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.
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,
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.
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.
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,
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.
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.
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,
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.
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.
Notes for this resource are currently being transferred and will be available soon.
Includes Apple Search Ads, Facebook, Google UAC, Snapchat, Twitter.
All cost data and revenue in Adjust so you can make changes directly.
To make it easy to manage campaigns. 2 reasons:
The idea is to keep the team as lean as possible.
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.
IMVU
Pinger
Tally
[💎@21:18] First thing that transformed how they do marketing was data reporting and data aggregation. Putting a dashboard with:
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.
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.
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.
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:
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:
Look at the return on investment.: time you currently spend, time to automate, time you'll save if automated.
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?
Making a case for AI
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.
Includes Apple Search Ads, Facebook, Google UAC, Snapchat, Twitter.
All cost data and revenue in Adjust so you can make changes directly.
To make it easy to manage campaigns. 2 reasons:
The idea is to keep the team as lean as possible.
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.
IMVU
Pinger
Tally
[💎@21:18] First thing that transformed how they do marketing was data reporting and data aggregation. Putting a dashboard with:
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.
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.
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.
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:
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:
Look at the return on investment.: time you currently spend, time to automate, time you'll save if automated.
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?
Making a case for AI
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.
Includes Apple Search Ads, Facebook, Google UAC, Snapchat, Twitter.
All cost data and revenue in Adjust so you can make changes directly.
To make it easy to manage campaigns. 2 reasons:
The idea is to keep the team as lean as possible.
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.
IMVU
Pinger
Tally
[💎@21:18] First thing that transformed how they do marketing was data reporting and data aggregation. Putting a dashboard with:
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.
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.
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.
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:
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:
Look at the return on investment.: time you currently spend, time to automate, time you'll save if automated.
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?
Making a case for AI
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.