When we heard Eric Seufert talk at the Meta Summit we knew we had to have him on the show.
Eric is the founder of Mobile Dev Memo and partner at Heracles Capital, and he joins us today for a deep dive into how today’s smartest marketers approach measurement. We unpack the difference between deterministic and probabilistic attribution, why incrementality testing beats last-click reporting, and how to make sense of CAC, LTV, and payback periods across different business models. Eric shares insights on Meta’s evolving AI infrastructure, signal loss, and platform opacity, explaining why a single tool can’t give you the full picture, and why the greatest marketers are the ones that think like data scientists. He also introduces the concept of signal engineering: how to guide automated ad platforms by sending higher-quality signals and intent data.
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00:00 Introduction
06:42 The Role of Discord in Gaming Advertising
09:21 Eric's Journey in the Gaming Industry
19:04 Understanding Freemium Models in Mobile Gaming
26:08 Incentivized Advertising in Gaming
29:55 Understanding Measurement Tools in Advertising
30:24 Deterministic vs. Probabilistic Measurement
33:14 Attribution Models and Measurement Tools
39:16 Geo Lift Studies and Their Application
43:03 Common Sense in Marketing Measurement
54:10 Operationalizing Incrementality Testing
56:25 Understanding Incrementality and Testing Strategies
01:00:33 Navigating the Meta Ecosystem and AI Changes
01:06:40 Signal Engineering and Optimizing for Conversions
01:09:44 Radical Experimentation in Creative Strategies
01:21:55 Breaking Out of Targeting Loops
Meta's AI advertising playbook (with Matt Steiner):
https://podcasts.apple.com/us/podcast/season-5-episode-23-metas-ai-advertising-playbook-with/id1423753783?i=1000711081020
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