Business of Apps Podcast

I think for all of us this experience is familiar. We download a new app we’ve been looking for to fulfill specific needs and for some time the experience is great. Then your needs may evolve and now you need a new version of the app to cover it. If your updated requirements for the app are more or less in line with what other people need, and if the developer closely monitor these needs, soon you’ll get the updated version. Of course, the opposite is as likely - you may never get an update for the app, you can’t wait anymore and you go and download a similar app from other company. So, the question - how do app developers’ team can keep their users happy? On the other hand, how do you make sure that over time your app stays intuitive for its users? Well, today we have Paul to talk about how their team handles these hard questions for their app Documents. Today’s Topics Include: Paul's background About Readdle The Documents app by Readdle quick overview Staying ahead of app users' evolving needs Introducing new features while keeping user experience familiar Android or iOS? Leaving his smartphone at home, what features would Paul miss most? What features he would like to see added to his smartphone? Links and Resources: Paul Sakhatskyi on LinkedIn Readdle Business Of Apps - connecting the app industry Quotes from Paul Sakhatskyi: "So this is a very interesting question because we can look at it from different perspectives. So, I think there are two components, major components in this area. The first one, you should definitely reflect current needs of your users all the time, addressing their requests, addressing their issues, addressing new technologies that emerge all the time. But at the same time, you need to look forward  to create something that people and users might not think about right now." "We are using multiple things here. So first of all, we don't do dramatic changes that touch every single piece of the product. So we break it down into kind of components, use cases. So for example, we might redesign or create a new hypothesis, for example, an audio editing that we have inside the app. And we launch it." Host Business Of Apps - connecting the app industry since 2012

The field of app marketing is full of jargon. Just from the top of my head a few acronyms for you - ASO, CPI, CPA, LTV, FBI (sorry the last one was obviously a joke). Here is another one - MMM, which stands for Marketing Mix Modeling. Do you know what it is? Well, in this episode Gary will explain it for you, showing how it works and why it’s important for you to use it in your app business. Today’s Topics Include: Gary's background About Kochava What is Marketing Mix Modeling (aka MMM), why it's effective for unlocking app growth Key steps to implement MMM in a company's marketing strategy Common challenges in adopting Marketing Mix Modeling Android or iOS? Leaving his smartphone at home, what features would Gary miss most? What features he would like to see added to his smartphone? Links and Resources: Gary Danks on LinkedIn Kochava MMM 101 A 3-Part Webinar Series Business Of Apps - connecting the app industry Quotes from Gary Danks: "MMM is a methodology used to measure and analyze the impact of various marketing activities on your conversions. Now, where the sort of the confusion comes in is that it sounds quite familiar to the industry standard of last touch attribution. But to truly grasp marketing mixed modeling or MMM, it's important to distinguish it from last touch attribution." "The biggest challenge is probably just old mindset. We've been in this industry for many years and last touch attribution is the standard form of measurement and it's been around for 12, 13 years or so. So quite often companies are testing MMM but they don't want to believe the data because they've maybe built lifetime value models of their last touch attribution." Host Business Of Apps - connecting the app industry since 2012

How many languages do you know? Would you like learn a new one? Science unequivocally says that it is good for your brain to learn new languages. You will thank us when you’ll be in your 70s or 80s :-) The thing is that on top of immediate benefits, it will help you to keep your brain healthy down the road. Now, today AI is on the path to impact our lives on so many levels. Learning new languages is one of them and today Steve will tell us about how AI allowed his company to transform their Memrise app dramatically. Today’s Topics Include: Steve's background About Memrise Ai-driven features that enhanced user engagement on Memrise The biggest challenges in integrating AI into Memrise Using AI to personalize learning Android or iOS? Leaving his smartphone at home, what features would Steve miss most? What features he would like to see added to his smartphone? Links and Resources: Steve Toy on LinkedIn Memrise Business Of Apps - connecting the app industry Quotes from Steve Toy: "Well, I will tell you that we are probably still working on overcoming the biggest challenge that has been brought to us by all of this amazing technology. And that is unbelievable freedom, right? We now, because of what we've deployed, have given people the freedom to learn the words that matter to them, not the words that we decide in any given course." "The first axis I alluded to earlier, is heretofore in school or in any course that you might take or in any of the other apps, you learn words in a certain order. Right? You're just marching everybody through the first 100, 200, 500, 1 ,000 words in the same order because you're marching everybody in lockstep to be able to interact with certain content and certain tasks. But we don't have to do that. We have fully atomized dictionaries because no matter what words you know, we can start to run you into other experiences. And so that's the first level of personalization is let you decide why you want to learn a language." Host Business Of Apps - connecting the app industry since 2012

Do you like the holiday season? Yes - it is a hypothetical question, we all do. Why do we love this time of the year? Because this is the time when we all buy something nice, right? We download shopping apps and go ahead and pick up something we desperately need. Ok - it’s all great but if you are a retailer and you launch app user acquisition campaigns during the holiday season, there is very important insight for you in this episode - so listen carefully. Today’s Topics Include: Thomas's background About Airship About the Airship's "Peak App Install Research" report How retailers can improve retention rate for customers acquired during peak shopping periods (think Black Friday) Key metrics brands should monitor to effectively drive app engagement Android or iOS? Leaving his smartphone at home, what features would Thomas miss most? What features he would like to see added to his smartphone? Links and Resources: Thomas Butta on LinkedIn Airship Peak App Install Research report The Mobile Consumer 2023 report Airship blog Business Of Apps - connecting the app industry Quotes from Thomas Butta: "And we, we surveyed more than 60 million app installs. So of the number of apps that were installed during that period, we looked at 60 million new ones that were added to your device and we were very interested in understanding what happens after that peak shopping season." " First of all, the way you onboard people is really, really important. I mean that idea of a welcome kit. So they download your app, right then and there you have their attention. What you do next is really important. So that onboarding experience, that welcome experience is really key. And what you're trying to do is two things. You're trying to get to know these people that are downloaded your app. And you're doing it in a way that's showing them with a little bit of information here and here, you can provide a more curated or personalized and relevant experience for them over there." Host Business Of Apps - connecting the app industry since 2012

I bet, as an app marketer, you are on a constant hunt for new marketing channels, right? What do you know about affiliate marketing? If the answer is "zero", "not that much" or "I know what it is but what is your point" than you’ve come to the right place - we have Taras to tell us how affiliate marketing works for mobile apps. Today’s Topics Include: Taras's background About ClickDealer What is affiliate marketing, the main changes for the last decade What affiliate marketing verticals were impacted by mobile the most Effective strategies to grow app user base and revenue through affiliate marketing KPIs to measure the success of affiliate marketing campaigns Android or iOS? Leaving his smartphone at home, what features would Taras miss most? What features he would like to see added to his smartphone? Links and Resources: Taras Kiseliuk on LinkedIn ClickDealer Business Of Apps - connecting the app industry Quotes from Taras Kiseliuk: " The last one will be, as cliche as it sounds like, would be AIs. AI is now doing all the media buying for us in some sense. In a way, the affiliate marketing is working as it worked before - you have to optimize and find the right spots, but now it's kind of like - hey, just trust the pixel, trust Facebook, trust TikTok, AI and so on and so on." Host Business Of Apps - connecting the app industry since 2012

I’m sure you would argue that the world of mobile apps is extremely competitive. By now, it seems like all business verticals have gone mobile and in some app categories, like games, e-commerce, social, the competition is really tough. How do you stand a chance to win in this battle? This is the question we’ll tackling today with Deniz. Today’s Topics Include: Deniz's background About InnoGame Mobile app's unique edge (Unique Selling Proposition) identification Methods and tools to test an app's marketability Key factors to maintain the app's edge over time Android or iOS? Leaving her smartphone at home, what features would Deniz miss most? What features she would like to see added to her smartphone? Links and Resources: Deniz Kekeç on LinkedIn InnoGames Business Of Apps - connecting the app industry Quotes from Deniz Kekeç: "In a competitive app market, determining what sets your app apart from others involves focusing on its Unique Selling Proposition (USP). Assuming your app performs well and maintains a low crash rate, here are some strategies to identify its unique edge: game narrative, gameplay mechanics, special features & LiveOps, marketing approach." "We are using Sensor Tower mainly for competitor analysis. Quadrics for understanding our audience( coupled with our user surveys). For creative testing Meta is the main tool, however depends on the ad concept we happened to use SDK networks too. KPI's are depending on the test phase. For initial testing, i recommend to check upper funnel kpis such as CPI, IPM. For later phase i recommend mid funnel KPI s such as Retention and session duration etc." Host Business Of Apps - connecting the app industry since 2012

Mike Rhodes, Founder and CEO at ConsultMyApp, discusses sustainable app growth in episode #200. Topics include key principles, balancing user acquisition and retention, data-driven decisions, common pitfalls, and future trends. Learn about Mike's background, ConsultMyApp services, and his thoughts on digital marketing. Plus, find out what features he would miss on his smartphone.

Summer Liu, CMO at SocialPeta, discusses leveraging app data, staying competitive in app marketing, and upcoming SocialPeta features. Topics include her background, SocialPeta's evolution, trends in mobile advertising, and the importance of data-driven decisions. She shares insights on app performance, ad creatives, and the future of digital marketing. Liu also talks about features she would miss on her smartphone and changes she'd like to see in digital marketing.

Sherina Khalidi, VP Performance Marketing at Deezer, discusses the app's growth strategy, user acquisition, data analytics, retention tactics, partnerships, and emerging trends. She shares her experience, challenges in digital marketing, and preferences between Android and iOS. The podcast delves into her smartphone feature wishlist and nostalgic memories of early mobile phones.

Jakub Chour, Mobile Growth at HER app, discusses marketing techniques outside app stores. Topics include affiliate marketing, Generative AI for content, viral marketing, overhyped app channels, and desired smartphone features.