IDFA Sends Data Analysis Back to the Stone Age

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10

Lior Barak (Senior Data Project Manager at Tale About Data) discusses with Marichka Baluk (Senior Performance Marketing Manager at Blinkist - Bite-sized Learning App), Maor Sadra (Co-founder at incrmntal - AI Powered Incrementality Measurement) and Michael Stiller (Marketing & Business Analytics Expert at heycar - Online Marketplace for Used Cars) about how the IDFA changes in iOS 14 brings data analysis back, how analytics team should react to IDFA's deprecation and some things you should do to keep your company running.

Type:
Panel
Publication date:
August 11, 2020
Added to Growth Gems on:
August 16, 2020
💎 #
1

It's dangerous that Apple wants to both sell ads on the App Store and attribute the results. [Michael Stiller, Marketing & Business Analytics Expert at heycar]

01:07:20
💎 #
2

Advertisers will still be able to identify their users, segment them, etc. The only thing that is being eliminated is the ability to connect someone before they became your user, to one of your user. [Maor, Co-founder at incrmntal]

01:15:19
💎 #
3

As an advertiser, if you have something working so far you should not change your media mix when iOS 14 comes. It will continue working but you will be a bit blinder for a while. [Maor, Co-founder at incrmntal]

01:18:34
💎 #
4

A lot of marketing people have not been very sophisticated with their data anyway, and they'll just download/get their aggregated data from somewhere else. The more sophisticated people might look to build in-house. [Michael Stiller, Marketing & Business Analytics Expert at heycar]

01:20:28
💎 #
5

A lot of companies have not been doing media mix modeling: looking at the correlation between marketing spend and revenues, diminishing returns above/below a certain spend, etc. Everyone should do this. Example: maybe the saturation point for your business is buying 50k users a week efficiently. [Michael Stiller, Marketing & Business Analytics Expert at heycar]

01:24:10
💎 #
6

 iOS 14 might trigger companies to think more about automation because with a decreased advertising budget, salaries of performance marketers make more of a difference. [Michael Stiller, Marketing & Business Analytics Expert at heycar]

01:28:22
💎 #
7

As a company working across web and Android as well, Blinkist is thinking about shifting budgets while things are unclear → be safer, test creatives, test onboarding. We can probably also expect a huge increase in Apple Search Ads. [Marichka Baluk, Sr. Performance Marketing Manager at Blinkist]

01:29:30
💎 #
8

Retargeting on mobile now seems pretty impossible. Blinkist is thinking about: 1. How to make sure they collect emails more proactively **2. How to **push retargeting campaigns to just web. [Marichka Baluk, Sr. Performance Marketing Manager at Blinkist]

01:31:54
💎 #
9

Considering how Google is pushing for Firebase as the only thing that allows advertisers to unlock interesting features, it's probable that when Google follows suit Firebase will be needed. [Marichka Baluk, Sr. Performance Marketing Manager at Blinkist]

01:36:45
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10

(Source: David Barnard) On iOS 14 the IDFA is inaccessible unless the user agrees to tracking. Users that have LAT On for iOS 13 can be prompted (if they toggle it on in "Tracking" settings after the update) to agree to tracking and when you are re-enabling your tracking it seems that the IDFA resets. [Maor, Co-founder at incrmntal]

01:39:40
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💎 #
1

It's dangerous that Apple wants to both sell ads on the App Store and attribute the results. [Michael Stiller, Marketing & Business Analytics Expert at heycar]

01:07:20
💎 #
2

Advertisers will still be able to identify their users, segment them, etc. The only thing that is being eliminated is the ability to connect someone before they became your user, to one of your user. [Maor, Co-founder at incrmntal]

01:15:19
💎 #
3

As an advertiser, if you have something working so far you should not change your media mix when iOS 14 comes. It will continue working but you will be a bit blinder for a while. [Maor, Co-founder at incrmntal]

01:18:34
💎 #
4

A lot of marketing people have not been very sophisticated with their data anyway, and they'll just download/get their aggregated data from somewhere else. The more sophisticated people might look to build in-house. [Michael Stiller, Marketing & Business Analytics Expert at heycar]

01:20:28
💎 #
5

A lot of companies have not been doing media mix modeling: looking at the correlation between marketing spend and revenues, diminishing returns above/below a certain spend, etc. Everyone should do this. Example: maybe the saturation point for your business is buying 50k users a week efficiently. [Michael Stiller, Marketing & Business Analytics Expert at heycar]

01:24:10
💎 #
6

 iOS 14 might trigger companies to think more about automation because with a decreased advertising budget, salaries of performance marketers make more of a difference. [Michael Stiller, Marketing & Business Analytics Expert at heycar]

01:28:22
💎 #
7

As a company working across web and Android as well, Blinkist is thinking about shifting budgets while things are unclear → be safer, test creatives, test onboarding. We can probably also expect a huge increase in Apple Search Ads. [Marichka Baluk, Sr. Performance Marketing Manager at Blinkist]

01:29:30
💎 #
8

Retargeting on mobile now seems pretty impossible. Blinkist is thinking about: 1. How to make sure they collect emails more proactively **2. How to **push retargeting campaigns to just web. [Marichka Baluk, Sr. Performance Marketing Manager at Blinkist]

01:31:54
💎 #
9

Considering how Google is pushing for Firebase as the only thing that allows advertisers to unlock interesting features, it's probable that when Google follows suit Firebase will be needed. [Marichka Baluk, Sr. Performance Marketing Manager at Blinkist]

01:36:45
💎 #
10

(Source: David Barnard) On iOS 14 the IDFA is inaccessible unless the user agrees to tracking. Users that have LAT On for iOS 13 can be prompted (if they toggle it on in "Tracking" settings after the update) to agree to tracking and when you are re-enabling your tracking it seems that the IDFA resets. [Maor, Co-founder at incrmntal]

01:39:40
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💎 #
1

It's dangerous that Apple wants to both sell ads on the App Store and attribute the results. [Michael Stiller, Marketing & Business Analytics Expert at heycar]

01:07:20
💎 #
2

Advertisers will still be able to identify their users, segment them, etc. The only thing that is being eliminated is the ability to connect someone before they became your user, to one of your user. [Maor, Co-founder at incrmntal]

01:15:19
💎 #
3

As an advertiser, if you have something working so far you should not change your media mix when iOS 14 comes. It will continue working but you will be a bit blinder for a while. [Maor, Co-founder at incrmntal]

01:18:34
💎 #
4

A lot of marketing people have not been very sophisticated with their data anyway, and they'll just download/get their aggregated data from somewhere else. The more sophisticated people might look to build in-house. [Michael Stiller, Marketing & Business Analytics Expert at heycar]

01:20:28
💎 #
5

A lot of companies have not been doing media mix modeling: looking at the correlation between marketing spend and revenues, diminishing returns above/below a certain spend, etc. Everyone should do this. Example: maybe the saturation point for your business is buying 50k users a week efficiently. [Michael Stiller, Marketing & Business Analytics Expert at heycar]

01:24:10
💎 #
6

 iOS 14 might trigger companies to think more about automation because with a decreased advertising budget, salaries of performance marketers make more of a difference. [Michael Stiller, Marketing & Business Analytics Expert at heycar]

01:28:22
💎 #
7

As a company working across web and Android as well, Blinkist is thinking about shifting budgets while things are unclear → be safer, test creatives, test onboarding. We can probably also expect a huge increase in Apple Search Ads. [Marichka Baluk, Sr. Performance Marketing Manager at Blinkist]

01:29:30
💎 #
8

Retargeting on mobile now seems pretty impossible. Blinkist is thinking about: 1. How to make sure they collect emails more proactively **2. How to **push retargeting campaigns to just web. [Marichka Baluk, Sr. Performance Marketing Manager at Blinkist]

01:31:54
💎 #
9

Considering how Google is pushing for Firebase as the only thing that allows advertisers to unlock interesting features, it's probable that when Google follows suit Firebase will be needed. [Marichka Baluk, Sr. Performance Marketing Manager at Blinkist]

01:36:45
💎 #
10

(Source: David Barnard) On iOS 14 the IDFA is inaccessible unless the user agrees to tracking. Users that have LAT On for iOS 13 can be prompted (if they toggle it on in "Tracking" settings after the update) to agree to tracking and when you are re-enabling your tracking it seems that the IDFA resets. [Maor, Co-founder at incrmntal]

01:39:40
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