We’re very excited to present a very special episode - highlights from The Definitive Guide To Marketing In a Post-IDFA World.As some of you may know, we released the book last week - featuring highlights from over 500 minutes of audio, featuring some of the smartest folks in mobile that we’ve had a chance to speak to on the Mobile User Acquisition Show.On today’s episode, we feature the most impactful quotes from the book. These are also highlights from some of the previous episodes of the Mobile User Acquisition Show that deal with the privacy changes coming with iOS 14.These feature some of the smartest folks in mobile who’ve been guests on the Mobile UA show, including: John Koetsier, Thomas Petit, David Philippson, Maor Sadra, Eric Seufert, Nimrod Zuta, Pau Quevedo, Andy Carvell, Kevin Bravo, Gadi Eliashiv, Nebojsa Radovic, Colette Nataf, Gabe Kwakyi, Warren Woodward, and Mark Loranger.KEY HIGHLIGHTS👁️ The very real dangers of easily-accessible IDFAs😇 Apple has an agenda with the iOS 14, and it isn't pure altruism📈 How making the IDFA useless pushes Apple’s revenue up🧠 The ideal demographic for advertisers to target is the same that knew to turn off IDFAs📍 Limit ad tracking actually meant more invasive tracking📐 Measurement was always tricky🌗 Why attribution only presents a partial picture📊 Why relying on LTV was not great to begin with💰 How IDFAs are going to fundamentally change app UA economics💵 Predicting ad revenue will be uncertain for the moment🤖 Preparing for changes in the programmatic landscape🔦 How post-IDFA strategies will have a renewed focus on retention and reengagement🗓️ Understanding the opportunities of the conversion value framework in SKAdNetwork💭 4 considerations to customise your conversation value framework🧩 How MMPs will evolve to still be a critical component of the measurement infrastructure🏁 Why causal inference can address some of the issues with SKAdNetwork🌫️ How IDFAs are going to change the game for publishers.🌊 How to use web flows for UA and what to expect🎨 Optimizing for creative hits is vital🦾 Using automation as a part of your UA playbook👍 Do whatever you need to do to maximise consent🧰 Tools to have in your marketing arsenal: pre-permissioning and win-backs📲 Why in-app bidding may carry the day💲 Why uncertain times are not the right time to look for capital💥 Post-IDFA is a time to focus inward and reassess the impact at a business levelCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/highlights-from-the-definitive-guide-to-marketing-post-idfa-world/ **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

Colette Nataf is the founder and CEO at Lightning AI. In today’s conversation, Colette describes 3 potential scenarios: best case, worst case and somewhere in the middle - and talks through how we might prepare for the worst. She illustrates the possibilities with the experience of a company that is using web-based flows for their UA today in a pre-iOS-14 world, and outlines exactly how the different aspects of user acquisition might change come January. KEY HIGHLIGHTS🔱  The best, the worst and the middle case scenarios for iOS 14🔒 How a privacy app manages growth without a single SDK🌱 It is possible to grow without sophisticated attribution🧮 Old school tracking with UTM parameters🍂 The longer the funnel, the greater the drop-offs💨 Targeting without conversion data doesn’t exist🌎 Macro trends impact CPMs🎬 Why it is a good idea to prep the user for a new flow🔚 It is end times for broad targeting👬🏻 No user level data means lookalikes will not work🧶 Interest-based targeting will become more prominent🗓️ How to set up a web-based flow🗄️ The critical importance of stitching together data from different sources🚫 Things that marketers should not attempt💍 Marriage of convenience: marketing courts engineering🤖 Bringing data science into the fold🌪️ Prepare for the worst, even though it may not happen🌟 Facebook will not remain a superstar🌈 Which are the new channels on the block?🖥️ The potential return of display advertising🦋 How marketing teams will change and evolve.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-drive-web-based-user-flows-for-your-ios-14-user-acquisition-with-colette-nataf-ceo-and-founder-at-lightning-ai/**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

By day, Cassie Chernin is the director of UA at Scopely and passionate about running Facebook and Google ads for her apps. But this year, she has decided to put her prodigious tech talent towards a different cause. Cassie volunteers for the not-for-profit, Tech for Campaigns, which brings together top tech talent to work towards driving electoral change at the grassroots level. In our conversation today, Cassie describes what she does, how her background in marketing is helping support her political work, how her work helps drive grassroots support for the candidates she’s working with, and how her efforts are driving systemic change. KEY HIGHLIGHTS📥 Why Cassie joined Tech for Campaigns💻 Tech expertise to effect electoral change🧑🏿‍🤝‍🧑🏽 How teams are set up at Tech for Campaigns📧 How email campaigns work for political campaigns#️⃣ Even political email campaigns have KPIs🎯 Super targeted campaigns drive impact👍 Why endorsements are a valuable tool in the email marketing arsenal⛏️ How to mine the campaign for insights and messages🌱 Grassroots level campaigns have ripple effects🙃 What are leading indicators that a state might flip?  Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-a-band-of-volunteer-marketers-help-drive-political-change-with-cassie-chernin-volunteer-at-tech-for-campaigns/**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

David Barnard started developing apps soon after the first iPhone was released. In the last 12 years, he has seen each minor and major change play out in the appstores - from the first paid apps and their price drops - to the explosion of freemium - to the advent of subscriptions. In today’s episode, he tells the stories of living through the roller coaster that the appstore has been.If you’re wondering as to what relevance details from a decade ago will have to our world today, this episode will help you think about the unseen forces that influence what we see on our phones, and about how Apple’s policies have influenced the kinds of apps that flourish. Just as important, all of this helps contextualize the looming privacy changes that will effectively deprecate the IDFA in iOS 14.This episode provides a fascinating and in-depth look at how the last decade helps us learn about what’s ahead - and we’re excited to present it.KEY HIGHLIGHTS💼 David’s background2️⃣ 2 primary reasons why the App Store was a game-changer in 2008-09🛡️ Introducing the App Store: a platform consumers trusted🧶 App Store enabled indie developers💸 Price played a huge role in galvanising the App Store🗿 The Stone Age of monetisation💰 Why the only way to earn from an app was to have a paid app🤑 What “free apps are free” meant for monetisation🍎 How the smallest of Apple’s decisions shaped the app marketplace📊 The tale of 2 top charts📸 Exposure: How curation influenced market economics📲 Limited monetisation led to mass market apps✨ With subscription, you get sophistication⛔ The limited scope of early ad-monetisation🎮 Games were big winners⌛ The timeline of how the platform and the marketplace evolved together🆓 The advent of in-app purchases - and the freemium/free-to-play model🥕 Subscriptions and in-app purchases changed the incentives for developers♾️ Value is the biggest driver of the subscription economy🧯 Apple’s new IDFA policy is to offset some of the ills of the monetisation models⚠️ Freemium isn’t evil; but it brought about unintended consequences🔜 The future of the app economy is value-driven subscriptions💞 How Tinder is an example of a subscription that also has consumable purchasesCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/a-brief-history-of-app-store-monetization-with-david-barnard-developer-advocate-at-revenuecat/ **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

Danika Wilkinson is a product marketer at Social Point, where she is responsible for the overall, high level marketing strategy of one of their games. She strategises all aspects of game marketing, and guides UA specialists in performance analysis and optimisations.In our conversation today, Danika goes deep into the specifics of their creative process - and outlines how their very different processes for Facebook and other channels have been dramatically effective. She walks us through not just how her team’s tests are structured, but also about how their testing process has changed their workflow dramatically for the better.KEY HIGHLIGHTS🔀 Why Danika and her team use a custom DSP for creative testing. . 🧮 The specific testing process on the DSP that results in reliable results. . 🏆 Purchasing set impressions for new creatives through sub-publishers yields clear IPM results for which creatives work—and which don’t. 🔬Mitigating risk by rolling out creatives starting from low to high risk partners. 💸 The key difference between low risk partners and high risk ones. 🕸️ Creatives that have good IPMs in testing are likely to work in like campaigns. 🎉 Creatives that perform well in MAI campaigns can do well in AEO and VO campaigns as well. 💡Ideas come from everywhere.🤓Using hypotheses to shortlist and prioritise creative development. 🌿For Facebook, weed out the creatives with terrible IPM - and treat MAI tests as a screening for VO and AEO.🌟 Remember, Facebook rewards quality. ⏳ You can extend the life of a winning campaign with variations. Up to a point. 🚀 How to give internal creative teams the space and energy to ideate about new concepts. 🔍 The ideal lens to look at creatives with is through your player persona. 🦋 Beauty in ads lies in the eyes of the user. 🃏 Why tacky ads workCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-set-up-a-high-impact-creative-process-on-and-off-facebook-with-danika-wilkinson-product-marketer-at-social-point/ **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

Brett Nowak 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. In our interview today, Brett describes his unique approach to hiring. He has developed an interview and onboarding process guaranteed to remove biases, get the best person for each role, and thus develop a quality team that involves almost no talking or in-person interaction with the candidates. Today, we dive into this fascinating and counterintuitive approach to hiring.KEY HIGHLIGHTS👥 What inspired Brett’s zero-touch hiring process.0️⃣ What the zero-touch hiring process looks like - and what it optimizes for.📡 How a remote hiring process eliminates biases; even unknown ones. ⛰️ Using lean methodology to build a topnotch team. 🏃🏿‍♂️ Why it is important to emphasize diligence over domain expertise.🌠  Does experience correlate with performance?💬 Examples of responses to a test in Liquid & Grit’s hiring process.🌎 Top talent exists everywhere. Even on Craigslist. 🤐 Liquid & Grit’s zero-touch onboarding process. Is it weird not to talk to a human during onboarding?🍪 Almost everything can be templatized. 👎 The surprising way that emotional attachment is a liability. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-zero-touch-interview-process-for-hiring-superstars-with-brett-nowak-founder-at-liquid-grit/  **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

Claire Rozain is the user acquisition manager at the UK-based firm, Product Madness. Her experience spans a wide range of mobile apps; right from dating to gamesOn the show today, Claire underlines the critical importance of using live ops to increasing the user life time value even if users already have a strong LTVNote: The opinions and views shared in this episode are the interviewee’s - and they aren’t in any way connected to the views of the company Product Madness.KEY HIGHLIGHTS⏫ User LTV can always be extended.  🔑 Key strategies to extend LTV. 🔔 The impact a push notification can have.⛩️ Why UA and CRM should not be siloed.📛 It is so important to use personalisation to connect with users🔱 Three things to get right: timing, frequency and message. 🎇 The key types of live ops events. 🙋 The best way to understand what users want? Ask them!🧩 Why user segments are crucial for crafting great experiences. 🎭 Incentives can be a double-edged sword. Striking a balance can be tricky. 🤭 Common mistakes marketers make when organising live ops. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-use-live-ops-events-to-extend-user-ltv-with-claire-rozain-user-acquisition-manager-at-product-madness/ **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

John Koetsier sees the effects of the imminent IDFA changes in iOS 14 happening in real-time. As a Forbes columnist, he has seen from close up the changes in the mobile ad tech ecosystem over many years that have led us to this point.In our keynote chat, organised by Mobile Growth Summit, John shares his speculations about the reasons why Apple is executing such a huge shift in its IDFA policy. What are the pressures and/or motivations at play here? In examining these reasons, we can perhaps predict trends of big tech. Apple’s actions will not stand alone; Google and Facebook are sure to not only react, but to come up with their own policies. We talk about the future of privacy, and how it collides with targeted marketing. And more importantly, where does ad tech go from here? KEY HIGHLIGHTS🔒  Privacy has always been critical for Apple.👎 Why Apple views ad tech negatively.😈 What might bad actors do with readily accessible IDFAs?⚡ How IDFAs were an improvement for privacy in user tracking, but still dangerous. 🗣️ Politics plays a bigger role than you think. 📊 Cambridge Analytica 2.0?⚔️ Big Tech frenemies: Apple, Google, and Facebook.🦸 Champion of the little guy? Apple and its optics.⁉️ Why too many privacy choices is as good as no choice at all.⏰ What may have precipitated the extension of Apple’s deadline.🏋️ Why Facebook’s decision to opt out is a power move. ⏭️ Be prepared: Android is probably next. ☯️ The huge distinction between HAVING an ad network and BEING an ad network. 🔐 How differential privacy may be the answer. 🌍 Privacy is a global trend and ad tech has to adapt to survive.Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/mgs-deep-dives-idfa-the-unseen-forces-behind-apples-idfa-policy-changes-with-john-koetsier-columnist-at-forbes**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

Andy Carvell is the co-founder of the growth consulting firm Phiture. Before founding Phiture, Andy led the retention team at Soundcloud, where he helped drive some massive experimentation-driven growth. He is also known for his Mobile Growth Stack, a framework that was built on a 15-year career developing mobile products. In today’s conversation, Andy outlines the impact of privacy changes in iOS 14 on retention and engagement strategies, especially how the reduced reliance on IDFAs impacts tooling and targeting. He also talks about what to look forward to in iOS 14, and using successful strategies from his push notification playbook to increase IDFA opt-ins.KEY HIGHLIGHTS🥰 Why the impact of iOS 14 on retention strategies for apps might not be huge.🆔 What are scoped identifiers? They’re the reason analytics and attribution will continue to operate as they do post iOS 14 as well.🔀 Cross-platform user tracking that currently uses the IDFA will need to change 🔗 Deep linking will still exist. Deferred deep linking needs figuring out. 💨 Shifting from deterministic to probabilistic methods to identify users will make some magic vanish.👀 Using fingerprinting to identify users might be a grey area in Apple’s privacy ruling. 🌎 Privacy changes will affect geofencing campaigns and segments that require accuracy to work.👍 Surprisingly most CDPs are well set up with regard to user privacy; and have solutions to continue without IDFAs for most part.📒 Account creation within apps is going to become more important.😎 Cool stuff to look forward to in iOS 14.📋 How to use push notification prompt strategies to get pre-permissions for IDFAs. 📚 There are other opt-in playbooks to learn from.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-idfa-changes-in-ios-14-will-impact-retention-and-engagement-strategies-with-andy-carvell-co-founder-at-phiture/**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 Gonzalo Fasanella, Chief Marketing Officer at Tactile Games. Gonzalo and his team have taken a strikingly unconventional approach to user acquisition and growth - by running ads that emphasize short, dramatic vignettes of stories rather than gameplay. Today we’re thrilled to dive into how they think about their strikingly original creatives, how their teams are structured to drive creativity, how they measure and track their performance - and much much more about everything that has made their hit game Lily’s Garden such a huge hit.Key highlights: 📖 What inspired Tactile Games to create story-driven games🥇 Making the story a priority instead of an afterthought in a design-heavy game♀️ The idea of creating a relatable female protagonist🏡 Filling a gap in the market by creating relatable games🔎 Why Tactile Games relied on focus groups for key decisions about ads - and how these focus groups were structured.🎨 How to determine the right mix of flow and elements to ensure ad recall for users😾 The surprising starting point for making great ads is understanding how annoying people find ads.🧪 The key elements of high performing ads that the team identified from focus groups.😂 Most ads out in the market are either funny or cute. 💫 Why Tactile Games explored emotions other than funny or cute.🧮 The challenge of finding analytical performance marketers who are also creative🏋️ Exposing creatives to data is the way to empower them⛳ Tactile Games surfaces only two KPIs in front of their creative teams.👍 Why virality is not the goal🖊️ How to structure your working environment to foster creativity🤖 How Tactile Games has used automation to supercharge UACheck out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-create-story-driven-ads-that-drive-massive-performance-with-gonzalo-fasanella-chief-marketing-officer-at-tactile-games/ **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