Ever thought that each SKAN update from Apple is making measurement more and more ambiguous?We’re back to delving into SKAN in this latest episode with Piyush Mishra. Piyush talks about the evolution of SKAN, predictions based on conversion values, performance comparison between channels and much more. He also tells us about the changes coming about in iOS 15 and how that makes the landscape even more complex. He encourages marketers to be smart about measuring the data that’s being brought in through different channels and campaigns.If you’re ready to nerd-out on SKAN, there’s nothing better than this episode right now!KEY HIGHLIGHTS🌱 The beginnings: SKAN 1.0☂️ Evolution of SKAN from 2.0 to 3.0🕶 When SKAN gained popularity🐣 Learnings from conversion value testing🎊 The shift towards prediction based events 📝 Revenue based vs. non-revenue based predictions🔎 The reason why probabilistic is sticking around📉The challenges in comparing different channel performances👀 How are some advertisers working with conversion values🔍 Attribution models that are worth looking in to🎁 The changes coming with iOS 15🩺  Postbacks and their significance**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/skan-a-playbook-for-today-and-the-future-with-piyush-mishra-lead-growth-manager-product-madness/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our first guest of 2022 is Faith Price. Faith heads the paid UA team at DoubleDown Interactive and has spent a large part of her career managing UA and ASO. She has managed over 20 soft launches throughout her career. Yet, her most recent launch was a very unique challenge for her – because this was the first one she managed after Apple’s introduction of the ATT. It was impossible to estimate results with no prior data points. Measurement was broken with SKAN. These were among the very many challenges which Faith had to address. Today she pulls the curtains back on the many learnings which she shares in this interview.For a very instructive look at how the soft launch playbook has changed post ATT, please check out this episode with Faith Price.KEY HIGHLIGHTS🔍 The research that went into estimating CPIs for Faith’s latest soft launch⬆️ The impact of higher CPIs on the soft launch process🧮 The disruption of measurement post ATT impacted soft launches🗝 Why launching post ATT meant having fewer partners📤 How to approach conversion values📱 The challenges with conversion values for an IAP based app💎 Why custom conversion values worked better🧱 How conversion values are architected🎞 How to approach optimization for social channels📊 How a BI team can significantly help improve measurement📝 Comparing between measurement techniques🎢 What was different during the recent soft launch vs. pre ATT☎️ What were some conversations within teams like when soft launch metrics were so different from predicted or projected?🔖 Faith’s advice for marketers for a successful post-ATT launch.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-to-run-a-soft-launch-in-a-post-att-world-with-faith-price-doubledown-interactive/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Why is the buzzword for 2022 “retention marketing”? How is the play-to-earn model going to grow next year?Cross promotions are on the rise. Will the move to self-publishing be worth it?We are here with the final episode of the Mobile Growth Crystal Ball series. Today we have Peggy Anne Salz (Mobile Groove) going into retention marketing, Keith Kawahata (AppLovin) who tells us about the play-to-earn model in games, Cameron Thom (Adikteev) who shares his thoughts on cross promotion and Jon Hook (BoomHits) bringing to the table his take on developers self-publishing their games.KEY HIGHLIGHTS🎈 Retention marketing – the new buzzword of 2022🔋 The economics behind retention vs. acquisition🛎 Retention strategies for 2022 🔍  Web 3 – the latest emerging trend🌊 The popularity of crypto gaming🏹 The business model that allows all stakeholders to monetize a game📣 Factors that contributed to the rise of cross promotion💰 Performance retargeting was not universally adopted🎤 Data science can help predict user behavior🚴🏻‍♂️ The presence of self-serve tech platforms to facilitate self-publishing🧦 A community to help fund game developers to self-publish**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-mobile-growth-crystal-ball-2022-predictions-part-3-peggy-anne-salz-keith-kawahata-cameron-thom-jon-hook/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Will creative processes march back in-house?Is the grass greener on the other side of Facebook UA?How are game developers going to look at payments on gaming apps?The second episode of the Mobile Growth Crystal Ball series is out. Today we’re thrilled to share predictions by Melissa Zeloof (ironSource) on bringing creative processes in-house, Nataliia Drozd (Fabulous) on newer UA channels and Jerome Turnbull (AppLovin) on alternate payment options for gaming apps.KEY HIGHLIGHTS🕶 Creatives become more important with the automation of UA 💼 End-to-end control over creative process with an in-house team🧦 Data sharing internally is easier and without risk 🚴🏻‍♂️  Faster production time with an almost simultaneous feedback with an in-house creative team🌊 Why web-to-app strategies will get a boost going ahead🏹 The switch from Facebook to other platforms for UA🎤 How Tik Tok leverages creatives💰 The beginnings of alternate payment methods on mobile games**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-mobile-growth-crystal-ball-2022-predictions-part-2-homecoming-of-the-creative-process-newer-ua-sources-in-the-gang-alternate-payment-methods/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Can AI breathe life into creatives? What does 2022 look like for subscription apps?Will there be a blow up because Apple hasn’t really kept its word on “no fingerprinting”?Welcome to the first episode of our Mobile Growth Crystal Ball series, in which we ask the smartest folks we know in Mobile Growth about their predictions for 2022. In our first episode today, please welcome our featured guests Danika Wilkinson(SocialPoint), who talks about how creative automation will proliferate(and the place for human insight in the landscape); Andy Carvell(Phiture), who holds the magnifying glass to the components of subscription optimization that will emerge; and John Koetsier(Forbes), who predicts a blow up on iOS due to fingerprinting grey-areas. Danika, Andy and John have some fantastic forecasts for the year 2022. Take notes as you make plans for 2022.KEY HIGHLIGHTS🛠 The new breed of tools to help automate creative strategy🎨 How the tools will impact creative strategy👩🏻‍💻 The importance of human insight to get creative wins🏂🏻 The evolution of growth marketers in 2022🎧 What does the competition look like for subscription apps🎰 How to ace subscriber acquisition🛋 The rise of predictive modeling📝 Retaining your users through valuable content☎️ Re-targeting churned users📱 A list of tech and tools that will help with subscription optimization📬 Did Apple stick to “no fingerprinting”? What about app tracking transparency?📜 How do marketers still get the data if not from Google & Facebook?**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-mobile-growth-crystal-ball-2022-predictions-part-1-creative-automationdanika-wilkinson-socialpoint-subscription-optimizationandy-carvell-phiture-an-ios-scandaljohn-koetsier-forbes/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Jayvian Hong. Jayvian heads Strategic Partnerships at Miniclip. Over the past few years, Jayvian has developed deep partnerships with the App Store and Google Play Store. These partnerships obviously weren’t formed overnight but took time, effort and patience. While initially she and her team had to work hard to find their footing with the big platforms, Jayvian and her team’s persistence and strategy eventually paid off.  Today, she is a mentor on a program that the Play Store has in place to support indie studios.Jayvian also co-founded Game Changers, a monthly webinar series that features exceptional women in the gaming industry and revolves around leadership, game design, marketing and much more. In today’s episode, Jayvian recalls the initial years of her partnership with both the App Store and Google Play Store and shares some strategies for game developers to build crucial relationships with the big platforms that can drive more than just featuring-based installs.KEY HIGHLIGHTS:🥁 The beginnings of Jayvian’s collaboration with app platforms 🕋 Why app platforms are considered to be black boxes 🤗 When did app platforms become receptive of Jayvian’s communication🎰 The criteria to qualify for a shot at getting featured on the app platforms 📉 What has more impact while pitching? Stories or metrics📓 How to prep app platforms for an app launch💪🏼Is featuring on an app platform as powerful as it used to be? 🎮How Jayvian worked with Google Play to tap into the Indian gaming market🎭 Common mistakes made by developers when pitching their products to app platforms👩‍🎤 How indie developers can take the first steps to establishing an association with app platforms**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-to-build-lasting-partnerships-with-itunes-and-google-play-app-stores-with-jayvian-hong/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

A few weeks ago, we released an episode on balancing monetization and retention. We talked about improving user experience to enhance retention by getting rid of monetization. However, this does not always work. We did say that it’s not a one size fits all solution. In this episode, we talk about another hack that can be used to improve your app’s retention – adding monetization barriers. Sounds confusing, but it’s a strategy that has worked successfully.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-monetization-barriers-can-improve-retention/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

MMM based incrementality models: Is it the light at the end of the tunnel?Post IDFA, we were quite skeptical about employing MMM based incrementality analyses in our measurements. Our opinions have changed over time and today, we believe that these models have helped us in our measurements significantly. However, it’s not always hunky-dory. There have been quite a few challenges that we encountered on the way. On the upside, we’ve also figured out how to overcome these challenges.In this episode, we go over the key limitations of employing MMM based incrementality analysis and include steps to mitigate these limitations.**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/4-challenges-of-mmm-based-incrementality-models-and-how-to-mitigate-them/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Jon Hook. Jon is the CEO at BoomHits, a mobile game publisher with many hits in the hypercasual and idle genres. In today’s episode, Jon tells us about how the hypercasual genre has evolved to the point where it’s approaching saturation in the form that it currently is - and outlines the next stage of its evolution - hybrid casual.  Our conversation flows around the new dynamics involved in monetization, game design, unit economics, hiring, publishing, and much more in all things hybrid. I highly recommend this to anyone interested in moving to hybrid games and also to those that are currently working within the genre.KEY HIGHLIGHTS🎮  Factors that contributed to the rising popularity of the hypercasual games🎰  How the unit economics differs for hypercasual and hybrid games💰 Key motivators for players to spend $ on IAPs Tips to move from a hypercasual to a hybrid game 💻 What resources should developers look at adding to build a hybrid game📓 The different publishing strategies for both the genres⛔️ Common mistakes to avoid when moving from a hypercasual to a hybrid genre**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-hybrid-games-combine-the-simplicity-of-hypercasual-and-depth-of-casual-games/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

How many times did you think to yourself “Well, that 60 min meeting could’ve been a 5 min email!”?Today's guest is Brett Nowak. Brett is the founder of Liquid & Grit, a product research company for games that creates actionable reports about new game features and industry trends for game developers. Prior to this, Brett spent a big chunk of his career working with different gaming studios.Today we discuss the zero meeting workplace - a system that’s provided efficiency, flexibility and quality of life to both employers and employees. Brett highlights examples from his own experience implementing this culture in his own team as it has grown to 46 people - showing just what is possible if you just question assumptions. Much like we did after our last interview with Brett on hiring, we at Rocketship HQ implemented some of these practices as a completely asynchronous team spread across the world. This is perhaps a peek into what the future holds for workspaces - and there are lessons here for everyone, irrespective of whether you’re remote, in-office or somewhere in between.KEY HIGHLIGHTS🤝 What  inspired Brett to initially minimize meetings⚖️ How meetings bring about bias in the workplace📈 How to operationalize processes to scale your company🔺 The change begins at the top💰 Doing away with meetings makes the company more profitable🗂 Documenting all processes smoothens out logistics⚒ Tools to support the no-meeting workspace Emotional cues still work only face to face 🛍 Workplace banter doesn’t contribute to profitability 🧩 The elements of making the zero meeting workplace concept a success🤼‍♂️  Weekly review meetings are unnecesary for the most part**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-zero-meeting-workplace-with-brett-nowak-founder-at-liquid-and-grit/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog