Season 5, Episode 19: The power of cohort compounding (with Nilay Patel)
My guest on this episode of the podcast is Nilay Patel, the head of product at Kohort, a cohort analytics platform (full disclosure: I'm an advisor to the company). In our conversation, we discuss the profound power of cohort analysis in decision-making, not just related to marketing spend but across all disciplines within a digital-first company. Among other topics, we cover:The aspects of LTV estimation that companies most often get wrong;Why cohorts represent the most appropriate atomic unit to use in assessing a product's unit economics;How cohort monetization can be used as an input to a user acquisition cash flow model;How to handle outliers in cohort analysis;How companies can approach this type of prediction / forecasting if they don't spending significant amounts of money on user acquisition;How companies should think about monetization improvements over time when they project cohort performance;How the user acquisition channel mix contributes to cohort performance over time.Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.INCRMNTAL. True attribution measures incrementality, always on.Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
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45:50
Season 5, Episode 18: Advertising measurement in an uncertain economy (with Olivia Kory)
My guest on this episode of the podcast is Olivia Kory, the Chief Strategy Officer of Haus, an advertising measurement platform. Against the backdrop of tariffs and economic uncertainty, Olivia and I discussed how firms can think about assessing the efficiency of their marketing spend. Among other topics, we cover:Why the open web is so foreign to many performance advertisers;The right way to conceive of platform A/B testing tools that automatically optimize targeting;How advertisers are auditing their measurement solutions in light of the tariffs and economic volatility;What steps marketing teams can take to "get fit" ahead of a potential economic recession.Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Clarisights. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free.ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
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50:20
Season 5, Episode 17: MDM Mailbag #1 (with Taylor Holiday)
This week's episode of the podcast is in a new format: MDM Mailbag. I recruited Taylor Holiday, the CEO of eCommerce advertising agency Common Thread Collective and a prominent voice on DTC Twitter, to answer questions submitted by the MDM community. Among other topics, those questions related to:Any visible weakness in consumer spending related to tariffs;The viability of AppLovin and Pinterest for eCommerce advertising;The evolving business model of digital advertising agencies;The appropriate proportion of platform budget to route through Advantage+ and PMax.Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Clarisights. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free.ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
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49:36
Season 5, Episode 16: Quantifying the impact of ATT (with Daniel McCarthy)
My guest on this week’s episode of the podcast is Daniel McCarthy, who is an Associate Professor of Marketing at the University of Maryland’s Robert H. Smith School of Business. The topic of our conversation is a draft paper for which Daniel is a co-author: Evaluating the Impact of Privacy Regulation on E-Commerce Firms: Evidence from Apple’s App Tracking Transparency. I cited this paper in Could ATT be rolled back?, and we unpack the paper’s findings in detail in the episode.Among other things, we discuss:Background on the paper, including its general methodology and principal findings;Why so little academic research has been dedicated to the effects of ATT;The qualities of small business marketing that made it disproportionately susceptible to the restrictions of ATT;How SMBs have adapted to ATT;The consequences of ATT on lower-funnel metrics and how the impact of ATT on upper-funnel metrics might be misleading;The misapprehensions or points of confusion about ATT that are most common;Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Clarisights. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free.ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
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47:55
Season 5, Episode 15: Spotify's down-funnel advertising ambitions (with Lee Brown and Per Sandell)
In this episode of the podcast, I speak with Lee Brown, Spotify’s Global Head of Ad Business & Platform, and Per Sandell, Spotify’s VP of Product, about Spotify's recent advertising product expansion, including its Spotify Ad Exchange (SAX) and its mobile app install product. Among other things, we discuss:The history of Spotify's advertising platform, which predates the Everything is an Ad Network phenomenon;The current state of Spotify advertising, including the product announcements made at Spotify's advertising event in New York City last week;How Spotify is bringing generative AI to audio;How performance advertisers use Spotify's advertising platform;The options for targeting on Spotify's platform;What role Spotify sees its ad exchange playing in the programmatic ecosystem;How Spotify plans to eventually automate ad placements and insertions.Thanks to the sponsor of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Clarisights. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free.ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.The Mobile Dev Memo podcast is available on:Apple PodcastsSpotifyGoogle Podcasts
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