How do you go from 0 to 50 million installs in 50 days?In today’s episode on the Mobile UA Show, we speak to Wilson Kriegel about the meteoric rise of Draw Something, a pictionary app that allows you to play with friends asynchronously. We go into details of how the company was close to shutting down and how they gave this game all they had and released a game that went viral and got the parent company acquired in just a few weeks following that.Tune in to get some fascinating insights from behind the scenes of one of the wildest rides in mobile growth.This episode has been re-released from our previous podcast, How Things Grow.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/draw-something-zynga-wilson-kriegel/KEY HIGHLIGHTS🤭 Facebook’s game Cupcake Corner👣 Beginnings at OMGPop🎒 The reason OMGPop decided to move to mobile games from Facebook👘 Challenges faced during Facebook’s gold rush💼 The internal expectation of Draw Something before launch💂🏻 The moment they knew it was going to be a hit product💃🏻 How the team improved the virality of the game🧘🏻‍♀️ How does an acquisition process happen in five to six weeks?🛌🏼 The repercussions of turbulent times in the industry🤳🏽 The experience at Picsart**Note:Mobile Growth LabWe launched the Mobile Growth Lab where over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. While the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

In the previous two parts of this series, we saw how to install Robyn and run demo code. We also looked at the key components of the environment, as also of the code itself.In today’s episode, we take a look at the results obtained from running the demo code on Robyn. Our Senior Mobile Marketing Manager Virendra Shekhawat will show us the outputs of the models and the information we can get from the different plots.The video is here: https://youtu.be/vbfVL3jXSQoIn case you missed them, here are the first two parts of the series: Part 1: https://youtu.be/3RnDfC1usZcPart 2: https://youtu.be/rsn12wFqjlwCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-understanding-the-models/**Note:Mobile Growth LabWe launched the Mobile Growth Lab where over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. While the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Two weeks ago we released an episode that outlined setting up and getting started with Facebook's Robyn. As a next step in this “how to” series, we will show you how to run a code on the setup.Our Senior Mobile Marketing Manager Virendra Shekhawat takes us through the process of running a code on Robyn in the Youtube video that is linked to this episode. Make sure you check out the video to understand the variables on the system as well.Stay tuned for part 3 of the series where we'll discuss interpretations, outcomes and insights from these.if you missed the previous video in this series check it out here -Part 1: Introducing Robyn & setting up the environment: https://youtu.be/3RnDfC1usZcCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-running-the-code**Note:Mobile Growth LabWe launched the Mobile Growth Lab where over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. While the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Advertisers are waiting for SKAdNetwork 4.0 - but in the absence of documentation or timelines, the question on everyone’s mind is - “when is it gonna drop?” In today’s episode, Roman Garbar, Marketing Director at Tenjin reads the tea leaves of Apple’s WWDC presentation to tell us when we might expect the change to hit. Check out this short but impactful episode to understand what we’re looking at going forward.Check out the show notes here:https://mobileuseracquisitionshow.com/episode/skadnetwork4-0-roman-garbar-tenjin/**Note:Mobile Growth LabWe launched the Mobile Growth Lab this week - over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. Our first session kicked off on Tuesday - and while the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

A couple of weeks ago, we released an episode on measuring iOS post-ATT performance using spreadsheet-based MMM. Since we’ve received a lot of interest around the topic, we decided to release a “how-to” series to assess iOS performance by implementing Facebook’s open source code, Robyn. If you got started with a basic spreadsheet based model, this is a great next step to refining the media mix model through a more sophisticated code-based system.Today’s episode is part 1 in the series - Introducing Robyn & setting up the environment.We have a Youtube video linked in the show notes that will take you through the entire process of setting up Robyn in just a few minutes.The Youtube video is here: https://youtu.be/3RnDfC1usZcCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-setup/**Note:Mobile Growth LabWe launched the Mobile Growth Lab this week - over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. Our first session kicked off on Tuesday - and while the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

In today’s episode, we’re featuring Annica Lin, VP Growth at Sable, a financial services company. Annica has spent quite a few years in the field of performance marketing for consumer fin-techs like Stash, Policygenius & Thimble. Outside of work, Annica is a passionate runner and has successfully completed many marathons and ultra-marathons. In today’s conversation, we talk about the advent of the Brave browser and ad network and discuss the varied strategies that are employed by Brave to ensure that users enjoy privacy while advertisers have the privilege of targeted ads, by making use of web 3 based protocols. We cover quite a few FAQs around the Web 3 space and delve into her experience with working on the Brave network. We also discuss some of the challenges and limitations Brave ads have as of today.This episode is really fascinating because it opens the door to a new wave of advertising that is just emerging, and could very much present a big opportunity for the early adopters. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/web-3-ads-brave-network-annica-lin-sable/**Note:1.  Mobile Growth LabDoors are open to the third edition of our workshop series The Mobile Growth Lab, designed to help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world. The workshop kicks off on the 26th of July, 2022. We have some exciting sessions planned and also some awesome guest mentors - Matej, Thomas, Claire & Eric.Register for the workshop here: https://mobilegrowthlab.com/2. Join The Mobile Growth Slack.  A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Today’s episode is a re-release from our older podcast - How Things Grow.Our guest is Eric Seufert. Eric is the Founder of Heracles Media and Mobile Dev Memo, the author of the book Freemium Economics, and one of the foremost experts on mobile user acquisition today. Eric has worked on an incredibly wide variety of apps in very different capacities and he's seen it all from the early days where you could buy bot installs to hit the top 10 ranks on iTunes, to today's increasingly sophisticated world of automation and post-identifier growth. While this particular interview is from a couple of years ago, and some of the specifics have changed in the light of ATT and post-privacy platform changes, a lot of the history and insight that Eric provides in this interview is very instructive - for in the past lie the seeds of the future, and reviewing this history of where we’ve come from helps us contextualize and prepare for a post-identifier future.By the way, Eric is also a guest mentor for our workshop series Mobile Growth Lab - and everyone that registers by the 25th of July 2022 will receive his 2 hour workshop ATT survival guide. If you’d like to sign up, go to MobileGrowthLab.com.KEY HIGHLIGHTS🌰 Eric’s transition from analytics to UA🧃 Self-learning that happened through a blog that eventually opened doors🤿 Common misconceptions between ASO & SEO🕹 How UA on mobile different from other media🛠 The biggest mistakes made in UA during the early days👾 AppGratis that closed down after a policy change by Apple🧉 Bot installs were definitely a thing back in the day🧊 The evolution of apps in terms of being professional and how it impacts their presence on the App Store 🐧 Working at Rovio on the Angry Birds franchise 🐥How the Angry Birds crossover became a hit 🔧 The kinds of challenges that companies will present to a consultant 📌 Agamemnon and what made it a distinct Saas product in the UA industry ✂️ The low down on programmatic - why it’s challenging & how to make it workCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/mobile-user-acquisition-eric-seufert-mobile-dev-memo/**Note:1.  Mobile Growth LabDoors are open to the third edition of our workshop series The Mobile Growth Lab, designed to help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world. The workshop kicks off on the 26th of July, 2022. We have some exciting sessions planned and also some awesome guest mentors - Matej, Thomas, Claire & Eric.Sign up for the free pre-course email series here: https://mobilegrowthlab.com/mgl3/Register for the workshop here: https://mobilegrowthlab.com/2. Join The Mobile Growth Slack.  A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Mobile marketers have been in the dark during the past couple of months over the measurement mess in iOS. MMMs have been around for a while to help with channel attribution. Recently, Facebook released their open source code Robyn to build MMMs, which we’ve written and spoken about. Today’s episode talks about Google’s solution: their LightweightMMM library.In today’s episode, Michael Taylor, Co-Founder of Vexpower walks us through Google’s LightweightMMM, how it’s different from Robyn, and how it’s set up. This audio episode is an introduction to the  video walkthrough on Youtube, where Mike takes you through a screenshare of LightweightMMM and how it’s configured. KEY HIGHLIGHTS🌰 How is Facebook’s Robyn different from traditional MMMs🧃 Why Facebook’s Robyn seems to more acceptable than traditional MMMs🤿 Robyn’s open source makes it an easier model to learn🕹 The entry of Google’s LightweightMMM🛠 Understanding the Bayesian model, and how it’s different.🛠 A Bayesian model is more descriptive when compared to an MMM on ExcelCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/google-lightweight-mmm-mike-taylor-vexpower/The Youtube video is here:  https://youtu.be/oRYN0V6sPlM**Note:1.  In a few days, we will open the doors to the third edition of our workshop series The Mobile Growth Lab, which will help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world.Sign up for the waitlist here: https://mobilegrowthlab.com/2. Join The Mobile Growth Slack.  A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

In today’s episode, we’re re-broadcasting another episode from our previous podcast, How Things Grow.Our guest is Gina Gotthilf, co-founder at Latitud, a platform dedicated to supporting entrepreneurs and companies in Latin America. Prior to this, Gina worked as VP Marketing/Growth at Duolingo and worked as International Marketing, Growth and Community lead at Tumblr. In this episode, Gina talks about how she began her career in growth marketing despite having a degree in Philosophy and not a lot of quantitative skills. She describes how learnt a lot on the job through Googling and trying-things-out. She learned and grew her skills to a point where she was able ascend to a position and steer Duolingo’s growth from 3 million installs to 200 million installs with very little paid marketing: Gina describes her journey in this episode. We talk about her start with Duolingo, how she drove international growth through PR, how she transitioned to product growth, some of the very unconventional product experiments and wins that drove widespread adoption for Duolingo - and much much more. KEY HIGHLIGHTS🌰 The meeting with Barack Obama🧃 Launching Tumblr in Brazil & other parts of Latin America🤿 The Global Ginga 🚵 Getting hired by Duolingo as a consultant🎧 Building the Duolingo brand What were the first priorities to grow the brand?🎰 Staying away from paid advertising initially🚊 How did different markets across the world react to Duolingo?⛩ Challenges faced in foreign countries🚀 How did Tim Ferriss impact the brand🎢 The transition from PR to growth🎡 How the team picked experiments to apply to Duolingo🕹 How Duolingo’s gamification came about🛠 Adapting the product to suit international markets**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/growth-language-app-gina-gotthilf-duolingo-latitud/**Note:1.  In a few days, we will open the doors to the third edition of our workshop series The Mobile Growth Lab, which will help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world.Sign up for the waitlist here: https://mobilegrowthlab.com/2. Join The Mobile Growth Slack.  A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

SKAN is here to stay: but what happens to mobile measurement a few months or years down the line?Today’s episode is the recorded version of a webinar that folks at Singular hosted a few weeks ago. The panelists included me, Sherry Lin - Group Manager, Marketing Technology Operations at Lyft, Nick Blake - VP, EMEA at LiftOff, Gadi Eliashiv - CEO & Co-Founder at Singular. Our panel was moderated by John Koetsier - columnist at Forbes.In today’s episode we look at ramifications of SKAN and some of the ways marketers are managing it - while preparing for future iterations of both SKAN and Google’s Privacy Sandbox. How does Google’s Privacy Sandbox differ from SKAN? How are marketers using incrementality, media mix models and retargeting? How do they expect this to change in the near future, and distant future? We look into the crystal ball and talk about ways to be prepared for the future of UA and measurement. KEY HIGHLIGHTS🎬 Preparing for Google’s Privacy Sandbox🤾 How does the Privacy Sandbox differ from the SKAD network?🧩 The biggest challenge in preparing and adapting to the Privacy Sandbox🏵 Is fingerprinting here to stay?🚧 Why has conversion model management been difficult?🏖 Have targeting or creative strategies changed post ATT?🌅 What are data clean rooms?🎁 How has incrementality worked for the industry?🧮 Are marketers leveraging Media Mix Modeling?🔍 Role of an MMP in future🔈 Retargeting solutions that can be helpful**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/future-of-ua-webinar-skan-privacy-sandbox/**Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog