Apptivate: App Marketing Explained Reducing Signal Loss with Well-Structured First-Party Data - Joshua Alvernia (Clue)
With Apple’s App Tracking Transparency (ATT) opt-in rates at less than 50%, mobile marketers must think outside-of-the-box to decrease signal loss. In this episode, Josh Alvernia, the CEO and co-founder of Clue, shares a novel approach to media campaigns: Rather than launching a campaign, serving ads, measuring, and then optimizing, he suggests working from measurement backward. Josh explains that maximizing the structure of first-party data first makes cookies replaceable, meaning marketers can waste less ad spend.
Clue is a leading data analytics and media solution for insights-driven marketing across search, social, and programmatic channels.
Questions Joshua Answered in this Episode:
- How did you get to your current position as CEO and co-founder of Clue?
- What are companies getting with Clue that they’re not getting somewhere else?
- What specifically are you measuring before you launch a campaign?
- How are privacy changes impacting what you do?
- Is one of your first steps with clients to augment their first-party data?
- What does good first-party data structuring look like?
- Does your approach still hold true in a mobile app environment despite more signal loss or are there other strategies that you’ve used to help app businesses?
- Was it terrifying to become CEO?
Timestamp:
- 5:34 Josh’s background and Clue’s journey
- 9:43 The theory behind Clue’s approach
- 14:17 The benefits of migrating from pixels
- 16:26 Augmenting first-party data
- 17:19 Good first-party data structuring
- 20:47 Adaptations for mobile
- 24:28 Taking the leap into CEO role
Quotes:
(8:33-8:46) “Anytime you try to enter a new echelon for your business and try to compete at a new level you have to make decisions that drive 10x value. If not, you probably won’t make it there.”
(9:51-10:03) “Most people and most media plans start first with how you’re going to buy rather than how you’re going to measure–and that’s the problem.”
(15:13-15:32) “If you can figure out a way to structure your first-part data really, really well, there are legitimate replacements right now, today, for cookies. A lot of them have to do with managing customer profiles effectively. A lot of them have to do with augmenting those customer profiles with events that are happening all over the place.”