Colette Nataf is the founder and CEO at Lightning AI. In today’s conversation, Colette describes 3 potential scenarios: best case, worst case and somewhere in the middle - and talks through how we might prepare for the worst. She illustrates the possibilities with the experience of a company that is using web-based flows for their UA today in a pre-iOS-14 world, and outlines exactly how the different aspects of user acquisition might change come January.

KEY HIGHLIGHTS

🔱  The best, the worst and the middle case scenarios for iOS 14
🔒 How a privacy app manages growth without a single SDK
🌱 It is possible to grow without sophisticated attribution
🧮 Old school tracking with UTM parameters
🍂 The longer the funnel, the greater the drop-offs
💨 Targeting without conversion data doesn’t exist
🌎 Macro trends impact CPMs
🎬 Why it is a good idea to prep the user for a new flow
🔚 It is end times for broad targeting
👬🏻 No user level data means lookalikes will not work
🧶 Interest-based targeting will become more prominent
🗓️ How to set up a web-based flow
🗄️ The critical importance of stitching together data from different sources
🚫 Things that marketers should not attempt
💍 Marriage of convenience: marketing courts engineering
🤖 Bringing data science into the fold
🌪️ Prepare for the worst, even though it may not happen
🌟 Facebook will not remain a superstar
🌈 Which are the new channels on the block?
🖥️ The potential return of display advertising
🦋 How marketing teams will change and evolve.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-drive-web-based-user-flows-for-your-ios-14-user-acquisition-with-colette-nataf-ceo-and-founder-at-lightning-ai/

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