Business of Apps Podcast
#228: “Data-drive strategies for UA” App Promotion Summit Berlin panel
Feb 24, 2025
Join Jessica Gotti, Marta Fogel, and Misha Osintcev as they dive into the dynamic world of user acquisition strategies. Jessica highlights performance marketing hurdles, while Marta shares insights on marketing brain training apps amid data privacy concerns. Misha discusses the evolving gaming landscape and the importance of interactive advertising. The trio emphasizes the need for data-driven strategies, effective messaging, and creativity to stand out in a crowded market, ensuring success in the ever-changing mobile industry.
42:27
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Quick takeaways
- Data privacy regulations are driving a shift from user-level attribution to holistic approaches for understanding user acquisition channels.
- Innovative strategies like playable ads and AI-generated content are essential for enhancing user engagement and optimizing marketing efforts.
Deep dives
The Impact of Data Privacy Regulations
Data privacy regulations have significantly reshaped user acquisition strategies within the app industry. Marketers are moving away from user-level attribution models to more holistic approaches that aggregate data from various sources, including surveys and incremental tests. This shift allows them to better understand user acquisition channels without relying solely on sensitive user data. Funnel diversification has also proven essential, with techniques like web onboarding helping marketers maintain visibility and efficiency despite restrictions on platforms like iOS.
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