Intelligent Artifice, formerly the Mobile User Acquisition Show

In July 2021, right after WWDC 2021 we recorded an episode predicting the possibilities that Custom Product Pages would unlock for marketers.

For more than a year, these possibilities remained unrealized - because the Custom Product Pages were unavailable on Facebook. 

All of that has changed as of September 2022 - with the introduction of Custom Product Pages on Facebook. With this, the biggest challenge on iOS - of marketers being unable to align screenshots and ads to each other - has been overcome.

We’re already seeing some very strong results from aligning ads and screenshots - and in this episode we lay out how we are approaching CPPs - and how we are testing these on our team.

KEY HIGHLIGHTS
🐚 What we’d predicted in July 2021.

💐 How to identify what custom product pages to test.

How to execute CPP tests with Facebook.

🌾 Why you should evaluate the combination of ad, audience and CPP - and not a CPP in isolation.

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

In today’s episode, Shamanth is in conversation with Dan Riaz, who witnessed the rise of the ride-sharing industry. Dan talks about various strategies that the team at Lyft implemented to scale the app from 4 to 24 cities, and beyond. Today’s episode features some wild stories and important lessons from the early days of a now ubiquitous industry - and we’re excited to bring this to you today. 

Check out the episode here:

KEY HIGHLIGHTS:
💼 Dan’s role at Zynga

✨ Joining Lyft when it was a 50-person team

🧗🏽‍♂️ Prioritizing the experience at Lyft in the midst of uncertainties

🏋🏽‍♀️ Finding the balance between drivers and riders

☄️ When Lyft decided to go bigger and expand

🏙 The prep involved in launching in 24 cities in one day

🚦 How was the response from the regulatory bodies?

🔖Challenges the team faced when entering a new city

⚖️ Managing the data across cities with different demand rates

🚕 Joining 500 Startups and working with GrabTaxi

👞Working for what was wanted and not what was needed, at GrabTaxi

🏳️How the ride-sharing industry differs in the US & Asia

🚲 Dan’s experience at Lime bikes

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

In today’s episode, Shamanth is in conversation with Selina Tobaccowala, Founder at Evite & Gixo (both of which have been acquired). who talks to us about her experiences as an entrepreneur from the early days of the internet boom, the following bust - and all the way to today. 

She talks about how she and her team were among the earliest to systemically study and drive virality while at Evite, and employ virality and freemium models while at SurveyMonkey - and how many of those lessons have helped her in her latest venture Gixo.

Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/invites-surveys-selina-tobaccowala-evite-surveymonkey-gixo/

KEY HIGHLIGHTS:
☂️ The first internet boom

👔 Growing the Evite business in the beginning

🎓 How did the team understand the scope of the business

Monetizing Evite

☄️ The effects of the dot com bust

🌈 The experience at SurveyMonkey

☕️ How SurveyMonkey handled international expansion

🤿 Pioneering the freemium model at SurveyMonkey

🤸‍♂️ The beginnings of Gixo

🎭 Why live coaches work better than recorded sessions

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

So you got ridiculously high CPAs on your SKAN campaigns?

In today’s episode, we break down the reason why this happens, and explain why it might not be a sign of bad performance. Check out this episode to understand why a CPA of $40 pre-ATT can jump to $1000+ post-ATT on SKAN.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/privacy-threshold-high-cpa-skadnetwork/

**
Note:
Mobile Growth Lab
We launched 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. While the premium and executive editions are closed for registrations, 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

What separates a good referral program from a great one?

In today’s episode, a re-release of our episode on our erstwhile podcast How Things Grow, we have one of the foremost experts on referral flows and virality: Dominic Coryell, whose experience as a founder of Talkable informed so many of his insights and learnings about referrals. We talk about how to gamify referrals, the key components of referral flows, how to customize referral flows to minimize friction - and much much more.

KEY HIGHLIGHTS
👗 Beginnings at Garment Valet & challenges

🚬 Smoke-testing and how it helps startups

✍️ The practicality of a smoke-test

👘 Referral marketing with Talkable

🛠 How to gamify referral mechanics

👟 The best point in a customer journey for a referral

🌻 How to ensure your referral plan is lucrative

🧘🏻‍♀️ How tapping into communities can help your referral’s success

🍯What kind of companies should not opt for referral strategies?

🤳🏽 Airtable, Uber & Airbnb - some companies with good referral mechanics

🤽‍♂️ Common mistakes that companies make with referral programs

🏐 How the referral behavior changes outside the US market


Check out the episode here:

https://mobileuseracquisitionshow.com/episode/referral-flows-dominic-coryell-distrodom/

**
Note:
Mobile Growth Lab
We launched 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. While the premium and executive editions are closed for registrations, 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

How do you go from 0 to 50 million installs in 50 days?

In today’s episode on the Mobile UA Show, we speak to Wilson Kriegel about the meteoric rise of Draw Something, a pictionary app that allows you to play with friends asynchronously. 

We go into details of how the company was close to shutting down and how they gave this game all they had and released a game that went viral and got the parent company acquired in just a few weeks following that.

Tune in to get some fascinating insights from behind the scenes of one of the wildest rides in mobile growth.

This episode has been re-released from our previous podcast, How Things Grow.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/draw-something-zynga-wilson-kriegel/

KEY HIGHLIGHTS
🤭 Facebook’s game Cupcake Corner

👣 Beginnings at OMGPop

🎒 The reason OMGPop decided to move to mobile games from Facebook

👘 Challenges faced during Facebook’s gold rush

💼 The internal expectation of Draw Something before launch

💂🏻 The moment they knew it was going to be a hit product

💃🏻 How the team improved the virality of the game

🧘🏻‍♀️ How does an acquisition process happen in five to six weeks?

🛌🏼 The repercussions of turbulent times in the industry

🤳🏽 The experience at Picsart

**
Note:
Mobile Growth Lab
We launched 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. While the premium and executive editions are closed for registrations, 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

In the previous two parts of this series, we saw how to install Robyn and run demo code. We also looked at the key components of the environment, as also of the code itself.

In today’s episode, we take a look at the results obtained from running the demo code on Robyn. Our Senior Mobile Marketing Manager Virendra Shekhawat will show us the outputs of the models and the information we can get from the different plots.

The video is here: https://youtu.be/vbfVL3jXSQo

In case you missed them, here are the first two parts of the series: 

Part 1: https://youtu.be/3RnDfC1usZc

Part 2: https://youtu.be/rsn12wFqjlw

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-understanding-the-models/

**
Note:
Mobile Growth Lab
We launched 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. While the premium and executive editions are closed for registrations, 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

Two weeks ago we released an episode that outlined setting up and getting started with Facebook's Robyn. As a next step in this “how to” series, we will show you how to run a code on the setup.

Our Senior Mobile Marketing Manager Virendra Shekhawat takes us through the process of running a code on Robyn in the Youtube video that is linked to this episode. Make sure you check out the video to understand the variables on the system as well.

Stay tuned for part 3 of the series where we'll discuss interpretations, outcomes and insights from these.

if you missed the previous video in this series check it out here -

Part 1: Introducing Robyn & setting up the environment: https://youtu.be/3RnDfC1usZc

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-running-the-code


**
Note:
Mobile Growth Lab
We launched 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. While the premium and executive editions are closed for registrations, 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

Advertisers are waiting for SKAdNetwork 4.0 - but in the absence of documentation or timelines, the question on everyone’s mind is - “when is it gonna drop?” 

In today’s episode, Roman Garbar, Marketing Director at Tenjin reads the tea leaves of Apple’s WWDC presentation to tell us when we might expect the change to hit. 

Check out this short but impactful episode to understand what we’re looking at going forward.

Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/skadnetwork4-0-roman-garbar-tenjin/

**
Note:
Mobile Growth Lab
We launched the Mobile Growth Lab this week - over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. Our first session kicked off on Tuesday - and while the premium and executive editions are closed for registrations, 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

A couple of weeks ago, we released an episode on measuring iOS post-ATT performance using spreadsheet-based MMM. 

Since we’ve received a lot of interest around the topic, we decided to release a “how-to” series to assess iOS performance by implementing Facebook’s open source code, Robyn. If you got started with a basic spreadsheet based model, this is a great next step to refining the media mix model through a more sophisticated code-based system.

Today’s episode is part 1 in the series - Introducing Robyn & setting up the environment.

We have a Youtube video linked in the show notes that will take you through the entire process of setting up Robyn in just a few minutes.

The Youtube video is here: https://youtu.be/3RnDfC1usZc

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-setup/
**
Note:
Mobile Growth Lab
We launched the Mobile Growth Lab this week - over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. Our first session kicked off on Tuesday - and while the premium and executive editions are closed for registrations, 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