Intelligent Artifice, formerly the Mobile User Acquisition Show

In our previous episodes in the UGC-series, we spoke about the elements that are required to plan a shoot and how to get the messaging right with the content and structure.

In this episode, we’re diving into direction. 

How can you direct a shoot remotely? How do you recruit actors?

How do you negotiate with them? And so much more.

Check out this episode to learn more: https://mobileuseracquisitionshow.com/episode/ugc-user-generated-content-videos-part-3-remote-shoot/

KEY HIGHLIGHTS
🦹‍♀️ Find the right actor

📋 Prep your brief

📝 Communicating with actors - outreach

📢 Communicating with actors - clarifications

☎️ Cold outreach

🧸 Establishing first contact

📓 Sample script briefs

📯 Follow ups and negotiations

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here: https://mobilegrowthlab.com/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com

Our guest today is Victoria Repa. This episode is a re-release of an older episode from our previous podcast How Things Grow. 

Victoria is the founder and CEO of BetterMe, a fitness app based out of Ukraine. I’m very excited to have Victoria on the show because she has such an incredibly unconventional background and story that I find very very inspiring. In this interview, we talk about Victoria’s early upbringing in a tiny village in the east of Ukraine, how she educated herself early on, her work on viral content - and how that led her to building a company with global ambitions from Kyiv. We also explore her personal life and systems - which is incredibly inspiring and intimidating for how she not only makes time and space for contemplation, but also finds this introspection essential to her work.

For all of these fascinating insights into virality, content and productivity, we're excited to bring this episode to you.

Check out the episode here: https://mobileuseracquisitionshow.com/episode/viral-content-habit-change-victoria-repa-better-me/

KEY HIGHLIGHTS
📚 Victoria’s beginnings at Donetsk and her love for books

✈️ Moving to Kyiv to study and build a career

 Transitioning from logistics to building viral content and then tech. 

🧰 Leveraging Facebook insights to discover niche topics to launch BetterMe.

📱 Test-driving the early versions of BetterMe on the team by trying out the practices on themselves.

🤸‍♂️ Why BetterMe has 6 different health and fitness related apps in the app stores.

🎧 Victoria’s self-care and self-improvement practices – and why she says business is a “spiritual game”.

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here: https://mobilegrowthlab.com/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com

Our guest today is Ekaterina Gamsriegler, Head of Growth and Marketing at Mimo - an app to help people learn coding.

We cover so much ground around subscription monetization. Ekaterina talks about how the iOS privacy changes provided the early impetus for monetization experiments, and describes the different levers that impact monetization. She describes the nuances of optimizing trial screens, highlighting benefits, understanding and combating cancellations and much more. 

Today’s interview is a masterclass in subscription monetization - and we're excited to present it today.

Check out the episode here: https://mobileuseracquisitionshow.com/episode/monetization-subscriptions-ekaterina-gamsriegler-shpadareva/

KEY HIGHLIGHTS:
🧶 Identifying the levers in the funnel

🌽 Scenario planning models for quantitative analysis

☂️ The impact of UA costs on iOS

🍡 Why trial opt in rates have disproportionate impact.

🧤 Variables that were tested with trial screens

☕️ How offering to send notifications at the end of the trial period actually improved conversions

🩰 Combating cancellations post trials

🧊 The impact of highlighting benefits

🎳 The impact of localizing the app

🧩 How the team implemented the content-sharing loop

🔭 Tracking in-store searches

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here: https://mobilegrowthlab.com/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com

Our guest today is Brian Balfour - and today’s episode is a rebroadcast from our older podcast How Things Grow. Brian is seen as one of the most influential people in growth today. He has to his credit some truly astounding accomplishments and growth, both as a practitioner, as well as an instructor and teacher. 

In this fascinating conversation, Brian not only talks about his own experiences and growth but also dives into how he applies growth frameworks and loops to Reforge. 

It’s fascinating to listen to his breakdown of how he thinks about growth frameworks for an education business like Reforge. This interview was recorded when Reforge had 4 courses - today, of course, they have many many more - and it’s a fascinating peek into the early days of a very unique business.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-grow-a-growth-education-business-with-brian-balfour-ceo-at-reforge/

KEY HIGHLIGHTS

🍾 The experience with Blue Bottle Coffee

🚣🏼‍♂️ What is it like to hire an external unbiased coach?

🤾🏿‍♀️ The beginnings of a social network exclusively for college students

📝 The learnings from running a social gaming distribution company

🗂 Competing with established book publishers by building a product for students

 🖥 How the habit of writing helped create a popular blog

📈 How content marketing helped HubSpot grow tremendously

⏳ What is a self-reinforcing growth loop

▶️ The beginnings of Reforge as Silicon Valley Business Review

👣 Building Reforge out of SVBR

🥾 What are the challenges in scaling an education business

🔖The criteria for having an application get through at Reforge

🛴 Self-reinforcing growth loops at Reforge

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here: https://mobilegrowthlab.com/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com

Before the whole mess of ATT, the one genre that bore the brunt of “no-tracking” privacy regulations were kids apps. That also meant that they had the opportunity to learn how to overcome the challenges of IDFA way before most other apps.

In today’s episode, we’re in conversation with Todd Kane, VP of Growth at Homer Learning. We dive into how Todd and his team unlocked web-based flows to stay way ahead of the curve. We dive into the specifics of their flows, how they first tested these - and how they optimized and improved these to unlock massive scale.

Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/web-flows-kids-app-todd-kane-homer-learning/

KEY HIGHLIGHTS

😛 How the privacy landscape changed for kids' apps

⚖️ Why did the team start to look at web-based flows

👨‍👩‍👦The user journey involves both parents & kids

🍭MMPs didn’t have SDKs that were compliant with kids’ apps

🤿 With SKAN are kids’ apps on par with other apps?

 🖥 What the web-based flow looks like for users

📱 Other acquisition channels that opened up

📡 Facebook or Google UAC - what works better

🚰 Other channels on mobile that work well

🩺 Tests that helped them improve and optimize the funnel

💲 How hard was the internal buy-in?

⚙️ How M&As impacted planning around growth and marketing

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here: https://mobilegrowthlab.com/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com

Hypercasual games: the genre that turned most mobile phone owners into gamers.

Our next episode on the Mobile UA Show is a re-broadcast of an older episode from How Things Grow. Here, Shamanth is in conversation with Jon Hook, CMO at PlayEmber.

In this episode, they discuss the evolution of hypercasual from the early days of Snake on the Nokias to games that took over the app store charts.

Check out this episode to understand how game mechanics, a solid core loop, and simplicity came together to propel hypercasual games to the top of app store charts. Even though this episode was recorded before ATT, it provides a fascinating perspective into the forces that propel the app economy.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/hypercasual-app-store-jon-hook-playember/

KEY HIGHLIGHTS

🖥 What is the hypercasual genre?

🌄 What precipitated the ascent of hypercasual?

🌅The vastness of the hypercasual market

✈️When hypercasual began to take off

🚂 Is this another boom and bust cycle?

 🛣Unlearning & re-learning for a new genre of games

📱 Game design is not a very core element in hypercasuals

🎡 What are game mechanics & how to identify a good core loop

✅ How publishers validate hypercasual games through ads

🕰 The timelines for developing & validating hypercasuals

💲 The economics of hypercasuals

💣 Why IPM for hypercasual games is 10 times that of casual games

🏦 The likelihood of crossovers between industries for hypercasual games

🌱 How hypercasuals will evolved over the next few years

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here: https://mobilegrowthlab.com/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com

Wondering about the right way to run misleading ads post ATT? 

We feel you.

And that’s why we have Liliya Gafitulina & Bogdan Khashiev on the Mobile UA Show today to talk about their how misleading ads fit into the creative strategy for the many games handled by AdQuantum. In today’s episode they pull back the curtains on user motivations that inform creative strategy. We dive deep into misleading ads, why they work, and how adapting that on onboarding and product experiences can unlock dramatic growth.

Check out the episode here:

🛫 How to start planning the creative strategy

🌞 How user motivation models can help with the strategy

📃Examples of creators using the models in ads

📲Transitioning from core ads to misleading creatives

⚖️ Misleading and meta-misleading ads

🧨The risk involved with using misleading/meta-misleading ads

📱 How does the appearance on the App Store change?

💰 The impact of misleading ads on monetization

🍀 The testing process in terms of geos

🕰 The approach on TikTok

Check out the episode here: https://mobileuseracquisitionshow.com/episode/creative-srategy-ad-quantum-liliya-gafitulina-bogdan-khashiev/

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here: https://mobilegrowthlab.com/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com

Is MMM a complete solution for mobile marketers out there?

Today’s episode is a recorded version of a webinar that we did along with the folks at Singular. We discuss all about MMM and how marketers are using it as part of their toolkit, how it has evolved from being a traditional tool used by large companies to something that’s being implemented by most of the mobile growth industry post-ATT.

The webinar had a star panel with John Koetsier (Forbes), Igor Skokan (Meta), Liz Emery (Tinuiti), Eran Friedman (Singular), and Shamanth Rao (Rocketship HQ).

Check out the episode here: https://mobileuseracquisitionshow.com/episode/media-mix-modeling-john-koetsier-igor-skokan-liz-emery-eran-friedman-singular/

KEY HIGHLIGHTS:

💡What is Media Mix Modeling and incrementality?

🎈How MMM has evolved to be used for digital marketing

🛤 Is it for small, medium or large companies?

🧗🏿‍♀️ Challenging elements of MMM, and incrementality for smaller teams.

🏌🏽‍♂️Elements of MMM or incrementality that are easy to implement, even for the small teams.

📝  What are the stakes to get started with MMM?

🍦 There’s more interest in the adoption of MMM.

🎯 What can MMM deliver if all the data is in the right place?

⛳️ Where would you not use MMM?

🧭 How does MMM & incrementality fit into the concept of hybrid measurement?

🌎 Real-world examples of using MMM

🌪 The role of first party data.

🧳 When will MMM be a core part of the majority of digital marketers' toolkits?

📖 Key takeaways on MMM & incrementality

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here: https://mobilegrowthlab.com/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com

Apps are used by people, not algorithms.

In today’s episode of the Mobile UA Show, we’re in conversation with Hannah Parvaz, Co-Founder at Aperture, a mobile-focused growth agency. Hannah has spent a good part of her career going out into the market and getting into real conversations with app users. 

In this episode we talk about how it’s important to design an app’s qualitative marketing strategy based on your users experiences. Hannah gives us some great examples from her own experience of how speaking with customers can give you insights that you’ve never had and can help design your communication in ways you never thought possible.

Check out the episode here:
https://mobileuseracquisitionshow.com/episode/customer-feedback-hannah-parvaz-aperture/

KEY HIGHLIGHTS:
🧚‍♀️ When did Hannah understand the importance of customer feedback

🧶 How qualitative research can turn into winning copy

👔 Looking for the why beneath the why

🎒 Structuring conversations with customers based on the requirement

👑 Quotes over notes: Reviewing what your customers say

🩰 How a user's language can change depending on where they are in the user journey.

🐡 Finding reviews that matter in unconventional places

🌳 Ads that work with people vs. ads that work with algorithms

🍀 How to deal with resistance from teams

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here: https://mobilegrowthlab.com/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com

Our guest today is Tobias Boerner. Tobias is the Co-Founder at Wallet Ads, Appic and Admiral Studio. In today’s episode, we talk about Wallet ads, and how users’ history on the blockchain allows hyper-targeting of ads to them on web 3.  We talk about brands in the ecosystem that are leveraging this feature and we also talk about the potential for spam too.

For a peek into the future, check this episode out
https://mobileuseracquisitionshow.com/episode/blockchain-web3-tobias-boerner/

KEY HIGHLIGHTS
🧗  How blockchain aids performance marketing

📁 Wallet ids that make user id private

▶️ How are ads shown to different users

🧳What the user experience looks like

🍎Brands that are already a good fit for wallet ads

⛳️Tackling the risk of spamming

💰What the costs looks like when going for blockchain

🧨The risk of poor retention

🖥The scope for a backlash due to privacy concerns

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses.  You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here: https://mobilegrowthlab.com/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com