LTV WITH

NETZME. NIKE.
STANDARD CHARTERED.
OGILVY. SNAPCHAT.

LTV MAGAZINE
MOBILE IN A HEARTBEAT
ISSUE NO.1/ 2019
FREE COPY

EXCLUSIVE: Q&A WITH FLIXBUS

REIMAGINING
THE CUSTOMER JOURNEY

THE MAKING OF MOBILE ICONS

THE INSIDE VIEW
TO MOBILE GREATNESS BY ADJUST
 Welcome to the first issue of LTV, Adjust’s
magazine for marketers from marketers. We’re
thrilled to share it with you all.

It’s a happy coincidence that launching LTV

brings me back to my roots. Years before the app
industry even existed, I co-founded and edited a
local magazine. Fast forward to today, and mobile
is where we consume the majority of our media.
But whether you work in the physical or digital
realm, LTV is a metric all marketers prioritize.
Just as we had to keep our readers faithful to our
magazine, brands now rely on Adjust to help them
keep users faithful to their apps.

This premier issue is about highlighting the

industry’s outstanding marketers from around
the world. Two highlights you’re sure to enjoy are
interviews with powerhouse duo Cornelia Müller
and Davide Gabriele Croci of FlixBus (p. 28), and
with Vicky Saputra, whose fintech Netzme was the
first to be listed on Indonesian stock exchange
(p. 32). These marketers know that growth is a
From magazines
journey, not a destination — and we made LTV
to mobile,
to make sure you get where you want to go. By
and back again
delivering an informative and inspiring resource for
mobile marketers, we’re extending our mission of
driving education and transparency in the industry.

I hope you enjoy LTV as much as we enjoyed bringing

together the marketing experts that made this issue
possible. We would love to hear your feedback, too
— please reach out to [email protected].

ER DE CI TI OP RE I A L
RECIPE

All the best,

Christian Henschel
Co-founder and CEO, Adjust

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EDITORIAL

3
2
L
V
28 Q&A WITH FLIXBUS THERESA CRAMER
REIMAGINING THE CUSTOMER
is a writer and editor based out of Connecticut, U.S.A. who has
JOURNEY
been covering digital media and marketing — including the mobile
space — for a decade. Additionally, she is the author of “Inside
Content Marketing: EContent Magazine‘s Guide to Roles, Tools, and
32 AN ENTREPRENEUR’S GUIDE
Strategies for Thriving in the Age of Brand Journalism.”
TO INDONESIA
WITH NETZME’S VICKY SAPUTRA QUIETCORNERCOMMS.COM

40 EVOLUTION THROUGH
EDUCATION
ISRAEL VARGAS
HOW ADJUST ACHIEVED
AN EMPLOYEE CHURN RATE is a designer and visual communicator and graduate from the
OF JUST 3% Faculty of Arts and Design of UNAM in Mexico City (Mexico).
Israel has worked on Wired, The Atlantic, The Economist and
Politico, to name a few, and also heads up his own magazine,
03 EDITORIAL
44 SUPERMODELS La Peste, which is focused on Mexican literature and illustration.
ERDAM INAN’S JOURNEY WITH
05 CONTRIBUTORS B E H A N C E . N E T/ I S R A E L G E VA R G A S
MULTI-TOUCH ATTRIBUTION

06 ADJUST RECOMMENDS
OUR TOP PICKS TO INSPIRE 48 CREDITS

10 ESPRESSO MARTINI RECIPE

49 SPOT THE BOT
KIDS’ CORNER COLORING PAGE
CONTR IBUTO RS
HOW TO MASTER THIS COCKTAIL
CLASSIC 50 HUMMUS RECIPE
LIOR BARAK’S TAKE ON THE
CHICKPEA BLEND

CONTRIBUTORS
12 APPS ON THE RADAR
THE WELLNESS APPS YOU NEED ALEXANDRA ESPANA
CONTENTS

TO KNOW
is an illustrator based in Terrassa, Spain. Though she dreamed of
being an astronaut, she now spends her time illustrating them,
among other fantastic works for LTV.
14 FROM ALGORITHMS TO OIL PAINT
MARC GUMPINGER MOVES FROM B E H A N C E . N E T/A L E X A N D R A E S PA N A
MOBILE TO ART

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18 BRAVE NEW BANKING

CHIARA VERCESI
HOW STANDARD CHARTERED
GETS IT RIGHT is an illustrator from Milan, currently living and working in
Amsterdam. When not traveling or gardening, she can be found
creating vibrant work, inspired by the likes of Depero and
24 THE MAKING OF MOBILE ICONS Escher, for clients such as Philips, Deloitte and Facebook.
AN INSIDE VIEW TO MOBILE
CHIARA-VERCESI.COM

5
GREATNESS
4
 WE PROVIDE INSPIRATION TO SPARK THE BOOK

YOUR NEXT GREAT IDEA AN

ELEGANT
PUZZLE

ADJUST SYSTEMS
OF

RECOMMENDS ENGINEERING
MANAGEMENT
BY
TXT JAMES HASLAM / ISABELLE WATSON ART MICHELE MARCONI WILL LARSON

Stripe Press always delivers

something worthwhile, and
this latest tome by Will Larson,
an engineering leader and avid
blogger, combines his wealth
of experience from companies
THE PODCAST
ranging from Yahoo!, Digg, Uber,

MOBILE GROWTH
and, as of 2016, Stripe, into one.
”An Elegant Puzzle“ focuses

NIGHTMARES
on the particular challenges of
engineering management —
from sizing teams to technical

TOP PICKS
TOP PICKS

debt to succession planning —

“Behind every success, there careers. Because as Andy says
and provides a framework for
are multiple mistakes” is the himself: Mistakes are much
good management, and finding
tagline behind ”Mobile Growth more valuable than the other
better solutions for both you
Nightmares“ podcasts. lessons you can learn. Previous
and those around you.
guests include Jacques Frisch
The series is hosted by Gessica of on-demand courier service

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Reading this can help shape
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Bicego, Blinkist’s Director of Glovo, Thomas Petit of workout

your thinking about leadership,
Performance Marketing, and app 8Fit, and Lisa Kennelly,
product development, and the
Andy Carvell, Co-founder CMO at fishing app Fishbrain.
overall needs of a team. Stripe
at Phiture, a Berlin-based
Press inspire with their book
mobile growth consultancy. FIND THE SERIES
and cover designs.
Armed with the wonderful ON ITUNES AND
power of hindsight, the duo SOUNDCLOUD.COM/
B U Y I T AT
and their guests recount the MGNPODCAST
PRESS.STRIPE.COM
embarrassing blunders made

7
throughout their impressive
6
 THE NEWSLETTER THE BLOG

MOBILE FIX
MOBILE FIX KONGREGATE
DEVELOPERS IS ONE OF THE
Mobile Fix is one of the industry’s most comprehensive
round-ups of the week in mobile. Written by Simon
Andrews, Managing Director at The Media Kitchen,
BLOG INDUSTRY’S
MOST
and delivered first thing on Fridays, Mobile Fix also
San Francisco-based game publisher
covers privacy, e-commerce, fintech, and T.V., among
Kongregate is best known for smash hits
other topics. And with over 6,000 subscribers —

COMPREHENSIVE
such as Dawn of the Dragons. Drawing
many of whom work at Google, Snap, FB and Amazon
on its employees’ wealth of knowledge,
— you know it’s good.
Kongregate’s developers blog is your one-

S I G N U P AT
stop-shop for all things game development.
The blog has sections covering community,
ROUND-UPS
ADDICTIVELONDON.COM/#MOBILEFIX

OF THE WEEK
engineering, and art and design. Updated
weekly, the game publisher’s blog also
has a regular “developer spotlight” slot,
where Kongregate interviews devs from
companies like NGU Idle and 140.
IN MOBILE.
R E A D U P AT
BLOG.KONGREGATE.COM

THE EXPERT

MOBILE
THE VIDEO

GROOVE MARKETING REALITY VS BS

– MOBILE SPREE

TOP PICKS
TOP PICKS

Peggy Anne Salz is the Founder of MobileGroove, a

comprehensive resource and research center that
“Don’t blindly trust, always central theme of the panel was smokescreen tactics need to be
provides in-depth analysis of apps, advertising, and
check your data,” so says simple: “Build relationships avoided. Catch up on the full
all things mobile. She’s a Top 30 Mobile Marketing
Michael Paxman, in this based on your data, not theirs.“ talk on our YouTube channel
Influencer, Forbes contributor, and has written nine
standout panel from 2018’s AdjustVideo, where you can

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books about the mobile industry.
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Berlin Mobile Spree. Jonathan Winters of Miniclip also subscribe to see our latest
illustrated this with just one videos.
Peggy hosts Mobile Presence, a podcast dedicated to
One of the most popular example of the conversations
mobile. Catch up with her recent episode with Paul
talks of the event — both he has with publishers, citing WATC H I T
H. Müller, Adjust’s CTO.
hard-hitting and humorous that when it comes to installs ON YOUTUBE, SEARCH
— centered around data, and conversions, there’s lots ADJUST VIDEO
G E T I T AT
with panelists from Miniclip of arguing around errors in
H T T P S : // W E B M A S T E R R A D I O . F M / S H O W S /
to Ubisoft Mobile discussing tracking, or even something
MOBILE-PRESENCE
the need to focus discussions as simple as view-through

9
and negotiations on data. The attribution windows. These
8
 THE COCKTAIL’S MIX OF TXT JAMES HASLAM ART CHIARA VERCESI

I
n the 1980s, mixologist extra- shot of espresso sure to keep recipes, how to prepare this

VODKA AND COFFEE- ordinaire Dick Bradsell was

asked to create a drink that
anyone up late. It features in
our magazine thanks to a little
espresso martini.

would wake you up and then excursion from our marketing The best are served in a cold

FLAVORED LIQUEUR wipe you out. team. A group of Adjusters

experienced a team event at
glass, so either refrigerate your
martini glass or add some ice
The cocktail’s mix of vodka and X-Bar, a hidden gem in Berlin’s to chill the glass while you’re

IS RICH, INDULGENT AND coffee-flavored liqueur is rich,

indulgent and creamy, with a
Prenzlauer Berg district, where
they learned, among other
preparing the cocktail.

CREAMY, WITH A SHOT

OF ESPRESSO SURE
HOW TO
TO KEEP ANYONE UP LATE.
MAKE
THE PERFECT
ESPRESSO
THIS MARTINI
COCK TAIL’ S

RECIPE
RECIPE

GENE SIS

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ONE DRINK MIX IT UP

COM ES FROM
50 ml VODKA Put a handful of ice into a cocktail shaker. Add the hot espresso, then
follow with vodka, kahlua and sugar syrup. Place the other half of
15 ml KAHLUA
the shaker on top and tap to lock in, then shake. The ice will smash,
5 ml SUGAR SYRUP chilling the liquid while creating a frothy top. Once shaken, tap the

LOND ON
side of the shaker to break the seal, and open. Empty the ice out of
One shot (25ml) ESPRESSO
the Martini glass or remove from the refrigerator. Place the strainer
ICE
on top of the shaker and pour into the glass. Garnish with coffee

11
Three COFFEE BEANS beans in the center of the froth.
10
 A
PPS ON THE
RADAR
TXT JAMES HASLAM ART CHIARA VERCESI

FITNESS TRACKING MINDFULNESS PREGNANCY WOMEN’S HEALTH CALORIE TRACKING

STRAVA HEADSPACE TEMAN BUMIL CLUE LIFESUM
U.S. U.S. INDONESIA GERMANY SWEDEN

From Africa to Asia,

wellness apps
Strava, the “social network for Headspace encourages users Driven to support Indonesian Clue, the Berlin-based period Lifesum is a Stockholm-based
are exploding on athletes” was made for athletes to live more mindfully through moms in their journey through tracking app is both science- digital health company. The
a global scale. to track their cycling and meditation. The app itself is full pregnancy and parenting, T. backed and science-obsessed. app’s main goal is to help users
running progress, logging what of advice on meditation, sleep Robyn Soetikno founded Teman The app tracks users’ periods, keep a tab on the number
they do in the app. Exercises and being mindful. The core Bumil, Indonesia’s leading creating accurate predictions of calories they consume
Exercise apps, are tracked via GPS, and new product leads users through parenting app — a unique about their menstrual cycles. throughout the day. Lifesum
features enable users to add guided meditation sessions, product to Indonesia. Through also encourages users to keep
calorie counters,

RADAR
RADAR

tips and notes on past exercises. and provides meditation timers Teman Bumil, Indonesian mums The brand offers free advice on active, and cook tasty (and
and health trackers Strava comes both as a free for advanced sitters. can get trustworthy information, women’s health topics with a healthy) recipes too.
version and Strava Summit, a community, and expert help doctor-sourced blog. In 2016, Clue
dominate the
a subscription service with There are hundreds of themed through online consultation. was named the top free period There is a basic free version,
top store lists, additional features. guides – from stress and sleep to tracking app in a study by the and a premium offering. Henrik

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allowing users to focus and anxiety – to help users The success of the app is a journal Obstetrics & Gynecology, Torstensson, co-founder
Strava serves as an inspiration improve their overall quality of lesson in real localization — a publication of the American and CEO of the app, believes
take control of and to all kinds of athletes, from life. Mindfulness is increasingly while many apps offer the same College of Obstetricians and Lifesum is on “the brink of a
track their health. beginners to top competitors. becoming a core part of people’s services, having accessible Gynecologists (ACOG). While there complete transformation of the
For the former, being able to lives, and Headspace will information at a local level are many free trackers, Clue rises global health market and the
We take you on a track real athletes is a huge plus. continue to educate and inspire makes this stand out. above the rest with its focus on landscape is changing.”
world tour of the practitioners to improve. education.

wellness apps you

LAUNCHED IN 2009 LAUNCHED IN 2010 LAUNCHED IN 2017 LAUNCHED IN 2009 LAUNCHED IN 2009

13
need to know.
12

FOUNDED IN SAN FRANCISCO FOUNDED IN LONDON FOUNDED IN JAKARTA FOUNDED IN BERLIN FOUNDED IN STOCKHOLM
14 0 1 / 2 0 1 9 IRNETCEI RP VE I E W

FROM

PAINT
TO OIL
ALGORITHMS

TO ART
FROM MOBILE
MOVES
GUMPINGER
MARC

15 0 1 / 2 0 1 9 IRNETCEI RP VE I E W
 ”CAN YOU
Marc sees his art as part of a wider movement,
and reflective of wider trends in both the

EXPERIENCE
artistic and tech communities: “It’s fascinating
that we’re moving away from creating digital

AN OIL
tools, like a virtual spray can or paintbrush, into
programming these tools to do it for you.”

PAINTING He adds, “The new approach is closer to

AND AN
engineering — you have to think in an
abstract way about what you’re building and

ALGORITHM
what it will look like. This creates a new breed
of artists and designers that don’t have a

IN THE SAME
traditional creative design background, and
leads to a new generation of aesthetics.”

WAY?“ The rapid pace of technology, and the impact

of mobile on the world, is one of the major
inspirations behind Marc’s work: “Mobile
TXT JOHN STILL could be the last generation of tangible,
tactile technology. The many smaller things
ART MARC GUMPINGER
ate the few big things — now everyone has
ON THE SURFACE , it seems difficult: one a smartphone in their pockets. It’s about
rooted firmly in the physical world, the other the dissolve — next there will be IoT. As the
an intangible digital presence. world becomes more tech-focused, the tech
becomes less visible.”
Marc Gumpinger is the tech startup Scoreloop
In Marc’s work, these two distinct worlds
an artist who uses which he turned into the
are one and the same. Marc’s background As tech “disappears,” Marc hopes his work
his deep technology world‘s largest mobile
is in mobile, with a successful career in provides something tangible, a physical
background to visualize social gaming platform
development culminating in his creation of manifestation of the digital world. He
digital aesthetics. He within 3 years. Scoreloop

”LIKE THE
Scoreloop, one of the world’s leading mobile explains: “Anyone can see and understand
uses algorithms and reached 400 million
gaming ecosystems. Having reached that an oil painting, it’s physical. I’m trying to
visual effects software users and was ultimately

WAY PEOPLE
pinnacle, Marc returned to another of his provide a means to start a conversation
to create images of acquired by BlackBerry as

INTERVIEW
INTERVIEW

first passions, art: “That was a pivot for me around things that aren’t tangible anymore,
unreal worlds. He then one of Germany‘s leading

SEE MUSIC,
— I had done everything I wanted to do in that have dissolved into the background. I’m
paints these images transatlantic deals.
that space. I was then able to put more focus trying to materialize the digital era.” Explore
traditionally and photo After his subsequent time

I SEE CODE.
on my artistic side.” Marc’s collection at marc-gumpinger.com.
realistically in oil on at BlackBerry he joined
canvas and turns them leading German venture

TO ME, MY
Since returning to the art world, Marc has
into light installations. capital firm Target
used his own algorithms and software to

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Prior to his artistic career Partners as Venture

PAINTINGS
create environments and motifs, recreating
Marc founded and led Partner.
those through either oil on canvas or light

LOOK
installations. He experiences software
development and art through the same lens:

EXACTLY LIKE
“I have some sort of synaesthetic wiring —
to me there’s an aesthetic in writing code.

THE CODE
Like the way people see music, I see code. To
me, my paintings look exactly like the code I

I WROTE.”
wrote.”

17
16
 You cannot If you’re not
differentiate on mobile,
in this kind you’re
of market missing
with just out on this
a new mobile market
banking app. share.
You have
to give a
reason for
customers
SPOTLIGHT

RECIPE
Ultimately,
to change it’s this commitment
their banks,

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to customers

which
that makes a
financial services
isn’t easy. company a success.

19
18
 BANKING
BRAVE NEW
How
Standard
Chartered
gets
it right

SPOTLIGHT
TXT PEGGY ANNE SALZ ART ALEXANDRA ESPANA

Banking apps are more than Jim Yong Kim says, “Having
just a means to make simple access to financial services is

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financial transactions. Their a critical step towards reducing

From Kansas their finances accessibility and inclusivity both poverty and inequality,
01 / 2019

make them instruments of and new data on mobile

to Kathmandu, from the

empowerment. phone ownership and internet
access show unprecedented
Convenient mobile banking opportunities to use technology

everyone palm of their services are key to putting

people in control of their
to achieve universal financial
inclusion.”

can now manage hands.

financial future. As former

21
20

World Bank Group President

 WHAT ARE
What’s telling about this Standard Chartered is breaking based technology. “It’s not easy,”
banking revolution is just how new ground in an increasingly he admits. “Whatever you are

THE OTHER APPS PIONEERING

quickly the notoriously risk- saturated space. designing for your bank, you need
averse financial sector has to think about security, resilience,
transformed itself, especially When starting out, crucial scalability, and you need to think

THIS STYLE OF
considering the strict regulations for Deniz and his team was about porting.”
and legacy issues that affect identifying the different pain
the industry. points with the current offerings The bank is also rethinking KPIs

BRAVE NEW BANKING?

on the market. From there, they and how it measures success. It
These changes have been decided to build the services will have the ambitious goal of
driven by bold and visionary missing and include them in their onboarding new customers in
initiatives from both startups app. As Deniz points out: “You 3.46 seconds. Deniz explains the
and traditional banks alike. cannot differentiate in this kind aim is to get the best app ratings,
While they are all breaking of market with just a new mobile earn the best net promoter score
down barriers to financial
inclusivity, some are taking it
banking app. You have to give a
reason for customers to change
and be the first bank in Hong Kong
to have a positive sentiment on
Garanti N26
a step further by breaking the their banks, which isn’t easy.” social media. When you combine
With more than 16 million customers, N26 is one of Germany’s biggest success
entire mold of what banking all of this, you get what Deniz
Garanti Bank is one of Turkey’s largest stories in the past ten years. A mobile-first
should look like. One of the In the process, Deniz is also calls “heart share” — a KPI based
private banks. Established in 1946, it’s also bank headquartered in Berlin, it’s known
most transformational is a new breaking the mold for what on a hybrid score developed in-
one of the country’s oldest. But its heritage for its slick UX, no hidden fees and easy-to-
concept coming from Standard this brave new banking looks house.
hasn’t stopped it from making waves in the reach customer service.
Chartered. like and how it should be built.
digital sphere — in fact, it’s been a huge
He appreciates the difficulties Ultimately, it’s this commitment
advantage. The bank has now expanded around the

Giving banking a
that come with the heritage of to customers that makes a
world, and recently launched in the U.S. —
traditional banks: “When you financial services company
As a well-established bank, it benefits from its first market outside of Europe. With this

mobile makeover
look at all other multinational a success. “Your bankable
being able to offer integrated financial launch, it’s hoping to radically change the
big banks, it’s really tough to population can be 100%,” Deniz
services, from pensions to investment way Americans bank as it has done for so

— and more
change the model internally. concludes. “And if you’re not on
banking. Fully committing themselves to many people throughout Europe.
We’re a startup coming from a big mobile, you’re missing out on this
digitalization early on means a huge amount
bank, which has given us a lot of market share.”
of its services can now be accessed without

LINE Pay
With roots dating back to 1853, flexibility.”
having to visit a branch.
and with over 1,000 branches The finance industry — unlike

SPOTLIGHT
SPOTLIGHT

across Asia, Africa and the Middle For Standard Chartered, that many other verticals — is not

Akulaku
East, the British multinational meant starting over from one that will saturate any time LINE Pay is the payments branch of Japan’s
may not be the first bank that scratch. This is one of the most soon. Around the world, 1.7 largest messaging platform, LINE. Now
springs to mind when thinking of impressive feats of the venture, billion adults remain unbanked, one of Japan’s biggest payment providers,
neobanking. as it redefines what a bank yet two-thirds of them own a Akulaku is a hybrid fintech and e-commerce LINE Pay allows customers to top up their
should look like and how it is built mobile phone that could help provider, popular throughout Southeast accounts at convenience stores, ATMs, or
That’s until you learn of their 100- in the first place. It’s not about them access financial services. Asia. The Chinese-owned giant has a specific via bank transfer, and use the app to send

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person strong team dedicated to simply tacking an app on to an This leaves a huge amount of focus on cardless installment shopping money or shop in physical and online stores.
building a new standalone offering: existing offering, but of building room for more growth, innovation for products such as car loans and travel
a soon-to-be-launched Virtual something from the ground up. and inclusivity. And as financial expenses, and also offers a wide range of Clever partnerships have been key to
Bank. Not just mobile-first, the services continue to develop, new deals on physical goods including gadgets growing LINE Pay’s user base, both at home
concept will be mobile-only. This means Deniz and his team models such as those pioneered and clothing. in Japan and abroad. It is integrated with the
have come up with new ways by Standard Chartered will be payment branches of China’s Tencent and
The new venture is headed up by of onboarding clients, new the ones to keep on pushing the Akulaku started in Malaysia before expanding Korean search engine operator NAVER, and
CEO Deniz Güven, who was kind risk framework, and — most banking’s boundaries. to Indonesia, Vietnam and the Philippines in has partnered with banks (Taiwan’s CTBC)
enough to give us a sneak peek importantly — a totally new 2016. Today, it is the largest online financing and credit card companies (including Visa) to

23
22

of the product, and explain how operating model built on cloud- company in Southeast Asia. introduce co-branded credit cards.
 THE THE INSIDE
VIEW TO MOBILE

MAKING
GREATNESS
MEET THE ICON

Some iconic companies can be recognized

OF
from a simple description of a logo: the
bitten apple on the screen, the flowing white
cursive on a red can, or the golden arches.
All have long escaped the confines of the
TV commercial or banner ad, and are firmly
woven into the pop culture fabric.

M
How about the Swoosh? Nike is synonymous
with innovative and impactful design, known
for partnering with the biggest names

MOBILE
from across the cultural landscape. So how
does mobile augment the already stellar
TXT ANNE VERHOEVEN
reputation of a global icon?

Dan Munteanu, Director of Global User

obile is the new frontier in the battle for
Acquisition at Nike, has seen the importance

FOCUS
FOCUS

attention. Marketers must find new ways to

of Nike’s mobile offering in bringing users
become recognizable and forge a connection
into the ecosystem: “A pathway that we’ve
between consumers and their product. They
found to be effective has been our apps.
need a new playbook, to rewrite the rules of
Bringing in consumers through our app
advertising in order to reach the heights that

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ecosystems is a way to eventually build a

ICONS
everyone else aspires to: to become iconic.
long-term relationship with Nike members.”

To find the keys to this sought-after status,

who better than to turn to than the masters? MAKE IT PERSONAL
We spoke to an iconic brand furthering its
global reputation through mobile, one of Nike currently offers four apps, available in
the world’s biggest mobile platforms, and many countries around the world.  There is
an agency with its finger firmly on the pulse the Nike app, which is a daily destination
of modern advertising to learn how to craft for the world of sport, featuring the latest

25
24

mobile marketing with a genuine impact. products and stories from the brand, and
 the Nike SNKRS app, which is the ultimate impact through Snapchat: “The key ‘hack’ is “It was ingenious. You got higher take-up
EXPAND
sneaker shop. These are augmented by creative,” he says. “Snapchat’s ad formats when you created barriers around where you
the activity-based Nike Run Club and Nike YOUR REALITIES are full screen, sound-on, so it’s important could actually download it. If you’re doing this
Training Club apps, both of which exemplify to regularly update and test new creative kind of thing, look for the counterintuitive,
the importance of mobile in building brand Snapchat is one platform that can help varieties to improve user engagement. Our for what’s completely irrational from a
affinity to Nike. brands stand out. It has become something best advertisers have their user acquisition conventional standpoint.”
of a mobile icon in its own right. Since it’s and creative teams working side by side to
Nike has a strong history of speaking to its initial release in 2011 the app has gained a optimize creative throughput.”
audience through storytelling, and mobile global audience of 203 million users. Fintan BECOME PART
offers the chance to do this even more Gillespie, International Head of Performance Rory Sutherland is Vice Chairman of
OF YOUR USERS’
directly. Dan elaborates: “Personalization of Snap Inc., attributes Snapchat’s success marketing, advertising and PR agency
and delivery are more important than ever. to its unique proposition; a communication Ogilvy UK, and founder of Ogilvy’s in- MOBILE ROUTINE
It’s critical to take a strategic approach when platform, where real friends can express house behavioral science team. Despite
defining and segmenting your user groups themselves freely and authentically, that the possibilities that data offers on mobile, In a world of small screens and short
into as many different personas as possible values privacy by making deletion the Rory agrees with Fintan that it’s the clever attention spans, Rory at Ogilvy thinks
and then building a robust creative strategy default, with no reliance on social media and creative uses of mobile tech that still mobile marketers must make the most
that speaks to each individual group of metrics. Fintan says, “Snapchat was built make for award-winning advertising. Rory of the fleeting moments that users do
consumers. It’s important to also evaluate as an antidote to social media. We enable notes one particular campaign, Burger choose to spend on their apps, and make
the marketplace conditions simultaneously users to discover stories where human King’s “Whopper Detour,” as exactly the kind them memorable enough that users keep
and observe trends or patterns to ensure editorial judgment, not just clicks and shares, of innovative work that can help brands returning: “The really potent thing with apps
you are able to effectively stand out from determines what’s important.” become mobile icons, and that sometimes is the level to which they become habitual.
your competition.” it’s those who defy conventional wisdom It’s a bit of a winner take all market: people
Snapchat is known for its playful Augmented that make a splash on the smallest screens: spend 80% of their time on 20% of their
Reality Lenses that augment users’ photos apps.” Snapchat is a prime example of the
and videos — but what does it offer to importance of regular users, Fintan adds.
brands? Fintan believes that Snapchat can “Our community is highly-engaged. They’re
help brands reach their audiences at their level: coming back to the app 30+ times a day.”
“Augmented reality (AR) is a powerful tool
for self-expression and communication and Rory notes the importance of making the
Snapchat is the only platform delivering AR most of the limited moments apps get with
at scale. We know that 70% of Snapchatters their users: “We’re using our smartphones
BURGER are playing and creating with AR everyday. as a means to obtain some pre-defined goal,

KING Brands get this and are developing mobile AR

experiences that Snapchatters are engaging
which means that interruption is obviously
less welcome and less effective. A lot of

FOCUS
FOCUS

It may seem counterintuitive for with and sharing.” mobile use must be stolen moments – it’s six
a brand to put their rivals front- minutes waiting for a train, that kind of stuff.
and-center of a campaign, but Making something work in those moments
Burger King’s Titanium Grand would be potent.”
USE PLATFORMS
Prix winner from 2019’s Cannes

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Lions did just that. The mobile CREATIVELY Whether it’s the opportunity to learn more
campaign offered users the about your users’ habits, to tailor your
chance to buy a Burger King Data allows for unprecedented potential for message, or to release the potential of new
Whopper for one cent, as long audience segmentation and personalization, forms of creativity, the growth of mobile is
as they were in the vicinity of allowing brands to speak to their audiences set to continue. So make the most of the
a McDonald‘s branch when in more direct and effective ways than lessons offered by these mobile leaders. Use
claiming the deal on their phone. ever before. But it counts for nothing both to speak to users on their own level,
The campaign increased BK without the creativity and ingenuity that and you too could become a mobile icon.
app sales 300% and took it from was always held in high esteem. Fintan

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26

686th place in the app store to sees creativity as the best way to make an
number one.
 New companies have been stepping up to the
plate to transform the way we travel, and
it’s not just consumers getting excited about
this sector. Investors are bullish too, as
evidenced by the €500 million that FlixMobility
— a global mobility provider, offering new
alternatives for convenient, affordable and
environmentally-friendly travel via the FlixBus I catch up with C O R N E L I A
and FlixTrain brands — was rumored to have M Ü L L E R , Teamlead Mobile
raised in Germany’s largest tech funding round Marketing, who leads mobile
in July. Less than a month later, more investors marketing at FlixBus, and
joined in to up the ante even further. DAVIDE GABRIELE CROCI,
Director of Customer Retention,
to learn more about how to
enhance customer journeys

WITH in the real-world with data

journeys they map and track

FLIXBUS BEHIND
across touchpoints including
mobile and apps.

THE WHEEL, Since launching in 2013, you have changed

the way over 100 million people across 29

THE CUSTOMER countries travel, including the U.S. What

Q&A
Q&A

advice do you have for app marketers

looking to expand into the U.S.?

JOURNEY C O N N Y In many ways, entering the U.S.

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market felt like building another start-up.

It‘s a market quite different from Europe and
it requires a different playbook for Mobile

IS REIMAGINED Marketing from the one we followed when

we were expanding FlixBus in Europe. So, we
adapted to the U.S. market, and this is the
reason we‘re succeeding there. We saw it
was better to approach the U.S. with a start-
ART MIA HENNIG
up mindset than to follow the blueprint we

29
28

TXT PEGGY ANNE SALZ PIC FRANK LÜBKE used elsewhere.

 You serve a variety of geos via a wide range Applying the MVP concept to marketing is a answer, we decide if we will roll out the
of customer touchpoints. How do you smart move. Can you provide an example? approach in other markets or to target other
connect the dots in the data? segments.
CONNY Let‘s say we A/B test on
C O N N Y We‘re not an app-only business. incrementality for retargeting at FlixBus. are some features that the traveler has to This has been a huge year for expansion
However, a very relevant large portion of For us, that‘s a one-time, fast test. We download the app to get access to. We also into both other markets and other
our sales comes from apps. When it comes get analysis and, based on that, we take have special price promotions throughout segments. What can you share from your
to acquiring customers through our app, the first actions long before we have the year that are only available via the app, own journey establishing such a massive
the approach has been on performance- developed an overall broad strategy that and that also drives customers into the global footprint?
based marketing from the start — and maybe looks at what we need to do and set funnel. Overall, it‘s a mixture of organic, paid,
it still is. But what has changed is the up for years to come. The same goes for and using our array of owned channels and C O N N Y Mobile marketing means working
measurement. We shifted from last-click product and product development. Again, touchpoints to drive people to the app. together with many different teams such as
attribution to a multi-touch attribution we go out with smaller iterations. If we IT and Product Development. We made that
model with a lifetime value view. Here the observe that a certain feature is one that Of course, retention is the prize. How do decision early on so whatever acquisition
focus isn‘t on whether someone bought users would be interested in using or that you drive frequent use and—above all— activities we do are aimed to bring customers
on the web or in-app, or in our shops. they are actually using it, for example, then loyalty? into the app and towards the goal of retaining
It‘s about seeing and understanding — we build and scale it. If not, then it won‘t be them in the app. That’s why my team is a part
ultimately predicting — differences in the developed further. DAVIDE Thanks to the performance of Davide‘s CRM, and this allows us to improve
lifetime value of the customer based on marketing that we are doing at FlixBus and the customer journey, as well as the actual
the platform they are using. How do you make the call? the channels that we are using to acquire journeys our customers take in our buses. It‘s
customers in the first place, we also have all perfectly connected, and that allows us to
LTV is the new mantra and calculating it, let D A V I D E We look at the conversion rate, a lot of insight—and a lot of data. We are view the data differently — more with an
alone predicting it, is the goal for all mobile the impact on customer happiness and currently using this to build audiences by using eye to action than just analysis. In my area of
marketing. How do you approach it? lifetime value. So, if we see a decrease in the different tools. Adjust is one of them, as well marketing, for example, we can see which app
conversion rate, it‘s not going to be rolled as Salesforce. We tailor our communication to feature has which impact on the customer
D A V I D E It starts with raw data from Adjust out. If we see a significant increase in the our audiences, making sure different segments conversion rate and customer happiness. But
that we feed into our attribution and lifetime conversion rate or lifetime value, we‘ll go get different messages. Our CRM is focused on it‘s a journey for the company as well. This is
value model. It‘s a process of modeling and with it. It may be cool to have features in journeys because our customers are literally on also why it will be extremely exciting to see how
calculation that we take in smaller steps the app or marketing approaches that break different journeys depending on their behavior having a view into lifetime value will influence
— a lot like developing an MVP. Let‘s say new ground, but, in the end, what we want and where they are in the lifecycle. To build how we do campaigns, allocate budget and
we want to achieve a certain lifetime value to do is to increase the lifetime value of our that, we have a full team of engineers digging translate it all into marketing actions that will
throughout 12 months. We ask ourselves: customers and that means selling tickets. deep into the data to calculate models and have real impact on our numbers.
What ROAS do we need after 3, 7, 30 days develop communications.
in our campaigns to achieve that long-term It all starts with filling the top of the funnel.
goal? The MVP mindset comes in when we What can you share about your approach? You pursue a UA strategy focused on

Q&A
Q&A

translate our long-term goal into short-term increasing ROAS and lifetime value of the
measures. You don‘t have to wait until the C O N N Y Customers are getting into the app customers you acquire through a certain
business intelligence team has put together funnel through the product. For example, we campaign or channel. What are north star
the perfect report. On the way to that, there encourage them to download the app so metrics for retention?

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are smaller steps that you can take that they can have their ticket with them on their
make you faster and equip you to take action. smartphone. D A V I D E Our north star is incremental CLV.
For sure, you are getting revenues if you
Of course, we are also promoting the app are retargeting users. But the big question
on different marketing channels, but the is: would those users not have come back
service itself remains our main touchpoint to anyway? To measure this, we always have
download and use the app. In addition to the a test group, a control zero group that runs
ticket function, we offer status updates on parallel to all the CRM communication that
the bus and push notification to update users we do, in order to have an answer to that

31
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on scheduled arrivals and delays. These incrementality question. Based on that

 GUIDE DARI PENGUSAHA
UNTUK INDONESIA
AN

RECIPE
RECIPE

ENTREPRENEUR‘S

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GUIDE TO
INDONESIA

33
32
 Entrepreneurs are always searching for Netzme has over 2 MILLION USERS
the next big market to launch in. For those ACROSS INDONESIA , and will debut on
who have turned their attention to South the Indonesian Stock Exchange later in
East Asia, Indonesia is the latest hotbed of 2019. Netzme is a hybrid fintech mobile
startup and entrepreneurial activity. payment platform revolutionizing
the way Indonesians interact and
Many businesses will be preparing to do business, ensuring seamless
enter this lucrative market. As plans are integration of social daily activities and
made, it’s always best to have someone basic banking services. This so-called
on hand to help you learn the ropes. And “Funtastic Payment” approach uniquely
in Indonesia, there’s no better guide than combines social media with fintech.

TRAVEL
VICKY SAPUTRA , co-founder and CEO
of innovative social mobile payments Before joining Netzme in 2017, Vicky
platform NETZME . had a career as a successful investment
banker and managed one of the biggest
IPOs in Indonesia for PT Danatama
Makmur. He’s also managed several

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companies in industries including digital
NETZME’S content production, talent management,
digital media, digital marketing, food and
beverage, and even a tanker business.
VICKY His impressive track record is a clear
indication that Vicky is the go-to guy
for the inside track on everything you
SAPUTRA need to know about where to focus your
efforts and investment.

35
TRAVEL

RECIPE
“HOPEFULLY WE CAN BE

A BRIDGE, BECOME

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A CATALYST FOR INDONESIA

ENTREPRENEURSHIP.”

35
34

TXT PEGGY ANNE SALZ PIC YUNAIDI JOEPOET

 From the places you really need to know,
ABOUT NETZME to personal tips on how to get to the top in
Indonesia, Vicky shared his thoughts with
Netzme is a community-based mobile payment platform Adjust on how to make a flying start in his
revolutionizing the way Indonesians interact socially and home country.
get access to financial services. The company’s vision is
to enable mobile-first markets like Indonesia to build a BE READY TO NETWORK
community with shared cultural bonds through social
While Indonesia is a market in rare balance
gamification, and to appeal to the best parts of human
— combining a vibrant economy with an
nature and encourage people to pay-it-forward.
explosion of interest in mobile and apps —
it’s best not to strike out to achieve success
To bridge the gap caused by financial disparity in Indonesia’s
on your own. You need local knowledge
rural interiors where people often lack financial literacy,
and expertise: so how do you find them?
Netzme empowers Indonesians with an effective channel
Vicky recommends heading to Indonesia
to tap the “Good Samaritan” cohesive community spirit
during one of the major conferences to
supporting micro-entrepreneurs.
really understand the local startup scene,
and see who’s making a splash: “The best
way to meet potential business partners is
to head to Jakarta or Bali for a tech event. It
gives you access to a wide network.”

He recommends NEXTICORN (Next

BE READY Indonesian Unicorn), a curated event

showcasing the best opportunities in It’s certainly important to understand
Indonesia for VCs across the globe. The the local business culture, but everyone

TO NETWORK conference (October 31 - November 1)

is part of a joint key initiative by the ICT
needs time to relax. So where would
Vicky recommend finding the very best of
Ministry, the Association of VCs and Indonesia?
Startups Indonesia, and Ernst & Young
to promote the growth of the country’s LIVE LIKE A LOCAL
digital sector. If fintech is your focus, then
Of course, after you’ve secured investment, His first tip is to get to BALI . A popular
the INDONESIA FINTECH FESTIVAL
you’ll need a support structure around tourist destination, Indonesia’s western
(September 23-24) stands out as the
you. Vicky thinks both communication and most island is a surfer’s paradise,

TRAVEL
TRAVEL

flagship event for this growing sector.

community lie at the heart of success in renowned for temples and waterfalls as
Indonesia: “You need to be clear what kind well as stunning beaches. Another sight
If you can’t make it to an event, Vicky
of market that you’re really targeting, and try you shouldn’t miss is LABUAN BAJO .
has other ideas: PACIFIC PLACE, PLAZA
looking for the community that fits with your Located on the westernmost tip of the
SENAYAN, PLAZA INDONESIA AND
apps and looking for the key opinion leader ISLAND OF FLORES , Labuan Bajo is

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GRAND INDONESIA — all high-end retail,
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in that area.” recognized as one of the best diving spots

lifestyle, and entertainment centers —
attract names both local and international
Vicky is keen on collaboration, and hopes
from the startup and VC crowd. The venues
the Global CEO Indonesia Foundation
are an attraction, for sure, but be sure not
he created with his colleagues — which
to miss networking opportunities in the
has grown from a small Whatsapp group
coffee shops, lounges and co-working
to over 700 members in three years —
spaces on the premises.
can play a role: “Hopefully we can be a
bridge, become a catalyst for Indonesia

37
36

entrepreneurship.”
 IT’S ALL ABOUT RELATIONSHIPS

So you’ve got the investment and you’ve

W H AT ’ S B I G I N I N D O N ES I A
learned how Indonesian culture really ticks.
Vicky also has some key tips and working
AT T H E M O M E N T ?
practices to help really make an impact in
your new market. First and foremost, he
Vicky sees development as a key driver in the The growth in payment solutions fuels the
recommends working with a local partner,
success of the tech sector in Indonesia: “The App Economy which, in turn, boosts consumer
someone with in-depth local knowledge
fintech, edutech, and health tech sectors are interest in using mobile to research and make
and the contacts you’ll need. “Having a
all growing. It’s an exciting developing market. purchases. The total digital economy of Indonesia
local trustworthy and reliable partner is
Everything that has to do with infrastructure, or is expected to grow to $100 billion by 2025. Its
the key to everything,” he explains. “With
the people, is a priority for the government.” massive growth is reflected in the 2019 MOBILE
them on your side, it will be easier for you
SHOPPING APP REPORT, a collaboration between
to be accepted by local people.” His second
It’s what you would expect in a country that Adjust and Liftoff, a mobile app marketing and
tip is to make sure localization is absolutely
finds itself in the “MIDST OF UNPRECEDENTED retargeting platform and member of the Coalition
central to your product. While some make
DIGITAL ACCELERATION.” Internet access and Against Ad Fraud (CAAF). The report found
the error of thinking their successes at
use among its population of 265 million is Indonesia was the fastest-growing app market,
home will immediately translate to the
LIVE LIKE Indonesian market, Vicky highlights the
soaring, prompting GOOGLE TO DECLARE the
country a “Mobile-Only” territory. Between 2013
with video streaming, gaming and utilities leading
as the most popular app categories.
importance of tailoring your offering to local
and 2017, the number of people accessing the
tastes and traditions: “Localization really
A LOCAL matters across Indonesia, because if you
internet in Indonesia rose from 29% to 56% — and
94% access the web using smartphones, a trend
Moreover, Indonesia offers app marketers value
for money. A review of costs and conversions
are only thinking universal standardization,
supported by an abundance of bandwidth and shows Indonesia offers the lowest cost ($1.65)
it will only work in Jakarta.”
affordable devices. The advance of smartphones and the second-highest install-to-purchase rate
also drives greater interest and use of mobile (9.9%) of the five countries profiled. But users in
in the world. Jakarta-bound for your entire You’ll need experts on the ground for this, so
payment solutions to support mobile-only Indonesia don’t only have an appetite for apps,
stay? Then the Kemang neighborhood hiring staff with knowledge and experience
transactions such as shopping and banking. It’s they are also loyal. App users acquired through
offers up a similar experience, with trendy in the local market is essential. So what will
a game-changer in a country where less than half paid campaigns retain better than the global
nightlife, a wealth of independent stores it take to attract the best Indonesian talent
of the population is part of the formal financial average.
and cool cafés. to your company? As Vicky tells us, it’s not
system.
just a matter of the most attractive financial
A wide range of nightlife options abound. rewards: “Money is very important for them
In addition to the Kemang and Kota Tua, but it isn’t everything: relationships are key.
the area around Jakarta’s Old Town, Vicky People will work for money, just not with a

TRAVEL
TRAVEL

recommends the Kelapa Gading area of full-heart or excitement. It’s important to

Jakarta, an area famous among foodies not only talk about the working relationship
around the world. “It has all of the best but how to give your staff something that
quality restaurants in Indonesia,” he says. they can be proud of when joining your
More importantly, all of the top banks have project.”

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branches over there. “So,” he says, “this

place is quite special; if you are looking for With a guide like Vicky, you’re in great
food and bank services, go there!” hands. So enjoy every step of your IT’S ALL ABOUT
Indonesian adventure, we’ll see you at the
RELATIONSHIPS
His highest praise, however, is reserved next conference in Jakarta (or on the beach
for MLINJO RESTO, a Javanese restaurant in Bali.)
that gives Vicky a taste of home:

“I grew up in Central Java. The restaurant

39
has a really local, authentic feel.”
38
 HOW ADJUST ACHIEVED

AN EMPLOYEE CHURN RATE

EVOLUTION
OF JUST 3% ART ISRAEL VARGAS
THROUGH
BY CHRISTIAN

HENSCHEL,
When we founded Adjust in 2012, the
CO-FOUNDER
tech industry was far smaller. The mobile
scene was still coming into its own, and
AND CEO
we always came up against a brick wall
when looking to hire people with the
OF ADJUST
right experience. Sure, there were plenty
of talented people out there, but we
wondered about extending an offer if they
didn’t have a background in mobile.

That’s when we realized our hiring

strategy would have to change to keep
up. We couldn’t afford to be dogmatic
about the previous industries or roles

INSIGHT
INSIGHT

employees worked in. By placing a greater

focus on candidates’ potential rather than
experience, it suddenly opened up a huge
pool of talent. And because there’s no
university or course that can teach you

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about the industry, we decided to build our

own education department.

EDUCATION

41
40
 Since we were hiring so many people who
were just getting started in mobile, we had to
That means continual learning when we
release new features, in-house leadership
THIS IS ABOUT
give them a strong foundation. We invested academy, and an individual further learning
in an education team, some of whom budget which can be used for courses or FUELING
are former teachers, and are responsible conferences. Our employees want to grow
for our three-week onboarding process.
Every month, new hires fly into Berlin for
and be challenged, and that’s a demand we
can meet. Giving people these opportunities
PERSONAL
a three-week intensive course. The basis means they stay engaged and committed.
of the course is the same for all new hires, These initiatives are paying off: our average GROWTH
regardless of the role they will graduate into. churn rate is under 3%.

AS MUCH AS
B
While it means pressing pause when people
first join, they get up to speed much more
quickly. New hires have an equal opportunity IT IS ABOUT
to succeed, and the business sees the
benefits earlier on. Our sales managers start
selling after the first six months — in other
ut there’s another compelling reason for
our investment in continuing education
GROWING
companies, it’s often closer to a year. tailored to our team’s demands: customer
satisfaction. The only sustainable success CLIENTS‘
Another great side effect is that because our is one that evolves with the conditions
new employees start their career at Adjust in
the Berlin headquarters, they learn about our
of the market. We know that we have to
invest in our employees for Adjust to be a
BUSINESSES
DNA from day one. Soon after implementing sustainable company and to keep our clients
onboarding, we realized that acquiring talent satisfied. Effective education also has a

THE TECH is one matter, but it’s even more important

to cultivate it. In an industry that’s only as
feedback loop, and knowledge sharing
leads to collective wisdom. At Adjust we
good as the talent it supports, it’s not just take this seriously, educating and pushing
INDUSTRY good sense to retain employees, it’s an the market toward higher standards.
imperative. We’ve mastered this loop with both our

HAS

T
employees and our clients, with whom Adjust’s Mobile School workshops, held
we’ve built a community of mobile experts across the globe, are another opportunity
and marketers. for marketers to learn from our own
THE HIGHEST experts and mingle with other Adjust
Initiatives like Think Tank, for example, are clients.

INSIGHT
INSIGHT

TURNOVER OF he tech industry has the highest turnover

of any sector, with an average churn rate of
the sounding board for discussing potential
new features and resolutions to issues in To us, relationships with our teams and
13%. It’s seen as normal that the average tech mobile marketing. The focus group, which clients are not just short-lived business
ANY SECTOR, employee relies on changing jobs every one brings together industry leaders from transactions. This is about fueling
or two years to get a promotion. In reality, around the world, is where ideas can come personal growth as much as it is about

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WITH that trajectory makes no sense at all. For

employers especially, it leads to an endless
to life and thoughts aren’t just shared, but
challenged.
growing clients’ businesses. By creating
opportunities for these feedback loops, the
cycle of headhunting and onboarding, before industry as a whole becomes smarter. And
AN AVERAGE having to do it all again a few months later. Our Mobile Spree events, hosted in Berlin in a sector that evolves so rapidly, we all
and San Francisco (and launching soon in need to commit to more collaboration —

CHURN RATE To get employees to commit to Adjust, we

also give them the opportunity to grow.
APAC), are a chance for the brightest minds
in mobile to learn from each other and have
between clients, partners and employees
— to stay ahead.
Education is one of the elements that keeps open, frank discussions about strategy and
OF 13% employees with us. performance.

43
42
 Commerce is a complex journey spanning multiple platforms, touch
points and mobile moments when the customer is looking for
assistance, and the newest trends and latest offers. Mobile analyst
Peggy Anne Salz catches up with Erdem Inan, who leads the Growth
Team at Trendyol, the largest mobile commerce company in Turkey
and the MENA region, to discuss his personal journey to develop
a multi-touch attribution model to gain deeper insights into the
complete customer journey. He shares pitfalls, growth hacks,
and advice you can follow to develop a formula for “marketing value”
allowing you to track (and attract) the users that count.

TXT PEGGY ANNE SALZ ART CHIARA VERCESI

The last-click attribution model may work in DEFINE AND CALCULATE

cases and campaigns where app marketers
“MARKETING VALUE” FIRST
are laser-focused on quick wins and
immediate revenues. But it’s an approach
The right MTA model is the one that supports
ill-suited to commerce, where purchasing
your business objectives. Once you know
decisions happen over time, influenced by
what you’re aiming for, you develop a formula
factors, channels, and sources marketers
for “marketing value.” In practice, calculating
need to work into their strategies. Smart
marketing value requires marketers to
marketers will choose an approach that
“pinpoint the events and milestones in
allows them to grow sustainably in the long-
the user journey that drive incremental

INTERVIEW
term, Erdem explains.
LTV,” Erdem explains. The outcome is an
optimization metric that represents a sum of

SUPERMODELS
Achieving this objective requires the data-
all the value of all your marketing.
informed capabilities to acquire and activate
users likely be high-value customers. It also
However, the formula behind the formula
demands a data-driven model to identify and
is far from clear-cut. It’s a calculation
evaluate the *real* value of the channels and

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inextricably intertwined with the data you

sources that deliver these users. A mobile

DEFINING YOUR APP’S MARKETING

collect and the business goals you want
multi-touch attribution (MTA) model wins
to achieve. What’s more, it includes units
on both counts—but there’s a catch, Erdem
you can’t easily compare, and it spans the

VALUE TO POWER AMAZING

says. It’s not enough to build a solid model,
activities aligned with strategic objectives.
equipping marketers to evaluate how each
drives deep-funnel activity. An effective MTA

AND EFFECTIVE MULTI-TOUCH model must be flexible enough to adapt to

the current and future marketing priorities
START BY CONSIDERING
TWO CRITICAL QUESTIONS
ATTRIBUTION
of the company and the different routes the

45
44

customer journey can take.

 tastes in fashion — all this is in a state of
WHAT IS THE TIMEFRAME ? SHORTCUTS CHOOSE
 SUCCESS
That is, what is the period of time you AND WORKAROUNDS
flux and can have an impact on the outcome.
Therefore, Erdem looks at 3 months of data
#3 OVER SCIENCE.
are examining in order to determine the and watches for what is — and isn’t — in
incremental effect of your marketing on Marketing value is effectively a new KPI and line with forecasts. Once you are crystal clear about your
outcomes? one that allows you to view and measure marketing value, you can take the leap to
marketing more holistically — paying more introduce the MTA model that will give
WHAT IS THE PRIORITY? attention to the incremental value of each NOT ALL you better visibility into the user journey

That is, what is the objective you want to

strategic objective. It also powers your MTA #2 CHANNELS WILL BE
and better transparency into how sources
model. Miss a step and you risk missing a target. stack up. Starting the process with a solid
achieve?
With so much depending on how correctly and EQUAL – EVER. data capability is important. (By way of
appropriately you calculate marketing value it’s background, Trendyol relied on the callback
Keep in mind your marketing objectives are
important to be clear about the limitations — “The biggest challenge of managing different APIs in the Adjust platform to pull together
a moving target that will change over time.
and the workarounds. sources from a marketing perspective is that click and session data and then connect
It’s ok to play with this formula, changing the
they are different,” Erdem explains. From an this with the company’s cost data and
coefficients to reflect the value of actions
engagement, activity and revenue perspective, user-related data to architect a custom
that are important at that time — such as VALUES ARE
boosting the value of downloads to match #1 AN ESTIMATION AND a user coming from a keyword search is not
the same as a user coming from a social
model.) It’s also important to embrace and
accept the role subjectivity will play in all
a campaign aimed at recruiting new users,
media campaign or a reward video. It’s best you do. “There are many decision points in
Erdem explains. WILL NOT BE
practice to apply a “health-check” based on your attribution window and model where
100% ACCURATE. your assumptions and observations about the you will have to double-check to be sure
channel you are testing. what you observe and measure is logically
Your marketing objectives evolve with your true,” Erdem explains. Don’t seek truth in
business and shift to match consumer “A Google keyword new buyer is pretty the scientific sense of the word. Strive for
tastes and preferences. What’s more, consistent. We’ve been in business for years, “business-true” that can help you focus on
establishing the real uplift or return on ad and we know the quality of a new buyer your strategy objectives.
spend is a chicken-and-egg relationship coming from a search for “dress”, and we can
that is “inherently difficult” to ascertain, track it on our dashboards. An increase in the It’s a trade-off — but it can also pay off. The
Erdem explains. As a rule, you can’t know for volume or decrease in the quality should be aim in the case of commerce is to map and
sure if you should chalk good results up to treated as a red flag.” explain the decision-making process of your
your marketing strategy and spend, to your users. Data and models that will help you
organics, or to engagement campaigns that It’s a smart way to gauge whether users see which sources are tricking the last-click

INTERVIEW
INTERVIEW

span different timeframes and channels. “It or channels are off the mark. But, Erdem attribution model are pure gold. Even if your
can be a challenge to get the full picture,” cautions, it will always be a post-mortem. MTA model is powered by soft rules (and
Erdem admits. That’s why it’s important to That’s why it’s critical to do health-checks not hard data), you can’t lose. Erdem recalls
regard marketing value as “a starting point” often, baking it into your dashboard and your that MTA capabilities allowed his team to
that can be proven true or false — depending reports. “If there’s an anomaly, something see sources that were skewing results,
on the data. out of our expectations, we apply it in the which prompted him to reduce spend on
next week’s targets, next month’s targets,” those sources and scale up on sources the

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Erdem’s rule of thumb: double-check against he explains. The outcome is a construct that last-click model had penalized. “Waiting is
the user profiles you have observed over time no app marketer can do without. wasting,” Erdem warns. “If we would have
— preferably 3 months. Imagine a scenario waited for a complete picture of the user
where you want to understand if a new buyer “It’s also a kind of early-warning system journey and 100% accuracy, then we would
is similar in quality to your average new since performance that is too good to be have wasted money and missed the chance
buyer. It’s not enough to monitor behavior, true most times is.” It’s not technically ad to acquire the users that bring the real value
because there can be other factors at play fraud, he adds, but it is likely cannibalizing to our company again and again through
that brought the buyer in the first place. the organic sales forcing you to pay for them frequent engagement and purchases.”
The time of the year, the categories on offer and making a channel look much better than

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when the buyer makes a purchase, popular it can take credit for.
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I
t turns out that cooking and And it makes sense. Both require hummus, in particular. To make
TO HUMMUS. LUXURIOUSLY data analysis have a lot in com- precise preparation, and if the a delicious, luxuriously rich
mon. That’s what we learned at critical components are wrong, hummus is no small feat, and “it

SMOOTH, RICH AND SLIGHTLY NUTTY, this year’s Mobile Spree from
Lior Barak, Managing Partner
you could ruin your meal — or
your dataset.
never looks good,” but “it tastes
good.” Below, he’s been kind
at Tale of Data, a Berlin-based enough to share his recipe for
data management consultancy. Lior likened data to making the perfect dish of hummus.

DATA IS
LIKE A PLATE OF
HUMMUS
THIS
CHICKPEA
INGREDIENTS PREPARATION
500G DRY CHICKPEAS Rinse the chickpeas, place them Add the rest of the baking pow-
in a large bowl covered with cold der, and let the chickpeas cook
1 CARROT

BLEND
water, and leave to soak for 12 until you can easily mash them
ROUGHLY CHOPPED
hours. They will double in size, between your fingers.
1 SMALL ONION, so make sure the bowl is large

RECIPE
RECIPE

ROUGHLY CHOPPED enough to hold them. Place the chickpeas in a blender

with the rest of the garlic, and

IS FAMOUS
2 TEASPOONS
Strain the water, wash the chick- blend until you achieve a velvety
BAKING POWDER
peas and cover them with water texture.
15 CLOVES OF GARLIC for another 12 hours. This time,

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MINCED add half of the baking powder With the blender still running,

THE WORLD
— this is the trick to achieving a add the tahini and lemon juice,
PARSLEY
smooth and creamy consistency. and adjust the quantities to your
ROUGHLY CHOPPED
taste.
500G TAHINI 12 hours later, add the chickpeas
to a large saucepan. Combine

OVER
¼ TEASPOON OF
with the chopped onion, carrot,
TURMERIC
and garlic. Simmer for an hour.
JUICE FROM

51
50

ONE LEMON
THE
CONFERE NCE
FOR
MOBILE APP
MARKETER S

MOBILE SPREE19
by Adjust
SAN FRANCISCO
OCTOBER 10TH

MOBILE SPREE IS A MOBILE

MARKETING CONFERENCE

HOSTED BY ADJUST. DRIVEN

BY THE DESIRE TO BUILD

A COMMUNITY WHERE

YOU CAN LEARN FROM THE

BEST, THE AGENDA IS GUIDED

BY THE EXPERTS WHO BRING

WITH THEM EXPERIENCES

FROM EVERY VERTICAL.

THERE ARE NO SPONSORS,

NO SALES PITCHES, NO

BOOTHS AND NO HYPE.

JUST GREAT SPEAKERS WITH

GREAT INSIGHTS.