app retargeting

Questions Andy Answered In This Episode:

• “How’s your transition been? Going from the vendor side to now being the client, do you enjoy one more than the other?”
• “In working at Jam City, how would you describe the level of insights that you gain? Do you think that you have more knowledge at your disposal or there’s more resources or you’ve gained insights by just broadening up the team in general? ”
• “Would you be willing to share your insights at a conference or was there a limit based on whos asking you for insights?”
• “Is there a limit to what insight you might end up sharing with an advertiser?”
• “What is your determinant of success?”
• “At Jam City, do you focus on the programmatic space? Is that part of your specialty?”

Timestamp:

• 00:18 Andy’s introduction
• 00:40 Andy Wong’s general background, where he is now, and what is his goal
• 01:33 Andy’s transition from being the vendor to now being the client
• 03:16 Sharing of insights, resources and tools
• 05:46 Creative learning as a conversation starter at conferences
• 08:13 Andy’s limitations when sharing an insight
• 10:03 An example of associating things outside the game to the actual creatives itself
• 11:00 Jam City’s testing process
• 12:09 Growth performance using ROI metrics
• 13:25 Importance of quality data visualization
• 15:11 Making data easy to understand
• 18:47 How personalization might impact user acquisition
• 20:45 Andy’s perspective on the possible change of programmatic landscape in the future

“I usually think that the easiest way to start a conversation is to ask people about their creatives. And I think that people are much more willing to share their creative learnings than their bidding strategy.”
Andy Wong

Mentioned:
Periscope Data
Jam City

Questions Rockford Answered In This Episode:

• “How much expertise from your UI team at Tilting Point goes into identifying new app opportunities?”
• “Is there a common theme that runs through all these years of work where you’ve seen quite a development in one particular area in this industry?”
• “What kind of strategies have you learned and applied to identify click fraud?”
• “Has the change of KPIs in mobile development made it harder for publishers, network, or whoever to actually get away with fraud?”
• “How important is it to market outside Google and Facebook?”
• “How do you go about electing where you’re going to invest next?”

Timestamp:

• 01:01 Rockford’s background
• 07:33 How Tilting Point functions and how the business runs
• 10:35 Partnership evaluation process at Tilting Point
• 12:54 Things that changed dramatically in the mobile development industry
• 14:39 Strategies to identify a click fraud or a click bot
• 23:38 How Tilting Point decides where to invest next
• 26:54 Tools to protect your company against fraud
• 28:20 Rockford’s perspective on future trends in the industry

“We’re taking on the risk because we’re confident that we are going to be able to run ROI-positive campaigns and help you improve the monetization and metrics of your games while scaling you in a profitable way.”
Rockford Yapp

Mentioned:
Grubhub
AdAction Interactive
Chart Bursting
Facebook
Google

Today’s guest is Dora Trostanetsky. Dora is a holistic marketing strategist with 8+ years of experience in performance marketing, ranging from mobile growth (B2C) to digital acquisition (B2B).

Her background includes a variety of industries, such as gaming, tech start-ups and urban mobility as part of the smart city vision. Connecting the dots between the creative and empirical part of marketing is her daily life. Dora is constantly exploring new challenges that can bring the business forward.

Questions Dora Answered In This Episode:

• “In changing roles, how do you go about learning about the consumer journey and how might that impact your marketing?”
• “Because B2B marketing takes long to get someone to make a decision based on your marketing and advertising, do you think that change the way you looked at B2C marketing?”
• “Is it required that you take a broader approach in the sense that you enlist the efforts of multiple teams in order to align the strategy to drive users down the funnel?”
• “Do you find that each team has their own agenda that arrives them directly at the idea of making more money for the company, thoes agendas are really challenging to get in the same place, is that one of the challenges you might face?”
• “Does consumer feedback play into your strategy as a mobile marketer?”
• “Is it important that in your retention that you have a unified yet personalized message across different platforms or do you speak to your consumers differently on email?”
• “How challenging it is to get someone rate your app? ”

Timestamp

• 01:04 Dora’s mobile marketing journey
• 02:29 Introduction to Dora’s current career
• 04:01 Dora shares her experiences in dealing with three different vertical throughout her career
• 05:14 Dora’s perspective on B2B and B2C marketing
• 06:43 Difference of B2B and B2C when it comes to educating its consumers
• 08:20 Necessary steps after a consumer downloaded the app
• 08:58 Challenges as a Growth Marketer
• 10:49 Revenue should not be the only goal
• 12:34 How customer feedback can be used as a strategy for mobile marketers
• 13:55 Challenges of anecdotal experiences vs data
• 14:30 What is a cluster user
• 15:40 Personalize content for user retention
• 16:51 Why Dora is more interested in long term strategy when it comes to growth
• 17:51 Performance based advertising
• 19:58 How to protect your product against consumers going to different platforms
• 24:02 App optimization
• 28:36 Ways on how you can get people to rate your app

“What I noticed is that users are like products that are very easy to use because they have such fast paced life and so everything should be very well thought. So I think that the UI/UX experience is very important. Keeping users I think is the hardest part.”
Dora Trotsanetsky

Mentioned:
Soundcloud
HERE Technologies

“Your most unhappy customers are your greatest source of learning.” Bill Gates words were profound but straightforward. Being able to attract and convert new customers systematically keeps companies healthy and growing - and investors happy - but the unhappy ones can push your product forward.

Today’s guest is Sam McLellan, head of growth at Yousician. Sam is a seasoned mobile gaming expert who has led product and marketing teams responsible for multiple top-grossing free-to-play games.

Sam is currently utilizing his expertise to help his company build its growth team and take their products to the next level. He couples their organic and performance marketing efforts with an optimized monetization strategy to maximize growth.

Questions Sam Answers In This Episode
“Are there any other methodologies you can implement to find interests within a consumer group?”
“After a user installs an app, it can be difficult to get them through the funnel. What can you learn about them to influence their journey?”
“How often do you test out the free trial period? Is that something you are constantly iterating?”
“How does an app like yours fight redundancy?”
"Do the licensing fees factor into your acquisition strategy?"
“Does using licensed content make it easier for you to get people down the funnel initially even? Does that play a role into your actual advertising campaign and getting people through the front door?”
“If there was a single core topic that you would hang your head on in your experience, what would that be?”

Timestamps
00:42 Sam’s background
02:58 How Yousician developed its product
05:48 Facebook targeting groups
07:19 Methodologies for finding interested consumer groups
08:57 Big changes in Google UAC campaigns
10:17 Differences between gaming (app purchasing) and app subscriptions
12:05 How to keep users engaged with the app
13:24 Incurring costs to license a content
14:40 Role of licensed content in Yousician’s advertising campaigns
16:20 Exciting news for Yousician this coming year
22:00 Availability of Yousician in other countries
23:02 Parting thoughts

“You’ll always want to give them enough time to be able to experience the app and you obviously don’t want to give away your product for free at some point.”
Sam McLellan

This episode of Apptivate focuses on Customer Experience, touching on how it contributes to engagement and retention, the integral role of Deep Links, and what we can expect to see in the future.