In this episode of the Mobile Dev Memo podcast, I speak to returning guest Maor Sadra, the CEO of INCRMNTAL, about changing attitudes toward marketing measurement. The catalyst for this conversation was a set of diagrams that Maor recently published on the INCRMNTAL blog, ranking various marketing measurement methodologies across a number of features.
In this episode, we discuss:
- The tradeoffs inherent in the above spiderweb diagram;
- Whether and how app advertisers implement experiments in their marketing;
- The popularity of media mix modeling in the app advertising ecosystem and whether enthusiasm for it has changed;
- Trends in the composition of user acquisition budgets by channel for app advertisers;
- Whether budget is shifting meaningfully to the web for app advertisers;
- The gaps in measurement that app advertisers struggle to close;
- Whether budgets are increasing on Meta and Google as their AI-empowered solutions expand;
- How AI plays a role in marketing measurement.
Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:
- Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
- Clarisights. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free.
- INCRMNTAL. True attribution measures incrementality, always on.
Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
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