Mobile Insights: Automation with Pinger, Tally and Imvu

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Sebastian Daly (Mobile Marketing specialist at Adjust - MMP) discusses with Lomit Patel (Vice President, Growth at IMVU - 3D social game), Matias Honorato (Senior Growth Manager at Tally - finance app) and Olivier Rozay (Chief Revenue Officer at Pinger - text app) about automation.

Source:
Mobile Insights: Automation with Pinger, Tally and Imvu
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
March 23, 2020
Added to the Vault on:
March 30, 2020
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💎 #
1

First thing that transformed how they do marketing was data aggregation and reporting with a self-serve dashboard broken down by UA source/campaign/creative: UA cost / Funnel conversion metrics / LTV predictions, 

21:18
💎 #
2

A key competitive advantage is going to be knowing how to leverage your first-party data to differentiate from others. Can be used to improve creatives, get people to buy your products, predicting LTV/Churn. 

28:55
💎 #
3

UA is going to be less task oriented and more problem oriented. Being analytical and having the experiments mindset: how to get to the answer vs. thinking you have the answer. 

31:05
The gems from this resource are only available to premium members.
💎 #
1

First thing that transformed how they do marketing was data aggregation and reporting with a self-serve dashboard broken down by UA source/campaign/creative: UA cost / Funnel conversion metrics / LTV predictions, 

21:18
💎 #
2

A key competitive advantage is going to be knowing how to leverage your first-party data to differentiate from others. Can be used to improve creatives, get people to buy your products, predicting LTV/Churn. 

28:55
💎 #
3

UA is going to be less task oriented and more problem oriented. Being analytical and having the experiments mindset: how to get to the answer vs. thinking you have the answer. 

31:05
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

First thing that transformed how they do marketing was data aggregation and reporting with a self-serve dashboard broken down by UA source/campaign/creative: UA cost / Funnel conversion metrics / LTV predictions, 

21:18
💎 #
2

A key competitive advantage is going to be knowing how to leverage your first-party data to differentiate from others. Can be used to improve creatives, get people to buy your products, predicting LTV/Churn. 

28:55
💎 #
3

UA is going to be less task oriented and more problem oriented. Being analytical and having the experiments mindset: how to get to the answer vs. thinking you have the answer. 

31:05

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

Adjust Control Center

Includes Apple Search Ads, Facebook, Google UAC, Snapchat, Twitter.

All cost data and revenue in Adjust so you can make changes directly.


Panelists


How IMVU uses automation

To make it easy to manage campaigns. 2 reasons:

  1. Reduce human error
  2. Enable execution to get better


The idea is to keep the team as lean as possible.


Most labor intensive parts of campaign management at Tally

Reporting and structuring of data have been the most labor intensive. They are starting to unify the different sources to get the data, make sense of it and report it.


There is still a lot of value in doing the manual work because you are able to really understand what's behind the scenes and make sense of the different data pipeline and how you communicate that data to stakeholders.


Then you can start discussing what to automate.


KPIs for your company?

IMVU

  • ROAS
  • Cost to acquire customer

Pinger

  • Same metrics + time it takes to recoup your investment (cash on hands)
  • Also engagement (sharing app, etc.)

Tally

  • Payback, CAC, etc.
  • Also depends on the team you talk to, not everyone gets value from the same metrics. Example: CTR for creative team.


Automated process at Pinger

[💎@21:18] First thing that transformed how they do marketing was data reporting and data aggregation. Putting a dashboard with:

  • User acquisition cost
  • Funnel conversion metrics
  • LTV predictions

All in one self-serve dashboard, broken down by acquisition source, campaign, creative, etc. First thing that transformed the way they managed their marketing.

No ability to manage the data and make adjustments however (vs. Adjust Control Center).


This included the predicted LTV model as well.


Automated process at Lomit

Big use case: are we spending our money efficiently or not? This led to creating a holistic view of the data across all partners so they could shift their budget in real time.


Lean AI

It's about embracing not only automation but also autonomous marketing: taking data to turn into actionable insights to optimize your campaigns.


They even went to the other extreme where the AI also adjusts the campaign. This has led to one of their biggest growth since the beginning of the coronavirus crisis.


[💎@28:55] A key competitive advantage is going to be knowing how to leverage your first-party data to differentiate from others. Can be used to improve creatives, get people to buy your products, predicting LTV/Churn.


The future of UA roles

  • [💎@31:05] UA is going to be less task oriented and more problem oriented. Being analytical and having the experiments mindset: how to get to the answer vs. thinking you have the answer.
  • Another part is managing relationships with partners (FB, Google, etc.).
  • Having the ability to work well and collaborate cross-functionality


Best way to learn is to continue to go to conferences, sign up for webinars, sign up for online courses. We have to continue to keep learning ourselves.


Automation is a way to scale: you can experiment and explore more than before.


Matias's take on future of UA role:

  1. You are the only one to be able to ask the right questions
  2. You are the one making the final call because you understand why something is the correct input
  3. As you build your automations, make sure things are not hurting your brand


Just getting started with building automation framework

Take a step back and understand what are your current tasks and why you need to automate them. 2 approaches that you can tie back to your overall company goals:

  • How much time is allocate to each of the tasks and how it is impacting your company goals. Example: 10 hours a week on a task that you could automate to save 7 hours that you can spend on something else. Gives you argument with manager and other teams.
  • How much joy/stress from the different tasks that you do each week (→ Tidying up by Marie Kondo)? This can help you decide what to automate.


Look at the return on investment.: time you currently spend, time to automate, time you'll save if automated.


Q&A

Do you risk losing contact with customer problem/trend by automating?

There are a lot of learnings you can get from doing the processes manually. Once you get to a place where you understand the essence of the problem then you'll be able to make sure you prevent anything that could hurt from happening.


Most important and first thing to request from UA partner?

  • Which added value?
  • How does that integrate into your current situation?


Making a case for AI

  • What's the use case or pain point you're trying to solve?
  • Show that AI will bring immediate value but also will it add value several years down the road as well?
  • Getting an executive sponsor for this.


Future of automation

How algorithms are interpreting what is going on right now?

Marketing teams will always need to stay lean and do more so AI will still be important.  


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

Adjust Control Center

Includes Apple Search Ads, Facebook, Google UAC, Snapchat, Twitter.

All cost data and revenue in Adjust so you can make changes directly.


Panelists


How IMVU uses automation

To make it easy to manage campaigns. 2 reasons:

  1. Reduce human error
  2. Enable execution to get better


The idea is to keep the team as lean as possible.


Most labor intensive parts of campaign management at Tally

Reporting and structuring of data have been the most labor intensive. They are starting to unify the different sources to get the data, make sense of it and report it.


There is still a lot of value in doing the manual work because you are able to really understand what's behind the scenes and make sense of the different data pipeline and how you communicate that data to stakeholders.


Then you can start discussing what to automate.


KPIs for your company?

IMVU

  • ROAS
  • Cost to acquire customer

Pinger

  • Same metrics + time it takes to recoup your investment (cash on hands)
  • Also engagement (sharing app, etc.)

Tally

  • Payback, CAC, etc.
  • Also depends on the team you talk to, not everyone gets value from the same metrics. Example: CTR for creative team.


Automated process at Pinger

[💎@21:18] First thing that transformed how they do marketing was data reporting and data aggregation. Putting a dashboard with:

  • User acquisition cost
  • Funnel conversion metrics
  • LTV predictions

All in one self-serve dashboard, broken down by acquisition source, campaign, creative, etc. First thing that transformed the way they managed their marketing.

No ability to manage the data and make adjustments however (vs. Adjust Control Center).


This included the predicted LTV model as well.


Automated process at Lomit

Big use case: are we spending our money efficiently or not? This led to creating a holistic view of the data across all partners so they could shift their budget in real time.


Lean AI

It's about embracing not only automation but also autonomous marketing: taking data to turn into actionable insights to optimize your campaigns.


They even went to the other extreme where the AI also adjusts the campaign. This has led to one of their biggest growth since the beginning of the coronavirus crisis.


[💎@28:55] A key competitive advantage is going to be knowing how to leverage your first-party data to differentiate from others. Can be used to improve creatives, get people to buy your products, predicting LTV/Churn.


The future of UA roles

  • [💎@31:05] UA is going to be less task oriented and more problem oriented. Being analytical and having the experiments mindset: how to get to the answer vs. thinking you have the answer.
  • Another part is managing relationships with partners (FB, Google, etc.).
  • Having the ability to work well and collaborate cross-functionality


Best way to learn is to continue to go to conferences, sign up for webinars, sign up for online courses. We have to continue to keep learning ourselves.


Automation is a way to scale: you can experiment and explore more than before.


Matias's take on future of UA role:

  1. You are the only one to be able to ask the right questions
  2. You are the one making the final call because you understand why something is the correct input
  3. As you build your automations, make sure things are not hurting your brand


Just getting started with building automation framework

Take a step back and understand what are your current tasks and why you need to automate them. 2 approaches that you can tie back to your overall company goals:

  • How much time is allocate to each of the tasks and how it is impacting your company goals. Example: 10 hours a week on a task that you could automate to save 7 hours that you can spend on something else. Gives you argument with manager and other teams.
  • How much joy/stress from the different tasks that you do each week (→ Tidying up by Marie Kondo)? This can help you decide what to automate.


Look at the return on investment.: time you currently spend, time to automate, time you'll save if automated.


Q&A

Do you risk losing contact with customer problem/trend by automating?

There are a lot of learnings you can get from doing the processes manually. Once you get to a place where you understand the essence of the problem then you'll be able to make sure you prevent anything that could hurt from happening.


Most important and first thing to request from UA partner?

  • Which added value?
  • How does that integrate into your current situation?


Making a case for AI

  • What's the use case or pain point you're trying to solve?
  • Show that AI will bring immediate value but also will it add value several years down the road as well?
  • Getting an executive sponsor for this.


Future of automation

How algorithms are interpreting what is going on right now?

Marketing teams will always need to stay lean and do more so AI will still be important.  


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

Adjust Control Center

Includes Apple Search Ads, Facebook, Google UAC, Snapchat, Twitter.

All cost data and revenue in Adjust so you can make changes directly.


Panelists


How IMVU uses automation

To make it easy to manage campaigns. 2 reasons:

  1. Reduce human error
  2. Enable execution to get better


The idea is to keep the team as lean as possible.


Most labor intensive parts of campaign management at Tally

Reporting and structuring of data have been the most labor intensive. They are starting to unify the different sources to get the data, make sense of it and report it.


There is still a lot of value in doing the manual work because you are able to really understand what's behind the scenes and make sense of the different data pipeline and how you communicate that data to stakeholders.


Then you can start discussing what to automate.


KPIs for your company?

IMVU

  • ROAS
  • Cost to acquire customer

Pinger

  • Same metrics + time it takes to recoup your investment (cash on hands)
  • Also engagement (sharing app, etc.)

Tally

  • Payback, CAC, etc.
  • Also depends on the team you talk to, not everyone gets value from the same metrics. Example: CTR for creative team.


Automated process at Pinger

[💎@21:18] First thing that transformed how they do marketing was data reporting and data aggregation. Putting a dashboard with:

  • User acquisition cost
  • Funnel conversion metrics
  • LTV predictions

All in one self-serve dashboard, broken down by acquisition source, campaign, creative, etc. First thing that transformed the way they managed their marketing.

No ability to manage the data and make adjustments however (vs. Adjust Control Center).


This included the predicted LTV model as well.


Automated process at Lomit

Big use case: are we spending our money efficiently or not? This led to creating a holistic view of the data across all partners so they could shift their budget in real time.


Lean AI

It's about embracing not only automation but also autonomous marketing: taking data to turn into actionable insights to optimize your campaigns.


They even went to the other extreme where the AI also adjusts the campaign. This has led to one of their biggest growth since the beginning of the coronavirus crisis.


[💎@28:55] A key competitive advantage is going to be knowing how to leverage your first-party data to differentiate from others. Can be used to improve creatives, get people to buy your products, predicting LTV/Churn.


The future of UA roles

  • [💎@31:05] UA is going to be less task oriented and more problem oriented. Being analytical and having the experiments mindset: how to get to the answer vs. thinking you have the answer.
  • Another part is managing relationships with partners (FB, Google, etc.).
  • Having the ability to work well and collaborate cross-functionality


Best way to learn is to continue to go to conferences, sign up for webinars, sign up for online courses. We have to continue to keep learning ourselves.


Automation is a way to scale: you can experiment and explore more than before.


Matias's take on future of UA role:

  1. You are the only one to be able to ask the right questions
  2. You are the one making the final call because you understand why something is the correct input
  3. As you build your automations, make sure things are not hurting your brand


Just getting started with building automation framework

Take a step back and understand what are your current tasks and why you need to automate them. 2 approaches that you can tie back to your overall company goals:

  • How much time is allocate to each of the tasks and how it is impacting your company goals. Example: 10 hours a week on a task that you could automate to save 7 hours that you can spend on something else. Gives you argument with manager and other teams.
  • How much joy/stress from the different tasks that you do each week (→ Tidying up by Marie Kondo)? This can help you decide what to automate.


Look at the return on investment.: time you currently spend, time to automate, time you'll save if automated.


Q&A

Do you risk losing contact with customer problem/trend by automating?

There are a lot of learnings you can get from doing the processes manually. Once you get to a place where you understand the essence of the problem then you'll be able to make sure you prevent anything that could hurt from happening.


Most important and first thing to request from UA partner?

  • Which added value?
  • How does that integrate into your current situation?


Making a case for AI

  • What's the use case or pain point you're trying to solve?
  • Show that AI will bring immediate value but also will it add value several years down the road as well?
  • Getting an executive sponsor for this.


Future of automation

How algorithms are interpreting what is going on right now?

Marketing teams will always need to stay lean and do more so AI will still be important.