Explore every episode of the podcast The Mobile User Acquisition Show
| Title | Pub. Date | Duration | |
|---|---|---|---|
| How to Design a Web-to-App Funnel That Converts | 30 Jul 2026 | 00:27:08 | |
Noom's onboarding funnel runs 120 to 140 screens. Some 3-screen funnels convert above 10%. "The length does not matter. Bigger is not always better," as Jacob Rushfinn put it. Part 2 of the FunnelFox panel gets tactical on how web-to-app funnels actually get built. | |||
| How to Build a Web-to-App Funnel Without Torching $20K | 30 Jul 2026 | 00:32:19 | |
82% of top-grossing apps now take payment outside the app store. Patrick Stuart-Constant's team at Sociaaal ships 4,000 video ads a month, scaling to 10,000. The shift to web-to-app monetization isn't coming. It already happened. | |||
| 🧠 How to unlock player psychology to build better ads with Bastian Bergmann, Co-founder // COO at Solsten 💎 | 20 Feb 2025 | 00:27:56 | |
Our guest today is Bastian Bergmann, Co-founder and COO of Solsten. In this episode, he shares how psychology can revolutionize game marketing and creative advertising. Bastian discusses the power of understanding player motivations to craft ads that deeply resonate, driving better engagement and results. He explores real-world examples, like how a simple change in ad copy transformed performance for a Solitaire game, and highlights the role of AI in creating personalized experiences for players. I’m excited to share this deep dive into the intersection of psychology, AI, and marketing, and how these insights can reshape the way we approach creative strategy in the gaming industry. | |||
| 🏔 How to grow a growth education business with Brian Balfour, CEO at Reforge📚 | 21 Nov 2022 | 00:55:36 | |
Our guest today is Brian Balfour - and today’s episode is a rebroadcast from our older podcast How Things Grow. Brian is seen as one of the most influential people in growth today. He has to his credit some truly astounding accomplishments and growth, both as a practitioner, as well as an instructor and teacher. In this fascinating conversation, Brian not only talks about his own experiences and growth but also dives into how he applies growth frameworks and loops to Reforge. It’s fascinating to listen to his breakdown of how he thinks about growth frameworks for an education business like Reforge. This interview was recorded when Reforge had 4 courses - today, of course, they have many many more - and it’s a fascinating peek into the early days of a very unique business. 🚣🏼♂️ What is it like to hire an external unbiased coach? 🤾🏿♀️ The beginnings of a social network exclusively for college students 📝 The learnings from running a social gaming distribution company 🗂 Competing with established book publishers by building a product for students 🖥 How the habit of writing helped create a popular blog 📈 How content marketing helped HubSpot grow tremendously ⏳ What is a self-reinforcing growth loop ▶️ The beginnings of Reforge as Silicon Valley Business Review 👣 Building Reforge out of SVBR 🥾 What are the challenges in scaling an education business 🔖The criteria for having an application get through at Reforge 🛴 Self-reinforcing growth loops at Reforge Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🔓How to unlock web-based flows for massive scale with Todd Kane, VP of Growth at Homer Learning 🧗🏼♂️ | 14 Nov 2022 | 00:33:02 | |
Before the whole mess of ATT, the one genre that bore the brunt of “no-tracking” privacy regulations were kids apps. That also meant that they had the opportunity to learn how to overcome the challenges of IDFA way before most other apps. In today’s episode, we’re in conversation with Todd Kane, VP of Growth at Homer Learning. We dive into how Todd and his team unlocked web-based flows to stay way ahead of the curve. We dive into the specifics of their flows, how they first tested these - and how they optimized and improved these to unlock massive scale. ⚖️ Why did the team start to look at web-based flows 👨👩👦The user journey involves both parents & kids 🍭MMPs didn’t have SDKs that were compliant with kids’ apps 🤿 With SKAN are kids’ apps on par with other apps? 🖥 What the web-based flow looks like for users 📱 Other acquisition channels that opened up 📡 Facebook or Google UAC - what works better 🚰 Other channels on mobile that work well 🩺 Tests that helped them improve and optimize the funnel 💲 How hard was the internal buy-in? ⚙️ How M&As impacted planning around growth and marketing Check it out here: https://mobilegrowthlab.com/ ** | |||
| 📱How hypercasual games took over the app stores with Jon Hook, CMO at PlayEmber. 📲 | 07 Nov 2022 | 00:54:07 | |
Hypercasual games: the genre that turned most mobile phone owners into gamers. Our next episode on the Mobile UA Show is a re-broadcast of an older episode from How Things Grow. Here, Shamanth is in conversation with Jon Hook, CMO at PlayEmber. In this episode, they discuss the evolution of hypercasual from the early days of Snake on the Nokias to games that took over the app store charts. Check out this episode to understand how game mechanics, a solid core loop, and simplicity came together to propel hypercasual games to the top of app store charts. Even though this episode was recorded before ATT, it provides a fascinating perspective into the forces that propel the app economy. 🌄 What precipitated the ascent of hypercasual? 🌅The vastness of the hypercasual market ✈️When hypercasual began to take off 🚂 Is this another boom and bust cycle? 🛣Unlearning & re-learning for a new genre of games 📱 Game design is not a very core element in hypercasuals 🎡 What are game mechanics & how to identify a good core loop ✅ How publishers validate hypercasual games through ads 🕰 The timelines for developing & validating hypercasuals 💲 The economics of hypercasuals 💣 Why IPM for hypercasual games is 10 times that of casual games 🏦 The likelihood of crossovers between industries for hypercasual games 🌱 How hypercasuals will evolved over the next few years Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🍭How to execute a misleading & meta-misleading creative strategy for games with Liliya Gafitulina UA Manager and Bogdan Khashiev UA Manager at AdQuantum🪂 | 31 Oct 2022 | 00:28:54 | |
Wondering about the right way to run misleading ads post ATT? We feel you. And that’s why we have Liliya Gafitulina & Bogdan Khashiev on the Mobile UA Show today to talk about their how misleading ads fit into the creative strategy for the many games handled by AdQuantum. In today’s episode they pull back the curtains on user motivations that inform creative strategy. We dive deep into misleading ads, why they work, and how adapting that on onboarding and product experiences can unlock dramatic growth.
🌞 How user motivation models can help with the strategy 📃Examples of creators using the models in ads 📲Transitioning from core ads to misleading creatives ⚖️ Misleading and meta-misleading ads 🧨The risk involved with using misleading/meta-misleading ads 📱 How does the appearance on the App Store change? 💰 The impact of misleading ads on monetization 🍀 The testing process in terms of geos 🕰 The approach on TikTok Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🏟Media Mix Modeling: Completing the UA Performance Picture with John Koetsier (Forbes), Igor Skokan (Meta), Liz Emery (Tinuiti), Eran Friedman (Singular) & Shamanth Rao (Rocketship HQ) 🛣 | 24 Oct 2022 | 01:01:22 | |
Is MMM a complete solution for mobile marketers out there? Today’s episode is a recorded version of a webinar that we did along with the folks at Singular. We discuss all about MMM and how marketers are using it as part of their toolkit, how it has evolved from being a traditional tool used by large companies to something that’s being implemented by most of the mobile growth industry post-ATT. The webinar had a star panel with John Koetsier (Forbes), Igor Skokan (Meta), Liz Emery (Tinuiti), Eran Friedman (Singular), and Shamanth Rao (Rocketship HQ). Check out the episode here: https://mobileuseracquisitionshow.com/episode/media-mix-modeling-john-koetsier-igor-skokan-liz-emery-eran-friedman-singular/ 🎈How MMM has evolved to be used for digital marketing 🛤 Is it for small, medium or large companies? 🧗🏿♀️ Challenging elements of MMM, and incrementality for smaller teams. 🏌🏽♂️Elements of MMM or incrementality that are easy to implement, even for the small teams. 📝 What are the stakes to get started with MMM? 🍦 There’s more interest in the adoption of MMM. 🎯 What can MMM deliver if all the data is in the right place? ⛳️ Where would you not use MMM? 🧭 How does MMM & incrementality fit into the concept of hybrid measurement? 🌎 Real-world examples of using MMM 🌪 The role of first party data. 🧳 When will MMM be a core part of the majority of digital marketers' toolkits? 📖 Key takeaways on MMM & incrementality Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🍿How to talk to your customers in order to make winning ads with Hannah Parvaz, Co-Founder at Aperture 🥅 | 17 Oct 2022 | 00:27:13 | |
Apps are used by people, not algorithms. In today’s episode of the Mobile UA Show, we’re in conversation with Hannah Parvaz, Co-Founder at Aperture, a mobile-focused growth agency. Hannah has spent a good part of her career going out into the market and getting into real conversations with app users. In this episode we talk about how it’s important to design an app’s qualitative marketing strategy based on your users experiences. Hannah gives us some great examples from her own experience of how speaking with customers can give you insights that you’ve never had and can help design your communication in ways you never thought possible. 🧶 How qualitative research can turn into winning copy 👔 Looking for the why beneath the why 🎒 Structuring conversations with customers based on the requirement 👑 Quotes over notes: Reviewing what your customers say 🩰 How a user's language can change depending on where they are in the user journey. 🐡 Finding reviews that matter in unconventional places 🌳 Ads that work with people vs. ads that work with algorithms 🍀 How to deal with resistance from teams Note: Check it out here: https://mobilegrowthlab.com/ ** | |||
| 📱How to use blockchain data to run targeted ads for web 3 with Tobias Boerner, Co-Founder at Wallet Ads, Appic and Admiral Studio.⏳ | 10 Oct 2022 | 00:29:07 | |
Our guest today is Tobias Boerner. Tobias is the Co-Founder at Wallet Ads, Appic and Admiral Studio. In today’s episode, we talk about Wallet ads, and how users’ history on the blockchain allows hyper-targeting of ads to them on web 3. We talk about brands in the ecosystem that are leveraging this feature and we also talk about the potential for spam too. For a peek into the future, check this episode out 📁 Wallet ids that make user id private ▶️ How are ads shown to different users 🧳What the user experience looks like 🍎Brands that are already a good fit for wallet ads ⛳️Tackling the risk of spamming 💰What the costs looks like when going for blockchain 🧨The risk of poor retention 🖥The scope for a backlash due to privacy concerns Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🍄How to win with Custom Product Pages on Facebook Ads 🌎 | 04 Oct 2022 | 00:07:40 | |
In July 2021, right after WWDC 2021 we recorded an episode predicting the possibilities that Custom Product Pages would unlock for marketers. For more than a year, these possibilities remained unrealized - because the Custom Product Pages were unavailable on Facebook. All of that has changed as of September 2022 - with the introduction of Custom Product Pages on Facebook. With this, the biggest challenge on iOS - of marketers being unable to align screenshots and ads to each other - has been overcome. We’re already seeing some very strong results from aligning ads and screenshots - and in this episode we lay out how we are approaching CPPs - and how we are testing these on our team. KEY HIGHLIGHTS 💐 How to identify what custom product pages to test. How to execute CPP tests with Facebook. 🌾 Why you should evaluate the combination of ad, audience and CPP - and not a CPP in isolation.
Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🚖The early days of ride-sharing apps, with Daniel Riaz 🤳 | 23 Sep 2022 | 00:56:19 | |
In today’s episode, Shamanth is in conversation with Dan Riaz, who witnessed the rise of the ride-sharing industry. Dan talks about various strategies that the team at Lyft implemented to scale the app from 4 to 24 cities, and beyond. Today’s episode features some wild stories and important lessons from the early days of a now ubiquitous industry - and we’re excited to bring this to you today. Check out the episode here: ✨ Joining Lyft when it was a 50-person team 🧗🏽♂️ Prioritizing the experience at Lyft in the midst of uncertainties 🏋🏽♀️ Finding the balance between drivers and riders ☄️ When Lyft decided to go bigger and expand 🏙 The prep involved in launching in 24 cities in one day 🚦 How was the response from the regulatory bodies? 🔖Challenges the team faced when entering a new city ⚖️ Managing the data across cities with different demand rates 🚕 Joining 500 Startups and working with GrabTaxi 👞Working for what was wanted and not what was needed, at GrabTaxi 🏳️How the ride-sharing industry differs in the US & Asia 🚲 Dan’s experience at Lime bikes Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🔆From the early days of virality and freemium to habit formation on mobile with Selina Tobaccowala, Founder, Evite & Gixo 🎈 | 15 Sep 2022 | 00:36:24 | |
In today’s episode, Shamanth is in conversation with Selina Tobaccowala, Founder at Evite & Gixo (both of which have been acquired). who talks to us about her experiences as an entrepreneur from the early days of the internet boom, the following bust - and all the way to today. She talks about how she and her team were among the earliest to systemically study and drive virality while at Evite, and employ virality and freemium models while at SurveyMonkey - and how many of those lessons have helped her in her latest venture Gixo. 👔 Growing the Evite business in the beginning 🎓 How did the team understand the scope of the business Monetizing Evite ☄️ The effects of the dot com bust 🌈 The experience at SurveyMonkey ☕️ How SurveyMonkey handled international expansion 🤿 Pioneering the freemium model at SurveyMonkey 🤸♂️ The beginnings of Gixo 🎭 Why live coaches work better than recorded sessions
Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🔋How AI is transforming creative production with John Gargiulo, founder of Airpost.ai 🔦 | 21 Jan 2025 | 00:24:16 | |
In this episode, John Gargiulo, founder of Airpost.ai, explores how AI is revolutionizing creative advertising. From transforming raw footage into high-quality, scalable ads to balancing human oversight with automation, John shares strategies for maintaining ad quality that rivals traditional production methods. We also dive into the future of AI-driven creative solutions and their potential to reshape performance marketing. Whether you're a marketer, creator, or tech enthusiast, this conversation offers valuable insights into the intersection of AI and advertising. | |||
| ✨How privacy thresholds(or crowd anonymity) lead to ridiculous $1000+ CPA in SKAdNetwork campaigns(on SKAN 3.0 & 4.0).💥 | 08 Sep 2022 | 00:08:30 | |
So you got ridiculously high CPAs on your SKAN campaigns? In today’s episode, we break down the reason why this happens, and explain why it might not be a sign of bad performance. Check out this episode to understand why a CPA of $40 pre-ATT can jump to $1000+ post-ATT on SKAN. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/privacy-threshold-high-cpa-skadnetwork/ Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🦋How to set up a winning referral flow - with Dominic Coryell, Product Lead at Shopify. 🌼 | 31 Aug 2022 | 00:42:42 | |
What separates a good referral program from a great one? In today’s episode, a re-release of our episode on our erstwhile podcast How Things Grow, we have one of the foremost experts on referral flows and virality: Dominic Coryell, whose experience as a founder of Talkable informed so many of his insights and learnings about referrals. We talk about how to gamify referrals, the key components of referral flows, how to customize referral flows to minimize friction - and much much more. KEY HIGHLIGHTS 🚬 Smoke-testing and how it helps startups ✍️ The practicality of a smoke-test 👘 Referral marketing with Talkable 🛠 How to gamify referral mechanics 👟 The best point in a customer journey for a referral 🌻 How to ensure your referral plan is lucrative 🧘🏻♀️ How tapping into communities can help your referral’s success 🍯What kind of companies should not opt for referral strategies? 🤳🏽 Airtable, Uber & Airbnb - some companies with good referral mechanics 🤽♂️ Common mistakes that companies make with referral programs 🏐 How the referral behavior changes outside the US market https://mobileuseracquisitionshow.com/episode/referral-flows-dominic-coryell-distrodom/
Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🪂Inside Draw Something’s perfect storm: from the brink to 50 million installs in 50 days: with Wilson Kriegel, COO at Buildstock 🎢 | 25 Aug 2022 | 00:52:26 | |
How do you go from 0 to 50 million installs in 50 days? In today’s episode on the Mobile UA Show, we speak to Wilson Kriegel about the meteoric rise of Draw Something, a pictionary app that allows you to play with friends asynchronously. We go into details of how the company was close to shutting down and how they gave this game all they had and released a game that went viral and got the parent company acquired in just a few weeks following that. Tune in to get some fascinating insights from behind the scenes of one of the wildest rides in mobile growth. This episode has been re-released from our previous podcast, How Things Grow. 👣 Beginnings at OMGPop 🎒 The reason OMGPop decided to move to mobile games from Facebook 👘 Challenges faced during Facebook’s gold rush 💼 The internal expectation of Draw Something before launch 💂🏻 The moment they knew it was going to be a hit product 💃🏻 How the team improved the virality of the game 🧘🏻♀️ How does an acquisition process happen in five to six weeks? 🛌🏼 The repercussions of turbulent times in the industry 🤳🏽 The experience at Picsart
Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🛹How to run a media mix model using Facebook’s Robyn, part 3: Understanding the models ⛸ | 19 Aug 2022 | 00:08:17 | |
In the previous two parts of this series, we saw how to install Robyn and run demo code. We also looked at the key components of the environment, as also of the code itself. In today’s episode, we take a look at the results obtained from running the demo code on Robyn. Our Senior Mobile Marketing Manager Virendra Shekhawat will show us the outputs of the models and the information we can get from the different plots. The video is here: https://youtu.be/vbfVL3jXSQo In case you missed them, here are the first two parts of the series: Part 1: https://youtu.be/3RnDfC1usZc Part 2: https://youtu.be/rsn12wFqjlw
Check it out here: https://mobilegrowthlab.com/ ** | |||
| 💻How to run a media mix model using Facebook’s Robyn, part 2: Running the code ⌨️ | 12 Aug 2022 | 00:03:55 | |
Two weeks ago we released an episode that outlined setting up and getting started with Facebook's Robyn. As a next step in this “how to” series, we will show you how to run a code on the setup. Our Senior Mobile Marketing Manager Virendra Shekhawat takes us through the process of running a code on Robyn in the Youtube video that is linked to this episode. Make sure you check out the video to understand the variables on the system as well. Stay tuned for part 3 of the series where we'll discuss interpretations, outcomes and insights from these. if you missed the previous video in this series check it out here - Part 1: Introducing Robyn & setting up the environment: https://youtu.be/3RnDfC1usZc Check out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-running-the-code Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🌦SKAdNetwork 4.0: when is it gonna drop? with Roman Garbar, Marketing Director at Tenjin 🌨 | 04 Aug 2022 | 00:07:13 | |
Advertisers are waiting for SKAdNetwork 4.0 - but in the absence of documentation or timelines, the question on everyone’s mind is - “when is it gonna drop?” In today’s episode, Roman Garbar, Marketing Director at Tenjin reads the tea leaves of Apple’s WWDC presentation to tell us when we might expect the change to hit. Check out this short but impactful episode to understand what we’re looking at going forward. Check out the show notes here: Check it out here: https://mobilegrowthlab.com/ ** | |||
| ⚡️How to run a media mix model using Facebook’s Robyn, part 1: Introducing Robyn & setting up the environment 🗄 | 29 Jul 2022 | 00:05:01 | |
A couple of weeks ago, we released an episode on measuring iOS post-ATT performance using spreadsheet-based MMM. Since we’ve received a lot of interest around the topic, we decided to release a “how-to” series to assess iOS performance by implementing Facebook’s open source code, Robyn. If you got started with a basic spreadsheet based model, this is a great next step to refining the media mix model through a more sophisticated code-based system. Today’s episode is part 1 in the series - Introducing Robyn & setting up the environment. We have a Youtube video linked in the show notes that will take you through the entire process of setting up Robyn in just a few minutes. The Youtube video is here: https://youtu.be/3RnDfC1usZc Check out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-setup/ Check it out here: https://mobilegrowthlab.com/ ** | |||
| 🌐Web 3 ads on Brave: an early behind-the-scenes look with Annica Lin, VP Growth at Sable🎬 | 22 Jul 2022 | 00:22:42 | |
In today’s episode, we’re featuring Annica Lin, VP Growth at Sable, a financial services company. Annica has spent quite a few years in the field of performance marketing for consumer fin-techs like Stash, Policygenius & Thimble. Outside of work, Annica is a passionate runner and has successfully completed many marathons and ultra-marathons. In today’s conversation, we talk about the advent of the Brave browser and ad network and discuss the varied strategies that are employed by Brave to ensure that users enjoy privacy while advertisers have the privilege of targeted ads, by making use of web 3 based protocols. We cover quite a few FAQs around the Web 3 space and delve into her experience with working on the Brave network. We also discuss some of the challenges and limitations Brave ads have as of today. This episode is really fascinating because it opens the door to a new wave of advertising that is just emerging, and could very much present a big opportunity for the early adopters.
We have some exciting sessions planned and also some awesome guest mentors - Matej, Thomas, Claire & Eric. Register for the workshop here: https://mobilegrowthlab.com/
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| 📜A brief history of mobile user acquisition with Eric Seufert (Founder of Heracles Capital and mobildevememo.com)💼 | 15 Jul 2022 | 00:46:08 | |
Today’s episode is a re-release from our older podcast - How Things Grow. Our guest is Eric Seufert. Eric is the Founder of Heracles Media and Mobile Dev Memo, the author of the book Freemium Economics, and one of the foremost experts on mobile user acquisition today. Eric has worked on an incredibly wide variety of apps in very different capacities and he's seen it all from the early days where you could buy bot installs to hit the top 10 ranks on iTunes, to today's increasingly sophisticated world of automation and post-identifier growth. While this particular interview is from a couple of years ago, and some of the specifics have changed in the light of ATT and post-privacy platform changes, a lot of the history and insight that Eric provides in this interview is very instructive - for in the past lie the seeds of the future, and reviewing this history of where we’ve come from helps us contextualize and prepare for a post-identifier future. By the way, Eric is also a guest mentor for our workshop series Mobile Growth Lab - and everyone that registers by the 25th of July 2022 will receive his 2 hour workshop ATT survival guide. If you’d like to sign up, go to MobileGrowthLab.com.
🧃 Self-learning that happened through a blog that eventually opened doors 🤿 Common misconceptions between ASO & SEO 🕹 How UA on mobile different from other media 🛠 The biggest mistakes made in UA during the early days 👾 AppGratis that closed down after a policy change by Apple 🧉 Bot installs were definitely a thing back in the day 🧊 The evolution of apps in terms of being professional and how it impacts their presence on the App Store 🐧 Working at Rovio on the Angry Birds franchise 🐥How the Angry Birds crossover became a hit 🔧 The kinds of challenges that companies will present to a consultant 📌 Agamemnon and what made it a distinct Saas product in the UA industry ✂️ The low down on programmatic - why it’s challenging & how to make it work We have some exciting sessions planned and also some awesome guest mentors - Matej, Thomas, Claire & Eric. Sign up for the free pre-course email series here: https://mobilegrowthlab.com/mgl3/
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| 👢A walkthrough of Google’s LightweightMMM, with Michael Taylor (Co-Founder, Vexpower)👑 | 08 Jul 2022 | 00:16:51 | |
Mobile marketers have been in the dark during the past couple of months over the measurement mess in iOS. MMMs have been around for a while to help with channel attribution. In today’s episode, Michael Taylor, Co-Founder of Vexpower walks us through Google’s LightweightMMM, how it’s different from Robyn, and how it’s set up. This audio episode is an introduction to the video walkthrough on Youtube, where Mike takes you through a screenshare of LightweightMMM and how it’s configured. 🧃 Why Facebook’s Robyn seems to more acceptable than traditional MMMs 🤿 Robyn’s open source makes it an easier model to learn 🕹 The entry of Google’s LightweightMMM 🛠 Understanding the Bayesian model, and how it’s different. 🛠 A Bayesian model is more descriptive when compared to an MMM on Excel
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| 🥇Going for Gold: 3 Paths to Hit 10% Day 365 Retention💰 | 11 Nov 2024 | 00:03:37 | |
In this episode, we dive into the elusive goal of achieving a 10% Day 365 retention rate in mobile apps. With so few apps reaching this milestone, I’ll outline the three proven paths to boost long-term retention: harnessing daily habits, fostering social connections, and delivering deep content. Tune in to discover how these strategies can drive not only retention but also LTV and ROAS, helping your app stand out in a competitive market. | |||
| 🍹Ascent of a language learning phenomenon, with Gina Gotthilf (Co-Founder at Latitud, ex-Duolingo, ex-Tumblr) 🥢 | 30 Jun 2022 | 00:55:56 | |
Our guest is Gina Gotthilf, co-founder at Latitud, a platform dedicated to supporting entrepreneurs and companies in Latin America. Prior to this, Gina worked as VP Marketing/Growth at Duolingo and worked as International Marketing, Growth and Community lead at Tumblr. In this episode, Gina talks about how she began her career in growth marketing despite having a degree in Philosophy and not a lot of quantitative skills. She describes how learnt a lot on the job through Googling and trying-things-out. She learned and grew her skills to a point where she was able ascend to a position and steer Duolingo’s growth from 3 million installs to 200 million installs with very little paid marketing: Gina describes her journey in this episode. We talk about her start with Duolingo, how she drove international growth through PR, how she transitioned to product growth, some of the very unconventional product experiments and wins that drove widespread adoption for Duolingo - and much much more. KEY HIGHLIGHTS 🧃 Launching Tumblr in Brazil & other parts of Latin America 🤿 The Global Ginga 🚵 Getting hired by Duolingo as a consultant 🎧 Building the Duolingo brand What were the first priorities to grow the brand? 🎰 Staying away from paid advertising initially 🚊 How did different markets across the world react to Duolingo? ⛩ Challenges faced in foreign countries 🚀 How did Tim Ferriss impact the brand 🎢 The transition from PR to growth 🎡 How the team picked experiments to apply to Duolingo 🕹 How Duolingo’s gamification came about 🛠 Adapting the product to suit international markets **
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| 🏄The Future of UA: SKAN, Sandbox, Data Clean Rooms & more with Sherry Lin(Lyft), Nick Blake(LiftOff), Shamanth Rao(Rocketship HQ), Gadi Eliashiv (Singular) & John Koetsier (Forbes)🎲 | 23 Jun 2022 | 01:00:19 | |
SKAN is here to stay: but what happens to mobile measurement a few months or years down the line? Today’s episode is the recorded version of a webinar that folks at Singular hosted a few weeks ago. The panelists included me, Sherry Lin - Group Manager, Marketing Technology Operations at Lyft, Nick Blake - VP, EMEA at LiftOff, Gadi Eliashiv - CEO & Co-Founder at Singular. Our panel was moderated by John Koetsier - columnist at Forbes. In today’s episode we look at ramifications of SKAN and some of the ways marketers are managing it - while preparing for future iterations of both SKAN and Google’s Privacy Sandbox. How does Google’s Privacy Sandbox differ from SKAN? How are marketers using incrementality, media mix models and retargeting? How do they expect this to change in the near future, and distant future? We look into the crystal ball and talk about ways to be prepared for the future of UA and measurement. KEY HIGHLIGHTS 🤾 How does the Privacy Sandbox differ from the SKAD network? 🧩 The biggest challenge in preparing and adapting to the Privacy Sandbox 🏵 Is fingerprinting here to stay? 🚧 Why has conversion model management been difficult? 🏖 Have targeting or creative strategies changed post ATT? 🌅 What are data clean rooms? 🎁 How has incrementality worked for the industry? 🧮 Are marketers leveraging Media Mix Modeling? 🔍 Role of an MMP in future 🔈 Retargeting solutions that can be helpful
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| 🧜♂️The rise, decline and settling-down of daily deals – with Adam Lovallo (Founder, Thesis; Co-founder, Grow.co)👓 | 17 Jun 2022 | 01:01:39 | |
Our guest today is Adam Lovallo – and today’s episode is a re-post from our other podcast How Things Grow which ran for a while before we started the Mobile UA show. We’re now featuring some of the most popular episodes from How Things Grow – especially as these contain some riveting stories and lessons for mobile marketers. Adam is the founder of Grow.co and also at Thesis. Before Adam started his conference and his agency, he cut his teeth in the whirlwind that was the daily deal space. He worked at LivingSocial, where he came in as an intern, and grew to be the head of UA and growth, managing 9 figure budgets and a team of 15 people. He saw the company grow from four to 5000 people. He saw from close up the meteoric rise, slow down, crash and steady state settling of the daily deal space. In this episode, we talk about LivingSocial’s beginnings as one of the leading Facebook app developers in the world. This was far before LivingSocial launched its first daily deal. We go into the unexpected rise of the daily deals business, the signs that it had started to slow down and how it all panned out. This is not just a fascinating story, but also has some incredibly valuable lessons from the signs that Adam saw at the time about the unsustainability of the daily deals model, about how incredibly challenging it was to transition from a business with digital products to what was essentially one that served local businesses digitally. Adam’s experiences tell us all about the journey – and we’re excited to re-present this episode to you today. KEY HIGHLIGHTS 🩰 The beginnings of LivingSocial 💼 How LivingSocial made products for the Facebook apps that went viral 🤜🏻 Keeping up with the Facebook ecosystem was hard and unsustainable for everyone 👰🏻 Common mistakes that developers made when leveraging Facebook at the time 🏂🏻 How did other social platforms perform when compared to Facebook? 🏄🏻♂️ The transition of LivingSocial into the deals space 🥐 Online businesses vs. local businesses 🥧 Adam’s responsibilities as the company was transitioning 🌯 Scaling budgets & cities 🥣 Impact of data from different countries 🧘♂️ When did things start slowing down? 🎫 The red flags that Adam saw 🎳 Impact of businesses with high fixed costs 🎭 Merchant retention issues ⚓️ How downsizing affected the morale of employees 🛶 The beginning of Grow.co If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
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| 🎩How to build a creative strategy based on vulnerability and authenticity, with Grace Ouma-Cabezas (Former Head of Growth, Poppy Seed Health)🧶 | 10 Jun 2022 | 00:44:46 | |
Our guest for today’s episode is Grace Ouma-Cabezas. Grace is a growth consultant at Go & Co, her own firm. Grace has previously headed growth at Poppy Seed Health, an app that supports individuals during pregnancy and post-partum. In this episode, Grace shares how using raw, vulnerable creatives that spoke directly to the pains, hopes and fears of their users: pregnant women, resulted in dramatic performance gains. She talks about the insights that led to this creative strategy, the actual production process of these ads – and how her team decided to keep the user experience as real and genuine as possible, even when these resulted in ads that were not sexy or happy, and even when these resulted in occasional ad disapprovals by platforms. In a world of clickbait-y, sales-focused creative strategy, Grace brings a unique perspective on the importance of authenticity, vulnerability and genuineness – and I highly recommend this interview for anyone looking to broaden their creative perspectives. 🤰🏻 Why Poppy Seed Health followed a non-linear path to portray pregnancy 🌵 How absence of IDFA informed the creative strategy 🐚 Unique depictions that drove growth and why 🍁 Building creatives that are favored by the algorithm on Facebook 🌼 Authentic creatives that were challenged by ad networks 🌊 The process of producing authentic ads 👨🏽🎤 Recruiting creators for UGCs If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
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| 🧇SKAN vs. non-SKAN sources: how to make the best of a broken measurement paradigm on iOS | 03 Jun 2022 | 00:08:22 | |
We’ve been talking about SKAN for a while now. However, it’s worth mentioning that SKAN isn’t the only game in town, which is one reason why mobile marketers have a tough time comparing performance metrics across different sources. In today’s episode, Shamanth runs us through the different non-SKAN sources of measurement like Apple Search, Google UAC, Fingerprinting and web-to-app to name a few. He explains why it’s quite impossible to read the same data on these different sources – and what the best course of action is in situations like this. 🥗 SKAN isn’t the essence of measurement 🍎 Apple Search 🧉 Google UAC 🎽 Relying on probabilistic matching ⚾️ Attribution on web-to-app 🎨 Different SKAN sources will have different results If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
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| 🧢Moving from a meeting first to writing first culture: why this matters for remote teams 🪀 | 25 May 2022 | 00:05:29 | |
At Rocketship HQ, we’ve been an async team since the beginning. Most of the folks we hire come from traditional office spaces and it does take them a while to get the hang of our no-meeting culture. How do we make this work? One of the key factors that makes this all tick is that we spend time writing, not talking. In this episode on the Mobile UA Show, Shamanth gives us a comparison between a writing-first culture and meeting-first one, and also tells us why going meeting-first can be particularly disastrous in a remote work environment.
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
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| 🎲 Omnichannel strategies for a post-IDFA world: for web and app based products in 2022, our webinar with Ruckus feat. Grace Ouma-Cabezas (Poppy Seed Health), Evan Woods (DT.Co), Matej Lancaric (Growth Consultant), Shamanth Rao (Rocketship HQ) & Anish Shah | 19 May 2022 | 00:53:21 | |
This episode is the recorded version of the webinar “Omnichannel strategies for a post-IDFA world: winning strategies for web and app based products in 2022”, hosted by Rocketship HQ and Ruckus. Panelists included Grace Ouma-Cabezas, Head of Growth at Poppy Seed Health, Evan Woods, General Manager at DT.Co, Matej Lancaric, Growth Consultant and me, Shamanth Rao. The panel was moderated by Anish Shah of Ruckus. We discussed how ATT has impacted web businesses and app businesses, what strategies have worked for our panelists for creative, measurement, channel mix and much much more. Check out this episode to understand what you can learn from web products and app products, irrespective of whether you are on web or app yourself. ⚖️ Comparing the system pre and post-ATT. 🎯 How has performance changed over the last year in terms of metrics? ⏰ Why the first 24 hours data is important 💎 How bigger, established companies were at an advantage 🦴 What kinds of creatives are working well now? 🛍 How to make decisions about creative investment How spend and creative strategy are related 🧪 How channel mix has an impact 🎧 The shift to Tiktok and TV 🎲 Web pages seem to bring about more conversions 📈 The evolution of ad networks 📻 Paid partnerships with content creators 🎢 Investing in incrementality solves some of the problems with measurement
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5 ** | |||
| 🎃 How to scale your UA with affiliate marketing, with Dora Trostanetsky (Growth Marketing Lead, Trade Republic)🕸 | 13 May 2022 | 00:20:27 | |
Our guest for today’s episode is Dora Trostanetsky. Dora is a seasoned mobile marketing professional with over 10 years of experience in performance marketing in both B2B & B2C spaces. She currently leads Growth Marketing at Trade Republic, a FinTech app that is in the investing space. In today’s conversation Dora tells us about an interesting channel that is quite often overlooked in UA - affiliate marketing. She talks about the opportunities with affiliate marketing and outlines details about how to get started, how to scale, common pitfalls and challenges - and much much more. If you have considered affiliate marketing for your app, I’d highly recommend this episode. KEY HIGHLIGHTS 🌞 How to evaluate if affiliate marketing can be a strong channel 🕸 Understanding the web of affiliate marketing 🌩 When to move from third party partnerships to direct partnerships 🚗 A typical user journey for users coming in via affiliates 🏖 A tried and tested user journey that worked for Dora’s team 🛤 How is attribution different in affiliate marketing? 🧰 Best practices to scale affiliates as a channel ❌ Common mistakes made with affiliates. ** Check out the show notes here: https://mobileuseracquisitionshow.com/episode/affiliate-marketing-ua-dora-trostanetsky-trade-republic/ ** Note: Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/ If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5 ** Get more mobile user acquisition goodies here: http://RocketShipHQ.com http://RocketShipHQ.com/blog | |||
| 🏂🏻Winning strategies for subscription apps in 2022, our webinar with Liftoff + Vungle(feat. Carolin Rohte (Yazio), Hichem Belouizdad (Liftoff+Vungle), Lisa Kennelly (Fishbrain), Thomas Petit (Consultant) & Shamanth Rao (Rocketship HQ))🌏 | 06 May 2022 | 00:55:51 | |
Today’s episode is the recorded version of a webinar we hosted in association with Liftoff+Vungle. The webinar was titled “Winning Strategies for Subscriptions Apps in 2022” and the panelists were Carolin Rohte – Performance Marketing Manager at Yazio, Hichem Belouizdad – Senior New Business CSE at Liftoff + Vungle, Thomas Petit – growth consultant & Lisa Kennelly – CMO at Fishbrain. The panel was moderated by me, Shamanth Rao, Founder & CEO at Rocketship HQ. We discuss a number of things around subscription apps like partnerships, exploring offline channels, measurement disruptions, web based flows and so much more in this episode. If you’re working with a subscription app, I highly recommend this episode , because there are some great takeaways to help you with tackling head on the realities of subscription growth in 2022. 🌨 Aggressive paywalls are not the primary way going forward. 🍉 How the advertising channel mix is changing in 2022 How schemas for subscription apps differ 🧇 Dissecting post backs in iOS 15 and why they are not useful. 🥜 The effectiveness of probabilistic models 🥤 Understanding multiple measurement paradigms 🧉 Incrementality based measurements for subscription apps 🥎 Exploring web flows for subscription apps 🥊 The importance of first party data 🎨 App payment policy changes by Apple If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
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| 💵How to optimize products for forever: growth strategies to win with subscription apps, with Robbie Kellman Baxter (Founder, Peninsula Strategies)🪁 | 29 Apr 2022 | 00:35:22 | |
Subscriptions are ubiquitous today. From streaming services to wellness to F&B and productivity, most of us have subscriptions to match our lifestyles. But have you ever wondered just how much thought goes into the layers of subscription apps - from pricing to marketing, to early user experience to ongoing personalization? In today’s episode, we’re in conversation with Robbie Kellman Baxter, author of the books "The Membership Economy” and “The Forever Transaction,” and founder of Peninsula Strategies. What’s fascinating is that Robbie has worked with offline and non-digital subscription services as well as SaaS and consumer subscription companies, including Netflix in the relatively early days of their subscription model. She is able to connect the dots of the elements that make for a great subscription business and experience, be it online or offline, in app or on the web. KEY HIGHLIGHTS 🧮 What it means to “optimize the product for forever”. ** If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
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| 🔦What really drives conversions & performance? Spoiler: It’s not context 🎈 | 04 Nov 2024 | 00:02:20 | |
In this episode, we explore the limitations of contextual targeting in mobile advertising. While matching ads with relevant content sounds promising, only past purchase behavior truly predicts conversions. I’ll break down why self-attributing networks that leverage purchasing data perform better and how to prioritize these networks over context-based DSPs. | |||
| ☂️We’ve made & analyzed 1000+ UGC/live action ads for mobile performance marketing: here is our playbook for winning UGC ads(part 2: content & structure)🎋 | 21 Apr 2022 | 00:17:58 | |
Your UGC video might be really well produced and slick, but does it have the necessary content and structure to ensure that it actually performs well and converts? In our previous episode on UGCs we talked about how to plan a shoot right – and today we’ll talk about getting the content and structure of a UGC ad right. From messaging sequences to video cuts to ending a video right, we cover it all. We share hard-won learnings from making, testing and analyzing over 1000 UGC ads. These insights are based on insights from Aditya Prakash Iengar, Creative Strategist at RocketShip HQ, who has worked on a lot of these creatives. 📝 Determine the right sequence for your UGC ** | |||
| 📔How to measure iOS post-ATT performance using spreadsheet-based Marketing Mix Models(MMM) - a case study🧮 | 13 Apr 2022 | 00:07:50 | |
We’ve talked about Marketing Mix Models(MMMs) on this podcast before - and they can absolutely be an effective tool to combat the measurement loss post ATT. One challenge that we faced and heard about has been that MMMs and incrementality based models are really hard to implement. As it turns out, that does not have to be the case - and we can very much build an MMM using spreadsheets, as our Senior Mobile Marketing Manager Virendra Shekhawat found out. In today’s episode, we describe how we built an MMM using spreadsheets for post-ATT measurement. To dive in deeper, you can look at a Youtube video where Virendra walks you through an actual case study and explains the approach in much more detail. Although you can certainly go deeper using code and solutions like Facebook’s Robyn, this is a great way to get started in your efforts to measure performance more clearly post ATT. Link to Youtube video here: https://bit.ly/mmm-spreadsheet-model
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| 🌕 We’ve made & analyzed 1000+ UGC/live action ads for mobile performance marketing: here is our playbook for winning UGC ads(part 1: nailing the shoot) 📹 | 08 Apr 2022 | 00:19:24 | |
Every app is making UGCs these days. So how do you make one that not only stands out, but also helps generate strong ROAS, and helps your marketing to scale? We’ve made and analyzed over a thousand UGC/live action videos - so we’ve made mistakes with grainy lighting, shaky cams and everything else so you don't have to. This week’s episode is the first of a series in which we give you a peek into our internal UGC process. , Today’s episode focuses on planning for(and nailing) the shoot - and includes the checklist we use internally to ensure we have strong, performant UGC style videos. Today’s episode is based on insights from Aditya Prakash Iengar, Creative Strategist at RocketShip HQ, who has worked on a lot of these creatives. KEY HIGHLIGHTS
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| 🐬Going where the fish are: making the leap to offline partnerships, with Lisa Kennelly (CMO, Fishbrain)🗺 | 01 Apr 2022 | 00:30:27 | |
Have you been fishing around for new channels to improve your UA? This episode happens to be the perfect way to slide into spring. Today we talk to Lisa Kennelly, CMO at Fishbrain about her growth strategies on an app that caters to what would appear to a very niche audience - fishing enthusiasts. Tune in to listen to Lisa discussing how she explored alternate channels to partner with offline and drive users to the app’s features, and how these sometimes are actually more trackable than digital channels. If you’re looking to dip your toes into offline marketing or partnerships, this is definitely an episode to check out.
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
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| 🤖How SDKs-gone-wild will be reined in with SDK Runtime: Google’s Privacy Sandbox for Android explained 💪 | 25 Mar 2022 | 00:05:10 | |
What happens to naughty SDKs that do what they aren't supposed to do? In the second episode of our “Google’s Privacy Sandbox for Android explained” series, we talk about SDK Runtime - Google’s proposed solution to SDKs-gone-wild. SDKs are a convenient feature for most app developers. However, some SDKs tend to gather user data in ways that app developers aren't privy to. SDK runtime is expected to be a step towards limiting the power of SDKs. Check out this episode where our CEO Shamanth throws more light on this subject. What is an SDK? 🔬 The components of an SDK code are unknown 🎈 Developers can’t control an SDK 🧮 How SDK runtime solves this problem 🔍 How SDK developers may evolve going forward ** | |||
| 📈 Growth strategies for Web3 games: Community is only one piece of the puzzle – with Atif Khan (COO, Stardust)🧩 | 18 Mar 2022 | 00:26:31 | |
How exactly does #useracquisition work in Web3 games? In this week’s episode, Stardust COO Atif Khan takes #theMobileUAShow host Shamanth Rao on a deep dive into the world of Web3 and blockchain gaming. How do Web3 games stack up against F2P and console games? How exactly does building a strong community help? And what exactly is the role of NFTs in blockchain gaming? Check out the full episode for more. KEY HIGHLIGHTS 💰 How to build a billion-dollar brand in just a few months 🧩 Community is important, but it’s one piece of the puzzle 🔗 Does community really define the brand, or the other way around 🔱 Successful UA involves using a three-pronged marketing strategy 🤑 The incentive you get for spending time in a blockchain game 💱 How NFT transferability can work in Web3 games 📊 The analytics that need to come to the world of blockchain gaming 💪 The UA channels that will work well for Web3 games 🙌 How many people actually own NFTs 📈 What even multi-billion dollar companies must do to grow further 💡 The “aha” moment for blockchain gaming 📤 Takeaways on branding for an indie game dev 📢 How NFTs drive pre-registrations for a still-unreleased game 💕 Why Web3 game devs are more open to sharing than traditional game cos 👀 The most important factor from the LTV standpoint
1. The Mobile Growth Handbook 2022 is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers. We have over 100 pages of insights that can be accessed at all times (as soon as you sign up). Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/ 2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/ If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
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| 🦹♀️Shattering ceilings: the many paths to leadership taken by women leaders in mobile marketing with Allison Schiff (AdExchanger), Aurora Klaeboe Berg (Medal TV), Collete Nataf (Mile IQ, Lightning AI), Faith Price (DoubleDown Interactive), Mireia Rivero | 08 Mar 2022 | 00:40:00 | |
We have a very special episode lined up for you today. We invited some amazing women and asked each some questions about how they faced obstacles while shattering glass ceilings, and paved the way for more women to follow suit. We hope this episode helps women who may be facing challenges in their field of work. And with women leaders comprising nearly half of our guests on the show in 2021, we hope to keep The Mobile User Show Acquisition Show an inclusive and diverse show with actionable and tactical insights for everyone. In today’s episode, our guests are, Allison Schiff, Managing Editor at AdExchanger, known for her insightful writing in the ad tech space. Aurora Klaeboe Berg, COO at Medal TV, who was formerly a key leader that drove the growth of the game series Fun Run that took the world by storm a few years ago. Colette Nataf, CEO & Co-Founder at Lightning AI, who also dons the hat of Head of Growth at Mile IQ. Faith Price, Head of Paid UA, who has worked on more app launches than most of us. Mireia Rivero, Innovation and Growth Marketer at Social Point, who is at the bleeding edge of all new initiatives and innovations in marketing. Paula Neves, Senior Product Manager at Square Enix, who is one of the most insightful folks we know when it comes to drawing out qualitative insights about games, and using them for growth. And Peggy Anne Salz, Analyst & Founder at Mobile Groove who is an accomplished writer at Forbes.
1. The Mobile Growth Handbook 2022 is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers. We have over 100 pages of insights that can be accessed at all times (as soon as you sign up). Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/ 2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/ If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5 | |||
| 💐Diversifying your UA mix in a post-ATT world: Why, When and How, with Matej Lancaric (User Acquisition & Marketing consultant)😎 | 04 Mar 2022 | 00:22:13 | |
How many channels have you really considered when developing your user acquisition strategy for your mobile game? Our guest on this week’s episode is UA and marketing consultant Matej Lancaric. Matej shares his views on everything from multiple UA channels, optimization techniques post ATT and how he uses incrementality analysis to maximize his UA strategy. Check out this episode on some tactical insights on diversifying your UA mix. ⛏ What happens if you’re running your UA on only one channel ❗ Why you can’t rely only on Facebook anymore for UA 💪 The scale at which you should start diversifying your UA portfolio 🆕 The basis on which you should start adding new channels 💸 How your monetization model defines your diversification strategy ✅ The right approach to diversifying your optimization strategy 🔗 Things to remember when choosing an ad network 🥇 Which diversification should come first – channel or optimization 👀 Working with SKAN in your diversified UA mix 🔧 How to build a custom schema within SKAN 🧐 Comparing UA channels post IDFA 🔌 How incrementality helps when diversifying your UA portfolio 📝 What to keep in mind when running incrementality tests
1. The Mobile Growth Handbook 2022 is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers. We have over 100 pages of insights that can be accessed at all times (as soon as you sign up). Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/ 2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/ If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
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| 🤖Google’s Privacy Sandbox for Android explained: The Topics API and how it changes ad targeting🎯 | 25 Feb 2022 | 00:10:18 | |
Apple’s privacy policy changes disrupted the ad industry and left us all in the dark, working around a broken measurement system. As expected, Google is following suit. While their approach is less ham-handed than Apple’s, it still can bring forth significant disruption in the mobile app ecosystem. In our first episode of the Android series, we dive deep into the impact of Topics API of Google’s Privacy Sandbox and understand how Google has charted out changes in ad targeting, and what that could mean for marketers. 🎭 What is the Topics API? | |||
| 💹 From B2C to zero to B2B (including a Real Housewives detour) 🎮 | 18 Feb 2022 | 00:21:04 | |
How do you successfully make the switch from B2C to B2B? Should you go from focusing on one category to branching out to other possibilities? And how exactly are prediction games and NFTs connected? Get the lowdown from Matt Bailey, founder and CEO of GameOn, our guest on this week’s episode. 💲 How betting on a relatively less mature market can lead to success 😷 The repercussions of Covid 🤝 Always be open to taking on clients from outside your industry 📊 The kind of data a prediction game really needs 🤼♂️ What the competition is like in your category 🤔 Can prediction games apply to any industry 🏆 How status and recognition is just as important as rewards 🎨 How a game tech company works with NFTs 💰 Unlocking capital by going public 🙍 The challenges of heading a public company 1. The Mobile Growth Handbook 2022 is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers. We have over 100 pages of insights that can be accessed at all times (as soon as you sign up). Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/ 2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/ If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
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| 💸 Why Early-Stage Apps Shouldn’t Diversify Their Ad Spend 💡 | 29 Oct 2024 | 00:02:15 | |
In this episode, we explore why early-stage founders should resist the temptation to diversify their ad spend across too many channels. While it may seem like a good strategy, spreading your budget thin can hinder growth. I’ll walk you through the mechanics of ad algorithms, explaining why fewer channels can lead to better results. We’ll dive into the importance of focusing on self-attributing networks and how driving more conversions in one or two places can accelerate learning and performance. Tune in to understand how optimizing your ad strategy early on sets the foundation for scaling successfully across multiple platforms.
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| 🏗️ How to build a mobile marketing function from scratch, with Simon Vishnevskiy (Head of Paid Acquisition, Dave)🌱 | 11 Feb 2022 | 00:49:57 | |
Ever wondered what it takes for a Round B startup with no mobile marketing function to get to an IPO and be featured on best-of lists? Or perhaps you’ve been struggling to hire key growth marketing people for your own start-up. In this episode, Simon Vishnevskiy, Head of Paid Acquisition at Dave, shares his methods on building a mobile marketing team from scratch, and the qualities he looked for in every hire he made. He’s also got some key advice for those of you struggling with UA in a post-ATT world. Check out the episode for a deep dive into the mind of a growth marketing leader.
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| 💪The ascendance of cross-promos in a post-ATT world, with David Philippson (CEO & Co-Founder -Dataseat) | 04 Feb 2022 | 00:28:20 | |
How do you make cross-promos work in a post-ATT world? David Philippson, CEO and co-founder of Dataseat, gives us the lowdown on how exactly cross-promos can be deployed effectively. In a post-IDFA reality, with ad networks having pretty much lost the third party data advantage, David says cross-promos can help game studios monetize and retain their users better, even those users who are already high value users. Check out the episode to get the low down on exactly how the post ATT landscape has changed the outlook for cross promos. KEY HIGHLIGHTS ⏳ Cross-promos have been around for over a decade 🏡 Why is it becoming important for gaming companies to move cross-promos in-house 💪 How the post-IDFA world has been a catalyst for cross-promos ⇩ When it makes sense to show cross-promo ads even to your high value users. ➰ Why cross-promos within a gaming company should be reciprocal 🔎 Why companies should focus on portfolio LTV rather than gaming LTV 👍 How can first party data help in cross-promos 💭 Why game companies need to rethink their marketing strategy around cross-promos 👀 It’s going to be important to have a consistent, universally understood index for first party data 💣 Why your mediation company’s lack of support for all SDK can harm cross-promos 🔌 What exactly is an ‘adapter’, and how does it work in mediation 📈 The return on opportunity cost as an important metric ** | |||
| 🤳SKAN: a playbook for today and the future, with Piyush Mishra (Lead Growth Manager-Product Madness) | 28 Jan 2022 | 00:32:03 | |
Ever thought that each SKAN update from Apple is making measurement more and more ambiguous? We’re back to delving into SKAN in this latest episode with Piyush Mishra. Piyush talks about the evolution of SKAN, predictions based on conversion values, performance comparison between channels and much more. He also tells us about the changes coming about in iOS 15 and how that makes the landscape even more complex. He encourages marketers to be smart about measuring the data that’s being brought in through different channels and campaigns. If you’re ready to nerd-out on SKAN, there’s nothing better than this episode right now! KEY HIGHLIGHTS
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