Three rules of modern mobile marketing with Moshi Blum

James Haslam

Nov 14, 2019

Moshi Blum is a man with work on his mind. In an interview with yellowHEAD, he said, “My work is my hobby: I invest a lot of time in reading literature, articles, ebooks and listening to podcasts about the industry. If you do what you love, you can treat your work as a hobby.” Moshi’s gotten a lot of mileage out of the mantra; following his MBA studies, Moshi has worked at a list of household names, including Waze, Viber, and — now — Adjust, where he heads the Israeli market as General Manager.

Moshi has also featured in a host of Adjust publications, helped us shape the product at our Think Tank events, and holds the record for Mobile Spree appearances (three, and counting). Notably, Moshi was also a luminary of the industry when it came to a critical topic: incrementality. An innovator on the subject, Moshi was raising the issue long before it became the hottest topic heard at conferences today — his Mobile Spree talk is essential watching for anyone wanting to learn more about incrementality:

We recently caught up with Moshi to discuss three current topics marketers need to master, helping readers to rethink the way they approach their craft. His recommendations are required reading for anyone trying to improve their marketing skills.

Make cohorts a way of thinking

Increasingly, app marketers should be thinking about their cohorts, Moshi says. “If you’re analyzing the performance of your in-app revenue according to the relative acquisition age of the user and expected revenue accordingly, you’ll be getting a much better view of your ROI.”

This requires you to focus on when your user enters the cycle. A user who downloads your app at 6 am should be separated from users who download at 11:59 pm, particularly when trying to predict ad and in-app purchase revenues. Some users may not have reached their full potential by Day 7, and may render your reporting incorrect. This issue is furthered by users moving across time zones.

Sometimes, waiting the right amount of time to see the potential of the user can be critical for the go/no go optimization decisions of a campaign. Only accurate cohort analysis can allow marketers to perfect their decision making.

Moshi Blum

General Manager, Israel,

Adjust

“Adjust constructs cohorts uniquely, making them stronger,” Moshi says. As a platform, we count the first 24 hours “while everyone else is counting days.” Furthermore, Moshi says, “with Adjust you can create reports for all the in-app events a user triggers cohorted according to timestamps — that's priceless, because then you can estimate the likelihood that a user purchases an item after 1, 3, 7, 14 days, and understand what to expect in the future.”

You can read more about how Adjust calculates cohorts here, with an article from Adjust’s CTO, Paul H. Muller.

Get your naming conventions right

A surprising yet common-sense idea, Moshi recommends that marketers review their current naming conventions and ensure they’re consistent across all areas. “By using the same naming conventions, you can slice up the data and make it work to your advantage,” Moshi says.

The beauty of this approach comes from its three benefits:

  1. Marketers seeking to integrate with a new third-party tool have an easier time if that tool wants to understand their logic.
  2. Creative optimizations become much easier to perform and track. You'll also be able to understand your performance based on a single tracking concept. This includes finding out whether a single cohort works better across all channels, thereby removing any limitations on the analysis to a specific marketing channel.
  3. You’ll improve your own memory. “Over time, marketers sometimes forget what they did,” Moshi says. If you’re running thousands of campaigns, and you want to remember a previous, single campaign from the past, you need to categorize efficiently to be able to find that historical data.

Even better, getting started with this process is as simple as creating a new Google Sheet.

Embrace incrementality as not just a tactic, but a state of mind

It wouldn’t be a proper profile of Moshi without a deeper look at incrementality, the topic he moved to the top of the agenda for marketers globally. “The more you look at attribution, the more it moves away from incrementality,” he says. This is all around the last-click model, helps marketers optimize the final part. Meanwhile, incrementality is an overview: “money in, money out,” as Moshi puts it.

Finding how to reduce spend while increasing revenue is the core tenet of incrementality. Still, marketers might want to view it as a complementary aspect of mobile marketing — a strategy that informs what channels you try, whereas you can view attribution as a tactic that tells you how to optimize your campaigns and spend.

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