As the advertising ecosystem prepares for the future of measurement in a post-IDFA world, join Mike Shields, Host of Next in Marketing podcast as he dives into the world of Predictive Analytics with mental fitness app Calm’s Data Scientists, Ben Paul and Evan Baker, and Brian Quinn, President and General Manager, North America at AppsFlyer.

As app brands grow their marketing, many reach the point of diminishing returns in traditional (digital) channels. For many, both linear TV and OTT are of interest, but present a new challenge in what is viewed as an old-school medium. Learn some proven tactics to determine channel/product fit and execute a strategic performance-focused test with true scale potential.

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. – John Wanamaker This age-old quote is as true today as ever. Facebook will tell you that every other conversion happening on your site is because of their ads. So will Google. So will your TV agency. How can you develop a framework to judge true incrementality of your marketing spend, and based on it, set optimal spend levels for each channel? Based on the case study of Grubhub, the nation’s leading food delivery company that sells $5B worth of food a year and grows the active diner base 67% YOY, we’ll explore practical, no-nonsense means to drive measurable growth.

You gotta spend money to make money! Lingvist, a language learning platform, began monetizing in 2018 but they were nowhere near their target LTV/CAC ratio on paid channels. Get a candid look at Lingvist’s challenge to build a paid growth loop while maintaining free user retention. Learn how user segmentation, paywall, trial and pricing experiments led to breakthroughs (and failures) in their growth metrics.

In this 20 minute presentation, Enric Pedró, reviews the best strategy to improve an app mobile store presence. Going beyond the basics of the App Store vs Google Play differences, Enric covers several methodologies and tools to effectively optimize your app visibility and store conversion rate.

A discussion of how Next Games, a leading free-to-play developer based in Finland, leverages established IP to drive profitable growth.

Booking travel online – so yesterday! Booking travel via a mobile app with a prediction algorithm that processes TRILLIONS of data points allowing for personal recommendations – so Today! Hopper has integrated and unified the ad APIs of Facebook, Snapchat, Pinterest and Twitter to create the Hopper Ads Engine and automate all their social media campaigns creation and optimization. This feat of engineering takes major effort and the efficiencies for the company, specifically the marketing department, could be game changing.

After years of focus on mobile performance channels, 2018 was the year for many performance marketers to start testing new channels: podcasts, email or influencer marketing. But one channel is clearly demonstrating it can be attributed and scaled to be a top performer when it comes to return-on-ad-spend (ROAS): television. Join Calm and SmartNews, to discover how two mobile-first businesses turned TV into a secret weapon to grow their business faster than their competitors. From assessing if TV is right for your company to picking the right partner or building the best creative, you will learn the do’s and don’t of this key platform for your growth mix, in the US and beyond.

Want to learn how to design creatives that bring highest conversion and LTV? I will discuss the creative process from competitor research to brainstorming and final creative production, creative formats, where to look for inspiration and which tools to use for creative intelligence.

The team at Ibotta has shifted how they think about spend optimization and the role technical teams play in increasing the efficiency and yield of their marketing spend. In this session, learn how they leveraged Machine Learning to drive $5M+ in incremental Net Income.

‘Tis the season … for apps! What happens when your app usage fluctuates by 50% every 6 months – naturally? For sports apps, including Fishbrain, which focuses on fishing, it means you need to capitalize in-season as well as mitigate the drop in engagement during the offseason. No fish story here just some great bait for external marketing tactics and adjustments to the user experience to correspond to different user needs at different times of the year.

Most performance marketers do not explore the different ways that organic and/or brand traffic can amplify your paid performance. By reviewing the various channels your brand engages with your users, it is possible to find new ways to leverage your brand to help increase conversion on our paid campaigns. This presentation focuses on how Weee! utilize brand stories to help increase our social/brand awareness, that led to a direct, positive impact on paid marketing.

Paid marketing is a huge growth driver and the biggest expense item for most of our companies. Given that, understanding the true incrementality (not just what Facebook and Google are reporting) is critical to effectively scaling your business. But what does that mean? And how do you get there? This session will provide a framework for getting from where you are today to a true understanding of marketing incrementality. And you’ll hear practical lessons from SeatGeek’s current journey along that path.

The changing tides of platform conflict and privacy will have a profound effect on advertising monetization, beginning with the implementation of Apple’s App Tracking Transparency framework in iOS 14.5. The disciplines of programmatic monetization, direct sales, and partnerships will all shift drastically based on new scarcities in the marketplace. Learn how WeatherBug, a US-based weather media company that reaches 15 million users each month, is building towards a starkly different advertising landscape than the app ecosystem affords today.

How do you say revolutionary in French? Spanish? Hebrew? Not sure – ask Duolingo. With over 300 million total users Duolingo is the most downloaded education app in the world. Its success is largely attributed to the ability to turn learning a language into a game. Duolingo shares how it uses gamification to reinvent language education and drive explosive growth. This is most certainly not Game Over!

If video killed the radio star, will podcasts be the death of traditional TV? Podcasts are the future of audio advertising, as brands are moving away from classic radio to tap into this profitable world. Get the secrets behind this audio revolution as we share the basics of podcast advertising and tactics to make this channel a performance oriented one.