Intelligent Artifice, formerly the Mobile User Acquisition Show

How many channels have you really considered when developing your user acquisition strategy for your mobile game?

Our guest on this week’s episode is UA and marketing consultant Matej Lancaric. Matej shares his views on everything from multiple UA channels, optimization techniques post ATT and how he uses incrementality analysis to maximize his UA strategy.

Check out this episode on some tactical insights on diversifying your UA mix.

KEY HIGHLIGHTS

⛏ What happens if you’re running your UA on only one channel

❗ Why you can’t rely only on Facebook anymore for UA

💪 The scale at which you should start diversifying your UA portfolio

🆕 The basis on which you should start adding new channels

💸 How your monetization model defines your diversification strategy

✅ The right approach to diversifying your optimization strategy

🔗 Things to remember when choosing an ad network

🥇 Which diversification should come first – channel or optimization 

👀 Working with SKAN in your diversified UA mix

🔧 How to build a custom schema within SKAN

🧐 Comparing UA channels post IDFA

🔌 How incrementality helps when diversifying your UA portfolio

📝 What to keep in mind when running incrementality tests

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/diversifying-your-ua-mix-in-a-post-att-world-why-when-and-how-with-matej-lancaric-user-acquisition-marketing-consultant/


**
Note: We’ve had two BIG launches last month!

1. The Mobile Growth Handbook 2022 is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers.

We have over 100 pages of insights that can be accessed at all times (as soon as you sign up). 

Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/

2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/

If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5

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

Apple’s privacy policy changes disrupted the ad industry and left us all in the dark, working around a broken measurement system. As expected, Google is following suit. While their approach is less ham-handed than Apple’s, it still can bring forth significant disruption in the mobile app ecosystem. 

In our first episode of the Android series, we dive deep into the impact of Topics API of Google’s Privacy Sandbox and understand how Google has charted out changes in ad targeting, and what that could mean for marketers.

KEY HIGHLIGHTS

🎭 What is the Topics API?
🧩 Why is the system structured this way?
🔦 How will the Topics API affect performance on Android?

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/googles-privacy-sandbox-for-android-explained-the-topics-api-and-how-it-changes-ad-targeting/

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

How do you successfully make the switch from B2C to B2B? 

Should you go from focusing on one category to branching out to other possibilities? And how exactly are prediction games and NFTs connected?

Get the lowdown from Matt Bailey, founder and CEO of GameOn, our guest on this week’s episode.

KEY HIGHLIGHTS

💲 How betting on a relatively less mature market can lead to success

😷 The repercussions of Covid

🤝 Always be open to taking on clients from outside your industry

📊 The kind of data a prediction game really needs

🤼‍♂️ What the competition is like in your category

🤔 Can prediction games apply to any industry

🏆 How status and recognition is just as important as rewards

🎨 How a game tech company works with NFTs

💰 Unlocking capital by going public

🙍 The challenges of heading a public company

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/from-b2c-to-zero-to-b2b-including-a-real-housewives-detour-with-matt-bailey-founder-ceo-gameon/

**
Note: We’re excited to announce that we’ve had two BIG launches last week!

1. The Mobile Growth Handbook 2022 is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers.

We have over 100 pages of insights that can be accessed at all times (as soon as you sign up). 

Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/

2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/

If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5

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

Ever wondered what it takes for a Round B startup with no mobile marketing function to get to an IPO and be featured on best-of lists? Or perhaps you’ve been struggling to hire key growth marketing people for your own start-up. 

In this episode, Simon Vishnevskiy, Head of Paid Acquisition at Dave, shares his methods on building a mobile marketing team from scratch, and the qualities he looked for in every hire he made. He’s also got some key advice for those of you struggling with UA in a post-ATT world. 

Check out the episode for a deep dive into the mind of a growth marketing leader.

KEY HIGHLIGHTS

👁️ Why you should keep an eye on your app’s initial organic traction
🎬 When you should start investing in your startup’s UA functions
📈 The highest-ROI activities you should focus on initially
🗝️ Creative – a key component of UA
👴🏻 Why many companies still run legacy systems
👀 The best time to start hunting for the best MMP
📊 You really need a sophisticated reporting system
☝ The one piece of infrastructure you need to scale up
⛐ Why acquiring to your current LTV might not be the best strategy
🤝 How a MarTech manager can help in your UA post-ATT
👨‍👦 The best proxy for the attribution of the past
👍 Using SKAN data to get the best possible estimates
😥 Building a long tail of channels might not be a good idea
🙋 One of the first roles you should hire for
💪 Essential qualities to look for when hiring talent for your UA team
🔮 Agencies vs full-timers vs contractors 
🏃 What’s better than hiring someone junior just to execute
✔ Overseeing the agency relationship – things to watch for
🎨 When hiring an agency for your creative production makes sense
➕ Incrementality in a nutshell
🔌 What an early stage company can do with incrementality that a mature company can’t

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-build-a-mobile-marketing-function-from-scratch-with-simon-vishnevskiy-head-of-paid-acquisition-dave/

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

How do you make cross-promos work in a post-ATT world?

David Philippson, CEO and co-founder of Dataseat, gives us the lowdown on how exactly cross-promos can be deployed effectively. In a post-IDFA reality, with ad networks having pretty much lost the third party data advantage, David says cross-promos can help game studios monetize and retain their users better, even those users who are already high value users. 

Check out the episode to get the low down on exactly how the post ATT landscape has changed the outlook for cross promos. 

KEY HIGHLIGHTS

⏳ Cross-promos have been around for over a decade

🏡 Why is it becoming important for gaming companies to move cross-promos in-house

💪 How the post-IDFA world has been a catalyst for cross-promos

⇩ When it makes sense to show cross-promo ads even to your high value users.

➰ Why cross-promos within a gaming company should be reciprocal

🔎 Why companies should focus on portfolio LTV rather than gaming LTV

👍 How can first party data help in cross-promos

💭 Why game companies need to rethink their marketing strategy around cross-promos

👀  It’s going to be important to have a consistent, universally understood index for first party data

💣 Why your mediation company’s lack of support for all SDK can harm cross-promos

🔌 What exactly is an ‘adapter’, and how does it work in mediation

📈 The return on opportunity cost as an important metric

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-ascendance-of-cross-promos-in-a-post-att-world-with-david-philippson-ceo-and-co-founder-dataseat/

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

Ever thought that each SKAN update from Apple is making measurement more and more ambiguous?

We’re back to delving into SKAN in this latest episode with Piyush Mishra. Piyush talks about the evolution of SKAN, predictions based on conversion values, performance comparison between channels and much more. He also tells us about the changes coming about in iOS 15 and how that makes the landscape even more complex. He encourages marketers to be smart about measuring the data that’s being brought in through different channels and campaigns.

If you’re ready to nerd-out on SKAN, there’s nothing better than this episode right now!

KEY HIGHLIGHTS

🌱 The beginnings: SKAN 1.0
☂️ Evolution of SKAN from 2.0 to 3.0
🕶 When SKAN gained popularity
🐣 Learnings from conversion value testing
🎊 The shift towards prediction based events 
📝 Revenue based vs. non-revenue based predictions
🔎 The reason why probabilistic is sticking around
📉The challenges in comparing different channel performances
👀 How are some advertisers working with conversion values
🔍 Attribution models that are worth looking in to
🎁 The changes coming with iOS 15
🩺  Postbacks and their significance

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/skan-a-playbook-for-today-and-the-future-with-piyush-mishra-lead-growth-manager-product-madness/

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

Our first guest of 2022 is Faith Price. 

Faith heads the paid UA team at DoubleDown Interactive and has spent a large part of her career managing UA and ASO. She has managed over 20 soft launches throughout her career. 

Yet, her most recent launch was a very unique challenge for her – because this was the first one she managed after Apple’s introduction of the ATT. 

It was impossible to estimate results with no prior data points. Measurement was broken with SKAN. These were among the very many challenges which Faith had to address. Today she pulls the curtains back on the many learnings which she shares in this interview.

For a very instructive look at how the soft launch playbook has changed post ATT, please check out this episode with Faith Price.

KEY HIGHLIGHTS

🔍 The research that went into estimating CPIs for Faith’s latest soft launch

⬆️ The impact of higher CPIs on the soft launch process

🧮 The disruption of measurement post ATT impacted soft launches

🗝 Why launching post ATT meant having fewer partners

📤 How to approach conversion values

📱 The challenges with conversion values for an IAP based app

💎 Why custom conversion values worked better

🧱 How conversion values are architected

🎞 How to approach optimization for social channels

📊 How a BI team can significantly help improve measurement

📝 Comparing between measurement techniques

🎢 What was different during the recent soft launch vs. pre ATT

☎️ What were some conversations within teams like when soft launch metrics were so different from predicted or projected?

🔖 Faith’s advice for marketers for a successful post-ATT launch.

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-run-a-soft-launch-in-a-post-att-world-with-faith-price-doubledown-interactive/

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

Why is the buzzword for 2022 “retention marketing”? 
How is the play-to-earn model going to grow next year?
Cross promotions are on the rise. 
Will the move to self-publishing be worth it?

We are here with the final episode of the Mobile Growth Crystal Ball series. Today we have Peggy Anne Salz (Mobile Groove) going into retention marketing, Keith Kawahata (AppLovin) who tells us about the play-to-earn model in games, Cameron Thom (Adikteev) who shares his thoughts on cross promotion and Jon Hook (BoomHits) bringing to the table his take on developers self-publishing their games.

KEY HIGHLIGHTS

🎈 Retention marketing – the new buzzword of 2022

🔋 The economics behind retention vs. acquisition

🛎 Retention strategies for 2022 

🔍  Web 3 – the latest emerging trend

🌊 The popularity of crypto gaming

🏹 The business model that allows all stakeholders to monetize a game

📣 Factors that contributed to the rise of cross promotion

💰 Performance retargeting was not universally adopted

🎤 Data science can help predict user behavior

🚴🏻‍♂️ The presence of self-serve tech platforms to facilitate self-publishing

🧦 A community to help fund game developers to self-publish

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-mobile-growth-crystal-ball-2022-predictions-part-3-peggy-anne-salz-keith-kawahata-cameron-thom-jon-hook/

**

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

Will creative processes march back in-house?

Is the grass greener on the other side of Facebook UA?

How are game developers going to look at payments on gaming apps?

The second episode of the Mobile Growth Crystal Ball series is out. Today we’re thrilled to share predictions by Melissa Zeloof (ironSource) on bringing creative processes in-house, Nataliia Drozd (Fabulous) on newer UA channels and Jerome Turnbull (AppLovin) on alternate payment options for gaming apps.

KEY HIGHLIGHTS

🕶 Creatives become more important with the automation of UA 

💼 End-to-end control over creative process with an in-house team

🧦 Data sharing internally is easier and without risk 

🚴🏻‍♂️  Faster production time with an almost simultaneous feedback with an in-house creative team

🌊 Why web-to-app strategies will get a boost going ahead

🏹 The switch from Facebook to other platforms for UA

🎤 How Tik Tok leverages creatives

💰 The beginnings of alternate payment methods on mobile games

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-mobile-growth-crystal-ball-2022-predictions-part-2-homecoming-of-the-creative-process-newer-ua-sources-in-the-gang-alternate-payment-methods/

**

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

Can AI breathe life into creatives? What does 2022 look like for subscription apps?

Will there be a blow up because Apple hasn’t really kept its word on “no fingerprinting”?

Welcome to the first episode of our Mobile Growth Crystal Ball series, in which we ask the smartest folks we know in Mobile Growth about their predictions for 2022. 

In our first episode today, please welcome our featured guests Danika Wilkinson(SocialPoint), who talks about how creative automation will proliferate(and the place for human insight in the landscape); Andy Carvell(Phiture), who holds the magnifying glass to the components of subscription optimization that will emerge; and John Koetsier(Forbes), who predicts a blow up on iOS due to fingerprinting grey-areas. 

Danika, Andy and John have some fantastic forecasts for the year 2022. Take notes as you make plans for 2022.

KEY HIGHLIGHTS

🛠 The new breed of tools to help automate creative strategy

🎨 How the tools will impact creative strategy

👩🏻‍💻 The importance of human insight to get creative wins

🏂🏻 The evolution of growth marketers in 2022

🎧 What does the competition look like for subscription apps

🎰 How to ace subscriber acquisition

🛋 The rise of predictive modeling

📝 Retaining your users through valuable content

☎️ Re-targeting churned users

📱 A list of tech and tools that will help with subscription optimization

📬 Did Apple stick to “no fingerprinting”?

 What about app tracking transparency?

📜 How do marketers still get the data if not from Google & Facebook?

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-mobile-growth-crystal-ball-2022-predictions-part-1-creative-automationdanika-wilkinson-socialpoint-subscription-optimizationandy-carvell-phiture-an-ios-scandaljohn-koetsier-forbes/
**

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