Combining marketing and product talents to get the complete picture of the customer--and the customer journey--is at the core of effective user acquisition and retention. At Pocket Gems, a company on a mission to “build the greatest games and interactive entertainment in the world,” Stara Gipson, a Performance Marketing Manager on the game Episode, and Brad Puder, a Performance Marketing Manager for War Dragons, have put this approach into practice to drive impressive results. The duo, whose app marketing expertise has earned each of them the titleMobile Hero, provide practical advice and insights around the opportunities offered by programmatic, the limitations of last-click attribution and the skills set you need to succeed.

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