After IDFA’s deterministic paradise, SKAdNetwork and the move to probabilistic targeting can feel like fumbling in the dark—and like we are stepping back in time. In today’s episode, we talk about the mechanics of how lookalike and post-install event optimization used to look, in order to understand exactly what will be changing, and more importantly what impact that change will have. In spite of these changes, we will have lookalikes - and we will have optimization for post install events. In this episode we talk about how these will look going forward.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-will-lookalikes-and-post-install-event-optimization-work-under-att-skadnetwork/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

“Nobody's going to listen to audio. Even the biggest publishers in the world have only a couple of minutes per session per day on their websites. With audio being sequential and immersive, it’s going to be very hard to build anything engaging in the space” - these were some of the words that folks told our guest Govind Balakrishnan, CEO and founder of Curio Labs, when they were starting out.In our chat today, we talk about how they questioned - and overcame these assumptions. In this episode of the Mobile User Acquisition Show, we talk about how Curio defined a new genre and category of apps: right from experimenting with user journeys, to identifying non-obvious signals for habit formation to overcome entrenched assumptions to define and grow within a new category. This is an unmissable episode about partnerships, user experience, onboarding and so much more from a pioneer in the audio space.KEY HIGHLIGHTS🎶 All audio is not synonymous with podcasting🏋️‍♂️ What are the jobs that Curio does for users?⏰ Time shifting in audio consumption🤩 Users of your product are your best advocates🤔 The tradeoff between choice and discoverability📋 People appreciate clarity in terms and conditions🛣️ How to build a pathway for users to experience products📡 How to identify non-obvious habit formation signals☯️ Activation and revenue are connected but require different ways of thinking🧘 The three dimensions of content that resonateCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/zero-to-category-leading-how-habit-formation-can-fast-forward-subscription-growth-in-an-uncharted-genre-with-govind-balakrishnan-ceo-and-cofounder-of-curio-labs/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

What makes someone pay $60,000 for a counter-strike skin? Why do folks shell out small and big money for digital collectibles - and for looking good in a virtual world? In this insightful conversation with Joanna frota Kurkowska, data insights analyst at G2A, we delve into player motivations, the evolution of fashion in gaming, the increasing proliferation of virtual worlds in our day to day experiences - and much much more. Although our conversation starts with the intersection of fashion and gaming, it moves into different realms of player psychology, drivers for the rise in aesthetics in games, and how developers should all be reimagining games as social and community platforms.KEY HIGHLIGHTS🌅 Early games didn’t have aesthetics👀 When visual experiences became important🎎 How JRPGs spearheaded the fashion movement in gaming💍 Digital accessories can cost wildly different amounts👟 The drivers for the rise of in-app fashion purchases🤑 The pandemic played its part in driving up mobile gaming spend💎 Player motivations for buying expensive digital accessories👯 How games have evolved to be social platforms💃 Digital experiences are making up for the lack of real-life ones🎁 The factors that make in-app items more or less valuable🔫 Successful collaborative games are mostly violent🛍️ How e-commerce can see a significant shift if games are made as social platforms😳 Why ads would find a more engaged audience in games🤩 How Covet Fashion engages its community on YouTube🏗️ It is possible to build games with the community💅 The factors a fashion company should consider when venturing into games✨ How designers in fashion companies and gaming companies can create magic🔮 Fashion brands should find their niche🧚 How games can be less intrusive platforms than social networks for brandsCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/playing-in-style-how-gaming-fashion-are-becoming-increasingly-intertwined-with-joanna-frota-kurkowska-digital-insights-analyst-at-g2a-com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Can attribution modelling dispel the darkness in a post-IDFA world? When we had IDFAs and deterministic attribution, this sort of estimation based modeling was not necessary. However, as it is curtains on IDFAs, attribution modelling could be a way to retain marketing metrics like LTV and ROAS. How is this possible? Will it be accurate?We find out in our conversation with Chris Farm today, co-founder and CEO of Tenjin, in which we talk about what data we do have at our disposal, and how to make the most of it to build attribution models - from simple spreadsheet ones to more sophisticated ones. KEY HIGHLIGHTS🏃‍♀️ How attribution has shifted to Apple🧐 The gaps in ROI metrics for developers⚙️ How attribution modelling works📥 The inputs of an attribution model and the downstream metrics they impact💭 Let’s not forget the IDFV💪 The IDFV is more powerful that you would expect🤼 Signal-based vs deterministic🌱 How to start with a simple model and then refine with layered variables🚗 The drivers of model accuracy and inaccuracy🎯 We need to change how we define accuracy 🙋 Last-click is just one possible model 🔍 It is possible to create models without postbacks💡 How to work with aggregate data for good decision-making🏝️ Why attribution modeling is unnecessary when running a single channel 🕹️ Attribution modelling is especially suited to gaming companies ⚖️ The difference between attribution modeling and last-touch🦄 Why true multi-touch still doesn’t exist📝 How to create a V1 model in Excel🦸 Developers will rise to the challengeCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/the-power-of-attribution-modeling-to-calculate-ltvs-in-a-post-idfa-world-with-chris-farm-co-founder-and-ceo-at-tenjin/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Today, we are excited to present a very special episode. Highlights from our new book: The Mobile Growth Handbook 2021 Edition. We have collected the best insights from 90+ episodes of the Mobile User Acquisition show, and compiled them into this book. It is a treasure trove of wisdom from some of the smartest folks in mobile, who are on the frontlines of growth. There are 11 sections in total, running the gamut from strategy and UA channels, to growth engineering and virality. There is a dedicated section on iOS 14 strategy as well, which as we all know is especially relevant right now. Link to download the book: https://mobileuseracquisitionshow.com/mobile-growth-handbook-2021/Check out the show notes here: https://mobileuseracquisitionshow.com/episode/highlights-from-the-mobile-growth-handbook-2021-edition/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

What happens under the hood of SKAdNetwork? Sure, there is the timer and there are the conversion values - but what is changing under the hood, and what does it mean to you as a marketer or publisher?In today’s interview, David Phillipson takes us through the process of attribution on SKAdNetwork, and how it differs from our existing paradigm(and where it remains the same). He talks through the lifecycle of a bid in an SKAdNetwork paradigm, how publishers can become SKAdNetwork compatible, and how the bidding logic is set to be dramatically different going forward. This is a fantastic episode for insights into SKAdNetwork, and much more besides. Absolutely unmissable!KEY HIGHLIGHTS🔧 How the attribution is going to change under-the-hood🎬 The journey of value starts with the bid request⌛ Then and now: what has changed with the bid request🖋️ Why every DSP has to have a unique signature2️⃣ Tale of two SKAdNetwork variables🙃 We will still have last touch attribution⏲️ Delay in the SKAdNetwork timer is detrimental to advertising🦴 The anatomy of a postback🎁 Attribution data is stored on the device👍 MMPs will still have value; it’ll be different🔍 Why granular postback data is important🔙 There is a precedent for aggregate reporting🙋 What is info.plist🌸 How info.plist is central to attribution3️⃣ 3 things publishers need to become SKAdNetwork compatible🧐 The questions to ask when trialling a DSP🏝️ No man’s land: The current state of attribution🦋 What has changed in the bid request logic🌐 How the web can provide a template for mobile marketing🐝 Why cross pollination of data couldn’t happen on the web🏆 Who has the most data used to win🦸🏻‍♂️ The move towards privacy is a good one🔭 The unexplored potential of mobile web🌁 How to estimate your mobile web results without precise attributionCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/a-day-in-the-life-of-an-skadnetwork-bid-with-david-philippson-ceo-and-founder-of-dataseat/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

How does the performance team at Adobe cope with going remote almost overnight, and subsequently the prospect of getting back to office after a year?Our guest today, Seth Berman, talks about the challenges of moving a large team seamlessly to remote almost overnight. In today’s interview, he shares the learnings he has experienced as a leader in ensuring the mental wellbeing of his team, and also about moving back to office, and the new paradigm the team, leadership and the company have to navigate together.KEY HIGHLIGHTS🦋 The changed mindset with respect to remote work🗺️ Opportunities and threats of hiring talent located anywhere in the world🔥 The impact of easily accessible top talent🇺🇸 The continuing trend of US jobs being offshored💻 The grand equalizer of a video meeting🚗 No one misses commuting✍️ How a writing culture is conducive to remote work📧 Asynchronous work is the key to successful remote work🌄 The rise of Slack and Zoom💐 How to be fair to everyone🏋️ How managerial overhead is set to increase in hybrid situations🗣️ Why remote workers will lose out on micro interactions⚖️ The challenges of remote work and the undeniable benefits🥰 The rise of empathyCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/the-opportunities-and-challenges-of-moving-in-person-teams-remote-and-back-again-with-seth-berman-senior-director-performance-marketing-at-adobe/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Our guest today is Adam Hadi, VP of Marketing at Current. Adam has been a guest before on the show - and has been a guest on our other show How Things Grow, and we are thrilled to have him back. Adam talks about how Current has gone beyond Facebook and Google, exploring additional channels - both online and offline. He discusses why they did this - and how they account for complexities of a typical user’s acquisition and adoption path, how they use a mix of messaging and channels effectively to build trust, and how they think about measuring and tracking impact in the absence of precisely attributable data. This is very much a masterclass on adapting to the uncertain, unclear paradigm that a transition to offline marketing often entails. Enjoy!KEY HIGHLIGHTS📋 How attribution has changed at Current🤯 Attribution becomes more complex with more channels🌳 The impact of a long product lifecycle on attribution 🤲 How Current serves an underrepresented group🏦 Why banking is a high retention sector🤝 Building trust is very important in fintech🗺️ The different paths to becoming a customer📍 It is important to know where your customers are🧗 Mapping out the multi-step user journey 🌈 Different strokes for different categories 👍 Leveraging the implied trust of offline and traditional channels🧨 Why influencers generate a huge boost🍊 Apples and oranges: hyper casual and fintech🎨 The spectrum of direct response☑️ How to draw the right conclusion from the wrong marketing move🎚️ The nuances of fintech products🚀 The impetus to embrace offline channels🎢 Understanding the stakes of apps↕️ Banking naturally lends itself to measuring uplift⚖️ Different challenges for changing scales🧩 Putting the pieces of user attribution puzzle together🎤 Qualitative insight from customer interviews is very enlightening⏳ The importance of predictive events for optimizing a long acquisition cycle 🔮 Data Science is the future Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-offline-marketing-for-a-mobile-app-with-adam-hadi-vp-of-marketing-at-current/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

App clips were a feature that got a lot of buzz when Apple announced iOS 14 at the last WWDC - but these haven’t seen a lot of widespread adoption. This was an incredibly cool and slick experience for consumers - and very useful for developers - so what happened? What could have been ways to make this work? And should you still care? We answer these questions in today’s episode.****Also: in case you missed it, we’re hosting a workshop series Mobile Growth Lab to get marketers and leaders ready for iOS 14’s App Tracking Transparency changes. See more details here: http://bit.ly/MobileGrowthLab2021 Check out the show notes here: https://mobileuseracquisitionshow.com/episode/whatever-happened-to-ios-14-app-clips-what-apple-could-have-learned-from-playable-ads/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Paul Bowen, the GM at AlgoLift, has 20 years of experience in digital advertising and among the folks we look to for his expertise on SKAdNetwork.In our conversation today, Paul breaks down the various ways in which developers need to think about measurement for SKAdNetwork. He touches upon the complexities and limitations of the conversion value framework - and how it might be used along with IDFV based data to infer probabilistically the value or LTVs of users or campaigns. This is an episode with quite a few technical details and nuances, and we strongly recommend listening to it carefully to absorb all the wisdom Paul has shared. Enjoy!KEY HIGHLIGHTS🌱 How SKAdNetwork came about🔄 Everything revolves around the conversion value6️⃣ 64 combinations of 6-bit conversion values🔮 How to align conversion values to predict LTV for different apps🌅 Early purchase behavior is a good LTV indicator for games💰 Monetization in the first week helps to determine the appropriate conversion value💸 It can be more challenging to understand the LTV for an app with no day 0 monetization 🤩 The best indicator of LTV is past spending behavior🔗 Developers should crack the connection between in-app engagement events and LTV📶 The 3 data signals needed to define conversion value🤖 The challenge of programming an LTV signal to trigger a conversion value🎯 The trade off between accuracy and campaign optimization⌛ How long is too long to wait for accurate attribution?⏰ The debate around Facebook’s 24-hour attribution window🌐 The impact of 24-hour attribution window on other ad networks📋 Day 1 data is not enough for campaign attribution🥠 Day 1 behavior is definitely not enough to predict LTV🧩 Who owns the conversion value pieces of the ecosystem🙃 Why some developers want to bypass the MMPs for postbacks✈️ How postbacks travel from ad networks to developers💔 This is not the time to break away from MMPs📊 Breaking down probabilistic campaign attribution💾 The 2 data sets needed to define a probabilistic attribution model🍰 The 0-100% structure of a probabilistic model🏗️ The skill sets needed to build these models📈 Building the model isn’t challenging; extrapolating it isCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/more-than-just-conversion-values-how-to-make-the-most-of-your-skadnetwork-data-with-paul-bowen-gm-at-algolift-by-vungle/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co