Intelligent Artifice, formerly the Mobile User Acquisition Show

Our guest today is Nataliia Drozd, Marketing and UA Lead at Fabulous. Nataliia’s previous episode with us has remained one of the most popular ones of all time on our show.

In today’s episode, she sheds light on the intricacies of user behavior across different app categories, the impact of retention profiles, and strategies for optimizing subscription models.

Today’s episode is part of the Retention Club, a series of episodes on retention and re-engagement that are co-produced along with Adikteev.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/retention-club-nataliia-drozd/

KEY HIGHLIGHTS
📌 Hybrid teams enhance retention and engagement.

🔊Retention requires understanding daily to monthly user activities.

♣️ Distinguish strategies for subscription vs. user retention.

🪐 Tailor retention strategies to app niche and user base.

🌊 Product quality naturally boosts retention and lowers cancellations.

🖥 Web onboarding offers strategic advantages but demands careful execution.

🗡 Effective re-engagement relies on precise user segmentation.

🛒 Creative tactics like loss aversion boost re-engagement success.

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

In this episode, we talk about the fine balance that creatives have to strike between appealing to algorithms and appealing to humans - and how getting this balance right is critical for the long-term health of a product.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/algorithms-humans/

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

Our guest today is Ekaterina Gamsriegler, Head of Growth and Marketing at Mimo – an app that helps people learn coding.

In today’s episode, we delve into retention triggers, managing seasonality and usage spikes, when and how to use paid retargeting, understanding retention by channel - and much much more.

This episode is a part of the Retention Club, a series of episodes that are co-produced along with Adikteev.

Check out show notes here: https://mobileuseracquisitionshow.com/episode/ekaterina-gamsriegler-retention-club/

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

🚀 We’re excited to share insights from our latest webinar "Winning Q1: Maximizing Post-Holiday Subscription App Growth" with Singular and Revenue Cat! 🌟 

We dove into strategies for leveraging the dip in CPMs post-Christmas to fuel subscription app growth. 📉➡️📈 Key takeaways include the importance of scaling marketing efforts in January, leveraging low CPMs for higher conversion rates, and maintaining user motivation to combat the mid-January motivation drop. 🏋️‍♂️💡

We also explored trends across various app categories, revealing insights on consumer behavior and effective marketing channels. 📊🔍 From the resurgence of Black Hat ASO tactics to the creative use of hybrid monetization models, we covered it all. 🎩💰

Special thanks to our superstar panelists for their invaluable insights and strategies for thriving in Q1. 🌟

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/webinar-q1-subscription-app-growth/

KEY HIGHLIGHTS:
👟 Leverage the post-holiday dip in CPMs to scale marketing efforts efficiently.

🏇🏽 Utilize January’s low CPMs and high conversion rates for growth.

🎤 Adapt strategies to maintain user motivation and reduce churn.

🎳 Explore various channels, including TikTok and SDK networks, for diversification.

🎯 Embrace hybrid monetization models to enhance revenue streams.

🎻 Utilize AI and generative tools for efficient creative production and testing.

🚀 Monitor and adapt to changing CPM trends and user behavior post-Christmas.

⛱ Experiment with non-digital marketing channels for localized targeting.

🧭 Prepare for privacy changes and the adoption of SKAN 4.0 and Google’s Privacy Sandbox.

🔧 Utilize blended metrics and hybrid measurement for more accurate performance analysis.

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

This episode is part of the “Retention Club”, our series of episodes on Retention & Reengagement, co-produced with the team at Adikteev. 

Our guest today is Sharath Kowligi, Marketing Manager at DieNo Games, whose knack for blending user acquisition, product innovation, and ad monetization has shaped the success of over 50 games. With a career spanning Tactile Games to Gamehouse, Sharath's journey is a masterclass in navigating the ever-evolving landscape of mobile app growth and monetization.

Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/retention-monetization-sharath-kowligi/

KEY HIGHLIGHTS:
🧗🏻‍♂️ Retention is paramount for apps at any growth stage, often taking precedence over immediate monetization strategies.

📈 Effective user acquisition and retention strategies require a deep understanding of your audience and their engagement patterns.

↗️ Day zero engagement metrics are critical for gauging a game’s initial appeal and potential for long-term success.

💠 High-quality games distinguish themselves through unique features and strong user engagement from the outset.

⚖️ The challenges of game development are intensified by the need to balance multiple moving parts, including core loop, meta loop, and software stability.

✅ Creative alignment between ads and game content can significantly impact user retention and monetization.

🚦Early re-engagement and retargeting strategies are essential for maintaining user interest and extending lifecycle value.

🚀 The mobile gaming industry’s high-risk, high-reward nature demands continuous innovation and adaptation to thrive.

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

In this episode, we explore the nuances of ROAS optimization, a key tactic that prioritizes high-value purchasers for targeted campaigns. However, its effectiveness varies, particularly in scenarios with minimal value gaps between high and low purchases, such as subscription-based models. 

We dissect how ROAS optimization functions, its ideal use cases, and its limitations, especially when the purchasing tiers are closely aligned, offering insights into the strategic deployment of advertising algorithms.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/roas-optimization/

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

Our guest in today’s episode is Matt Emery, Product Manager & Consultant at Turbine Games Consulting.

Matt has extensive experience with over 750 A/B tests across gaming genres – and across retention, monetization, and game development. In this episode, he delves into the key takeaways from these tests and how to audit and improve mobile games.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/750-tests-matt-emery-turbine/

KEY HIGHLIGHTS
📍Product Market Fit (PMF) is vital; optimization won’t fix fundamental PMF issues.

📈 Analyze CPI vs. LTV to identify growth opportunities.

🔑 Defining PMF for games involves competitive retention and CPI thresholds.

🗂️ Prioritize improving retention over monetization for struggling games.

⚖️ Balance monetization to enhance retention without compromising user experience.

📌 Casual games are easier to optimize due to lower complexity.

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

Sandra Schneider is the Senior Director of Apps Beyond Games at Unity. Sandra is responsible for ensuring that the company's Users Acquisition and monetization products are aligned with the needs of mobile app developers.

In this episode she delves into the world of mobile games and their powerful growth loops that can be borrowed by all apps. Discover valuable insights for enhancing user acquisition and monetization strategies in your app.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/gaming-ua-sandra-schneider-unity/

Our guest today is Cantuğ Sugün, Marketing Team Lead at Codeway Studios.

In this episode, Cantuğ takes us behind the scenes of the world’s #1 subscription app publisher.  He sheds light on the why behind their reliance on paid UA, the challenges posed by the post-ATT landscape, and their approach to testing and diversifying marketing channels. 

Additionally, he delves into the creative processes that drive their advertising strategies, especially in a situation where competitive analysis is not very helpful at their level of scale.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/subscription-app-ua-codeway/

KEY HIGHLIGHTS
🍊 Paid UA for sustainable app growth.
🍋 The approach to testing and scaling new apps.
🫐 How to diversify marketing channels while evaluating the blended impact on performance.
🌽 Social media and unconventional sources for creative ideas.
🍳 Fostering a culture of teamwork and knowledge sharing across the organization.

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

Today’s episode is the recorded version of the first live episode of the Mobile User Acquisition Show that took place at the App Promotion Summit in 2023 at Berlin.

We had a star-studded panel with Diane Germann, Lead Performance Marketing Manager at Blinkist, Ekaterina Gamsriegler, Head of Marketing and Growth at Mimo, Natalia Drozd, Marketing and UA Lead at Fabulous and Gaurav Bhattacharya, Performance Marketing Lead at ZenJob. 

In this episode we delve into the intricacies of mobile user acquisition post-ATT, sharing insights about combating creative fatigue, native ads, and the future of marketing with generative AI tools. 

Tune in to listen to this discussion on the Mobile User Acquisition Show's first-ever live session!

Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/live-episode-post-att-creative/

KEY HIGHLIGHTS
😼 Data-driven approaches and the impact of small creative changes to combat creative fatigue.
💯 Struggles faced by subscription-based apps due to the complexity of SKAN data.
🗯️ Data interpretation and the impact on traffic post-ATT.
🦾 Google vs. ASA.
👁️ Borrowing practices from product and engineering teams.
🧞‍♂️ Strategies using AI tools, from design to AI-generated VOs.