Apptivate: App Marketing Explained [Rebroadcast] Using Incrementality to Drive User Growth
Questions Vincenzo Answered In This Episode:
- “Is there a particular area where your team has really focused or has there been any particular experiment that you think will help you guys out-market your competitors?”
- “As far as incrementality goes within programmatic in-app advertising, are you applying incrementality measurement to both acquisition campaigns and retargeting campaigns?”
- “Do you use a certain methodology to achieve incrementality measurement within UI or maybe using the PSA methodology? Could you shed some light on that? ”
- “Is it your team that manages user acquisition that’s doing a lot of data analysis? How do you go about organizing and compiling such large amounts of data?”
- “What is your relationship between your third party attribution providers and what you are doing from an incrementality perspective?''
- “How often are you testing your creativity? Is this a big part of your business and your iterative process?”
- “Do you think other mobile marketers are heavily relying on incrementality as a KPI? Do you see that they are using it to the same extent as your team at DeliveryHero?”
Timestamp:
01:04 Vincenzo’s background
03:11 Vincenzo’s career journey with DeliveryHero
04:01 The one topic that Vincenzo and his team really focused on
05:06 Vincenzo on incrementality measurement and its application to both acquisition campaigns and retargeting campaigns
06:34 How to reconcile different methodologies across different vendors
08:45 What methodology to use for incrementality measurement within UI
09:00 The GeoSplit test
10:22 Vincenzo on running GeoSplit and PSA simultaneously
11:20 Vincenzo on working closely with the customer insight team to organize and compile the large amount of data that they use in their app
12:34 Efficiency and decision making in which boundaries to work with, and which not to work with
14:14 Determining the short-term and long-term effects of campaigns
15:14 Conceptualizing incrementality
17:01 To effectively measure incrementality, you cannot rely on the third party attributors
19:43 Using incrementality test as a first step in identifying whether or not to pursue with a particular vendor
20:04 Testing creative
25:38 Vincenzo’s perspective on incrementality as a metric or a measurement that most mobile marketers are relying on
27:01 Future of Mobile Marketing and incrementality
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“Coordination is essential. If you start to do something without this being in place you can’t really action data in the end. You may have some findings, but those are not really actionable in the end. ”
- Vincenzo Serricchio