Intelligent Artifice, formerly the Mobile User Acquisition Show

What happens under the hood of SKAdNetwork?

Sure, there is the timer and there are the conversion values - but what is changing under the hood, and what does it mean to you as a marketer or publisher?

In today’s interview, David Phillipson takes us through the process of attribution on SKAdNetwork, and how it differs from our existing paradigm(and where it remains the same). He talks through the lifecycle of a bid in an SKAdNetwork paradigm, how publishers can become SKAdNetwork compatible, and how the bidding logic is set to be dramatically different going forward.

This is a fantastic episode for insights into SKAdNetwork, and much more besides. Absolutely unmissable!

KEY HIGHLIGHTS

🔧 How the attribution is going to change under-the-hood
🎬 The journey of value starts with the bid request
⌛ Then and now: what has changed with the bid request
🖋️ Why every DSP has to have a unique signature
2️⃣ Tale of two SKAdNetwork variables
🙃 We will still have last touch attribution
⏲️ Delay in the SKAdNetwork timer is detrimental to advertising
🦴 The anatomy of a postback
🎁 Attribution data is stored on the device
👍 MMPs will still have value; it’ll be different
🔍 Why granular postback data is important
🔙 There is a precedent for aggregate reporting
🙋 What is info.plist
🌸 How info.plist is central to attribution
3️⃣ 3 things publishers need to become SKAdNetwork compatible
🧐 The questions to ask when trialling a DSP
🏝️ No man’s land: The current state of attribution
🦋 What has changed in the bid request logic
🌐 How the web can provide a template for mobile marketing
🐝 Why cross pollination of data couldn’t happen on the web
🏆 Who has the most data used to win
🦸🏻‍♂️ The move towards privacy is a good one
🔭 The unexplored potential of mobile web
🌁 How to estimate your mobile web results without precise attribution

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/a-day-in-the-life-of-an-skadnetwork-bid-with-david-philippson-ceo-and-founder-of-dataseat/
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Check out our podcast featuring inside stories of how technology evolves and grows:
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How does the performance team at Adobe cope with going remote almost overnight, and subsequently the prospect of getting back to office after a year?

Our guest today, Seth Berman, talks about the challenges of moving a large team seamlessly to remote almost overnight.

In today’s interview, he shares the learnings he has experienced as a leader in ensuring the mental wellbeing of his team, and also about moving back to office, and the new paradigm the team, leadership and the company have to navigate together.

KEY HIGHLIGHTS

🦋 The changed mindset with respect to remote work
🗺️ Opportunities and threats of hiring talent located anywhere in the world
🔥 The impact of easily accessible top talent
🇺🇸 The continuing trend of US jobs being offshored
💻 The grand equalizer of a video meeting
🚗 No one misses commuting
✍️ How a writing culture is conducive to remote work
📧 Asynchronous work is the key to successful remote work
🌄 The rise of Slack and Zoom
💐 How to be fair to everyone
🏋️ How managerial overhead is set to increase in hybrid situations
🗣️ Why remote workers will lose out on micro interactions
⚖️ The challenges of remote work and the undeniable benefits
🥰 The rise of empathy

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-opportunities-and-challenges-of-moving-in-person-teams-remote-and-back-again-with-seth-berman-senior-director-performance-marketing-at-adobe/

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Check out our podcast featuring inside stories of how technology evolves and grows:
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Our guest today is Adam Hadi, VP of Marketing at Current. Adam has been a guest before on the show - and has been a guest on our other show How Things Grow, and we are thrilled to have him back.

Adam talks about how Current has gone beyond Facebook and Google, exploring additional channels - both online and offline. He discusses why they did this - and how they account for complexities of a typical user’s acquisition and adoption path, how they use a mix of messaging and channels effectively to build trust, and how they think about measuring and tracking impact in the absence of precisely attributable data.

This is very much a masterclass on adapting to the uncertain, unclear paradigm that a transition to offline marketing often entails. Enjoy!

KEY HIGHLIGHTS

📋 How attribution has changed at Current
🤯 Attribution becomes more complex with more channels
🌳 The impact of a long product lifecycle on attribution
🤲 How Current serves an underrepresented group
🏦 Why banking is a high retention sector
🤝 Building trust is very important in fintech
🗺️ The different paths to becoming a customer
📍 It is important to know where your customers are
🧗 Mapping out the multi-step user journey
🌈 Different strokes for different categories
👍 Leveraging the implied trust of offline and traditional channels
🧨 Why influencers generate a huge boost
🍊 Apples and oranges: hyper casual and fintech
🎨 The spectrum of direct response
☑️ How to draw the right conclusion from the wrong marketing move
🎚️ The nuances of fintech products
🚀 The impetus to embrace offline channels
🎢 Understanding the stakes of apps
↕️ Banking naturally lends itself to measuring uplift
⚖️ Different challenges for changing scales
🧩 Putting the pieces of user attribution puzzle together
🎤 Qualitative insight from customer interviews is very enlightening
⏳ The importance of predictive events for optimizing a long acquisition cycle
🔮 Data Science is the future

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-offline-marketing-for-a-mobile-app-with-adam-hadi-vp-of-marketing-at-current/


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Get more mobile user acquisition goodies here:
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Check out our podcast featuring inside stories of how technology evolves and grows:
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Paul Bowen, the GM at AlgoLift, has 20 years of experience in digital advertising and among the folks we look to for his expertise on SKAdNetwork.

In our conversation today, Paul breaks down the various ways in which developers need to think about measurement for SKAdNetwork. He touches upon the complexities and limitations of the conversion value framework - and how it might be used along with IDFV based data to infer probabilistically the value or LTVs of users or campaigns.

This is an episode with quite a few technical details and nuances, and we strongly recommend listening to it carefully to absorb all the wisdom Paul has shared. Enjoy!

KEY HIGHLIGHTS

🌱 How SKAdNetwork came about
🔄 Everything revolves around the conversion value
6️⃣ 64 combinations of 6-bit conversion values
🔮 How to align conversion values to predict LTV for different apps
🌅 Early purchase behavior is a good LTV indicator for games
💰 Monetization in the first week helps to determine the appropriate conversion value
💸 It can be more challenging to understand the LTV for an app with no day 0 monetization
🤩 The best indicator of LTV is past spending behavior
🔗 Developers should crack the connection between in-app engagement events and LTV
📶 The 3 data signals needed to define conversion value
🤖 The challenge of programming an LTV signal to trigger a conversion value
🎯 The trade off between accuracy and campaign optimization
⌛ How long is too long to wait for accurate attribution?
⏰ The debate around Facebook’s 24-hour attribution window
🌐 The impact of 24-hour attribution window on other ad networks
📋 Day 1 data is not enough for campaign attribution
🥠 Day 1 behavior is definitely not enough to predict LTV
🧩 Who owns the conversion value pieces of the ecosystem
🙃 Why some developers want to bypass the MMPs for postbacks
✈️ How postbacks travel from ad networks to developers
💔 This is not the time to break away from MMPs
📊 Breaking down probabilistic campaign attribution
💾 The 2 data sets needed to define a probabilistic attribution model
🍰 The 0-100% structure of a probabilistic model
🏗️ The skill sets needed to build these models
📈 Building the model isn’t challenging; extrapolating it is


Check out the show notes here: https://mobileuseracquisitionshow.com/episode/more-than-just-conversion-values-how-to-make-the-most-of-your-skadnetwork-data-with-paul-bowen-gm-at-algolift-by-vungle/


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Get more mobile user acquisition goodies here:
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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

Our guest today is Evan Horowitz, CEO at Movers+Shakers, a creative agency specialising in branding campaigns on TikTok. Evan and his team have spearheaded massive campaigns on the platform, resulting in many campaigns with over a billion views - and a total of 90 billion views across their campaigns (by the way, we’ll talk about the math of how that’s possible in this episode).

Evan was an early adopter of TikTok as a marketing channel, and has seen its growth into an established brand channel over the last couple of years. In today’s conversation, he breaks down his team’s process for creating and architecting viral video campaigns - and speaks to the idiosyncrasies of the TikTok algorithm that results in hypervirality, resulting in billions of views. He also speaks to how virality-driven storytelling can be compressed into a 15-second time span - and so much more.

KEY HIGHLIGHTS

🎶 TikTok is about musical storytelling
🤗 How Movers+Shakers embraced TikTok
🧝‍♀️ The e.l.f. campaign was the biggest campaign in US TikTok history for quite some time
🎼 How the original song for the e.l.f. campaign hit #4 on Spotify’s global viral chart
🎺 The chart-topping brand anthem that played before NBA games
🧑‍🎤 Original music was ground-breaking in the beginning
📖 No brands have any sort of guidelines for music
🆕 The fundamental difference of content creation on TikTok and other platforms
🤯 User-generated content that *also* goes viral is the secret behind the billion+ views
🌟 The e.l.f. campaign had 5 million user generated videos, all of which had the potential to go viral.
🧮 How to count TikTok campaign views
🤖 Understanding the TikTok’s algorithm
🌎 Everyone has their own curated world on TikTok
🌺 How organics factors into performance
🎉 It is possible to architect virality
🧪 Science vs. art in brand campaigns
🍳 The recipe for architecting a viral challenge
🎰 The levers to pull after launching a campaign
💰 Allocation of TikTok budgets
📺 Media products on TikTok exist
🧬 Virality is not a guaranteed outcome
📍 The huge potential of the ad placement on the Discover page
⏳ It is early days for quantitative modelling
🎨 Influencer selection is an art
🎭 How to frame a narrative arc in 15-seconds
🎬 5 questions to ask when getting started on TikTok
⛔ All brands are not a fit for the platform
💫 Brand strategy has to intersect with the type of content on TikTok to achieve success
🔑 Consistent content is key
🙋 TikTok also offers direct response campaigns

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-hit-90-billion-views-on-tiktok-with-evan-horowitz-ceo-at-moversshakers/

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

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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

Our guest today is Allison Schiff, senior editor at AdExchanger. Allison writes about mobile, Facebook, cross-device measurement, and the app economy, with an increasing focus on privacy and its regulation.

We've covered the upcoming iOS 14 privacy changes that are impacting primarily the app economy in a lot of detail in other episodes. Today, we're going to talk about very similar privacy trends in the web space, which have happened in a manner that's very comparable to what's happening on the apps front; except that some of the changes on the web far precede what's happening with the iOS 14.

In today's conversation. Alison dissects how privacy has evolved in the web space, what the key browsers are implementing, how that impacts businesses—and web businesses—the world over, and more importantly, what to expect in the near future. For a great contextualization of what's happening across the digital space, both in apps as well as on the web, this is a great episode to know and understand exactly what's going on.


KEY HIGHLIGHTS

💰 Why Chrome raked up because of changes in Safari
⏳ A history of privacy on browsers
✋ Safari’s Intelligent Tracking Prevention vs. Firefox’s Enhanced Tracking Prevention
🎠 Companies tried to workaround ITP and failed
⏰ Mozilla’s privacy changes predate Apple’s
🍪 The difference between a first, second and third party cookie
📍 First party cookies are also tracking cookies
👾 Breaking down the Facebook pixel
⛔ How blocked cookies affect advertizing
⚔️ The end of cross-site tracking
🤑 The effect of personalized advertising changes on publisher revenue
🥠 The rise of cookie-less solutions
🤦 Ad tech is being shaken up
🤖 Unified ID 2.0 by Trade Desk
💣 There’s going to be an effect on programmatic
🧲 Advertisers will switch to Facebook and Google in the short term
⚡ Contextual will get more attention
🗞️ Why media companies are generating user value
🦸 Big publishers may save the day
💸 Smaller publishers are in for a rough ride
🆔 2021: The year of identity

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-web-privacy-changes-and-tracking-prevention-are-shaping-the-future-of-web-advertising-with-allison-schiff-senior-editor-at-adexchanger/

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Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
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Check out our podcast featuring inside stories of how technology evolves and grows:
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Our guest today is Gina Kwong, a Senior User Acquisition Manager at EA. She focuses on global growth for EA’s mobile titles, and has great experience in creative testing especially across channels.

With the advent of Facebook AAA, many marketers have been sceptical about its efficacy for UA. Gina is one of the few marketers that not only advocates for using AAA for UA, but has also achieved great success in doing so.

We are excited to feature Gina’s insights today, as she takes us through her process of setting up campaigns on Facebook AAA, and how they can be used to test creatives - addressing many of the reservations many folks(including ourselves) have had until this point. Tune in to this episode for a completely different perspective on Facebook AAA, and a primer on how to make them work for you.

KEY HIGHLIGHTS

👬🏼 Facebook AAA is just like Google UAC
🎰 Marketers are already working with reduced levers on Google UAC
💨 Facebook AAA initially looked like a fast and efficient alternative to lookalike campaigns
⚖️ How to evaluate creative performance using the UI
🌐 Expect discrepancies between a self-attributing network and internal data
🚧 The changes to the Facebook API may not be there yet
💯 Why 100 creatives was reduced to 50
👌 The optimum number of creatives to maximize effectiveness of the campaign
🏆 How to structure a campaign to surface winning creatives
🎛️ The downsides to having too many creatives in a campaign
🔄 When to refresh creatives in a campaign
🎭 The efficacy of testing creatives in AAA vs. lookalike campaigns
📜 How AAA handles the bias between historical and new creatives
🗺️ How to mitigate the risk of one geo-language optimization
🧺 Putting all eggs in the AAA basket isn’t recommended
🎡 The product life cycle determines the campaigns
🏘️ Using country clustering to test in multiple geos
🏃🏻‍♂️ The case for running different types of campaigns at the same time
🧑‍🤝‍🧑 Factoring in audience overlap into a campaign strategy
🎚️ The balance between audience overlap and performance
💰 There are days when learning will be costly
💸 How to think about a high CPA with respect to the product
📅 Using higher funnel events to amplify algorithm optimization
🖼️ How to think about creative testing with AAA
🧪 It is important to be open to testing in multiple scenarios
📈 Spend and conversion do not always correlate exactly
⚓ Using AAA to correct for historic creative bias
🧱 Structure campaigns for scale based on geo and regional observations
🔭 The case from moving from broad to narrow during optimization
⚙️ User exclusion doesn’t work perfectly; and why that’s ok
🆗 How fewer levers could be a positive thing
📖 Learning can be achieved on conservative campaigns
🦺 Multiple ways to mitigate risk on Facebook AAA campaigns
🎆 Best practices for scaling campaigns
👗 Facebook can take multiple changes in a week
🔆️ Why it is important to keep campaign changes to less than 30%
📶 How to think about scale responsibly


Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-facebook-aaa-campaigns-with-gina-kwong-senior-ua-manager-at-electronic-arts/ 

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Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

Hey everyone! A very happy new year to you and yours! After what’s been an intense, crazy year for very many of us, I hope 2021 brings you new beginnings and new steps forward.

Just wanted to give you all a quick heads up - we’re taking a very short break from the Mobile UA show - we will be back in the next week or so.

We are also working on some exciting and cool stuff - including a collection ‘Best of the Mobile UA show’ featuring some of the sharpest insights from the podcast so far. We have a couple of other initiatives that we hope will serve you better - and help you become smarter, sharper marketers to ride the wave of all that’s coming in 2021.

We’ll look forward to bringing you this - and much much more in 2021.

A very happy new year - and here’s to a bigger and more hopeful 2021!

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-mobile-user-acquisition-show-takes-a-break/

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

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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co

Este es nuestro primer episodio experimental de Mobile User Acquisition Show en Español.

Hoy vamos a hablar sobre cómo los anunciantes de páginas web pueden adaptarse a los cambios en la política de privacidad de Apple para iOS 14.

En los episodios anteriores en Inglés, hemos hablado sobre el impacto de esta política para las aplicaciones - principalmente porque el IDFA será menos efectivo. Todo el sistema de atribución estará bajo los parámetros del sistema de Apple llamado SKAdNetwork.

En este episodio, vamos a hablar sobre el impacto de esta politica en los sitios web - a traves del IDFA y las cookies.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/como-los-anunciantes-web-pueden-adaptarse-a-los-cambios-en-la-politica-de-privacidad-de-apple-para-ios-14/

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

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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co