LESSONS FROM CONSULTANTS


TAKING BRANDS FROM GOOD TO GREAT

TXT ISABELLE WATSON
ART DANIEL STRANGE

Consultants often work behind the scenes, but their expertise and pragmatic approach to app marketing can help brands take their apps from good to great.

For this issue, we turned to three of the industry’s most respected consultants to advise on the tough issues facing today’s marketers. Read on for their learnings on how to find valuable audiences and keep users engaged throughout the entire funnel.

Rebecca Nackson

Founder at Notable

After an impressive track record managing acquisition, engagement and product development for brands including IBM and Audible, Rebecca Nackson struck out on her own to set up Notable Growth, a boutique growth-consulting agency headquartered in New York. A retention master, Rebecca shares her tips on avoiding “funnel vision” and building closer inter-departmental relationships.

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What’s your area of expertise?

Many marketers are still focused on top-funnel wins, without placing enough importance on deep-funnel and lasting engagement. I help them redefine retention by focusing less on user acquisition, and more on the lifetime value of users.

What is the biggest challenge marketers are facing right now?

The issue of what I call “funnel vision” — and that’s often a result of marketing silos. These silos set boundaries and artificial distinctions within marketing teams, for example between the UA marketer and the retention marketer. People can get too focused on their specific areas without considering the bigger picture. It also takes for granted the reality that many users fluctuate between high, medium and low activity and don’t fit squarely into our KPI reports.

What is the approach that you’re architecting to address that?

I see many clients achieve success with certain tactics in retention, the results of which aren't shared with the acquisition team. It might just be because they sit on different floors, or even sit in different cities. That’s where an agency can help by identifying these disconnects and act as a connective tissue within your organization, making connections you may have overlooked.

What is a key learning or hack you can offer?

Focus on the three Ts: team, tools and tactics. We think of it as a three-legged stool, where every element has to be in sync with one another. If you have a massive team but you don’t have the right tools, you’ll be operating very inefficiently.

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Martina Bisegna

Principal Consultant at mscale.io

Martina is the founder and Principal Consultant for mscale.io, a mobile growth agency based out of Berlin and Dubai. Before founding mscale.io, Martina cultivated a deep knowledge of app tracking systems, health checks and optimization working at Rocket Internet and Adjust. Martina now brings her first-hand experience and project management skills to clients all over the world.

What’s your area of expertise?

I specialize in planning and implementing architectures for attribution, product analytics, CRM, and BI systems for mobile apps. Many of our clients are more traditional companies who are just starting to enter the mobile app space, and we provide guidance to make sure their apps are a success. This involves close collaboration with all key partners on the client-side — from the CMO to the developer.

What is the biggest challenge marketers are facing right now?

Most marketers want to use data, but they don’t trust it. This is often the case when companies implement SDKs as a side project, resulting in unusable data. Focusing on performance marketing, without reliable data, then becomes a real problem. Marketing strategy, attribution modeling, user funnels, automation — all of this can only be achieved through healthy tracking.

What is the approach that you’re architecting to address that?

Many clients not only need help with the integration of new tools, they also need a playbook that fits their needs. We share proven best practices to help give our clients a head start with their UA efforts. And the most helpful skill to make these playbooks come alive is project management: clients often underestimate the number of stakeholders required to make a project successful.

What is a key learning or hack you can offer?

It might sound obvious, but invest in your app development resources! What appears at first to be the more cost effective route always ends up being the most expensive, and least effective, path in the end.

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Alper Taner

Full-stack marketer and app growth consultant

With nearly a decade’s experience in marketing — including running Delivery Hero’s mobile marketing — Berlin-based Alper now consults for over 20 apps across a range of verticals. His specialization lies in tracking, he puts it , “If you don’t measure it, you can’t improve it.”

What’s your area of expertise?

I advise clients on growth and retention topics. This includes everything from setting up their marketing tech and tracking concepts, to managing marketing campaigns to acquire new customers and win back valuable user segments, or optimizing paid campaigns towards events that drive growth.

What is the biggest challenge marketers are facing right now?

Marketers across all verticals are laser focused on growing their user base, but they are often blind to the insights that help them identify the real growth drivers. They need to gain a solid understanding of what these are before architecting a user journey that engages users and keeps them loyal.

What is the approach that you’re architecting to address that?

Tracking is the number one priority: only tracking all the right events, event parameters and user properties can help marketers understand why some segments behave differently than others. But this data also needs to be accurate, and a lot of that is down to how tools are integrated and configured with other platforms — which is why I work with clients to make sure everything is set up correctly as a first step.

What is a key learning or hack you can offer?

Every business should be able to answer why their users pay for their product, why some don't pay and why others stop paying. I create tracking concepts to answer these questions, automate the activation and reactivation of audiences, and prevent churn.

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