👏🏽What people of privilege can do to drive diversity in their companies - with Cassie Chernin⚖️

07/14/20 • 33 min

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
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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

Our guest today is Cassie Chernin, an experienced UA professional who has had a career in multiple technology companies across various industries.

🤓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.

Previous Episode

☄️SKAdNetwork 201: A guide for marketers for running user acquisition in a post-IDFA world📄

The dust has settled on the apocalypse. It's clear that the post-IDFA world is here to stay. Marketing isn't going away, mobile apps aren't going away - however we need a new way to operate in the new post-IDFA paradigm. This session offers a playbook - and outlines some of our key recommendations for adapting your mobile marketing strategy. We offer concrete examples, outline exactly how things will be different - and describe what you need to do to adapt.
Key Highlights:
⚙️How does SKAdNetwork work?

⚖️How is conversion tracking different with SKAdNetwork vs. MMPs?

💰How might you define ‘conversion value’ in SKAdNetwork?

🔺How does targeting change under SKAdNetwork(vs. the current paradigm)?

🏗How does campaign structure change with SKAdNetwork(vs. the current paradigm)?

🤑How do you measure and report on performance under SKAdNetwork?

SLIDES FROM PRESENTATION HERE
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Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/skadnetwork-201-a-guide-for-marketers-for-running-user-acquisition-in-a-post-idfa-world/

Next Episode

🗓A brief history of device identification - with David Philippson, co-founder and CEO of DataSeat💭

Our guest today is David Philippson, CEO of DataSeat, which offers in-house programmatic capabilities and a custom bidding algorithm to app advertisers. David earlier founded one of the first MMPs, Ad-X Tracking, which they sold to Criteo in 2013.

We’re excited to host David because he’s seen the evolution of tracking on mobile from the very early days. He’s had a ringside view into the forces that have driven change over the years that have ultimately led us to the impending IDFA deprecation. Today we explore this history - and look at what lies ahead for mobile marketers.
Key Highlights:
1️⃣When was the first time there was a need for having some accountability for mobile marketing dollars?

🤷🏻‍♀️How did marketers attribute performance prior to MMPs?

🤔What were the original user acquisition channels?

⚡️What was the dynamic that led to the rise of MMPs?

☝🏽What is fingerprinting?

👀What was the ‘Safari pop’ - and why did this happen?

🌏The need for a universal SDK and a common methodology to attribute and de-dupe.

🙋🏽‍♂️What was UDID?

🌪The period of No Man’s Land -- there was neither UDID nor IDFA.

💫How the No Man’s Land period actually created opportunities for in-house attribution.

🔄Very few people knew how to reset the IDFA.

📲What was the purpose and function of limit ad tracking?

📍How LAT led to advertisers targeting those users even more aggressively.