Intelligent Artifice, formerly the Mobile User Acquisition Show

Today’s episode is an extract from our new book The SKAN 4.0 handbook: A practical guide for marketers, which is a deep dive into all things SKAN 4.0. You can check out the book over at rocketshiphq.com/skan4-handbook.

Yes there are a number of things changing in SKAN 4.0 - but it’s important to note that the underlying DNA of SKAN remains unchanged. The best way to contextualize that is by looking at not just what is changed but also what remains unchanged in SKAN 4.0. 

Today’s episode outlines 4 things about SKAN 4.0 that haven't changed significantly from before. If you want a deep dive into all things SKAN 4.0 - including things that have changed, how schema setups change, how reporting changes and much more - go check out rocketshiphq.com/skan4-handbook 

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/skan4-not-changed/

Today’s episode is the recorded version of a webinar hosted by Singular and Rocketship HQ on Kickass UA in the Privacy Era.

The panelists were:  Jayne Peressini, UA Consultant, Claire Rozain, Senior Manager, Ad Monetisation and UA at Carry1st, Philip Weiskirchen, VP Global Sales at Jampp, Gadi Eliashiv, Co-Founder at Singular and Shamanth Rao, CEO & Founder at Rocketship HQ.The panel was moderated by John Koetsier.

We delved into concrete strategies for the long-term in a post-privacy world. We talked about what is changing with attribution, measurement, SKAN 4.0, Google’s privacy changes - and much more - and offered actionable tips and strategies that you can use today.

Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/ua-in-privacy-era-singular-rocketshiphq/


KEY HIGHLIGHTS:
☂️ What percentage of the market is good at SKAN?
🪢 Are additional measurement methodologies required?
🧶 Probable performance improvements in SKAN 4.0.
🦺 What’s a feature that SKAN 4.0 should roll out?
🧣 Google’s Privacy Sandbox and how it differs from SKAN.
🎒 MMM & Incrementality Modeling.
🧢 How measurement methodologies can be affected by organizational leadership.
🙇🏻‍♀️ Skills required to prep for the future.
🚵🏻‍♂️ Top takeaways from all panelists.

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

In today’s episode, we have a guest host - Hafsah Chorghay, Senior Mobile Marketing Manager at Rocketship HQ.

Hafsah has managed tens of millions in ad spend, and has also produced hundreds of  high performing UGCs for our clients, some of which have been in the top 1% of TikTok creatives..

In this episode, Hafsah walks us through our internal processes for using AI based tools that have resulted in top 1% creatives.

Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/top-1-ugc-creatives/

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

In this episode, we explain Apple’s soon-to-be-introduced privacy manifests, which could be the beginning of the end for fingerprinting/probabilistic attribution, which could seriously impact performance for advertisers that still rely on fingerprinting/probabilistic networks.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/privacy-manifests-death-fingerprinting-probablistic-matching/

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

Our guest today is Gessica Bicego. Gessica is currently the CMO at Paired.

In this episode, Gessica talks about her experience with podcast ads as a UA channel. She tells us how to identify the right time to invest in podcast ads and also throws light on managing the intricacies of the messaging, the common mistakes made by advertisers, and much more.

To learn more about this uncommon UA channel that can prove to be a win for apps in multiple genres, I highly recommend that you tune in.


Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/podcast-ads-gessica-bicego-paired/


KEY HIGHLIGHTS:
🤝How podcast ads came about for the team.

💡How to decide what podcasts to feature on.

🔧Attribution and mechanics involved in tracking the efficiency of podcast ads

💬Framing the message for podcast hosts

🧪When should one look at testing podcast ads

😍Intangible benefits of testing podcast ads

❌Common mistakes that advertisers make with podcast ads

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

Today, we talk about when NOT to use LTV for decision-making. LTV is a useful tool in a marketer’s toolbox, but it’s not the only game in town.

In this episode, we explain why.

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Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/ltv-when-to-avoid/

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

In today’s episode, we describe how you don't have to be at the mercy of Google UAC’s black box targeting. We describe our approach, which we call the Precision Pinpoint Plan, and describe how you can recover a fair amount of control by putting in the leg work to take back some of the control, and to be able to do quite a bit of granular targeting.

By the way: in our workshop series Mobile Growth Lab, we go deep into the inner workings of UAC, Meta, and everything you need to make your performance marketing setup work in a post-identifier world. Enrolments are open for the current cohort - go to mobilegrowthlab.com to find out more.

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Check out the show notes here: https://mobileuseracquisitionshow.com/episode/guide-to-precise-user-targeting-in-google-uac/

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

In today’s episode, we talk about why metrics reported by Google UAC are not trustworthy. We describe the pitfalls of relying on them, and tell you what to do instead.

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Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-perils-of-modeled-conversions-on-google-uac/
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Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

Lucia Aguilar is the founder of the influencer marketing agency Tatam Digital. 

In today’s episode we talk about her approach to influencer marketing, how influencers and audiences might not be who you expect them to be, the challenges of measuring influencer campaigns - and much more.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/influencer-marketing-lucia-aguilar-tatam-digital/

KEY HIGHLIGHTS:
📚 Picking the right influencer for a brand.

👨‍👩‍👧‍👦 Why the audience matters more than the influencer.

🧶 The endless categories of influencers in the digital world.

📋 How much control is exerted when directing influencer campaigns.

📮 What does the testing process look like in influencer campaigns?

💳 When to hire an agency to manage influencer marketing.

 The measurement challenges involved with influencer marketing.


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

Our guest today is Eva Juretić. Eva is a growth marketer at Pocket Worlds, where she manages user acquisition and growth for the app Highrise.

In today’s episode, we talk about her experience in scaling TikTok campaigns well into 6 figures monthly. We talk about campaign structures, testing paradigms, approaches to creatives - and much much more.

Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/scaling-tiktok-eva-juretic/

KEY HIGHLIGHTS
🧗‍♂️ Factors that contributed to scaling TikTok.

⚖️ The testing process: structure, geos & metrics.

🦋 Working with ad sets that included both old and new creatives.

⏳ Accounting for data delays on iOS.

🌔 Dealing with saturation on TikTok.

🧵 Why IPMs are tracked.

💼 Working with actual users for UGCs instead of actors/influencers

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