How Teams are Adapting to Privacy Changes

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15

Alex Bauer (Head of Product Marketing and Market Strategy at Branch) presents the latest privacy changes announced for iOS 15 then Vivek Girotra (VP of Growth Marketing at Times Internet, previously Elevate Labs), Rose Jia (Head of Growth Marketing at Amazon) and Seth Berman (Sr. Director, Performance Marketing at Adobe) discuss how they approach growth marketing and how they are adapting to the privacy changes.

Source:
How Teams are Adapting to Privacy Changes
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Panel
Publication date:
June 15, 2021
Added to the Vault on:
July 4, 2021
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💎 #
1

Apple will now send the winning SKAdNetwork postback directly to the advertiser (including from SANs like Facebook, Google, etc.). This improves transparency and reduces technical implementation complexity.

4:40
💎 #
2

Apple is adding new ways to get App Clips in front of users: they’ll show up in Spotlight Search, in Siri Suggestions when near a store and also on some websites (with an interstitial).

5:24
💎 #
3

2 years ago Apple introduced sign-in with Apple ID, with the possibility to hide your email. Now they’re taking this one step further by *allowing users to generate a “fake” email address that redirects to their real email address. *This might be only for users of the Mail app.

7:26
💎 #
4

Apple is going to start automatically loading the email tracking pixels, all the time and for all iCloud users. They’re going to route the email to the Private Relay. This means your open rates for iOS users will get close to 100% after this change is rolled out.

8:06
💎 #
5

Apple is building a “private VPN” for paying customers of iCloud+. This will mask the IP address from Safari traffic and unsecured app traffic, making fingerprinting and location-specific matching harder (approximate location still available). Expecting half a billion users.

9:18
💎 #
6

Mobile is an industry where the foundation is data: everything is built on top of that. To make that foundation solid at Elevate, Vivek changed MMP, changed the entire backend, moved the data warehouse to Snowflake, improved/detailed processes and did the needed grunt work of documenting all the metrics.

23:38
💎 #
7

To nail your performance creatives you need to combine the aesthetic elements of brand creatives and work to produce “thumb-stoppers” creatives.

24:16
💎 #
8

At the start of the pandemic, Balance gave a year of free membership because (they needed to find a strategy that worked for them due to a highly competitive space). By the time of renewal the conversion to paid was much higher than anticipated. So they decided to make “1 year free” their main marketing driver, while making sure the economics still enabled to be ROI positive.

25:47
💎 #
9

We’re in a new paradigm now. We should accept that this is the reality, define how to react to it and make the most of it. Example: not trying to still do fingerprinting.

33:30
💎 #
10

There has been a lot of reliance on using different external data sources for research. People are now going to have to focus more on talking to customers.

36:28
💎 #
11

ATT is going to force marketers to build experiences for their customers so that they can have first-party data and continue to personalize users’ experience.

37:00
💎 #
12

Understanding the customer journey and behavior can also be done by looking at how people search for your services on the web.

45:09
💎 #
13

A majority of Amazon’s marketing investment is for the short term and to drive conversions (whether for new customers or “weekly” customers). But they also have a longer term vision and invest in educating users on the category of grocery shopping (i.e. raising awareness on this possibility).

47:45
💎 #
14

Elevate has evolved the Balance’s product/content since the pandemic. At the start they added meditations addressing users feeling uneasy, anxious, etc. Then, as restrictions eased out, they added meditations that users can add to their daily routines and that include more physical elements.

50:00
💎 #
15

Before deciding if you should educate users about your category, think about how big your brand is within the space. If a lot of brands have spent money there already, your budget is probably better spent on performance marketing. If there isn’t much education around it, then you might have an opportunity in educating users.

51:34
The gems from this resource are only available to premium members.
💎 #
1

Apple will now send the winning SKAdNetwork postback directly to the advertiser (including from SANs like Facebook, Google, etc.). This improves transparency and reduces technical implementation complexity.

4:40
💎 #
2

Apple is adding new ways to get App Clips in front of users: they’ll show up in Spotlight Search, in Siri Suggestions when near a store and also on some websites (with an interstitial).

5:24
💎 #
3

2 years ago Apple introduced sign-in with Apple ID, with the possibility to hide your email. Now they’re taking this one step further by *allowing users to generate a “fake” email address that redirects to their real email address. *This might be only for users of the Mail app.

7:26
💎 #
4

Apple is going to start automatically loading the email tracking pixels, all the time and for all iCloud users. They’re going to route the email to the Private Relay. This means your open rates for iOS users will get close to 100% after this change is rolled out.

8:06
💎 #
5

Apple is building a “private VPN” for paying customers of iCloud+. This will mask the IP address from Safari traffic and unsecured app traffic, making fingerprinting and location-specific matching harder (approximate location still available). Expecting half a billion users.

9:18
💎 #
6

Mobile is an industry where the foundation is data: everything is built on top of that. To make that foundation solid at Elevate, Vivek changed MMP, changed the entire backend, moved the data warehouse to Snowflake, improved/detailed processes and did the needed grunt work of documenting all the metrics.

23:38
💎 #
7

To nail your performance creatives you need to combine the aesthetic elements of brand creatives and work to produce “thumb-stoppers” creatives.

24:16
💎 #
8

At the start of the pandemic, Balance gave a year of free membership because (they needed to find a strategy that worked for them due to a highly competitive space). By the time of renewal the conversion to paid was much higher than anticipated. So they decided to make “1 year free” their main marketing driver, while making sure the economics still enabled to be ROI positive.

25:47
💎 #
9

We’re in a new paradigm now. We should accept that this is the reality, define how to react to it and make the most of it. Example: not trying to still do fingerprinting.

33:30
💎 #
10

There has been a lot of reliance on using different external data sources for research. People are now going to have to focus more on talking to customers.

36:28
💎 #
11

ATT is going to force marketers to build experiences for their customers so that they can have first-party data and continue to personalize users’ experience.

37:00
💎 #
12

Understanding the customer journey and behavior can also be done by looking at how people search for your services on the web.

45:09
💎 #
13

A majority of Amazon’s marketing investment is for the short term and to drive conversions (whether for new customers or “weekly” customers). But they also have a longer term vision and invest in educating users on the category of grocery shopping (i.e. raising awareness on this possibility).

47:45
💎 #
14

Elevate has evolved the Balance’s product/content since the pandemic. At the start they added meditations addressing users feeling uneasy, anxious, etc. Then, as restrictions eased out, they added meditations that users can add to their daily routines and that include more physical elements.

50:00
💎 #
15

Before deciding if you should educate users about your category, think about how big your brand is within the space. If a lot of brands have spent money there already, your budget is probably better spent on performance marketing. If there isn’t much education around it, then you might have an opportunity in educating users.

51:34
The gems from this resource are only available to premium members.

Gems are the key bite-size insights "mined" from a specific mobile marketing resource, like a webinar, a panel or a podcast.
They allow you to save time by grasping the most important information in a couple of minutes, and also each include the timestamp from the source.

💎 #
1

Apple will now send the winning SKAdNetwork postback directly to the advertiser (including from SANs like Facebook, Google, etc.). This improves transparency and reduces technical implementation complexity.

4:40
💎 #
2

Apple is adding new ways to get App Clips in front of users: they’ll show up in Spotlight Search, in Siri Suggestions when near a store and also on some websites (with an interstitial).

5:24
💎 #
3

2 years ago Apple introduced sign-in with Apple ID, with the possibility to hide your email. Now they’re taking this one step further by *allowing users to generate a “fake” email address that redirects to their real email address. *This might be only for users of the Mail app.

7:26
💎 #
4

Apple is going to start automatically loading the email tracking pixels, all the time and for all iCloud users. They’re going to route the email to the Private Relay. This means your open rates for iOS users will get close to 100% after this change is rolled out.

8:06
💎 #
5

Apple is building a “private VPN” for paying customers of iCloud+. This will mask the IP address from Safari traffic and unsecured app traffic, making fingerprinting and location-specific matching harder (approximate location still available). Expecting half a billion users.

9:18
💎 #
6

Mobile is an industry where the foundation is data: everything is built on top of that. To make that foundation solid at Elevate, Vivek changed MMP, changed the entire backend, moved the data warehouse to Snowflake, improved/detailed processes and did the needed grunt work of documenting all the metrics.

23:38
💎 #
7

To nail your performance creatives you need to combine the aesthetic elements of brand creatives and work to produce “thumb-stoppers” creatives.

24:16
💎 #
8

At the start of the pandemic, Balance gave a year of free membership because (they needed to find a strategy that worked for them due to a highly competitive space). By the time of renewal the conversion to paid was much higher than anticipated. So they decided to make “1 year free” their main marketing driver, while making sure the economics still enabled to be ROI positive.

25:47
💎 #
9

We’re in a new paradigm now. We should accept that this is the reality, define how to react to it and make the most of it. Example: not trying to still do fingerprinting.

33:30
💎 #
10

There has been a lot of reliance on using different external data sources for research. People are now going to have to focus more on talking to customers.

36:28
💎 #
11

ATT is going to force marketers to build experiences for their customers so that they can have first-party data and continue to personalize users’ experience.

37:00
💎 #
12

Understanding the customer journey and behavior can also be done by looking at how people search for your services on the web.

45:09
💎 #
13

A majority of Amazon’s marketing investment is for the short term and to drive conversions (whether for new customers or “weekly” customers). But they also have a longer term vision and invest in educating users on the category of grocery shopping (i.e. raising awareness on this possibility).

47:45
💎 #
14

Elevate has evolved the Balance’s product/content since the pandemic. At the start they added meditations addressing users feeling uneasy, anxious, etc. Then, as restrictions eased out, they added meditations that users can add to their daily routines and that include more physical elements.

50:00
💎 #
15

Before deciding if you should educate users about your category, think about how big your brand is within the space. If a lot of brands have spent money there already, your budget is probably better spent on performance marketing. If there isn’t much education around it, then you might have an opportunity in educating users.

51:34

Notes for this resource are currently being transferred and will be available soon.

What was announced in iOS 15

[💎@04:40] Apple will now send the winning SKAdNetwork postback directly to the advertiser (including from SANs like Facebook, Google, etc.). This improves transparency and reduces technical implementation complexity.

[💎@05:24] Apple is adding new ways to get App Clips in front of users: they’ll show up in Spotlight Search, in Siri Suggestions when near a store and also on some websites (with an interstitial).

Apple introduced sign-in with Apple 

[💎@07:26] 2 years ago Apple introduced sign-in with Apple ID, with the possibility to hide your email. Now they’re taking this one step further by allowing users to generate a “fake” email address that redirects to their real email address.

[💎@08:06] Apple is going to start automatically loading the email tracking pixels, all the time and for all iCloud users. They’re going to route the email to the Private Relay. This means your open rates for iOS users will all show 100% after this change is rolled out.

[💎@09:18] Apple is building a “private VPN” for paying customers of iCloud+. This will mask the IP address from Safari traffic and unsecured app traffic, making fingerprinting and location-specific matching harder (approximate location still available). Expecting half a billion users.

What role mobile plays in your strategies

Seth

Beyond photoshop, etc. they have a few other apps: mobile-only like Lightroom as well as companion apps for the desktop apps.


Rose

In the online grocery space, they’re thinking a lot about mobile apps and adapting to consumers’ behaviors.


Vivek

Last few companies he was in were pure mobile apps so mobile was 100%.

Before that, in dating, he was still seeing 35-40% of revenue from desktop but it has probably changed in the last 5 years.

Growth marketing at their companies

Rose

Thinks of growth marketing as the connection point between marketing, product, finance and research. Her team is looking to drive top line growth (i.e. revenue): number of customers they can reach, how they can get them to spend more and more often.

They work on the whole funnel: awareness, discovery, conversion, re-engagement with customers. For grocery it’s a frequency game so they focus a lot on that.

A lot of focus has been in the digital space (paid and organic like search, affiliate, social marketing).

There is also a category-level brand strategy to educate about the power of online grocery shopping as a category. YTD they have driven 8-10% of their top line revenue at a 5X ROI!


Vivek

Achieved a 70% YoY revenue growth for Elevate and grew Balance to 1 million users in less than a year.

[💎@23:38] Mobile is an industry where the foundation is data: everything is built on top of that. To make that foundation solid at Elevate, Vivek changed MMP, changed the entire backend, moved the data warehouse to Snowflake, improved/detailed processes and did the needed grunt work of documenting all the metrics.


Another big thing was nailing performance creatives. They had just contracted a company to produce creatives (user journeys about Elevate users) but these were very brand-focused and not performance-focused.

[💎@24:16] To nail your performance creatives you need to combine the aesthetic elements of brand creatives and work to produce “thumb-stoppers” creatives.


For balance, they had to find a strategy that worked for them. It’s a competitive space and there are some huge apps like Calm that have NBA sponsorships, etc.

[💎@25:47] At the start of the pandemic, Balance gave a year of free membership because (they needed to find a strategy that worked for them due to a highly competitive space). By the time of renewal the conversion to paid was much higher than anticipated. So they decided to make “1 year free” their main marketing driver, while making sure the economics still enabled to be ROI positive.


Seth

As many apps, Adobe benefited from the pandemic (especially on laptop).

They have a significant focus on retention, at least as much as on acquisition.

They’re looking for ways to keep people engaged with Adobe even when they are not close to their computer, so they can stay top of mind.


Adobe has built an “Attribution AI” tool that the teams started using internally and is now available to external customers, in order to respond to the shifts in the industry. 

What do the changes mean to the industry?

Rose

The changes force you to take a hard look at which data you need to drive growth. It’s almost like going back to the days where you had to think more about how to address the customer needs, etc.

You need to really understand what the customers are trying to do. There will be a need for more research and building the creative skillset.


Vivek

Changes are hurting small developers and companies more: big companies go into acquisition and consolidation, etc.

[💎@33:30] We’re in a new paradigm now. We should accept that this is the reality, define how to react to it and make the most of it. Example: not trying to still do fingerprinting.


Seth

Adobe is both a mobile and web business, so they’re looking specifically at app-to-web.


How are you adapting?

Rose

They do a ton of proprietary research to understand their customers. Also doing a lot of work to personalize the experience, which is going to be harder moving forward.

[💎@36:28] There has been a lot of reliance on using different external data sources for research. People are now going to have to focus more on talking to customers.

[💎@37:00] ATT is going to force marketers to build experiences for their customers so that they can have first-party data and continue to personalize users’ experience.

There will be an adaptation in terms of marketers’ mindset, and we’re all going to have to be more multi disciplined: psychology, creative side of things, etc.


Seth

There is a new flexibility required in how to approach measurement and analytics: what we used to rely on will not work the same way anymore, and we need to be ok with that.


Vivek

You want to make sure you optimize for the right variable: at Elevate they decided not to implement the ATT prompt because it did not seem to make sense for a subscription app of their size. 

Features that would have been affected by iOS 14/15

Seth

Had to adapt, but it hasn’t changed their go-to-market strategy. They focus on customers.

Offer payment through a variety of options, both web and in-app. But the focus is mostly on the web, even though mobile is growing.


Rose

Has been focused on understanding the customer journey. They focus a lot of time on “search” to understand users better.

[💎@45:09] Understanding the customer journey and behavior can also be done by looking at how people search for your services on the web.

Less quarantine, how are you thinking about retention?

Rose

Very focused on retention and making sure they make the experience easy. 

[💎@47:45] A majority of Amazon’s marketing investment is for the short term and to drive conversions (whether for new customers or “weekly” customers). But they also have a longer term vision and invest in educating users on the category of grocery shopping (i.e. raising awareness on this possibility).


Vivek
[💎@50:00] Elevate has evolved the Balance’s product/content since the pandemic. At the start they added meditations addressing users feeling uneasy, anxious, etc. Then as restrictions eased out they added meditations that users can add to their daily routines and that include more physical elements.

Tips on educating users vs. marketing?

Rose

[💎@51:34] Before deciding if you should educate users about your category, think about how big your brand is within the space. If a lot of brands have spent money there already, your budget is probably better spent on performance marketing. If there isn’t much education around it, then you might have an opportunity in educating users.


Vivek

Think about how you want to grow: are you aiming to have a short payback period to reinvest and grow fast (e.g. Elevate), or reduce burn rate and grow more slowly?

It’s hard to do a lot of things at once, it’s best to do things well.

3rd party partners can also be a big help.





The notes from this resource are only available to premium members.

What was announced in iOS 15

[💎@04:40] Apple will now send the winning SKAdNetwork postback directly to the advertiser (including from SANs like Facebook, Google, etc.). This improves transparency and reduces technical implementation complexity.

[💎@05:24] Apple is adding new ways to get App Clips in front of users: they’ll show up in Spotlight Search, in Siri Suggestions when near a store and also on some websites (with an interstitial).

Apple introduced sign-in with Apple 

[💎@07:26] 2 years ago Apple introduced sign-in with Apple ID, with the possibility to hide your email. Now they’re taking this one step further by allowing users to generate a “fake” email address that redirects to their real email address.

[💎@08:06] Apple is going to start automatically loading the email tracking pixels, all the time and for all iCloud users. They’re going to route the email to the Private Relay. This means your open rates for iOS users will all show 100% after this change is rolled out.

[💎@09:18] Apple is building a “private VPN” for paying customers of iCloud+. This will mask the IP address from Safari traffic and unsecured app traffic, making fingerprinting and location-specific matching harder (approximate location still available). Expecting half a billion users.

What role mobile plays in your strategies

Seth

Beyond photoshop, etc. they have a few other apps: mobile-only like Lightroom as well as companion apps for the desktop apps.


Rose

In the online grocery space, they’re thinking a lot about mobile apps and adapting to consumers’ behaviors.


Vivek

Last few companies he was in were pure mobile apps so mobile was 100%.

Before that, in dating, he was still seeing 35-40% of revenue from desktop but it has probably changed in the last 5 years.

Growth marketing at their companies

Rose

Thinks of growth marketing as the connection point between marketing, product, finance and research. Her team is looking to drive top line growth (i.e. revenue): number of customers they can reach, how they can get them to spend more and more often.

They work on the whole funnel: awareness, discovery, conversion, re-engagement with customers. For grocery it’s a frequency game so they focus a lot on that.

A lot of focus has been in the digital space (paid and organic like search, affiliate, social marketing).

There is also a category-level brand strategy to educate about the power of online grocery shopping as a category. YTD they have driven 8-10% of their top line revenue at a 5X ROI!


Vivek

Achieved a 70% YoY revenue growth for Elevate and grew Balance to 1 million users in less than a year.

[💎@23:38] Mobile is an industry where the foundation is data: everything is built on top of that. To make that foundation solid at Elevate, Vivek changed MMP, changed the entire backend, moved the data warehouse to Snowflake, improved/detailed processes and did the needed grunt work of documenting all the metrics.


Another big thing was nailing performance creatives. They had just contracted a company to produce creatives (user journeys about Elevate users) but these were very brand-focused and not performance-focused.

[💎@24:16] To nail your performance creatives you need to combine the aesthetic elements of brand creatives and work to produce “thumb-stoppers” creatives.


For balance, they had to find a strategy that worked for them. It’s a competitive space and there are some huge apps like Calm that have NBA sponsorships, etc.

[💎@25:47] At the start of the pandemic, Balance gave a year of free membership because (they needed to find a strategy that worked for them due to a highly competitive space). By the time of renewal the conversion to paid was much higher than anticipated. So they decided to make “1 year free” their main marketing driver, while making sure the economics still enabled to be ROI positive.


Seth

As many apps, Adobe benefited from the pandemic (especially on laptop).

They have a significant focus on retention, at least as much as on acquisition.

They’re looking for ways to keep people engaged with Adobe even when they are not close to their computer, so they can stay top of mind.


Adobe has built an “Attribution AI” tool that the teams started using internally and is now available to external customers, in order to respond to the shifts in the industry. 

What do the changes mean to the industry?

Rose

The changes force you to take a hard look at which data you need to drive growth. It’s almost like going back to the days where you had to think more about how to address the customer needs, etc.

You need to really understand what the customers are trying to do. There will be a need for more research and building the creative skillset.


Vivek

Changes are hurting small developers and companies more: big companies go into acquisition and consolidation, etc.

[💎@33:30] We’re in a new paradigm now. We should accept that this is the reality, define how to react to it and make the most of it. Example: not trying to still do fingerprinting.


Seth

Adobe is both a mobile and web business, so they’re looking specifically at app-to-web.


How are you adapting?

Rose

They do a ton of proprietary research to understand their customers. Also doing a lot of work to personalize the experience, which is going to be harder moving forward.

[💎@36:28] There has been a lot of reliance on using different external data sources for research. People are now going to have to focus more on talking to customers.

[💎@37:00] ATT is going to force marketers to build experiences for their customers so that they can have first-party data and continue to personalize users’ experience.

There will be an adaptation in terms of marketers’ mindset, and we’re all going to have to be more multi disciplined: psychology, creative side of things, etc.


Seth

There is a new flexibility required in how to approach measurement and analytics: what we used to rely on will not work the same way anymore, and we need to be ok with that.


Vivek

You want to make sure you optimize for the right variable: at Elevate they decided not to implement the ATT prompt because it did not seem to make sense for a subscription app of their size. 

Features that would have been affected by iOS 14/15

Seth

Had to adapt, but it hasn’t changed their go-to-market strategy. They focus on customers.

Offer payment through a variety of options, both web and in-app. But the focus is mostly on the web, even though mobile is growing.


Rose

Has been focused on understanding the customer journey. They focus a lot of time on “search” to understand users better.

[💎@45:09] Understanding the customer journey and behavior can also be done by looking at how people search for your services on the web.

Less quarantine, how are you thinking about retention?

Rose

Very focused on retention and making sure they make the experience easy. 

[💎@47:45] A majority of Amazon’s marketing investment is for the short term and to drive conversions (whether for new customers or “weekly” customers). But they also have a longer term vision and invest in educating users on the category of grocery shopping (i.e. raising awareness on this possibility).


Vivek
[💎@50:00] Elevate has evolved the Balance’s product/content since the pandemic. At the start they added meditations addressing users feeling uneasy, anxious, etc. Then as restrictions eased out they added meditations that users can add to their daily routines and that include more physical elements.

Tips on educating users vs. marketing?

Rose

[💎@51:34] Before deciding if you should educate users about your category, think about how big your brand is within the space. If a lot of brands have spent money there already, your budget is probably better spent on performance marketing. If there isn’t much education around it, then you might have an opportunity in educating users.


Vivek

Think about how you want to grow: are you aiming to have a short payback period to reinvest and grow fast (e.g. Elevate), or reduce burn rate and grow more slowly?

It’s hard to do a lot of things at once, it’s best to do things well.

3rd party partners can also be a big help.





The notes from this resource are only available to premium members.

What was announced in iOS 15

[💎@04:40] Apple will now send the winning SKAdNetwork postback directly to the advertiser (including from SANs like Facebook, Google, etc.). This improves transparency and reduces technical implementation complexity.

[💎@05:24] Apple is adding new ways to get App Clips in front of users: they’ll show up in Spotlight Search, in Siri Suggestions when near a store and also on some websites (with an interstitial).

Apple introduced sign-in with Apple 

[💎@07:26] 2 years ago Apple introduced sign-in with Apple ID, with the possibility to hide your email. Now they’re taking this one step further by allowing users to generate a “fake” email address that redirects to their real email address.

[💎@08:06] Apple is going to start automatically loading the email tracking pixels, all the time and for all iCloud users. They’re going to route the email to the Private Relay. This means your open rates for iOS users will all show 100% after this change is rolled out.

[💎@09:18] Apple is building a “private VPN” for paying customers of iCloud+. This will mask the IP address from Safari traffic and unsecured app traffic, making fingerprinting and location-specific matching harder (approximate location still available). Expecting half a billion users.

What role mobile plays in your strategies

Seth

Beyond photoshop, etc. they have a few other apps: mobile-only like Lightroom as well as companion apps for the desktop apps.


Rose

In the online grocery space, they’re thinking a lot about mobile apps and adapting to consumers’ behaviors.


Vivek

Last few companies he was in were pure mobile apps so mobile was 100%.

Before that, in dating, he was still seeing 35-40% of revenue from desktop but it has probably changed in the last 5 years.

Growth marketing at their companies

Rose

Thinks of growth marketing as the connection point between marketing, product, finance and research. Her team is looking to drive top line growth (i.e. revenue): number of customers they can reach, how they can get them to spend more and more often.

They work on the whole funnel: awareness, discovery, conversion, re-engagement with customers. For grocery it’s a frequency game so they focus a lot on that.

A lot of focus has been in the digital space (paid and organic like search, affiliate, social marketing).

There is also a category-level brand strategy to educate about the power of online grocery shopping as a category. YTD they have driven 8-10% of their top line revenue at a 5X ROI!


Vivek

Achieved a 70% YoY revenue growth for Elevate and grew Balance to 1 million users in less than a year.

[💎@23:38] Mobile is an industry where the foundation is data: everything is built on top of that. To make that foundation solid at Elevate, Vivek changed MMP, changed the entire backend, moved the data warehouse to Snowflake, improved/detailed processes and did the needed grunt work of documenting all the metrics.


Another big thing was nailing performance creatives. They had just contracted a company to produce creatives (user journeys about Elevate users) but these were very brand-focused and not performance-focused.

[💎@24:16] To nail your performance creatives you need to combine the aesthetic elements of brand creatives and work to produce “thumb-stoppers” creatives.


For balance, they had to find a strategy that worked for them. It’s a competitive space and there are some huge apps like Calm that have NBA sponsorships, etc.

[💎@25:47] At the start of the pandemic, Balance gave a year of free membership because (they needed to find a strategy that worked for them due to a highly competitive space). By the time of renewal the conversion to paid was much higher than anticipated. So they decided to make “1 year free” their main marketing driver, while making sure the economics still enabled to be ROI positive.


Seth

As many apps, Adobe benefited from the pandemic (especially on laptop).

They have a significant focus on retention, at least as much as on acquisition.

They’re looking for ways to keep people engaged with Adobe even when they are not close to their computer, so they can stay top of mind.


Adobe has built an “Attribution AI” tool that the teams started using internally and is now available to external customers, in order to respond to the shifts in the industry. 

What do the changes mean to the industry?

Rose

The changes force you to take a hard look at which data you need to drive growth. It’s almost like going back to the days where you had to think more about how to address the customer needs, etc.

You need to really understand what the customers are trying to do. There will be a need for more research and building the creative skillset.


Vivek

Changes are hurting small developers and companies more: big companies go into acquisition and consolidation, etc.

[💎@33:30] We’re in a new paradigm now. We should accept that this is the reality, define how to react to it and make the most of it. Example: not trying to still do fingerprinting.


Seth

Adobe is both a mobile and web business, so they’re looking specifically at app-to-web.


How are you adapting?

Rose

They do a ton of proprietary research to understand their customers. Also doing a lot of work to personalize the experience, which is going to be harder moving forward.

[💎@36:28] There has been a lot of reliance on using different external data sources for research. People are now going to have to focus more on talking to customers.

[💎@37:00] ATT is going to force marketers to build experiences for their customers so that they can have first-party data and continue to personalize users’ experience.

There will be an adaptation in terms of marketers’ mindset, and we’re all going to have to be more multi disciplined: psychology, creative side of things, etc.


Seth

There is a new flexibility required in how to approach measurement and analytics: what we used to rely on will not work the same way anymore, and we need to be ok with that.


Vivek

You want to make sure you optimize for the right variable: at Elevate they decided not to implement the ATT prompt because it did not seem to make sense for a subscription app of their size. 

Features that would have been affected by iOS 14/15

Seth

Had to adapt, but it hasn’t changed their go-to-market strategy. They focus on customers.

Offer payment through a variety of options, both web and in-app. But the focus is mostly on the web, even though mobile is growing.


Rose

Has been focused on understanding the customer journey. They focus a lot of time on “search” to understand users better.

[💎@45:09] Understanding the customer journey and behavior can also be done by looking at how people search for your services on the web.

Less quarantine, how are you thinking about retention?

Rose

Very focused on retention and making sure they make the experience easy. 

[💎@47:45] A majority of Amazon’s marketing investment is for the short term and to drive conversions (whether for new customers or “weekly” customers). But they also have a longer term vision and invest in educating users on the category of grocery shopping (i.e. raising awareness on this possibility).


Vivek
[💎@50:00] Elevate has evolved the Balance’s product/content since the pandemic. At the start they added meditations addressing users feeling uneasy, anxious, etc. Then as restrictions eased out they added meditations that users can add to their daily routines and that include more physical elements.

Tips on educating users vs. marketing?

Rose

[💎@51:34] Before deciding if you should educate users about your category, think about how big your brand is within the space. If a lot of brands have spent money there already, your budget is probably better spent on performance marketing. If there isn’t much education around it, then you might have an opportunity in educating users.


Vivek

Think about how you want to grow: are you aiming to have a short payback period to reinvest and grow fast (e.g. Elevate), or reduce burn rate and grow more slowly?

It’s hard to do a lot of things at once, it’s best to do things well.

3rd party partners can also be a big help.