Business of Apps Podcast

#36: How to increase app retention with Darren Last, Digital Transformation Consultant at Shell

Retain or not retain? That’s the question when it comes to app retention -the most important metric that app marketers and publishers  focus on today.
Generally speaking, on average it costs up to 7x to find a new custom than to retain an existing one. So for app marketers it means if they succeed in retaining their app users, they are better off to spend their marketing budget more efficiently and increase their app business ROI.
Today’s guest is Darren Last, Digital Transformation, Marketing, and Delivery Consultant at Shell Global. Shell’s mobile apps drive loyalty rewards and utility convenience. Fill up on coffee or fuel, and get going!
Today’s Topics Include:
✔️ Banks to Websites: Darren wanted to be a day trader but shifted to digital transformation
✔️ Shell Global App: Available in 30+ countries, but not the same in every market
✔️ Useful Feature: Shell Global App is primarily a loyalty app for utility and fuel convenience
✔️ Biggest Challenge: Promotional campaigns for new features/toolkits in local markets
✔️ Strategy: Optimize features to fit with customers’ experience for value and retention
✔️ Back to Basics: Core proposition, data, features, and reasons to return to use app
✔️ Key App Elements: KPIs, ratings, reviews, retention rates, and active usage
✔️ Improve app retention via product, experience, marketing campaigns, testing, analytics
Links and Resources:
Darren Last on LinkedIn
Last Consulting
Shell App
Tweets/Quotes by Darren Last:
“All the features and functionalities are then localized by local marketing teams.”
“It’s quite a complex app, if you want, but it isn’t the same in every market. It has different features and different variations in these markets.”
Don’t go by your gut feel. Rely on hard data and listen to your customers to give them what they want. Not what you think they want.
Nothing’s ever perfect. Continue optimization lifecycle."
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Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#32: In-app bidding with Daniel Tchernahovsky, Managing Director, EMEA at Applovin

Millions of developers have put their time, money, and sweat into creating apps to make a profit via paid ads, a subscription model, and in-app bidding.
In-app bidding is an in-app advertising technology that slowly but surely replaces waterfall tech that has been the standard for mobile publishers for a number of years. It allows publishers to increase efficiency of their monetization efforts, decrease ad display latency and consequently increase earnings.
Today’s guest is Daniel Tchernahovsky, Managing Director - EMEA at AppLovin. Daniel describes how in-app bidding is a central component to generate revenue.
Today’s Topics Include:
✔️ AppLovin: Goal is to entertain the world with games
✔️ App Advertising: Buying and selling formats are banner, interstitial, and rewarded
✔️ Partners: Work with everyone to monetize apps
✔️ New vs. Old: Pros and cons of programmatic advertising models, such as waterfall
✔️ Inefficiency and Inventory Issues: Time gaps and missed or random price points
✔️ In-app Bidding: Real-time auction runs parallel, not consecutively for highest price point
✔️ COVID-19 Pandemic: Stable progression of people spending time on mobile devices
Links and Resources:
AppLovin
Applovin MAX
Business Of Apps - connecting the app industry
Tweets/Quotes by Daniel Tchernahovsky:
“Our goal is to entertain the world with games.”
“The way that the industry works is that you’ll work with a variety of partners. You’ll want to work with everyone if you want to monetize.”
“The idea of in-app bidding: Five people are competing for my impression, what is the highest price point that each and every one of you are willing to pay?”
“People have been spending their time being glued more to their devices, playing more, being entertained more.”
Brought to you by Business Of Apps
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A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#31: A/B Testing for an app with Karan Tibdewal, Growth Consultant at Phiture

When developing an app, the work of many is put together. It’s a combination of art, math, and marketing expertise that equates with users to uncover uncertainty through A/B testing. 
A/B testing for mobile apps is one of the key techniques to make sure the app meets its users expectations and keep them engaged.
Today’s guest is Karan Tibdewal of Phiture, a mobile growth consulting company that assists clients with ASO, Apple search ads, mining user retention, growth consulting and A/B testing.
Today’s Topics Include: 
✔️  A/B Testing: Important and essential to start with fundamentals
✔️  Reason for Testing: Optimizing metrics that you care about by experimenting
✔️  Common Problems: Control, don’t mix variables to measure 
✔️  Problems Solved: A/B testing solves user lifecycle issues from acquisition to reactivation
✔️  Customers: What resonates and what they actually need through A/B testing  
✔️  A/B Testing Strategy: Experimentation mindset and understanding basics 
✔️  A/B Testing Framework: Ideation, prioritize, test, analyze, revise, and consolidate/share 
✔️  Brainstorm Ideas: Everybody has opinions, but unable to prioritize them
✔️  Quantitative vs. Qualitative: Validate ideas about users through data science support 
✔️  How/where to learn A/B testing? Theory and statistics courses to app industry blogs 
Links and Resources:
Karan Tibdewal on LinkedIn
Phiture
How to level up your A/B testing game: Maximize impact and learnings (video)
Business Of Apps - connecting the app industry
Tweets/Quotes by Karan Tibdewal:
“It’s essential to start with fundamentals. A/B testing is not something completely new.”
“You care about a certain metric, and you want to optimize for its performance.”
“When you think you know your customers really well...A/B testing can prove you wrong.”
“Experimenting is usually the solution.”
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#30: When COVID-19 causes a spike in demand with Tina Zhang, Paid Acquisition Manager, Memrise app

Classic sci-fi books and movies often portray a pandemic as out of this world. Now, it’s reality. Many businesses were hit and crushed, while others experienced an increase in demand. Why?
Today’s guest is Tina Zhang, digital acquisition manager at Memrise. She describes how the language learning company, well-known for utilizing flash cards as a study aid in their legendary mobile app, navigates this new uncharted territory and meets an increasing demand. 
Today’s Topics Include:
✔️ Custom Language Courses: Learn how to speak useful, relevant, and everyday phrases
✔️ COVID-19 Impact: Lockdown spiked demand for online education and language learning
✔️ Popular Languages: Spend time productively during pandemic learning Spanish/English with a mobile app
✔️ Messaging: Memrise app helps people learn fast and have fun
✔️ Key Differentiators: Memrise is about learning a language in the real world, not school
✔️ Positive Feedback: Memrise’s engaging videos increased time in the app by 30 percent
Links and Resources:
Tina Zhang on LinkedIn
Memrise
Business Of Apps - connecting the app industry
Tweets/Quotes by Tina Zhang:
“There was a surge in demand for online education and language learning.”
“How do we meet the demands and how do we capitalize on the extra volume that we’re getting?”
Messaging: Memrise helps you learn fast and have fun.
“The type of language learning that we are offering is less about the same stuff that we would learn from school. It’s more about being able to learn a language and connect with the world.”
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#29: Third Party ad networks with Solange Baki, Growth Marketing Manager at Badoo

Every app needs a user. Fortunately, dozens of channels exist for app marketers to find users, including social, search, and third-party ad networks.
Today’s guest is Solange Baki, Growth Marketing Manager at Badoo. Currently she leads Badoo and Bumble user acquisition expansion through video and display performance campaigns, programmatically and with ad networks.
Today’s Topics Include:
 ✔️ App Acquisition Tools: Paid social, paid search, and third-party networks
 ✔️ Pros and Cons: Limitations exist with third-party networks and operating systems
 ✔️ App World: Games vs. non-games involve developers, players, programmatic promotion
 ✔️ Diversification Strategy: Don’t put all media/paid acquisition spend into 1 or 2 channels
 ✔️ Next Steps: Explore and select new sources for app downloads, results, ROI, budgets
 ✔️ Common Challenges: Fraud, vendor loyalty, constant monitoring, conversion rates
Links and Resources:
Solange Baki on LinkedIn
Bumble
Business Of Apps - connecting the app industry
Tweets/Quotes by Solange Baki:
“We are a global team of brilliant product managers, designers, engineers, data scientists, and many more with the mission to create life-changing moments by building relationships.”
“You can’t allocate all your media or paid acquisition spend into one or two channels. It doesn’t give you all the flexibility that you need to reallocate budgets, in case something goes wrong.”
“Adding third-party networks onto your paid acquisition portfolio gives you a lot of flexibility.”
“Fraud is one of the main challenges that we experience. It’s important to have an anti-fraud solution.”
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#28: App user experience: best practices with Daniel Ushida, App Growth Hacker at Growth Tribe Academy

Who are app growth hackers?
Well, have you ever experienced worse-than-expected app engagement results? What’s the problem? Something’s spoiling user experience because your app isn’t being used as expected. There are app marketing experts whom's job is to come up with app growth hacks.
Today’s guest is Daniel Ushida, Growth Hacker and Growth Hacking Trainer at Growth Tribe Academy. Daniel helps entrepreneurs and companies grow and upscale their app businesses. 
Today’s Topics Include:
✔️ Evolution of app user experience
✔️ App onboarding
✔️ Actions not assumptions
✔️ Common mistakes with an app user interface
Links and Resources:
Daniel Ushida on LinkedIn
Growth Tribe Academy
Business Of Apps - connecting the app industry
Quotes by Daniel Ushida:
“At the beginning, when apps were launched, they had this thing that they wanted to replicate or mimic...Websites on desktop.”
“If you think about tactics that were used for a user interface, there was a lot of Skeuomorphism.”
“Onboarding your user, in order to show the value and make clear what is behind the app, became a very important feature.
Key to Success: Simple and intuitive user interface."
Brought to you by Business Of Apps
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A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#27: A/B Testing on Google Play with Susan Azari, Mobile App Commercial Lead at The Very Group

What A/B testing on Google Play store has to do with your daily routine?
Well, every morning, most of us hit the snooze button on our alarm app. Then, we make other small decisions throughout the day without even knowing it. How can we make the right decisions?  Do you run tests? Well, in a way you do, every day you take notice on outcomes of your decisions and correct your future decisions accordingly.
Now,  to make the right decisions about an Android app marketing and development is to conduct an A/B testing.
Today’s guest is Susan Azari, Mobile App Commercial Lead at The Very Group. She shares best practices and practical advice for A/B testing, specifically for Google Plays store.
Today’s Topics Include:
✔️A/B Testing: Different hypotheses and scenarios impact user behavior
✔️ A/B Testing Process: Create and document ideas, plans, KPIs, timeline, and sample size
✔️ Failed Tests: Learn from past mistakes to develop integrations, outcomes, and elements
✔️ Avoid Common Mistakes: Proofread, conduct check, control variables, skewed results
✔️ Google Play vs. Apple App Store: A/B testing easier and more efficient in Google Play
✔️ Useful A/B Testing Tools: Optimizely, Splitly, and Phiture
Links and Resources:
Susan Azari on LinkedIn
The Very Group
Optimizely
Splitly
Phiture
App Store A/B Testing Strategy
Business Of Apps - connecting the app industry
Tweets/Quotes by Susan Azari:
“It’s very easy for people to have subjective opinions about what they think might work best.”
“Realistically, data tells the true story. That’s the main reason why I’m a big fan of A/B testing.”
“The reason why A/B testing is important can fall under a few different streams of activity.”
“There’s no such thing as a failed test. You can always learn from it.”
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#26: How has Covid-19 affected travel apps? With Alexandra Lamachenka, Global Marketing Manager at Skyscanner

COVID-19 has changed the world and impacted the global economy, especially for companies offering airline and other travel services.
Today’s guest is Alexandra “Sasha” Lamachenka, Global Marketing Manager at Skyscanner. The leading travel company finds the best options for flights, hotels, and car rentals. Sasha came on our show to talk about how this pandemic impacted the Airline industry and its effect on Skyscanner's marketing communication.
Today’s Topics Include:
✈️ Skyscanner’s Core Philosophy: Traveler first (listen to them and offer support)
✔️ Skyscanner’s Mission: Lead the global transformation to modern and sustainable travel
🦠 COVID-19’s impact on airline industry in different countries and signs of recovery
✔️ Skyscanner App Marketing: Not actively promoting and selling travel, yet
✔️ Travel Company Considerations: Flexibility, safety, and trust.
Links and Resources:
Sasha Lamachenka on LinkedIn
Skyscanner
Business Of Apps - connecting the app industry
Tweets/Quotes by Alexandra Lamachenka:
“I truly believe that one of the reasons for this success is our core philosophy: Traveler first.”
“Overall search and bookings remain super low, starting from April. However, right now, we are seeing some very early signs of recovery in domestic travel.”
“Global travel anxiety has dropped from its highest point of 72% to the current and lowest figure of 58%, which is good.”
“There are so many unknowns, and restoring traveler confidence in travel will be the key.”
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#25: Community-based app management: best practices with Ayat Baroudi, Head of CRM Marketing at Fishbrain

In the ocean of mobile apps there are some that are built for a community.  If you take any mundane app on your smartphone, it may have thousands of users but it is not a vital part of their life, they don't open it to share their experience. On the other hand, community apps are exactly the place where people get together to share something exciting in their life.
Today’s guest is Ayat Baroudi from Fishbrain, where she’s responsible for CRM marketing, specifically - app retention, growth, conversion, and monetization and we're talking about app community management. If you love to fish, don’t let this app get away!
Today’s Topics Include:
 🎣 Fishbrain: Comprehensive fishing intelligence tool and vertical social network
 ✔️ Fishbrain Community: All types of anglers, ages, and skill/interest levels
✔️ App Onboarding: Educate, manage, and engage diverse users using different features
✔️ Personalization: Identify needs and expectations to provide relevant content
✔️ CRM Role: Focus on customer lifecycle via product and value, not only growth and profit
Links and Resources:
Fishbrain
Ayat Baroudi on LinkedIn
Ayat Baroudi’s Email
Business Of Apps - connecting the app industry
Tweets/Quotes by Ayat Baroudi:
“It’s for all types of anglers—professional ones or beginners or people who just want to learn about fishing.”
“Everyone likes to talk about themselves. So, we try to make users’ needs at the center of the attention.”
“Personalization is key. The more information you can get from the user, in a nice way, that’s the most important thing to be able to actually target different types of users.”
“Based on the information we get, we’re able to create very personalized and relevant content and CRM flows for these different users.”
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#24: COVID-19 impact on Snapchat with Samuel Bevan, Head of Emerging International, Advertising Solutions at Snap

Today, because of the recent lockdowns all over the world to stop the spread of COVID-19 pandemic, almost all communication between people occurs online. So, howhas this pandemic impacted the dynamics of communication related to apps, such as Snapchat?
This episode's guest is Samuel Bevan, Head of Emerging International, Advertising Solutions at Snap Inc. Snapchat is the fastest way to communicate with friends to stay connected, entertained, and informed.
Today’s Topics Include:
👻 What is Snap? Camera communication platform
📊 Snapchat App Audience: General growth and core use increases 20% annually
🌏 Demographics and Geographies: Adapt, evolve, and engage to grow in uncertain times
✔️ Behavior Trends: Shift in how people buy media and businesses get more out of them
✔️ Snapchat Philosophy: How can we make conversations happen through the camera?
✔️ Responsible Publisher vs. Fake Content: Follow social media or platform approach?
✔️ Verticals and Sectors: COVID creates opportunities for some businesses to pivot
✔️ New Norm: Unreasonable to reverse or replace behavior patterns
Links and Resources:
Samuel Bevan’s Email
Samuel Bevan on LinkedIn
Snap Inc.
Snap Statistics
Business Of Apps - connecting the app industry
Tweets/Quotes by Samuel Bevan:
“Why send a text when a snap can say a thousand words?”
“Certain industries have taken hits due to what’s going on in the world.”
“Across the globe, let’s face it, Snapchatters’ behaviors have adapted and evolved.”
“If you can adapt, adapt. If you can evolve, evolve. But most importantly, listen to your customers while doing this.”
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024