The Mobile User Acquisition Show

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

Our guest today is Adam Lovallo – and today’s episode is a re-post from our other podcast How Things Grow which ran for a while before we started the Mobile UA show.We’re now featuring some of the most popular episodes from How Things Grow – especially as these contain some riveting stories and lessons for mobile marketers. Adam is the founder of Grow.co and also at Thesis. Before Adam started his conference and his agency, he cut his teeth in the whirlwind that was the daily deal space. He worked at LivingSocial, where he came in as an intern, and grew to be the head of UA and growth, managing 9 figure budgets and a team of 15 people. He saw the company grow from four to 5000 people. He saw from close up the meteoric rise, slow down, crash and steady state settling of the daily deal space. In this episode, we talk about LivingSocial’s beginnings as one of the leading Facebook app developers in the world. This was far before LivingSocial launched its first daily deal. We go into the unexpected rise of the daily deals business, the signs that it had started to slow down and how it all panned out. This is not just a fascinating story, but also has some incredibly valuable lessons from the signs that Adam saw at the time about the unsustainability of the daily deals model, about how incredibly challenging it was to transition from a business with digital products to what was essentially one that served local businesses digitally.Adam’s experiences tell us all about the journey – and we’re excited to re-present this episode to you today. KEY HIGHLIGHTS🩰 The beginnings of LivingSocial💼 How LivingSocial made products for the Facebook apps that went viral🤜🏻 Keeping up with the Facebook ecosystem was hard and unsustainable for everyone👰🏻 Common mistakes that developers made when leveraging Facebook at the time🏂🏻 How did other social platforms perform when compared to Facebook?🏄🏻‍♂️ The transition of LivingSocial into the deals space🥐 Online businesses vs. local businesses🥧 Adam’s responsibilities as the company was transitioning🌯 Scaling budgets & cities🥣 Impact of data from different countries🧘‍♂️ When did things start slowing down? 🎫 The red flags that Adam saw🎳 Impact of businesses with high fixed costs🎭 Merchant retention issues⚓️ How downsizing affected the morale of employees🛶 The beginning of Grow.co**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/daily-deals-livingsocial-adam-lovallo-grow-co-thesis/**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

Our guest for today’s episode is Grace Ouma-Cabezas. Grace is a growth consultant at Go & Co, her own firm. Grace has previously headed growth at Poppy Seed Health, an app that supports individuals during pregnancy and post-partum. In this episode, Grace shares how using raw, vulnerable creatives that spoke directly to the pains, hopes and fears of their users: pregnant women, resulted in dramatic performance gains. She talks about the insights that led to this creative strategy, the actual production process of these ads – and how her team decided to keep the user experience as real and genuine as possible, even when these resulted in ads that were not sexy or happy, and even when these resulted in occasional ad disapprovals by platforms.  In a world of clickbait-y, sales-focused creative strategy, Grace brings a unique perspective on the importance of authenticity, vulnerability and genuineness – and I highly recommend this interview for anyone looking to broaden their creative perspectives. KEY HIGHLIGHTS🤰🏻 Why Poppy Seed Health followed a non-linear path to portray pregnancy🌵 How absence of IDFA informed the creative strategy🐚 Unique depictions that drove growth and why🍁 Building creatives that are favored by the algorithm on Facebook🌼 Authentic creatives that were challenged by ad networks🌊 The process of producing authentic ads👨🏽‍🎤 Recruiting creators for UGCs**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/creative-strategy-grace-ouma-cabezas-poppy-seed-health/**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

We’ve been talking about SKAN for a while now. However, it’s worth mentioning that SKAN isn’t the only game in town, which is one reason why mobile marketers have a tough time comparing performance metrics across different sources.In today’s episode, Shamanth runs us through the different non-SKAN sources of measurement like Apple Search, Google UAC, Fingerprinting and web-to-app to name a few. He explains why it’s quite impossible to read the same data on these different sources – and what the best course of action is in situations like this.KEY HIGHLIGHTS🥗 SKAN isn’t the essence of measurement🍎 Apple Search 🧉 Google UAC🎽 Relying on probabilistic matching⚾️ Attribution on web-to-app🎨 Different SKAN sources will have different results**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/skan-measurement-ios-14-sources/**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

At Rocketship HQ, we’ve been an async team since the beginning. Most of the folks we hire come from traditional office spaces and it does take them a while to get the hang of our no-meeting culture. How do we make this work? One of the key factors that makes this all tick is that we spend time writing, not talking. In this episode on the Mobile UA Show, Shamanth gives us a comparison between a writing-first culture and meeting-first one,  and also tells us why going meeting-first can be particularly disastrous in a remote work environment. **Check out the show notes here:https://mobileuseracquisitionshow.com/episode/remote-working-culture-writing/**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

This episode is the recorded version of the webinar “Omnichannel strategies for a post-IDFA world: winning strategies for web and app based products in 2022”, hosted by Rocketship HQ and Ruckus.Panelists included Grace Ouma-Cabezas, Head of Growth at Poppy Seed Health, Evan Woods, General Manager at DT.Co, Matej Lancaric, Growth Consultant and me, Shamanth Rao. The panel was moderated by Anish Shah of Ruckus. We discussed how ATT has impacted web businesses and app businesses, what strategies have worked for our panelists for creative, measurement, channel mix and much much more. Check out this episode to understand what you can learn from web products and app products, irrespective of whether you are on web or app yourself. KEY HIGHLIGHTS⚖️ Comparing the system pre and post-ATT.🎯 How has performance changed over the last year in terms of metrics?⏰ Why the first 24 hours data is important💎 How bigger, established companies were at an advantage 🦴 What kinds of creatives are working well now?🛍 How to make decisions about creative investment How spend and creative strategy are related🧪 How channel mix has an impact🎧 The shift to Tiktok and TV🎲 Web pages seem to bring about more conversions📈 The evolution of ad networks📻 Paid partnerships with content creators🎢 Investing in incrementality solves some of the problems with measurement**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/omnichannel-strategies-web-app-idfa-2022/**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

Our guest for today’s episode is Dora Trostanetsky. Dora is a seasoned mobile marketing professional with over 10 years of experience in performance marketing in both B2B & B2C spaces. She currently leads Growth Marketing at Trade Republic, a FinTech app that is in the investing space.In today’s conversation Dora tells us about an interesting channel that is quite often overlooked in UA - affiliate marketing. She talks about the opportunities with affiliate marketing and  outlines details about how to get started, how to scale, common pitfalls and challenges - and much much more. If you have considered affiliate marketing for your app, I’d highly recommend this episode.KEY HIGHLIGHTS🌞 How to evaluate if affiliate marketing can be a strong channel🕸 Understanding the web of affiliate marketing🌩 When to move from third party partnerships to direct partnerships🚗 A typical user journey for users coming in via affiliates🏖 A tried and tested user journey that worked for Dora’s team🛤 How is attribution different in affiliate marketing?🧰 Best practices to scale affiliates as a channel❌ Common mistakes made with affiliates.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/affiliate-marketing-ua-dora-trostanetsky-trade-republic/**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

Today’s episode is the recorded version of a webinar we hosted in association with Liftoff+Vungle. The webinar was titled “Winning Strategies for Subscriptions Apps in 2022” and the panelists were Carolin Rohte – Performance Marketing Manager at Yazio, Hichem Belouizdad – Senior New Business CSE at Liftoff + Vungle, Thomas Petit – growth consultant & Lisa Kennelly – CMO at Fishbrain. The panel was moderated by me, Shamanth Rao, Founder & CEO at Rocketship HQ.We discuss a number of things around subscription apps like partnerships, exploring offline channels, measurement disruptions, web based flows and so much more in this episode.If you’re working with a subscription app, I highly recommend this episode , because there are some great takeaways to help you with tackling head on the realities of subscription growth in 2022.KEY HIGHLIGHTS:⭐️ Challenges for subscription apps in 2022🌨 Aggressive paywalls are not the primary way going forward.🍉 How the advertising channel mix is changing in 2022 How schemas for subscription apps differ🧇 Dissecting post backs in iOS 15 and why they are not useful.🥜 The effectiveness of probabilistic models🥤 Understanding multiple measurement paradigms🧉 Incrementality based measurements for subscription apps🥎 Exploring web flows for subscription apps🥊 The importance of first party data🎨 App payment policy changes by Apple**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/subscription-apps-webinar-liftoff-vungle-rocketshiphq/**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

Subscriptions are ubiquitous today. From streaming services to wellness to F&B and productivity, most of us have subscriptions to match our lifestyles. But have you ever wondered just how much thought goes into the layers of subscription apps - from pricing to marketing, to early user experience to ongoing personalization?In today’s episode, we’re in conversation with Robbie Kellman Baxter, author of the books  "The Membership Economy” and “The Forever Transaction,” and founder of Peninsula Strategies. What’s fascinating is that Robbie has worked with offline and non-digital subscription services as well as SaaS and consumer subscription companies, including Netflix in the relatively early days of their subscription model. She is able to connect the dots of the elements that make for a great subscription business and experience, be it online or offline, in app or on the web.KEY HIGHLIGHTS🧮 What it means to “optimize the product for forever”.🍯 People in an organization will optimize for whatever metric you give them, so it’s important to pick the right ones.🥢 What made Netflix’s adoption of the subscription model pioneering.🍀 How Netflix teams reflected their priorities in their internal dashboards.🍄 The story of how an acquisition team’s strategy hobbled the retention team’s work.🥮 How critical it is to offer the right incentives to newly acquired users.🐰 Why pricing is not the most important issue when building a membership model.🏄🏿‍♂️ Addressing the risk of cannibalization.🌵 Free trial or Freemium? When to pick what.🌨 How large companies pivoted their products to subscription models successfully.🍶 How Adobe approached the transition to subscription models.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/subscription-apps-growth-robbie-kellman-baxter/**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