For years, mobile marketers have been navigating a storm of signal loss, rising UA costs, siloed data, and an explosion of tools that promise growth but rarely deliver clarity.

In this App Talk special of the Business of Apps Podcast, David Murphy speaks with Eoin Hallahan, Chief Revenue Officer at SplitMetrics, about what the mobile growth landscape is really demanding of teams as they prepare for 2026. Eoin lays out the new realities UA and ASO managers are facing: deeper signal loss, more channel fragmentation, and rising internal pressure to deliver results without expanding headcount.

You’ll hear how SplitMetrics is reshaping app growth with a unified approach to Apple Ads, App Store Optimization, and AI — including SplitMetrics Iris, an AI agent trained specifically on mobile marketing data. Eoin explains how Iris gives UA teams a strategic edge by turning competitor activity, keyword trends, and performance blind spots into instant, actionable guidance.

If you’re reevaluating your growth playbook for 2026 — or looking for a smarter, faster way to connect the dots across UA, ASO, and analytics — this conversation is essential listening.

Let’s dive in: here’s Eoin Hallahan, CRO at SplitMetrics.

“Mobile app marketing is hard, and SplitMetrics exists to make it easy for our customers and to drive growth.”

“Conditions today are more volatile and unpredictable than ever, with trends shifting all the time — marketers need a new way of working to keep up.”

“Iris isn’t just automation; it’s a new operating system for mobile growth — it flips the model from dashboards and guesswork to instant, actionable clarity.”

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