The Mobile User Acquisition Show 📶How to supercharge your retargeting ads with automated personalization - with Lomit Patel (VP of Growth at IMVU)🏃🏽♂️
Our guest today is Lomit Patel, VP of growth at IMVU. Prior to IMVU, Lomit managed growth at many early stage startups including Roku which had an IPO, TrustedID which was acquired by Equifax, Texture which was acquired by Apple & EarthLink. Lomit is a frequent speaker at different conferences and has been recognized as a Mobile Hero by Liftoff. Lomit has also authored the book Lean AI: How Innovative Startups Use Artificial Intelligence to Grow, which is a fascinating deep dive into the wild crazy world of automated marketing - the book comes out this week. We link to that in the show notes, so definitely check it out. In today's episode, we dive into how Lomit and his team run incredibly sophisticated re-engagement ads.
We are going to dive into why paid re-engagement is necessary even when there are other organic options available. We talked about how to employ re-engagement across very different points of the user journey, how to measure the impact of re-engagement and we get a peek into the AI based creative testing and optimization system that Lomit & his team used to drive some incredible performance. This is a fascinating peek behind the curtain of an incredibly sophisticated marketing machine.
Key Highlights:
💸 Why spend money on retargeting when you’ve already spent money on acquiring users.
3️⃣ The three key segments Lomit recommends retargeting - and why.
📧 Why push notifications and emails can’t reach all the users that you might want to retarget.
👬🏼 How Lomit recommends setting target KPIs for retargeting different segments of users based on their behavioral profiles.
📈 What incrementality is - and why it matters.
🤔 Why Lomit recommend going after different sets of retargetable users on different channels.
📱 Why IMVU shifts communication from paid retargeting to emails & PNs after a user’s first 7 days post-install.
👨💻 The user behavior inputs that let IMVU use AI to build personalized creatives.
🚋 How deeply understanding the ideal user journey helps IMVU craft personalized ads for users at each stage of the user journey.
💯 How Lomit thinks about building vs. buying AI technology - and how maintaining an in-house system can be a challenge.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-supercharge-your-retargeting-ads-with-automated-personalization-with-lomit-patelvp-of-growth-at-imvu/
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