Mobile Dev Memo Podcast

Luca Fiaschi, a data science leader at PyMC Labs, dives into innovative ways machine learning can redefine ad evaluation. They discuss his recent paper on whether LLMs can replicate human purchase intent through scoring product concepts. Luca shares insights on how LLMs could streamline creative testing by using synthetic consumer models and Bayesian methods. The conversation highlights the challenges of creative volume and the promise of LLM-generated insights to enhance marketing strategies, making testing more efficient and cost-effective.

Sylvain Gauchet, an expert in app monetization and former Babbel revenue director, shares his insights on growth strategies for subscription apps. He discusses the appeal of creative growth over software development and the flexibility of fractional roles. Sylvain reveals tips for validating app ideas using lean ad tests, and highlights the importance of monitoring key metrics like D1/D7 ROAS. He emphasizes the ethics of managing subscriptions and offers priceless advice on pricing strategies and localization for diverse markets.

In this chat, product growth expert Daphne Tideman shares her journey from agency to in-house roles, focusing on app startups. She explains early audience validation and why it’s vital to identify real problems. Daphne introduces tools like the painted door test for measuring intent to pay. She emphasizes the importance of continuous customer interviews and feedback, avoiding the pitfalls of over-niching, and offers insights on assessing product-market fit. Plus, she shares market sizing tips and how to estimate a product's potential.

In this engaging conversation with Kate Minogue, a seasoned fractional CPO and AI advisor, listeners dive into the intricate world of fractional executive roles. Kate shares insights on ad monetization opportunities for AI apps and discusses the critical need for defensible moats in a rapidly evolving tech landscape. She highlights essential capabilities for optimizing AI-native products and stresses the importance of external expertise for startups. With practical negotiation tips and a look at the future of ads in AI applications, this discussion is packed with valuable takeaways.

Dan Pantelo, Founder and CEO of Marpipe, shares insights on dynamic product advertising for eCommerce. He highlights the importance of creative experimentation and how catalog ads can drive discovery and conversion despite often looking unappealing. The discussion covers leveraging AI in creative production and the evolving role of profit optimization in catalog bidding. Pantelo also explores the potential of catalog ads beyond retail and how they can inform product strategy, emphasizing the richness of product data as a creative prompt.

Tim Higgins, a Business columnist at The Wall Street Journal and author of iWar, dives into Apple's ongoing battles for dominance over the App Store. He recounts the fierce campaigns from rivals like Spotify and Epic Games, revealing how Apple's aggressive legal strategies and vast resources shape competition. Tim explores the complexities of App Store economics, the challenges developers face, and how Apple’s decisions echo across global regulatory landscapes. A captivating look at the conflict between innovation and control in the tech industry.

Daniel McCarthy, an Associate Professor of Marketing at the University of Maryland and co-founder of CLV-focused ventures, dives deep into Customer Lifetime Value (LTV) in this engaging discussion. He unpacks the critical role of LTV in business strategy and highlights common pitfalls in its calculation. Daniel stresses the importance of appropriate segmentations and collaboration with finance teams for accuracy. He also examines how digital markets differ in LTV measurement, using Netflix’s monetization shift as a case study.

Adam Singer, VP of Marketing at AdQuick and creator of the Hot Takes blog, shares his insights on the troubling trend of 'blandification' in marketing. He argues that brands lose their identity by playing it safe and advocates for creativity and originality in branding. Singer discusses the challenges faced by CMOs today, the potential of AI in marketing, and reflects on what David Ogilvy would think of modern strategies. He also sheds light on the backlash against the American Eagle ad campaign and critiques the rebranding efforts of Cracker Barrel.

Andrew Lipsman, an independent analyst renowned for his expertise in digital advertising and retail media, dives into the complexities of agentic commerce. He questions its viability, exploring fundamental flaws and whether independent agents can thrive against giant platforms like Amazon. The discussion highlights the conflict between consumer interests and commercial goals, the risks of automation in shopping, and the crucial role of human trust. Lipsman also sheds light on how AI is reshaping consumer engagement while emphasizing the need for authentic interactions in commerce.

The discussion dives into Google's ambitious shift from acting as a distribution tool to becoming an engagement powerhouse with AI. Google's Gambit, featuring AI Overviews and AI Mode, aims to keep users within the search framework, leading to concerns among publishers about plummeting traffic. The content explores the emerging competition from LLM-powered chatbots and the potential risks they pose to the open web. By tracing historical media shifts, the podcast sheds light on how technological advancements continue to influence user engagement and content delivery.