Video: How To Apply MMM To Mobile Apps

While there seems to be considerable confusion out there about MMM (Media Mix Modelling), it is actually very relevant and applicable to mobile app marketing.  To hear more about how to apply MMM to mobile apps, and why MMM can be more easily applied to mobile apps than to CPG companies watch this conversation between Shamanth M. Rao and Brian Krebs (CEO of MetricWorks). Full video recording available below.

Thanks again to Shamanth Rao (CEO of Rocketship HQ) for hosting MetricWorks’ CEO, Brian Krebs on The Mobile User Acquisition Show.  This is an informative episode that explains why Last Touch/SKAdNetwork is NOT enough for successful post-IDFA measurement, how MetricWorks has seen first-hand the success of media mix modelling for mobile apps, especially at levels of scale far smaller than that of most CPG brands, in which space these models have traditionally been used.  In this episode, Brian describes some of the ways in which these models are specifically applicable to mobile marketing campaigns and argues that these measurement tools are not only useful post-IDFA, but also provide distinct advantages over other measurement tools used by mobile marketers. 

MetricWorks’ own measurement solution, Polaris also makes it easy for you to enjoy these distinct advantages.   It requires really low effort on your part and we can get you started in 24 hours. No need for device IDs, migrations, extra SDKs, or heavy implementation lift. Keep your existing KPIs and marketing processes. Polaris can even do a side-by-side comparison of your incrementality data versus your last touch data. It integrates directly with your last touch MMP to pull the necessary data into a single repository along with your incrementality data. Email us today for a demo

Measurement granularity is a major gap within SKAdNetwork and we’re glad to see The Mobile User Acquisition Show draw attention to this major issue. Our incrementality MMP, Polaris which can co-exist with SKAdNetwork, offers a comprehensive, granular and accurate alternative that addresses the following glaring issues with SKAdNetwork:

  1. SKAdNetwork leaves marketers with only 100 campaign IDs of granularity
  2. It does NOT offer a way to cohort KPIs by install date
  3. Critical post-install performance KPIs that are foundational to your mobile growth strategy today like retention, revenue, LTV, and ROAS, have disappeared and been replaced by a single conversion value with its own significant limitations.

Does your measurement plan address the above gaps?  Contact us today to discuss how our measurement solution, Polaris can boost the effectiveness of your marketing and help you stay ahead of your competition.

You can also listen to the full podcast on iTunes or view the episode notes at The Mobile User Acquisition Show.  Please submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

Post-IDFA Incrementality With Brian Krebs & Upptic

We’re excited to share the latest Upptic podcast with our CEO, Brian Krebs as their guest.  Brian discusses “Incrementality in the Post-IDFA Era” with Xander Agosta and Warren Woodward. Thanks Upptic for inviting Brian and addressing this important topic!  Visit the Upptic blog to hear the full podcast as well as other podcasts on relevant mobile marketing topics. In this podcast, you will learn:

  • What is incrementality and how it overcomes the limitations of last touch?
  • How does our incrementality measurement solution, Polaris help a growth/marketing team realize true marketing effectiveness?
  • What level of granularity can be enjoyed via incrementality?

Podcast Summary:
We go on deep dive into incrementality in the mobile marketing context and how it can be used as an alternative or to supplement traditional last-touch attribution. We also discuss how it is more reliable, but less certain then last-touch attribution and how the MetricWorks’ product, Polaris, offers a top-down measurement alternative for the post-IDFA era. Also, Epic Games is making epic bets on the metaverse, and is hypercasual gaming in decline?  You can find the full Upptic podcast here

Now that IDFA will be deprecating really soon, it is time to adopt a new form of measurement, namely, incrementality to understand the true value of your media spend. The take-away is that iOS14 can actually be the driver to pursue a new opportunity in the form of measurement that is grounded in data science and most importantly, in truth.

Submit your questions below. You can also request a demo to learn more about MetricWorks incremental measurement solution, Polaris that is a ready-to-use, turnkey, drop-in replacement for last touch. It involves no change to your marketing or UA processes.  We look forward to helping you ensure that your marketing is truly effective in the post-IDFA era.

Best,

The MetricWorks Team

Video: How to use econometric models to supplement SKAdNetwork for mobile measurement

Marketers & Data Scientists: Rather than hoping for the best outcome with the limited SKAdNetwork, why not try out a superior measurement approach that is granular, accurate and incremental?  Watch Anthony CrossShamanth M. Rao & Brian Krebs discuss this approach that Shamanth describes as “what might be the smartest way to approach an inherently messy paradigm”. Full video recording available below.

Thanks again to Shamanth Rao (CEO of Rocketship HQ) for hosting MetricWorks’ CEO, Brian Krebs on The Mobile User Acquisition Show and thanks to Anthony Cross (Fmr. VP of UA, Data Science & Product at Big Fish Games) for participating in this conversation.  This is a valuable episode that explains why SKAdNetwork is NOT enough for successful post-IDFA measurement and describes how one can easily supplement SKAdNetwork with econometric modeling and interrupted time series (ITS) to arrive at a robust future-proof measurement apparatus. MetricWorks’ measurement solution makes it easy for you to accomplish this.   It requires really low effort on your part. We invite you to test drive it for FREE

Measurement granularity is a major gap within SKAdNetwork and we’re glad to see The Mobile User Acquisition Show draw attention to this major issue. Our top-down incrementality measurement solution which can co-exist with SKAdNetwork, offers a comprehensive, granular and accurate alternative that addresses the following glaring issues with SKAdNetwork:

  1. SKAdNetwork will leave marketers with only 100 campaign IDs of granularity
  2. It does NOT offer a way to cohort KPIs by install date
  3. Critical post-install performance KPIs that are foundational to your mobile growth strategy today like retention, revenue, LTV, and ROAS, will disappear and be replaced by a single conversion value with its own significant limitations.

Does your measurement plan address the above gaps?  Time is running out and the competition is breathing down your neck. Why not make sure that your post-IDFA measurement plan is foolproof?  Contact us today to discuss how our measurement solution can put you in a stronger position post-IDFA and ahead of your competition.

Instead of focusing on “fingerprinting” or probabilistic modeling which Apple has already stated in their current terms will NOT be allowed, apply your precious cycles to quickly testing our top-down incremental approach which is the ONLY future-proof measurement solution available today.  

You can also listen to the full podcast on iTunes or view the episode notes at The Mobile User Acquisition Show.  Please submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

Podcast: How to use econometric models to supplement SKAdNetwork for mobile measurement in iOS 14

Thanks to Shamanth Rao (CEO of Rocketship HQ) for hosting MetricWorks’ CEO, Brian Krebs on The Mobile User Acquisition Show and thanks to Anthony Cross (Fmr. VP of UA, Data Science & Product at Big Fish Games) for participating in the conversation.  It is an informative podcast explaining why SKAdNetwork is NOT enough for successful post-IDFA measurement and describes how one can easily supplement SKAdNetwork with econometric modeling and interrupted time series (ITS) to arrive at a robust future-proof measurement apparatus. MetricWorks’ measurement solution makes it easy for you to accomplish this.   It requires really low effort on your part. We invite you to test drive it for FREE

Retention Masterclass By John Koetsier & Peggy Salz

Measurement granularity is a major gap within SKAdNetwork and we’re glad to see The Mobile User Acquisition Show draw attention to this major issue. Our top-down incrementality measurement solution which can co-exist with SKAdNetwork, offers a comprehensive, granular and accurate alternative that addresses the following glaring issues with SKAdNetwork:

  1. SKAdNetwork will leave marketers with only 100 campaign IDs of granularity
  2. It does NOT offer a way to cohort KPIs by install date
  3. Critical post-install performance KPIs that are foundational to your mobile growth strategy today like retention, revenue, LTV, and ROAS, will disappear and be replaced by a single conversion value with its own significant limitations.

Does your measurement plan address the above gaps?  Time is running out and the competition is breathing down your neck. Why not make sure your post-IDFA measurement plan is foolproof?  Contact us today to discuss how our measurement solution can put you in a stronger position post-IDFA.

Instead of focusing on “fingerprinting” or probabilistic modeling which Apple has already stated in their current terms will NOT be allowed, apply your precious cycles to quickly testing our top-down incremental approach which is the ONLY future-proof measurement solution available today.  

You can listen to the full podcast on iTunes or view the episode notes at The Mobile User Acquisition Show.  Please submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

After The Apocalypse: Mobile Measurement After IDFA (And GAID?) With Brian Krebs (By John Koetsier & Peggy Anne Salz)

Thanks to Peggy Anne Salz and John Koetsier for hosting our CEO, Brian Krebs on their Retention Masterclass show last week. As always, it was a fantastic episode by the pioneering duo who have certainly established a high bar for live streaming over LinkedIn. This episode (recording below) focused on IDFA deprecation and the impact on mobile measurement or as John put it, “The IDFA is going the way of the Dodo bird.”  and as Peggy reminds us, “Marketing measurement is fundamentally changing.”.  What does this mean for marketing optimization, cohorts, LTV calculation and the metrics that marketers have been using for many years? Does that mean the end of mobile marketing measurement?

Retention Masterclass By John Koetsier & Peggy Salz

Not according to Brian Krebs, CEO of MetricWorks who has spent more than a decade building mobile marketing and measurement solutions.  He is as Peggy says, “on a mission to measure”.  Brian talks about devices going dark in terms of tracking from Day 1 of IDFA deprecation. The immediate impacts that Brian lists include retargeting, death of measurement in its current form, and the severely hampered SKAdNetwork becoming the de facto standard. In terms of marketing, the lights will go out!  However, Brian also bears good news – MetricWorks can help you keep the lights on with the ONLY future-proof measurement solution that is rich, accurate, granular and incremental. We’re so confident in our solution that we’ll let you test drive it for FREE.  You can watch the full video below (courtesy of the Retention Masterclass).

For the pragmatists out there who have watched the video, here are a few things you should do and how MetricWorks can help:

  1. If you haven’t yet, test SKAdNetwork now.
  2. Test drive our incremental measurement solution for FREE while you still have precious time before IDFA deprecation.
  3. Compare your results from parallel testing our incremental measurement solution AND SKAdNetwork to develop your post-IDFA measurement strategy.
  4. Then, look to the future and ask yourself: Do you really want to start building your long term measurement strategy after the lights have already gone out and the risk to your business is critical? Of course not. Prepare for IDFA deprecation now so that you are thriving while your competition is floundering. We can definitely help you do that.

Submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

IDFA Deprecation Damage Control (Mobile Presence Podcast Interview of Brian Krebs by Peggy Anne Salz)

Thank you to Mobile Presence’s Peggy Anne Salz (noted author, analyst, content marketing strategist, and frequent Forbes contributor) for interviewing our CEO, Brian Krebs on the positive aspects of the IDFA deprecation including our new measurement solution for the post-IDFA world.  See podcast link below.

Here’s a quick summary of the podcast:

With IDFA, marketers will no longer be able to attribute post-install activity, including revenue, directly to a campaign or publisher app. And that means marketers will be in the dark and unable to evaluate important metrics, including retention, DAUs, LTV, and ROAS at the campaign or publisher app levels. Or will they? Not if they harness a “top-down” solution that algorithmically attributes post-install activity to campaigns.  You can listen to the full podcast below or on the Mobile Presence site.

Listen to “IDFA Deprecation Damage Control: Lifting The Lid On A Mobile Measurement Solution For The Post-IDFA Era” on Spreaker.

Submit a meeting request below to get any questions answered or to get feedback on your testing plan for post-IDFA measurement. Remember to:

  1. Upgrade your SDKs as soon as possible.
  2. Stay in touch with the vendors who haven’t yet provided an iOS 14 update.
  3. Continue to be vigilant during this 3+ month IDFA deprecation reprieve.
  4. Test thoroughly. The winners will be those that evaluate and adopt the solutions of the future while everyone else is still exhaling.