The Mobile User Acquisition Show

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 level
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/highlights-from-the-definitive-guide-to-marketing-post-idfa-world/

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Get more mobile user acquisition goodies here:
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Check out our podcast featuring inside stories of how technology evolves and grows:
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Our guest today is Cassie Chernin, an experienced UA professional who has had a career in multiple technology companies across various industries.

Today, rather than talk about Mobile User Acquisition, we are going to focus on exactly how companies, especially predominantly white companies, can drive more diversity and work to eliminate inherent biases against not only the black, indigenous and people of color communities, but also women. Cassie shares some of her own experiences as a woman in the tech industry as well as some helpful tips and insights on how to think about and use your privilege.
Key Highlights:
⚖️Why Cassie chose to speak about privilege and dealing with it rather than user acquisition.

🤓How Cassie started thinking about her privilege, and understanding it.

🤝What does it mean to be an ally?

🧠How Cassie suggests that people educate themselves about privilege.

📚Cassie’s reading list.

🤷🏻‍♀️What does privilege in the workplace look like?

👯‍♀️What exactly is culture fit -- and Cassie’s take on it.

⚡️Culture add vs culture fit.

🔄How both women and men must change to create a more productive conversation and workplace.

🗣How Cassie cultivated her outspokenness and directness.

🤔What Cassie recommends thinking about and confronting behind-the-scenes decision making in a company.

⚠️What Cassie recommends about the phrase: ‘work hard, play hard’.

👎🏻Shortcomings of the tech industry with regards to the expected culture.

🙅🏽‍♂️A mentor does not have to be someone above you - and how Cassie suggests finding mentors.
Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/what-people-of-privilege-can-do-to-drive-diversity-with-cassie-chernin/

**

Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
**
Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

Our guest today is Matej Lancaric. Matej is the Director of User Acquisition at SuperScale and a mobile user acquisition consultant who has worked on a number of games. He’s worked on soft-launches, on massively scaled campaigns - and on everything in between while managing over $10 million in user acquisition spend.

In today’s episode, we dive into the art of the soft launch - and look at the 3 key stages of a soft launch, and why it’s important to nail every one of these.

Also: Matej is teaching the course ‘Soft launch strategy for mobile games’ at the Mobile Dev Memo Academy. If you are interested in going much deeper into soft-launches - and dive into every aspect of soft-launches - from ASO to UA to early testing, you should definitely check out his course on the Mobile Dev Memo Academy at http://mdm.academy.

Key Highlights:

📲 What goes into the technical stage of a soft launch.

👀 What metrics to look for in the technical stage of a soft launch.

⏳ What metrics to look for in the retention stage of a soft launch.

🤩 Why it’s preferable to soft launch on Google Play before iOS.

💸 What metrics to look for in the monetization stage of a soft launch.

🔎 What volume of payers to aim for in the monetization stage.

✅ Why it’s important to do the retention test before the monetization test.

💭 Does this way of thinking about soft launches change for subscription apps or ad monetized apps?

😮 The common mistakes that developers make with soft launches.

⏱️ Why it’s important to ideally look at a six month time frame for soft launches.

🤦‍♂️ One outcome of a soft launch might be that you have to kill your app.

Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/three-steps-to-a-killer-soft-launch-with-matej-lancaricdirector-of-ua-at-superscale/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
**
Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

Our guest today is Alice Guillaume. Alice is the Senior Director of Marketing at AppLovin where she heads up AppLovin’s in-house creative studio, SparkLabs, where she and her team build creatives for Lion Studios, for gaming studios worldwide, and for AppLovin’s partner studios to help developers grow their businesses. I'm excited to have Alice primarily because she's seen and experienced so much from working on creatives for a wide variety of games on AppLovin’s client base as well as for Lion studios, which is something I'm very, very curious about, especially given the massive success they've had lately.
Key Highlights:
🎮 What player motivations are - and how they apply to creative design.
💭 How to do directed brainstorming to improve creatives.
🎨 What elements in a creative drive high volumes, and what drive high quality.
⚖️ Why creative tests can be a powerful way to evaluate marketability before the launch of a game.
🧱 Why Alice recommends using raw unpolished creatives for marketability tests.
🎩 Why every designer on the SparkLabs team needs to wear the hat of a performance marketer.
🤔 How Alice thinks about creatives whose performance is inexplicable - and seem to have no clear reason for doing well.
💯 Why ads that seem to be unrelated to gameplay can sometimes work well.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/how-to-build-high-performance-creative-teams-with-alice-guillaumesenior-director-of-marketing-at-applovin/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
**
Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

In this episode, Lisa breaks down why traditional, one-size-fits-all retention tactics just don't cut it - and talks about how Klarna tailors strategies to individual user needs through personalized communications and sophisticated A/B testing - at scale.
KEY HIGHLIGHTS
📌 Personalize retention strategies to align with specific user needs, avoiding generic approaches.
🔊 Implement A/B testing to determine the most effective retention tactics, such as targeted discounts.
♣️ Collect and analyze data using surveys and AI tools to understand customer departure reasons.
🪐 Segment users by behavior and geographical location to refine marketing strategies.
🌊 Identify whether issues are related to user retention or activation to address the correct problems.
🖥 Actively gather feedback, including during cancellation processes, to extract valuable insights.
🗡 Engage with users regularly to maintain brand presence and swiftly resolve any arising issues.
🛒 Avoid overused communication tactics like “we miss you” messages, opting for relevant and meaningful interactions.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/product-specific-retention-lisa-kennelly/
***
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog