Intelligent Artifice, formerly the Mobile User Acquisition Show

App Store Optimization is often discussed as a key component in app scaling strategies. In this episode, we see why this isn’t really the best way to grow an app. Shamanth also highlights that the difference in search behaviours on Google vs. an app store is what led to ASO taking a backseat in his methods.

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Note: As you may have seen, the second cohort of our workshop series, Mobile Growth Lab is now open for enrolment.

In our last cohort, we had 40+ growth marketers, leaders and practitioners join in our live sessions to learn how to prep for the impending IDFA changes - this edition helps you build a strategy based on the realities of ATT and a post-identifier world.

The workshop also features guest sessions by our superstar guest mentors Aurora Klaeboe Berg, Thomas Petit, Matej Lancaric, Paula Neves and Maor Sadra. Go here to sign up: mobilegrowthlab.com

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Check out the show notes here: https://mobileuseracquisitionshow.com/episode/app-store-optimization-is-not-a-strategy-for-scaling-growth/

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

Today’s guest Aurora Klæboe Berg is the COO of Medal.tv. Medal.tv is the largest platform for recording and sharing short gaming clips among friends. She was previously the co-founder and CEO of Megacool, which was acquired by Medal.tv in 2019. Before starting Megacool she held the position as VP of Business and Marketing at Dirtybit, the Norwegian indie game studio sensation behind the successful Fun Run game series. She holds an MSc in CommTech Engineering and Entrepreneurship from the Norwegian University of Science and Technology. She is deeply passionate about helping game studios succeed and giving back to the Nordic entrepreneurial ecosystem.

In today’s episode Aurora tells us about the unique challenges of starting a developer focused product - and getting adoption from scratch. She tells us about her unique and counterintuitive approach to starting her company even before she knew what the company would do - and her approach to figuring out what the company would eventually do - by actually listening to users. She also tells us about the unique challenges and opportunities with referrals and virality - and how these can unlock tremendous growth in a time of escalating acquisition costs. For a unique perspective into bootstrapping, figuring out a product, scaling, virality, referrals and much much more, we’re thrilled to have Aurora on the show.

⚒ Why Aurora and her team built 1 prototype per week for 10 weeks.

🩺 How Aurora and her team gathered user feedback to decide what to build.

⏳ SDK fatigue and how to overcome it

☔️ The common mistakes that apps make while considering viral flows.

🛹KPIs that impact a referral flow.

📱The power of dark social.

**

Note: As you may have seen, the second cohort of our workshop series, Mobile Growth Lab is now open for enrolment.

In our last cohort, we had 40+ growth marketers, leaders and practitioners join in our live sessions to learn how to prep for the impending IDFA changes - this edition helps you build a strategy based on the realities of ATT and a post-identifier world.

The workshop also features guest sessions by our superstar guest mentors Aurora Klaeboe Berg, Thomas Petit, Matej Lancaric, Paula Neves and Maor Sadra.Go here to sign up: mobilegrowthlab.com

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-build-a-hit-developer-facing-product-with-aurora-klaeboe-berg-coo-medal-tv/
**

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

Today's episode is a reading of an article I wrote for our friends at Liftoff in 2019. While mobile and marketing have come a LONG way since then - with platform and algo changes, and of course Apple's privacy policy changes, this article is a useful reminder that many of the fundamentals and principles underlying scaling haven't changed all that much - and there are some principles here that I hope will be helpful for you in your own scaling efforts.

Link to original article on the Liftoff blog here: https://liftoff.io/blog/scaling-user-acquisition/

Link to show notes here: https://mobileuseracquisitionshow.com/episode/how-puzzlesocial-grew-ua-spend-from-zero-to-1-5-million-per-monthand-got-acquired-by-zynga/ 

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Note: We’re excited to announce the second edition of our live workshop series, Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world! 

In the first edition, we helped over 40 attendees: 

• See the map
• Prepare the groundwork
• Move forward
• Find acceleration 

We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like web-based flows, creative strategy, conversion values, prep for iOS 15, and more. 

Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)

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In one of our previous episodes, we discussed how media mix modelling might not be the best bet post-IDFA. However, some of you have reached out to say that it isnt quite as black and white - and that media mix models could be more widely applicable than what we’d outlined. 

To throw some more light on this, we have Brian Krebs, founder and CEO of MetricWorks, who has seen first-hand the success of media mix modelling for mobile apps, especially at levels of scale far smaller than that of most CPG brands, in which space these models have traditionally been used.  In today’s episode, Brian shares with us some of the ways in which these models are specifically applicable to mobile marketing campaigns - and argues that these measurement tools are not only useful post-IDFA, but also provide advantages over other measurement tools used by mobile marketers.

Key highlights:

🐯 The importance of incrementality for advertisers
💈 Is the last-touch model still relevant?
✂️  How media mix modelling differ for mobile from CPG (consumer packaged goods) companies.
🎒 Why Media Mix Models are more easily applicable to mobile apps than to CPG companies.
🍎  The key input factors for a Media Mix Model for mobile.
👩‍🏫  How Apple’s IDFA changes accelerated the interest in MMM-based solutions.
💠 How companies can start building media mix models.
⚜️ In what situations and at what thresholds are Media Mix Models useful?
📳  What do outcomes of Media Mix Modeling look like?


Note: We’re excited to announce the second edition of our live workshop series, Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world! 

In the first edition, we helped over 40 attendees: 

• See the map
• Prepare the groundwork
• Move forward
• Find acceleration 

We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like web-based flows, creative strategy, conversion values, prep for iOS 15, and more. 

Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)

**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-apply-media-mix-modelling-based-solutions-to-mobile-apps-with-brian-krebs-ceo-at-metricworks/

**

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

Today’s episode is a recording of a webinar hosted by Singular and moderated by John Koetsier. We were joined by Eran Friedman from Singular, Pedro Ponce de Leon from Liftoff, and Ben Holmes from Adcolony.

This episode (and webinar) gives you the low down on everything that’s happening and working across the iOS ecosystem a few months after the introduction of ATT. We talk about how extended probabilistic matching (or fingerprinting) is still here - will this be sustainable? We talk about how marketers are approaching measurement today, the challenges with privacy thresholds, the emergence of web flows - and other industry-wide changes that are shaping the mobile marketing landscape today.

🍎 ATT adoption trends : unmeasurable inventory, censorship metrics, extended probabilistic matching.
👎 How advertisers are coping with broken measurement - and marketers’ wishlists for Apple.
🧩 Probabilistic but non-tracking methodologies.
🔐 Picking right conversion models.
📲 The buzz around owned media channels and first party data.
🌟 The ascent of web-based flows
🌠 Consolidation in the ecosystem.
🤖   What’s happening in Android - and what’s coming

Note: We’re excited to announce the second edition of our live workshop series, Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world! 

In the first edition, we helped over 40 attendees: 

• See the map
• Prepare the groundwork
• Move forward
• Find acceleration 

We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like web-based flows, creative strategy, conversion values, prep for iOS 15, and more. 

Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)

**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/state-of-ios-ua-stats-trends-and-strategies-our-webinar-with-singular-liftoff-adcolony/
**

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

A big change that’s coming to SKAdNetwork with iOS 15 is one that’s under-the-hood - and it’s significant because it addresses a big shortcoming of SKAdNetwork right now by allowing apples-to-apples comparison between all networks - including Facebook, Google and other SANs.

In today’s episode we explain the mechanics of how things work now, how they’ve shifted from the way they used to - and why it is a huge deal for advertisers.

Highlights

💎 How attribution for SANs have worked until now - with and without SKAdNetwork.
❇️ SANs grade their own homework right now.
🌪️ What changes with iOS 15.
🎀 Why this change matters for advertisers.
 ⛅ The one exception to this change.


Note: We’re excited to announce the second edition of our live workshop series, Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world! 

In the first edition, we helped over 40 attendees: 

• See the map
• Prepare the groundwork
• Move forward
• Find acceleration 

We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like web-based flows, creative strategy, conversion values, prep for iOS 15, and more. 

Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)

**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ios-15-no-more-self-attributing-networks-sans-how-skadnetwork-will-allow-more-objective-campaign-measurement-soon/

**

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

The landscape of Apple Search Ads has changed, but unlike the changes in SKAdNetwork that have impacted most mobile channels, these changes have been far more subtle and nuanced - and yet are very critical.

Today we unpack these changes in the Apple Search Ads landscape with one of the best in the business - Thomas Petit.

Thomas is an independent mobile growth consultant working primarily with non-gaming B2C apps. He is an external consultant for large apps (including 2 unicorns), a collaborator assisting several app agencies and an advisor for very early-stage startups. He’s run campaigns since the first day of Apple Search, spending 7 figures on the platform directly and also running audits on many other accounts. He is certified by Apple, SearchAdsHQ & ASOdesk – and is a regular public speaker on the topic.

KEY HIGHLIGHTS

🤺  How you needed to adapt to LAT remained unchanged since 2016 until this year.
🦙 Apple’s Ad Services framework - and how it bypasses the IDFAs and users’ ATT status.
🖼️ How Apple defines tracking - and why the way attribution works for Apple Search Ads isnt considered tracking by Apple.
🧪 The mechanics of user level data measurement and tracking without the IDFAs.
🔍 The Ad Services framework doesn’t require an MMP.
🐶  The fact that LAT users’ performance wasn’t measurable in the past was a challenge - and that goes away now.
🌳 Why it makes sense to keep the older campaign structure even after the recent changes to ASA.
🤽 Search tab campaigns can actually work for returning users.
🛍️ The somewhat ambiguous Ads Personalization setting.
🥝 How the new-returning-open structure that helps maximize scale on ASA.
🧱 What’s coming with iOS 15.
⚙️ Are budgets shifting to ASA after ATT enforcement?


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Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-apple-search-ads-in-a-post-att-world-with-thomas-petit-growth-consultant/

**

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

Media mix modeling is being touted as one of the ways forward in the post-IDFA world, as advertisers reel and reevaluate their spend allocation models entirely. However, there are inherent requirements for media mix to not only work and generate useful results, but also be implemented in the first place.

In this episode, we talk about those challenges, why they are challenges in the first place, and why we disagree with any solution being touted as a sinecure to the exclusion of all others.

KEY HIGHLIGHTS

⛳ How data volume is central to the effectiveness of media mix modeling
⏰ Media mix modeling is not always a good use of your time
🖖 The simple solutions will beat overkill every time

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An announcement:

On August 18th, we will be speaking in a webinar hosted by Singular titled “State of iOS UA: Stats, Trends and Strategy”.

This is Wednesday August 18th at 10am PT/1pm ET/7pm CET. Please register here: https://bit.ly/3zNKX1z

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Check out the show notes here: https://mobileuseracquisitionshow.com/episode/are-media-mix-models-the-future-of-post-idfa-mobile-marketing-not-for-the-vast-majority/

**

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

Today we’ll talk about big changes that have just come to AAA campaigns on Facebook - which should alleviate many of the concerns about AAA that we had shared earlier on this podcast. These could be a big deal, especially on iOS with the recent privacy changes.

Highlights:

💨 While AAA can be hugely powerful, they also have had some critical limitations.

⚙️ Facebook is changing AAA to give more control to advertisers.

📷 Three changes to AAA we found in the wild:

• Age targeting
• Audience exclusion
• City targeting

**

An announcement:

On August 18th, we will be speaking in a webinar hosted by Singular titled “State of iOS UA: Stats, Trends and Strategy”. 

This is Wednesday August 18th at 10am PT/1pm ET/7pm CET. Please register here: https://bit.ly/3zNKX1z

**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/much-awaited-changes-to-facebooks-automated-app-ads-aaa-campaigns-audience-exclusion-age-targeting-city-targeting/

**

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

Apple is finally set to introduce A/B testing to its app store, and it has come not a minute too soon. Mobile marketers have used alternative ways to get these results, and they have not been the best solutions for many reasons. With this new release imminent, in this episode, we set expectations of what is and isn’t possible.

Key highlights

⛏️ No more hacky A/B testing workarounds
🏄 What to expect from Product Page Optimization


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Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ios-15-ab-testing-finally-arrives-on-itunes-with-product-page-optimization-whats-possible-and-what-isnt/

**

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