal audience

26:18 - ATOM SDK

29:45 - Advice for finding the positives

32:30 - How to get in touch with David

It’s time to ditch traditional tools and adopt a fiercely customer-centric focus—or risk losing your customers altogether. This is unchartered territory for most marketers, and we get much-needed inspiration and direction from Paul Meinshausen, Co-founder and CEO of Aampe, a company that reimagines personalization through messaging and revitalizes brands' communication stacks with its reinforcement learning APIs. From tough love for your tech stack to what is possible when marketers expand their mindset towards messaging, Paul offers concrete advice on executing effective communication campaigns and driving customer engagement.

CHAPTER TIMESTAMPS

00:00 - Intro 

02:37 - Tough love for your tech stack

09:20 - Why data makes Paul "cringe"

11:10 - Is it a tool or mindset problem?

13:45 - Evolving your messaging

22:00 - Evolving with Aampe

25:00 - ML messaging use cases

Driven by their frustration with a New York Times piece showcasing the movers and shakers of AI without mentioning a single woman, Jenny Kay Pollock and Reut Lazo took action and founded Women and AI, a powerhouse nonprofit committed to smashing gender biases and celebrating the remarkable strides women are making in the artificial intelligence field. Jenny and Reut team up with Peggy Anne Salz in this captivating episode to unveil their groundbreaking initiatives and exciting prospects for mentoring and networking.

For most brands, the spray-and-pray approach to ad creative has taken a backseat, favored instead by precise targeting that increases the chances of connecting with consumers and clinching the conversion. Crystal Bai, Senior Director of Marketing, joins the show this week to discuss how SocialPeta ensures its clients' creatives hit the right audience with the right message every time.

**CHAPTER TIMESTAMPS**

00:00 - Intro

03:00 - Social Peta's USP

06:38 - How Social Peta tells what's hot in every industry

13:30 - Smart strategies for creatives in 2024

Over 2 billion voters in 50 countries are heading to the polls this year—and they need reliable information to make informed decisions. To combat the detrimental deepfakes and salatious misinformation, one brand developed a "digital trust network for social good." Jeff Roberto, CMO of Nodle, discusses Nodle's new app, Click, and how it cuts through misinformation and ensures accuracy with three easy steps.

When dealing with younger customers, some banks employ predatory practices and capitalize on their lack of financial knowledge. Copper Banking does the opposite. Copper Banking's CEO and Co-Founder, Eddie Behringer, takes the mic this week to explain how his app flips the industry standard on its head by building financial literacy for young people from the first step. He details how Copper Banking takes notes from gaming apps, combining traditional banking tools with gamification to keep users engaged and empowered about their finances. It's an impressive model and one that pays off. At only three years into market, Copper Banking has reached 3 million users and maintains a 60% organic acquisition rate. Tune in to learn more about how Copper Banking leverages its millions of data points to approach acquisition, personalization, and engagement differently.

*** Chapters *** 00:00 - Intro

00:40 - Building financial success for the next generation

02:40 - Getting users engaged

07:50 - Gamification in fintech

18:15 - Approaching acquisition and personalization

20:35 - Leveraging their millions of data points

22:00 - What empowers Eddie?

As marketers grapple with the challenges of measurement in a privacy-first landscape, CTV stands out as a crowd-pleaser. Its ability to get granular with available data and point to specific actions that clinched the conversion makes including it in your marketing mix a no-brainer. Jonathan Yantz, Managing Partner at M&C Saatchi Performance, dives deep into the details of this channel, from signal matching and incrementality testing to brand examples and frustrations with attribution.

*** Chapters *** 00:00 - Intro

01:28 - Why is CTV so timely?

05:33 - QR codes and tracking the user journey

08:09 - Main frustrations around CTV

09:53 - What the data tells you

12:25 - Standing for something as a brand

When AI is at the top of most marketers' minds, it can be difficult to discern which brands are truly tapped in and which are chasing trends. Bob Hollanders, Head of Sales Account & Management, EMEA & US, proves to Peggy Anne Salz that AI is more than a buzzword at Appier and delves into his insights on where marketers are succeeding in implementing AI into their stack as well as what non-gaming and gaming apps can learn from each other. ** Chapters **

00:00 - Intro

00:50 AI more than a buzzword

04:45 - Marketers that succeed using AI

08:33 - Lessons from gaming and non-gaming apps

13:00 - A pre-indicator of non-gaming whales

Performance marketing used to be app marketers' golden goose—at least when attribution signals were plentiful, and UA managers were free to splash the cash netting new users. Today's performance marketing is a far cry from its pre-IDFA counterpart. Megan Price, Account Supervisor at M&C Saatchi Performance, explains the shift and how app marketers can nail the new performance marketing in 2024 and beyond.

Until now, we've known Aarki as the powerhouse mobile advertising platform that specializes in delivering personalized ads to mobile app users. Now, we'll start seeing them in a new light. Avi Das, Chief Revenue Officer and Chaitanya Upadhyay, Chief Product Officer, walk Peggy Anne Salz through the Aarki rebrand—from its refreshed values and identity to its revamped products and prices.

**Chapter Timestamps**

00:00 - Intro to Aarki 2.0

01:52 - What's new with Aarki 2.0

06:07 - Aarki's range

10:06 - A unified creative strategy

14:09 - The difference between ML and AI1

8:53 - How to apply Aarki's insights

Non-gaming apps are climbing the ranks in the app stores but still have notes to take from their gaming counterparts on acquisition and performance. Alex Li, Senior Director of Global Non-Gaming App Discovery at AppLovin, joins Peggy Anne Salz to share pages from his playbook on what non-gaming apps need to know to power profitable growth in 2024.

AI opens access to new data on every channel, and everybody—from advertisers to manufacturers—is stepping up their game to get in front of and extract value from premium players. Faheem Saiyad, Director of AppSamurai—the "one-stop-shop" mobile UA platform—shares the marketing mix and alternative monetization options that attract high-value players and how to effectively analyze your data to power a successful growth strategy.
** Related Videos ** 👉🏻 You can watch more of our Groove Content here:    • Winning Ways To Connect With Your Cus...  ** Subscribe for More ** 👉🏻 https://www.youtube.com/c/PeggyAnneSa...** Let's Connect ** 👉🏻 Twitter -   / peggyanne   👉🏻 LinkedIn -   / peggyannesalz   👉🏻 Facebook -   / peggy.salz   👉🏻 Instagram -   / peggyannesalz   👉🏻 Website - https://www.mobilegrove.com

** Chapters **

00:00 - Intro 01:58 - The fight for attention 03:44 - Trends in marketing mixes 06:24 - What's next for AppSamurai ** What We Do ** Educating marketers on the latest trends in mobile marketing, helping companies navigate the complex landscape. Top 50 ranked destination providing analysis, custom research, and strategic content marketing to the global mobile industry, and mentoring and consulting to tech startups. Peggy Anne Salz is a Senior Forbes contributor and contributes to a variety of leading media outlets — including Harvard Business Review — where she shares her insights on mobile marketing, mobile apps, customer engagement, and business innovation. Named one of the Top 100 Influencer at Mobile World Congress. Podcast host on The Groove, Mobile Presence, Liftoff Mobile Heroes Uncensored, The Hive, Clevertap Engage, spotlighting the global mobile trends, tools, and tips that allow marketers to drive customer connection, dramatically grow retention, and generate new revenue streams on mobile using individualized campaigns and communications needed to harness & drive lasting loyalty. Author of hundreds of articles, dozens of white papers, and authored nine books about mobile, both as a lead author and in partnership with global companies including Gemalto, InMobi, SAP Mobile Services and the Mobile Marketing Association. Author of Apponomics: The Insider’s Guide To A Billion Dollar App Business with InMobi, which provides actionable insights into how companies can market and monetize their apps. It builds on the success of my first book on mobile apps, The Everything Guide To Mobile Apps: A Practical Guide To Affordable Mobile App Development For Your Business, a practical, crowd-sourced book providing businesses and developers with insights on how to make, monetize and market mobile apps. Also edited and produced the Mobile Operator Guide 2013: The Evolution of Mobile Services: Challenges, Strategies, Opportunities and the Mobile Commerce Guide 2013: Engage Customers & Build Loyalty In Developed And Emerging Markets

What do you do when your organization is set on vanity metrics like clicks, and you are focused on the KPIs that really matter, like engagement and retention? How do you push for goals without sounding pushy? And when do you let users go because data shows winning them back will likely burn more cash than it generates in the longer term? These are the questions that CRM experts like Vernesa Ćutuk, Growth & CRM Consultant and ex-CRM Marketing Manager at Sleep Cycle, have to grapple with daily to show—and deliver—real value from CRM campaigns. Vernesa joins our host, Peggy Anne Salz, and special co-host, Jim Laurain, on this episode of The Groove. She explains engagement depth and teaches CRM professionals how to ditch the traditional D1/ D7/D30 measurement methods in favor of metrics tailored to their product and user triggers. Moreover, she divulges how to pinpoint and motivate elusive inactive users. Finally, she shares how she used CRM to raise app previews by 70% and the steps any CRM manager can take to prove their value in an organization. Vernesa Ćutuk - https://www.linkedin.com/in/vernesacutuk/ Jim Laurain - https://www.linkedin.com/in/jameslaurain/ Aampe - https://www.aampe.com/

Chapter Timestamps

00:00: Intro  

02:27: Ditch D1, D7, D30 metrics

06:40: CRM before ads

08:34: Fighting for CRM's value

14:40: Proving CRM's worth without lifting a finger

17:12: Following Blue's Clues psychology

20:15: Motivating inactive users

23:09: Jim's "dirty tricks" to increase engagement

27:43: Not all engagement is equal

34:19: Rapid-fire CRM Q&A

Your company is sitting on a stockpile of valuable customer insights—but accessing and extracting the right data to power effective marketing and engagement strategies can be a stretch. Sure, the answer is in the data—provided you know the right questions to ask and the events to prioritize. Stacy Earl, Head of CRM and User Retention at online rewards platform KashKick, returns to The Groove to spill the secrets about the data “gold mine” sitting in your CRM and how marketers can utilize it to decipher what users are doing from day one. She explains that CRM looks at more than demographics; it dissects customer behavior, too. And it belongs not in your marketing mix but with your data teams. We’re busting myths and breaking down data barriers in this episode. Join co-hosts Peggy Anne Salz and Jim Laurain, Head of Growth at Aampe, as we learn why CRM is more than a marketing tool and how to unlock this superpower to solve customer service issues, improve product, and rocket revenue.

CHAPTER TIMESTAMPS

00:00 - CRM belongs with your data teams

07:05 - CRM is more than demographics

09:05 - Become a customer to be a better marketer

11:39 - Digging into data activation 

15:28 - Stop annoying your customers

17:16 - A/B testing done right

20:49 - How to get messaging right every time

25:35 - ChatGPT inspiration

29:49 - Is "unoptimized" messaging actually optimized?

36:12 - CRM data across all departments

38:38 - Rapid fire Q&A

In today’s attention arena, personalization equals profit. This is where AI-powered solutions shine, equipping companies to customize the app experience and explore new areas where greater personalization can yield massive returns. While many companies focus on smart ways to fill the marketing funnel with content and campaigns tailored to treat users like individuals, a few fast-movers are cashing in by offering personalized pricing that makes users offers they can’t refuse. This approach is championed by Cosmic Latte, a maker of LGBTQ+ dating apps that count 15 million users worldwide. Milan Kovacic, Cosmic Latte CEO, joins Peggy Anne Salz to talk about how he works with Assetario, a predictive analytics platform for mobile apps, to make the match between audience segments and the subscription price tag they are willing and happy to pay. Milan also walks through the strategy that allowed one dating app to reach a “double-digit” uplift in revenue. He is joined by Jakub Chudik, CTO and co-founder of Assetario, who reflects on the evolution of AI and reveals the low-hanging fruit, such as personalized recommendations, companies should have high on their radar. 

CHAPTER TIMESTAMPS

00:00 - Intro

02:28 - Milan and Jakub's background

06:04 - The perks of individualized pricing

08:59 - How Assetario works

13:31 - Why pricing as a personalization point?

16:59 - When doesn't AI apply?

20:51 - In-house vs outsourcing

26:09 - What to look for in an AI company

31:12 - Driving data-driven decisions

32:57 - What to expect from Assetario and Cosmic Latte in 2024

This summer was a “Barbie” blowout! The blockbuster movie distributed by Warner Bros. brought in over $1.4 billion at the box office this summer, making it 2023’s highest-grossing film—and the topic of social media’s hottest trends. One of these viral hits, powered by an AI photo-editing app, stood out from the rest. With the help of PhotoRoom’s Selfie Generator, 13 million people created, posted and shared custom “Barbie” posters across Instagram and X. Months later, PhotoRoom has been downloaded 100M+ times, and Lauren Sudworth, PhotoRoom’s Head of Brand and Content, joins The Groove to share insider intel into the viral campaign. Alongside host Peggy Anne Salz, she explains how PhotoRoom marries AI and brand identity to deliver UGC at an unprecedented scale and quality for brands on any budget. Lauren says more than powering visual commerce, generative AI is “breaking down barriers to creativity,” even going so far as to produce personalized algorithms and brand IP. The show is one for the books as Lauren shares how any company can start building its brand and how to take advantage of AI tools while maintaining a human touch. 

CHAPTER TIMESTAMPS

00:00 - Bringing everyone into Barbie World

05:35 - Influencer power

07:57 - Democratizing content creation

10:51 - A strong brand powers strong content

15:47 - Discovering PhotoRoom's brand

20:25 - Monetization and total AI integration

27:29 - Built-in AI brand assets

31:31 - PhotoRoom's competitive moat

Ad dollars follow the eyeballs. But in a marketplace full of channels and congested with paid, social and organic options, marketers must place their bets where attention is high and returns are impressive. One channel that delivers is audio. While other channels are challenged by the cookie-less chaos and squeezed by low audience attention metrics, audio remains the crowd-pleaser. Audio alone accounts for one-third of the media time spent by consumers and delivers significantly higher ad recall. Gayle Troberman, President and CMO of iHeartMedia, the #1 U.S. audio company that reaches 9 out of 10 Americans daily,  joins host Peggy Anne Salz on this episode of The Groove. She tells us why audio, specifically broadcast audio, is “insanely consistent and resilient” and shares best practices any company on any budget can follow to make a standout audio ad. Finally, she dives into how companies can engage with iHeartMedia and harness its Smart Audio tool to reach audiences and rocket ROI. 

CHAPTER TIMESTAMPS

00:00 - Intro

00:43 - Audio is a powerful channel

04:31 - Incremental growth through audio

06:43 - A big wake-up call for marketers

11:19 - An example of the best audio advertising

16:21 - The #1 podcast network

18:34 - iHeartMedia's advertising tools

21:27 - Looking to the future

Good marketing answers customer needs. Great marketing anticipates them. With Aampe, businesses can create a hyper-individualized customer experience, increase acquisition ROI, and significantly reduce churn with only one tool. Aampe — a platform built by data scientists to help marketers execute effective mobile campaigns based on customer behavior — uses propensity triggering to flip the script on user retention and engagement. By looking to the future, not the past, marketers can offer personalized discounts, messages, and rewards based on a specific user’s likelihood to purchase or churn. Aampe’s Head of Growth, Jim Laurain, joins host Peggy Anne Salz in this episode of The Groove to explain how Aampe, powered by machine learning and AI, takes predictive analytics and retention to the next level, acting as both a “recommender system applied to every element of a user experience” and a tool to transform your business’ lifecycle marketing and bottom line. 

CHAPTER TIMESTAMPS

00:00 - Intro

01:35 - Jim's responsibilities at AMP

02:26 - Inactive triggers create inactive users

06:32 - Tapping into your event stream data

09:55 - When does your A/B test retire?

10:43 - You're triggering at the wrong time

13:01 - Not all discounts are made equal

14:12 - What is propensity triggering? 

16:43 - A recommender system for the entire user experience

18:34 - New customer markets based on timing optimization

20:39 - What's next at AMP?

To effectively make brand voices heard, marketers need a channel that drives traffic while combatting ad fatigue. CTV hits both marks and spells massive opportunity — provided you understand the platform and how to nail the creative. Arthur Querou, Founder and CEO of Vibe, a self-serve CTV ad platform, and Gijsbert Pols, Director of CTV & New Channels at Adjust, take center stage in this episode of The Groove in partnership with The 5 O’Clock Club. Alongside host Peggy Anne Salz, the pair set the record straight, dispelling popular misconceptions about the channel and describing why CTV is the place to be for advertisers who want to effectively increase social and search traffic, strengthen brand image, and optimize retargeting tactics.

CHAPTER TIMESTAMPS

00:00 - Getting into The Groove with Arthur and Gijsbert 

06:29 - CTV is more than just a branding channel

10:12 - Is targeting worth it on CTV?

15:30 - Marketers need a full-funnel mindset when approaching CTV

19:04 - The challenge with attribution

22:05 - To QR code or not to QR code?

24:40 - Tips for creating a compelling CTV creative

Predicting which users are likely to churn is a superpower that app marketers can wield — if they have what it takes to identify users highly likely to churn early in the game and keep them active longer. Fortunately, marketers have both in a new engine that predicts churn with incredible accuracy and automates the process end-to-end. In this episode of The Groove, in collaboration with The 5 O’Clock Club, Kate Lovejoy, Chief Performance Officer at Adikteev, an advanced app retargeting, churn prediction and cross-promotion platform, has the mic. She chats with our host Peggy Anne Salz about the tech that allows Adikteev’s model to classify and score users based on their likelihood to churn. With these insights, Kate says, marketers can focus efforts and resources on “targeting those users in the highest-liklihood-to-churn bucket to make sure they don’t go away from your app altogether.” Kate also shares some tough love and advice for marketers to make retargeting great (and effective) again and cultivate the curiosity and courage to test, iterate and try new things.

CHAPTER TIMESTAMPS

00:00 - What gets Kate into The Groove? 

02:52 - Making retargeting great again

08:06 - Accurately predicting and ranking likelihood to churn

11:15 - A free pre-campaign analysis

14:34 - When doesn't retargeting make sense?

16:27 - Tough love for marketers

Audience segmentation and creatives localization have never been easier with Appier, an AI-powered, full-funnel tech company. Appier’s AVP of US Sales & Market Strategy, Fiona Lin Ferrier, joins Peggy Anne Salz on this episode in collaboration with The 5 O’Clock Club. She is an expert in AI, spotlighting gen AI use cases that optimize ad placement and maximize ROAS. And she’s an expert in human connection. A self-proclaimed “personal development junkie” and first-gen immigrant, she brings her whole self to work and supports fellow immigrants and marketers in doing the same. In the episode, Fiona empowers listeners to embrace AI and themselves, stating, “Unconditional acceptance of yourself is number one” and “I’m really excited to build [marketers] confidence.” 

CHAPTER TIMESTAMPS

00:00 - What gets Fiona in the Groove?

03:59 - What is Appier? 

06:10 - How does gen AI empower marketers? 

12:14 - Using gen AI to perfect localization

14:08 - Addressing misconceptions about AI

17:34 - Advice to marketers about embracing AI and themselves

Relationship building is the core of powerful marketing, and it starts with good communication and trust. Heather Gainer, Sr. Marketing Manager at Kongregate and Jordon Weissman, Sales Director at Smadex, demonstrate in real-time what an interactive brand-consumer relationship looks like on this episode of The Groove, in collaboration with The 5 O’Clock Club. Our host Peggy Anne Salz facilitates this back and forth, asking the hard questions and putting Heather and Jordon on the spot by urging them to review their relationship and reveal what they haven’t been saying in their emails. Throughout the episode, the trio discusses how to keep customer relationships fresh, perks that peak consumer interest, and Jordan’s forecast on the future of SKAN4. Moreover, Peggy adds musing magic to the episode as she uses astrology to predict what will perfect Kongregate and Smadex’s marketing strategies for 2023.

“If Michael Phelps [were] a DSP, we'd beat him right now,” says Dharak Desai in a recent LinkedIn post. Comparing your company to the all-time most decorated Olympian is no small statement. Still, Dharak believes that, like Michael Phelps, InMobi has the talent to take it and its customers to the top. In this episode of The Groove, in collaboration with the 5 O’Clock Club, Dharak, Director of Sales & Strategy at InMobi, outlines how the multinational mobile marketing platform’s drive to innovate and constantly push boundaries made it AdWeek’s Readers’ Choice Best Mobile Ad Network 2022 and is now helping thousands of advertisers jump into new waters  and "learn how to swim in this sea of SKAN.” This episode is packed with information as Dharek breaks down InMobi’s SKAN 4.0 Readiness Checklist, its post-SKAN bidder with pre-SKAN capabilities, and how marketers can understand predictive modeling, monetization, and measurement through a contextual advertising lens.

AI... friend or foe? To Boian Videnoff, CEO and Co-Founder of Enote, AI can be an assistant, teacher, or supporter if you embrace it. Our host Peggy Anne Salz orchestrates a captivating conversation with Boian in this episode about our machine counterparts and the creations they compose in Enote. A subscription app with over 70,000 users, Enote sits at the crossroads of music and tech. According to Boian, the app pushes the boundaries of AI development and machine learning, digitizing millions of compositions and organizing their sheet music in one central location. Enote's interactive capabilities strike the right chord with thousand of professional musicians, many of whom have recommended the app to their students. Throughout the episode, Boian explains how Enote's community-first approach defied investors' expectations and shares a mistake that made a massive impact on conversion. "This is the largest digitization project in the history of music," Boian says. "I'm excited about shaping the future rather than waiting for it not to change."

Software testing is a must, but it’s time-consuming, tedious, and inefficient when done manually. With Sofy.AI, tasks are completed in seconds. Sofy.AI is the one tool for all your QA needs, able to run automated tests on hundreds of devices with the push of a button. In this episode, we chat with Syed Hamid, Founder and CEO of Sofy.AI, the no-code testing program that frees up 60-70% of a software engineer’s day and enables anyone to test their mobile apps with ease. Leaning on Sofy.Ai’s data from over 30,000 applications, Syed reveals the key components to a successful app and his thoughts on the future as no-code automation becomes the dominant QA tool.

Non-gaming apps are hot in the app stores - and the numbers are impressive. They recently surpassed Gaming to top the US app revenue charts for the first time. This week, Peggy Anne Salz chats with Andrey Kazakov, VP of Revenue at AppLovin, a company that offers a full-stack solution, including user acquisition, monetization, and measurement to help marketers grow their apps. Andrey dives into how non-gaming apps are succeeding in acquiring high-value users with effective channel acquisition strategies and approaches that emphasize data analysis to optimize a multi-channel portfolio. We also review the company’s latest ad creatives report and learn how one app company increased its subscription rate by 2x.