Apptivate: App Marketing Explained

Meet Moshi Blum, General Manager, Adjust IL, a third-party mobile measurement and fraud prevention company. He oversees the growth of the company in Tel Aviv, Israel.Questions Moshi Answered In This Episode:“What do you attribute to Israel being such a major hub for startups and new tech?”“How did you become interested in incrementality?”“What was the progression of your interest in incrementality for re-engagement and user acquisition?”Timestamp:1:43 Why Israeli character is complimentary to tech startups8:17 Moshi’s start to incrementality14:29 The challenges of incremental user acquisition17:50 Closing in on UA growth sources with incrementality22:51 On incrementality being counter-intuitive to performance24:35 Two caveats to incrementalityQuotes:“I would say that anyone that searches for Facebook will go and then click on Facebook, right? There is no other solution if you’re searching for Facebook. So by me clicking on the paid ad for Facebook doesn’t necessarily mean that you’ve now convinced me to go and use Facebook.”“I think agencies are the best when you want to learn fast how to progress.”“In one point, you need to trust your instincts. So the first incrementality test will give you, let’s say, half of the reality. Right? The second will give you another 30%. But, you will never reach to 100% sure that your campaigns are incremental.”Mentioned:AdjustViberMoburstRemergeeBayBasecamp

Questions Ryan Answered In This Episode:“What are two or three things you wish you’d known when you started in this space that would have saved you time, money, or energy?”“What are the techniques you’ve used to grow your audience at scale?”“Does your search marketing inform your target marketing on Facebook?”“Are there any future products or concepts in the marketing space that you’re excited about? Timestamp:0:56 Background of onXmaps4:21 Getting started in mobile marketing6:18 Lessons for newer mobile companies starting out8:45 Thinking through variable a/b testing with an onXmaps example12:30 Why user acquisition growth took off at onXmaps15:09 How search and Facebook can inform each other18:34 The prospects of multi-touch attribution Quotes:“Engineers and marketers a lot of times think differently. We look at the world differently. And being able to bridge that gap from a communication perspective is really important.”“A ton of what we do, or try to do, is basically a reciprocity play. It’s like, ‘Hey, this can help you. We will help you become better. Here’s information that you can use while using this product to help you achieve your goals.’” Mentioned: onXmaps  

Drew Fung, the senior user acquisition manager at Current, has spent the last five years working in user acquisition, from gaming to eCommerce to finance. In this Quick Hit episode, Drew shares the best and worst examples of sales outreach and how to perfect yours.Questions Drew Answered In This Episode:“What are three things that annoy you in terms of salesperson outreach?”“How many sales emails do you get in a given day or week?”“What makes a salesperson’s approach worth your time?”Timestamp:2:14 The worst way to do sales outreach3:41 Email no-nos for sales outreach5:06 The average number of sales pitch emails received in a week5:53 Sharing sensitive information about competitors when giving a sales pitch7:20 What works with sales strategyQuotes:“I remember this one salesperson immediately handed me her card and was literally trying to scream her pitch about her company. In the middle of the club, over the music, while we’ve already had a couple drinks. I was shocked and mind-blown that she didn’t know coming up to someone in the wrong setting would just not work.”“If you’re using a template where you copy and pasted my name wrong and you call me something else, I’ll never answer you, forever.”“A salesperson builds a report first to want to get to know you genuinely, about your company, and then just tell you how they can help you.”Mentioned:Current

Jacques Frisch brings 12 years of digital marketing experience to Glovo, a mobile on-demand product delivery service. Jacques is going on two years at the company as the Digital Marketing Director, during which time Glovo has experienced explosive international growth. Questions Jacques Answered In This Episode: “What’s something your marketing team has gotten really good at that’s allowed you guys to work efficiently as you’ve scaled so quickly?”“What do you look to hire for in your growth team? Where do you add a manual touch?”“What’s the goal of building tool automation in-house?”“Is there anything that makes the process of automation harder?”“What does the feedback loop look like between your product and marketing teams?” “What do you think is coming to the ad-tech space in the future?” Timestamp:2:07 Glovo’s rapid growth3:16 Jacques’s area of expertise at Glovo3:50 The key to working efficiently when scaling quickly4:51 Applications of marketing automation5:20 Philosophy of centralization in digital marketing6:05 Human resource needs in a rapid-growth environment7:15 The ideal mix of building automation tools in-house vs third-party providers9:48 Managing the challenges of building automation processes internally11:56 The tool Jacques wish he had 10 years ago13:05 Projections of the future within the ad-tech spaceQuotes:“I believe that most of the big players have clear interest in pushing some of the third-party providers out of the market, especially when it comes to data and ad-tech. You can already see Facebook and Google want you to do all through them directly so that way they can collect more insights into your apps’ performance.”“So we had to learn to implement one of our team as a project manager. We had to learn to prioritize all the tasks accordingly and not overwhelm him with work and try to do too many things at the same time. So, you learn as you go.”Mentioned:GlovoAmplitude

Joining the conversation are two fitness app marketers from ASICS Digital, Megan Silvey and Molly Plaehn. Megan focuses on growth and product marketing for both of the ASICS Studio and Runkeeper apps. Molly focuses on engagement with the Runkeeper userbase and connecting app users to the ASICS brand.Questions Megan & Molly Answered In This Episode:“How do you go about marketing the Runkeeper App?”“Do you find it challenging to differentiate against other platforms or do you think that you have a core message that sets you apart?”“How important is testing to ASICS in terms of acquisition?”“Are there certain learnings that you take from one app then bring to the other?”Timestamp:00:16 Megan and Molly’s introduction00:56 Megan’s background, where she came from, and her career at ASICS Digital02:14 Megan’s experience in the agency landscape03:08 Molly’s background and her career focus at ASICS Digital05:17 Challenges feature in Runkeeper07:26 Asics marketing strategy for the Runkeeper App09:39 What makes Asics stand out11:45 What does testing look like from an acquisition standpoint13:37 Budget restriction15:33 Learnings from Runkeeper and Asics Studio17:52 Engagement strategy for both Runkeeper and Asics Studio19:51 Next steps for Runkeeper after the new integrations24:06 Megan and Molly’s perspective for connecting physical and digital experiences-----------------------------------------“We think that the future lies in really connecting these physical and digital experiences.” -Megan Silvey“You know the brand because you got hit with them on Instagram about 700 times and you’re like, ‘Wow, this brand is cool, people are talking about it, and now I can see it in real life.’ So, that’s kind of what we’re getting back to is really connecting these experiences. Interpersonal connections aren’t going away any time soon.” -Megan Silvey“Taking content that we already have but funneling it a little bit different and bringing in new creative assets from that we have from this line to drive new installs and potentially reach a different kind of ASICS user.” -Megan SilveyASICS Digital Inc (formerly Runkeeper)Asics StudioRemergeGlossier 

Meet Mirela Cialai, the director of mobile marketing at ZINIO. Mirela focuses on engaging mobile magazine readers from around the world in discovering the stories that matter most to them. She has been working as a global digital marketing specialist for ZINIO for 10 years and joins us today from New York City. Questions Mirela Answered In This Episode:“What has kept you at Zinio for so long?”“Is it hard to keep people’s attention?”“Is shopping cart abandonment something you guys come across in a big way in mobile space?”“Does Zinio have any strategies in place that help you fight cart abandonment?”“Outside of Zinio, is there anything that made you excited for the future of mobile space?” Timestamp:00:15 Mirela’s introduction00:45 Mirela Cialai’s background, where she came from, and her career at Zinio02:16 Factors that led Mirela to stay at Zinio for 10 years04:14 Audience’s attention span06:13 Zinio’s business model and cart abandonment07:34 Different strategies to fight cart abandonment10:05 Retargeting10:24 Other ways to engage consumers11:25 Technology partners that helped Zinio to execute push campaigns13:43 Growth in marketing messaging15:21 Best way to reach out to Mirela “I am a marketer. I’m always excited about all the possibilities, and the creativity of the human mind is fascinating to me. ”Mirela Cialai“Test as many channels as possible. Test as many frequencies as possible until you find the right mix because each company has a different target audience, which might react differently to different channels.”Mirela Cialai       

Questions Andy Answered In This Episode: “How’s your transition been? Going from the vendor side to now being the client, do you enjoy one more than the other?” “In working at Jam City, how would you describe the level of insights that you gain? Do you think that you have more knowledge at your disposal or there’s more resources or you’ve gained insights by just broadening up the team in general? ” “Would you be willing to share your insights at a conference or was there a limit based on whos asking you for insights?” “Is there a limit to what insight you might end up sharing with an advertiser?” “What is your determinant of success?” “At Jam City, do you focus on the programmatic space? Is that part of your specialty?” Timestamp: 00:18 Andy’s introduction 00:40 Andy Wong’s general background, where he is now, and what is his goal 01:33 Andy’s transition from being the vendor to now being the client 03:16 Sharing of insights, resources and tools 05:46 Creative learning as a conversation starter at conferences 08:13 Andy’s limitations when sharing an insight 10:03 An example of associating things outside the game to the actual creatives itself 11:00 Jam City’s testing process 12:09 Growth performance using ROI metrics 13:25 Importance of quality data visualization 15:11 Making data easy to understand 18:47 How personalization might impact user acquisition 20:45 Andy’s perspective on the possible change of programmatic landscape in the future “I usually think that the easiest way to start a conversation is to ask people about their creatives. And I think that people are much more willing to share their creative learnings than their bidding strategy.” Andy Wong Mentioned: Periscope Data Jam City

Questions Rockford Answered In This Episode: “How much expertise from your UI team at Tilting Point goes into identifying new app opportunities?” “Is there a common theme that runs through all these years of work where you’ve seen quite a development in one particular area in this industry?” “What kind of strategies have you learned and applied to identify click fraud?” “Has the change of KPIs in mobile development made it harder for publishers, network, or whoever to actually get away with fraud?” “How important is it to market outside Google and Facebook?” “How do you go about electing where you’re going to invest next?” Timestamp: 01:01 Rockford’s background 07:33 How Tilting Point functions and how the business runs 10:35 Partnership evaluation process at Tilting Point 12:54 Things that changed dramatically in the mobile development industry 14:39 Strategies to identify a click fraud or a click bot 23:38 How Tilting Point decides where to invest next 26:54 Tools to protect your company against fraud 28:20 Rockford’s perspective on future trends in the industry “We’re taking on the risk because we’re confident that we are going to be able to run ROI-positive campaigns and help you improve the monetization and metrics of your games while scaling you in a profitable way.” Rockford Yapp Mentioned: Grubhub AdAction Interactive Chart Bursting Facebook Google

Questions Gideon Answered In This Episode: “Did you always have an affinity for math or data that allowed you to work successfully in the digital marketing space?” “Getting a comprehensive view of how your digital marketing might impact your retail stores - is that a challenge that you guys face regularly and do you feel like you have built out a marketing stack that allows you to overcome challenges like that?” “In mobile app marketing, a lot of campaigns are predicated on what is reported by a third-party attribution source. When it comes to mobile apps, is that how you determine success as well?” “Could you lay out what a delightful experience looks like in your eyes for your customers?” “Has the mobile app become a more important part of the JO-ANN business over the last 3 years; has this become a focus for you?” Timestamp: 01:07 Gideon’s background 03:55 JO-ANN’s presence all of the country 04:37 Tying online to offline experiences 08:38 Defining their mobile app success 09:39 Importance of time when running a incrementality test 10:54 Gideon’s perspective on what is a delightful experience for customers 15:04 Gideon’s perspective of the JO-ANN’s app 18:53 Gideon on customer feedback 20:18 Gideon’s future plan as a Digital Marketing Manager at JO-ANN Store “That’s what we’re shooting for. That’s the last checkmark on any list of whether we should do something or not - Is this going to be an inspiring great experience for the customer?” Gideon Toman

Today’s guest, Vincenzo Serricchio, is the Global Team Lead of Mobile Marketing at Delivery Hero. In this episode, he shares how he and his team are measuring incremental uplift to grow their user base. 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 creative? 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 background 03:11 Vincenzo’s career journey with DeliveryHero 04:01 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 campaigns 06:34 How to reconcile different methodologies across different vendors 08:45 What methodology to use for incrementality measurement within UI 09:00 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 app 12:34 Efficiency and decision making in which boundaries to work with, and which not to work with 14:14 Determining the short-term and long-term effects of campaigns 15:14 Conceptualizing incrementality 17:01 To effectively measure incrementality, you cannot rely on the third party attributors 19:43 Using incrementality test as a first step in identifying whether or not to pursue with a particular vendor 20:04 Testing creative 25:38 Vincenzo’s perspective on incrementality as a metric or a measurement that most mobile marketers are relying on 27:01 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 Serricchio Mentioned: Facebook Delivery Hero Vincenzo’s LinkedIn profile