Growth Masterminds: mobile growth podcast

We chat with Singular CTO Eran Friedman about SKAN, Singular's open-source framework for SKAdNetwork.

The key goals: 

 - identify the top challenges

 - maximize use of your 100 campaign IDs

 - manage the data from SKAdNetwork and bring it all together

 - reduce fraud

 - simplify conversion management ... and optimize conversion methodologies on the fly

 - combine SKAdNetwork data with IDFA data and data from other sources

 - and more!

How do pink cows, purple velvet shoes, and stone pillows help you beat the competition?

Well, they probably don't. But creativity will.

In this episode of Growth Masterminds, we chat with Lee Eisenhuth, who leads design at PeopleFun. They make games like Wordscapes. We also chat with Alice Guillaume, the Senior Director of Marketing at Applovin. She left a Wall Street job with Morgan Stanley to do something much more interesting: mobile marketing.

We chat about:

 - magic in marketing

 - process

 - A/B testing

 - luck

 - what ads work for clicks, and what ads work for conversions, and why they're different

 ... and much more!

Lomit Patel leads growth at IMVU. Before that, he led performance and digital marketing for Roku. He also ran customer acquisition at Texture, which Apple acquired and turned into Apple News+

At IMVU, Lomit cut customer acquisition cost by a factor of three. And, he's now recouping the cost of advertising 3X faster than before.

How?

Artificial intelligence, intelligently applied.

In this podcast episode, we'll chat with Lomit to learn what he did, how he did it, and what the results are. 

You've heard of walking softly and carrying a big stick? Allison Schiff talks softly and carries a massive stick ... with a great sense of humor. 

In this episode of Growth Masterminds, we take a peek behind the martech and adtech curtain with a reporter who's covering all the biggest stories in the space.

What we talk about:

 - You have a very broad view of the martech and adtech ecosystem, and what’s happening in it. It really feels like an era of major change right now with lots up in the air … the death of cookies, the threat to IDFA, increased legislation and demand for privacy … what are the major changes happening right now in your opinion?

- I want to chat about the ROI Index Singular just released. I’ll mention the name of a platform … you tell me what comes to mind ...
- TikTok
- Facebook & Google
- Apple Search Ads
- Amazon
- Twitter, Snap
- AdColony … Vungle … Liftoff … Applovin
- Unity

 - Sometimes you get to see behind the curtain of some major marketing platforms or ad networks. Tell us something we don’t know …

 - We’ve seen plenty of startups worshipping the goddess of growth-at-all-costs in the super-funded startups of the last few years, perhaps thanks to a cash-as-a-strategy effort by Softbank and others pouring money into a leading contender in the space. That seems to be changing now .. how do you think that will impact advertising and marketing?

 - What kind of advertising do you personally like? What works on you?

 - How do you see the marketing world changing in the next few years? And how do you want it to change?

Show notes and a transcript will be available at Singular's blog shortly.

Jayne Peressini started her career with Glu Mobile in London, then worked for Cisco, Razorfish, Reddit, and Machine Zone. She is now the senior director of growth marketing for DraftKings.

We talk about:

The state of adtech ... what's changing, what’s working, and what’s broken.

Fraud

Scaling ad spend

Safe ways to grow fast

Measurement and privacy

Attribution and incrementality

Metrics that matter

And ... her best advice for growth marketers … on messaging, advertising campaigns, building a team, when to scale, and how to scale.

We talk to mobile growth expert Thomas Petit on ASO, conversion optimization, the duopoly, how indies can still succeed, getting featured by Google and Apple, and much, much, much more!

Thomas Petite is a mobile growth consultant for Deezer, Lingokids, Playspace, AppAgent, and many more companies. He's spoken at App Growth Summit, App Promotion Summit, Mobile Growth Europe, ASO Conference, and that's just the first part of the list. And he's a frequent contributor to MobileDevMemo.

We talk to Lauren Clinnick and Christina Chen of Lumi Interactive, a small games studio in Melbourne Australia about how they got the apps featured by Apple and Google six times ... and what that did for their business.

We also talk about growing a small studio, being a women in tech and in games, and how to know when it's time to scale your app.

Eric worked for Skype. He was VP of user acquisition for Rovio. He was head of platform for N3TWORK. He built Agamemnon and runs Mobile Dev Memo. In this episode, we talk about: the biggest changes in mobile the elimination of the IDFA the impact of GDPR and CCPA scaling marketing beyond the initial easy wins the increasingly important role of creative in advertising the problems with programmatic the triumvirate is the new duopoly: Google, Facebook, and Amazon the rise of Amazon incrementality is everything and much more!