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Things change fast in Startup world. And it’s a good thing they do, because speed and agility are the key to Startup success and our competitive advantage over larger corporations. But in Startup environments where change happens all the time and we’re constantly innovating in the name of keeping clients happy and excited about our product, it can be difficult to implement a company-wide process for feedback. Performance reviews play a pivotal part in the long-term growth of a Startup — by ensuring employee satisfaction, productivity, and retention. But they can also be tedious to manage. So how do you make performance reviews suck less at your Startup? …


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As the mobile user journey becomes increasingly complex with more touchpoints and devices along the way to the path to purchase, advertisers have come to look for more updated attribution models to accurately measure the effects of their digital channels in delivering ROI.

Coupled with the rise of playable and video ads that tend to be viewed rather than clicked on, performance marketers have found that view-through attribution (VTA) proved to be a more accurate measurement mechanic in evaluating and optimizing retargeting campaigns.

View-through, also known as post-view, refers to when a user is exposed to an ad campaign and takes an action such as making a purchase or paying for a subscription, without clicking on the ad itself. Although the topic has only become a major talking point in the mobile industry in the past two years, the concept exists for as long as advertising itself. We see view-through in many aspects of marketing; perhaps most notably in TV, radio, or OOH advertising, with companies continuing to spend billions on these channels, even though they can’t directly see an engagement path from commercial or billboard to purchase. …


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As User Acquisition costs continue to rise and marketers look for new ways to drive engagement and user loyalty in their apps, app retargeting has become more widely adopted. According to a recent report from AppsFlyer, 20% of apps have now increased their retargeting spend at the expense of UA.

App retargeting allows marketers to send relevant messages to their users while they are using other mobile apps to encourage them to come back and engage with the app or complete a purchase. …


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In 1492, Columbus sailed the ocean blue but it may surprise you to know that despite being remembered as the explorer who launched an Age of Discovery, he only ever managed to complete four trips in his lifetime. Perhaps because planning for his first voyage took almost a decade to prepare. Nowadays, it’s not unusual for people to travel four times a month and preparing for a trip across the globe is as easy as packing your bag and clicking ‘go’, making travel more accessible for everyone. …


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Working in performance marketing, we’ve all had to have some tough conversations with our bosses from time to time. That quarterly performance review when all of your work is dissected and picked apart, or the phone call at the weekend when your campaign starts overspending for some unknown reason. But there’s perhaps no conversation more dreaded than the inevitable “pitch”. You know the one. You’ve finally found a solution to a problem you’ve been struggling with on a near daily basis and now all you need to do is convince your boss of its value.

Convincing your boss of the benefits of something as technically complex as app retargeting can be an uphill battle and often times, the solution won’t get the green light, which is bad for everyone. We miss out on new business, you miss out on some much needed support in your marketing team and your boss will miss out on a chance to take your app to the next level. …


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Unless you’ve been living under a rock the past five years, you will have noticed the recent explosion of dating app usage across all walks of life. It seems like everyday now there’s a new dating app launched to cater for increasingly specific demographics. There’s dating apps exclusively for models, Christians, singles with the same astrological sign, Ivy League graduates, and now even— an app for cows that launched this week called Tudder.


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As app marketers begin to shift their focus away from just user acquisition to retargeting to get the highest possible value out of their users, new ad formats and approaches to segmentation and optimization bring with them new challenges for how to identify the strategies that bring the most value. Further, a lack of industry standards in attribution and measurement hinder their ability to make well-informed decisions — from understanding ROI to knowing which creatives perform best. How can app marketers make data-driven decisions to assess the true impact of retargeting on their user base?

After witnessing the growing frustration of marketers in the industry, back in 2016, we began to focus all our efforts on providing clients with the tools they need to measure uplift and determine the strategies that provide the most value. In this series of posts, we’ll be sharing insights and tips based on our experience conducting over 300 incrementality tests for our clients across all verticals from gaming and mCommerce, to banking. This first post will explore the basics of incrementality measurement and take a look at some of the use cases and results our clients have seen with uplift testing, to help you decide if measuring incrementality makes sense for you and your app. …

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adikteev

Mobile marketing moves at the speed of light. Get all the latest updates and insights from industry experts.

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