Apptivate: App Marketing Explained

Christian Knudsen is the CMO at Valiu, the safest way to send money electronically from Colombia to Venezuela, and soon expanding to other countries in Latin America. Questions Christian Answered in this Episode:Is it challenging to educate your users on the cryptocurrency technology that you use? Are you seeing a growth in fintech startups in Latin America or, more specifically, in Colombia?How did Valiu get started? What’re some lessons you’ve learned from your experience driving acquisition in Colombia that would apply to driving acquisition next in Venezuela?Was Facebook an adequate platform for you to articulate that message of trust in your product? Did you find that their display ads did a good job depicting your value proposition? Did you make any mistakes that will serve you as you move into Venezuela?Looking forward to 2021, is there anything that you’re really excited about in terms of expansion or marketing channels?Timestamp:4:16 Christian’s background8:20 About Valiu 10:13 Using cryptocurrency11:43 Why fintech is exploding in Colombia15:50 Driving acquisition in a culture new to Christian23:13 A/B testing value propositions on Facebook25:42 Learning lessons for 2021Quotes:(12:15-12:20) “A great percentage [of Colombians] don’t have accounts because the bank doesn’t let them or doesn’t offer that service.”(20:02-20:22) “There comes the first barrier to getting into a market, and it’s trust. That was the main issue that I had as I was generating traction. Why would our users trust an app when they’ve been robbed before? Why would they stop using their confidant black market seller and change it for Valiu?”Mentioned in this Episode:Christian Knudsen’s LinkedInwww.valiu.com/enNewBank

Matt Pate is the Growth Lead at Finimize, giving you a team of finance and investment analysts in your pocket. Previously, Matt started up a VR/AR development studio in London. Questions Matt Answered in this Episode:What does the Finimize product do?What is your theory around testing and what systems do you have in place to do it effectively?How many iterations of creatives does it take to arrive to a big winner? How do you find your audience on TikTok as a fintech app?What are you looking forward to in 2021 in regards to performance marketing or the fintech space? Timestamp:5:20 Matt’s background11:05 What is Finimize?14:21 Matt’s views on testing16:21 Building a system for rapid experimentation at scale22:32 Fintech & TikTok26:25 What to look for in 2021Quotes:(15:45-16:04) “Where we saw our massive improvement was when were testing maybe four or five creatives a week and then we doubled, tripled, quadrupled that and got into the 15 to 20 range - and I can’t say we always test that much because it’s dependent on a lot of variables, but when we got to that, we saw significant decrease in our cost per acquisition, like 50%.”(20:59-21:26) “Your biggest asset as any startup, as any founder, as anybody in growth marketing,  product, sales, whoever you are as a person, is creativity. And, it’s the ability to empathize and to understand somebody else and put the message in front of them. You are never going to do your job as well as my API or a computer, you know? So it’s get rid of those repeatable tasks and have as much time as you possibly can to spend on vision, creativity, and then you’ve got the utmost chance of hitting success. ”Mentioned in this Episode:Matt Pate - LinkedInFinimize.com

Ngozi Ogbonna is the Head of Growth at Overtime, a social-first sports media company serving Gen Z and other millennials. The OT app that Ngozi oversees growth for focuses on giving users scores and stories really quickly.Questions Ngozi Answered in this Episode:What are you focused on in your role as head of growth?What are some of the tactics you put in place to keep your Gen Z users engaged?Does email marketing or other traditional forms of marketing work with your users?How has Overtime evolved with its various business lines?Was there something you learned from your experience at TodayTix that’s transferred to your role today?Timestamp:2:58 Ngozi’s background7:34 An into to Overtime and the OT app10:13 How Ngozi sees “growth”12:15 Keeping Gen Z hooked15:52 The sweat equity of content17:02 Lessons from TodayTixQuotes:(10:141-0:26) “It’s so funny because, traditionally, when people think about growth it’s product-led. And then, on the other side of it, growth is the performance-acquisition side. I think growth it’s the full funnel.”(16:05-16:19) “If you can find the right formula, I definitely think that you can then utilize content from a marketing perspective to acquire users, to engage users, to ultimately retain users. So, using content to really activate a full customer funnel.”Mentioned in this Episode:Ngozi Obgonna’s LinkedInOvertimeOT app by OvertimeOvertime YouTube channel

Pau Quevedo is the DSP Lead for Goodgame Studios. He’s based in Hamburg, Germany, the epicenter of gaming companies in Germany. Questions Pau Answered in this Episode:What made you want to join a game development studio in the first place?What made your company decide you needed someone dedicated to programmatic?How has programmatic DSP changed in the past three years?What is your outlook of the future of programmatic buying?What’s the difference between waterfall and header bidding?When you say contextual targeting, can you give us some examples of some levers that you think will be important for us to pull in our optimizations of programmatic media in the future?Timestamp:3:34 Pau’s background6:24 About Goodgame Studios9:30 Why you need different skills for programmatic11:03 Why Goodgame pivoted to programmatic13:42 The strongest DSP model19:07 Waterfall vs header bidding22:00 Optimizing programmatic going forwardQuotes:(9:41-9:48) “We believe that programmatic is a bit more of a specific channel that requires perhaps a little different kind of skills in order to make it happen.”(10:49-10:59) “Programmatic DSP is not a big channel for games. If you look at the companies, not many companies outside retargeting are using DSP at a large scale to acquire new users. And, there’s a reason for that.”Mentioned in this Episode:Pau Quevedo’s LinkedInGoodgame StudiosBeeswax

Questions Vincenzo Answered In This Episode:“Is there a particular area where your team has really focused or has there been any particular experiment that you think will help you guys out-market your competitors?”“As far as incrementality goes within programmatic in-app advertising, are you applying incrementality measurement to both acquisition campaigns and retargeting campaigns?”“Do you use a certain methodology to achieve incrementality measurement within UI or maybe using the PSA methodology? Could you shed some light on that? ”“Is it your team that manages user acquisition that’s doing a lot of data analysis? How do you go about organizing and compiling such large amounts of data?”“What is your relationship between your third party attribution providers and what you are doing from an incrementality perspective?''“How often are you testing your creativity? Is this a big part of your business and your iterative process?”“Do you think other mobile marketers are heavily relying on incrementality as a KPI? Do you see that they are using it to the same extent as your team at DeliveryHero?”Timestamp:01:04  Vincenzo’s background03:11 Vincenzo’s career journey with DeliveryHero04:01 The one topic that Vincenzo and his team really focused on 05:06 Vincenzo on incrementality measurement and its application to both acquisition campaigns and retargeting campaigns06:34 How to reconcile different methodologies across different vendors08:45 What methodology to use for incrementality measurement within UI09:00 The GeoSplit test 10:22 Vincenzo on running GeoSplit and PSA simultaneously 11:20 Vincenzo on working closely with the customer insight team to organize and compile the large amount of data that they use in their app12:34 Efficiency and decision making in which boundaries to work with, and which not to work with14:14 Determining the short-term and long-term effects of campaigns15:14 Conceptualizing incrementality17:01 To effectively measure incrementality, you cannot rely on the third party attributors19:43 Using incrementality test as a first step in identifying whether or not to pursue with a particular vendor20:04 Testing creative25:38 Vincenzo’s perspective on incrementality as a metric or a measurement that most mobile marketers are relying on27:01 Future of Mobile Marketing and incrementality-----------------------------------------“Coordination is essential. If you start to do something without this being in place you can’t really action data in the end. You may have some findings, but those are not really actionable in the end. ”Vincenzo SerricchioMentioned:FacebookDelivery HeroVincenzo’s LinkedIn profile

Katie Perry is the Vice President of Marketing at Public.com. Public is an app for investing in stocks with a social twist. It’s on a mission to make the stock market more inclusive, educational, and fun. Questions Katie Answered in this Episode:What was the hardest thing for you to pick up or wrap your head around when you came to marketing? And what was the most valuable thing you took out of some of your earlier experiences as related to marketing?What sets Public apart from other investing platforms out there?By making the stock market more accessible, does Public.com see itself as responsible for the risks associated with novices investing; and if so, how do you go about educating your users?Where do you spend the most time of your day as VP of marketing?Do social platforms play a crucial role in your acquisition of new customers? And are there specific social platforms that you rely on more than others?How do you find creators that are appropriate for your brand?Timestamps:2:43 Katie’s background6:38 From a journalism education to a marketing career10:55 What sets Public apart from other investing platforms17:30 Building safety labels to protect new investors21:51 Ancillary apps and platforms built to drive growth, build the brand25:00 TikTok and vetting influencers for acquisitionQuotes:(5:28-5:41) “The mission really resonated for me for what we’re doing, which is making the stock market inclusive, educational, and fun; removing that inherent culture of it being closed off and competitive and really homogenous; and broadening the text.”(30:13-30:17) “One principle we have at the company is that we really believe that who we acquire is who we become.”Mentioned in this Episode:Katie Perry’s LinkedInPublic.com 

Jessy Hanley is the Director of Ecosystem and Lifecycle Marketing at Intuit. Intuit develops and sells financial, accounting, and tax preparation software and related services for small businesses, accountants, and individuals. Previously, Jessy also worked in marketing at Wag Labs, Uber, Ginger, and GSN Games. Questions Jessy Answered in this Episode:How do you bring your startup mentality to larger companies, like Intuit?As a lifecycle marketer, how do you set yourself up for success in order to reach your end goal of one-to-one customization?How do you break down the manners in which you decide to communicate with consumers?How have you incorporated machine learning into your work at Intuit?When you first started in the lifecycle and retention sphere, did you feel like you had a seat at the table? How has your role changed over time?Timestamp:4:30 Jessy’s start in mobile marketing10:39 One-to-one customization with lifecycle marketing13:11 The “Happy Path”15:48 Start with what you want to communicate19:40 Models & rules with machine learningQuotes:(11:03-11:16) “You have to start with one-size-fits-most, one-size-fits-some, one-size-fits-you, and taking that mentality. Because at the end of the day, it’s really important when you’re thinking about lifecycle to make sure you don’t have holes in your lifecycle.”(16:32-16:47) “So some customers really respond to push, others really respond to email, others will ignore everything you send unless they see it in the product. It doesn’t change the fact that they still need to be communicated with. So what I like to do is, that instead of starting with the channel, start with what it is that you want to communicate.”Mentioned in this Episode:Jessy Hanley’s LinkedInIntuit

Kevin Nemeth is the Head of Digital Marketing for Popeyes Louisiana Kitchen. Previously, he’s worked within digital marketing at TD Bank, L’Oreal, MSLGROUP, HSN, AOL, and others. Questions Kevin Answered in this Episode:Do your digital marketing strategies or principles change as you shift from one vertical to another?What are a few ways that your team develops personalization for your customers?What’s behind the success of your app?What’s a mistake you’ve made and what did you learn?How will IDFA impact the way you look at data? How will you win customer permission?Timestamp:4:44 Acting like a startup8:18 Why marketing transcends verticals12:21 Personalizing the digital drive-through experience and QSR of the future15:45 Behind the success of the Popeyes app21:30 Hiccups along the way28:25 Adapting to IDFA and the value of value propositions32:00 Popeyes is hiring marketers and moreQuotes:(9:08-9:16) “But at the end of the day, you think about the core mediums and what it really comes down to is the customer. Take everything else away from it, and at the central part of it all is the customer.”(11:20-11:21) “Customer data is a currency.” Mentioned in this Episode:Kevin Nemeth’s LinkedInPopeyesCareers at Popeyes

Ian Masterson is the Associate Growth Marketing Manager at Tilting Point, a mobile game publishing company. Questions Ian Answered in this Episode:What are some of the big changes for Tilting Point this year?When did you team start delving into retargeting?What are some tips you’ve learned on your journey into retargeting?Do you focus on lapsed paying audiences in retargeting or something else?What’s your process for figuring out the messaging to the users you’re retargeting?Timestamp:5:05 Tilting Point’s rebrand & acquired FTX Games7:38 A hurdle to retargeting for mobile game developers9:36 Understanding the user journey in retargeting11:20 Retargeting users in the first few days after install15:29 The name of your game--Apple vs Android app stores16:50 When to pause when retargeting static lists20:10 Developing the right retargeting messageQuotes:(11:06-11:13) “[Lapsed buyers] have been a major focus of ours. I think it is the jumping off point. These are your most valuable users. These are the ones you want to get back.”(22:45-22:54) “I just went on [Reddit] recently and you get an idea of where people are getting tripped up early on in the game, where there’s bugs, what they’re looking for. So it’s really insightful.”Mentioned in this Episode:Ian Masterson’s LinkedInTilting Point

Kabeer Chaudhary is the APAC managing partner at M&C Saatchi Performance. M&C Saatchi Performance is a global digital media agency that connects brands to people, across all channels. He is based in Singapore.Questions Kabeer Answered in this Episode:How valuable was getting an MBA in pursuing your career?Why has M&C Saatchi Performance set up its headquarters in Singapore?What other countries do you work in?What are some of the biggest differences in how you do business, marketing, etc., between these countries, say India and Singapore?How has mobile been developing from country to country in APAC?If you had to choose one thing that the performance marketing industry in your region could do better, quickly, what would it be?Timestamp:6:00 M&C Saatchi Performance’s strategic expansion in SE Asia11:23 Cultural differences in doing business: India vs Singapore13:28 Overview of app development and mobile trends across APAC16:50 One thing the performance marketing industry should improveQuotes:(11:45-12:10) “That’s the great thing about APAC — because if you work in APAC, you can work across India, you work across Southeast Asia where there are more countries like Vietnam, Thailand, Indonesia, and Philippines, where people speak indigenous languages and have indigenous cultures; and you’ll be working with people from those markets and collaborating with them. So, it’s quite a melting pot. ”(14:00-14:20) “Most people [in APAC] who have actually had access to the internet had access to the internet through their phones. They’ve never actually had a desktop or a laptop. So, they have completely skipped the online revolution when the desktops came in or the laptops came in.”Mentioned in this Episode:M&C Saatchi PerformanceKabeer Chaudhary’s LinkedIn