Brian Quinn, President and GM - North America at AppsFlyer, shares insights on mobile marketing strategies in an era of privacy concerns. He discusses the impact of Apple's iOS 14 on user consent and how marketers can adapt to shifting regulations like GDPR. The conversation highlights the importance of first-party data collection and innovative measurement techniques amidst signal loss challenges. Quinn emphasizes the need to evolve marketing strategies and leverage data analytics to build stronger customer relationships.
Marketers must adapt to stringent privacy regulations and focus on first-party data strategies to enhance targeting efforts.
Employing advanced analytics and developing proprietary models are essential for overcoming challenges in mobile marketing attribution amidst signal loss.
Deep dives
The Challenges of Mobile Marketing Today
Mobile marketers face a rapidly changing environment characterized by new products and heightened consumer privacy regulations. Various challenges arise, including fragmentation across platforms and signal loss, which complicate measurement and optimization efforts. Despite these hurdles, there are still high expectations for growth from executives, placing additional pressure on marketing teams. AppsFlyer aims to address these challenges by investing in solutions that help marketers navigate the complexities of mobile attribution effectively.
Impact of Data Privacy Regulations
The introduction of regulations like GDPR and CCPA has dramatically shifted how marketers can access and use consumer data, leading to a fragmented landscape within the U.S. absence of a national privacy law. Specific measures taken by major companies like Apple and Google have further complicated data collection efforts, as many marketers now encounter restrictions that limit their targeting capabilities. Companies are gradually adapting to these changes and are increasingly focused on first-party data strategies to fill the gaps left by lost signals. Ultimately, privacy concerns continue to dominate discussions among marketing professionals as they work to adjust to these regulatory demands.
Best Practices in Mobile Marketing Attribution
To adapt to the ongoing signal loss, marketers are encouraged to unify their first-party data and explore new ways to gather insights, particularly from mid- and upper-funnel activities. Employing advanced analytics that examine creative performance at a campaign level helps capture valuable engagement signals that might otherwise be overlooked. Additionally, developing proprietary models using data science can enhance the accuracy of marketing efforts, allowing brands to navigate the complexities of attribution even with reduced data availability. Marketers need to focus on these evolving strategies to maintain effectiveness in an increasingly competitive and regulated mobile environment.
President and GM - North America at AppsFlyer, Brian Quinn, delves into effective mobile marketing and attribution strategies. By leveraging advanced measurement, data analytics, and privacy-preserving technologies, AppsFlyer assists brands in making informed decisions for their business and customers. Explore more about AppsFlyer's innovative solutions and how they empower creators and technology partners to enhance customer relationships at www.appsflyer.com. Show Notes
