The Mobile User Acquisition Show

🏗️ How to build a mobile marketing function from scratch, with Simon Vishnevskiy (Head of Paid Acquisition, Dave)🌱

Feb 11, 2022

49:57

Ever wondered what it takes for a Round B startup with no mobile marketing function to get to an IPO and be featured on best-of lists? Or perhaps you’ve been struggling to hire key growth marketing people for your own start-up.

In this episode, Simon Vishnevskiy, Head of Paid Acquisition at Dave, shares his methods on building a mobile marketing team from scratch, and the qualities he looked for in every hire he made. He’s also got some key advice for those of you struggling with UA in a post-ATT world.

Check out the episode for a deep dive into the mind of a growth marketing leader.

KEY HIGHLIGHTS

👁️ Why you should keep an eye on your app’s initial organic traction
🎬 When you should start investing in your startup’s UA functions
📈 The highest-ROI activities you should focus on initially
🗝️ Creative – a key component of UA
👴🏻 Why many companies still run legacy systems
👀 The best time to start hunting for the best MMP
📊 You really need a sophisticated reporting system
☝ The one piece of infrastructure you need to scale up
⛐ Why acquiring to your current LTV might not be the best strategy
🤝 How a MarTech manager can help in your UA post-ATT
👨‍👦 The best proxy for the attribution of the past
👍 Using SKAN data to get the best possible estimates
😥 Building a long tail of channels might not be a good idea
🙋 One of the first roles you should hire for
💪 Essential qualities to look for when hiring talent for your UA team
🔮 Agencies vs full-timers vs contractors
🏃 What’s better than hiring someone junior just to execute
✔ Overseeing the agency relationship – things to watch for
🎨 When hiring an agency for your creative production makes sense
➕ Incrementality in a nutshell
🔌 What an early stage company can do with incrementality that a mature company can’t