© thomasbcn 2020

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slideshare.net/Thomasbcn/aso-the-game-has-changed
Part1 - ASO : the game has changed

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slideshare.net/Thomasbcn/whats-next-in-ua-thomasbcn-at-applause-2019
Part2 - What’s next in UA

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© thomasbcn 2020
Evolution of tools
• Early days… No post install metrics, no problem!
• Manual - Cross network vs MMP data: to the limits of Excel
•
•
•

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© thomasbcn 2020
Evolution of tools
Pix © consumeracquisition

© thomasbcn 2020
Evolution of tools
• No post install metrics, no problem!
• Manual - Cross network vs MMP data
• All-in-one - FMPs, data aggregators
• DIY - Complex BI tools (Redshit + Looker/Tableau)
• DIY - Simple dataviz (BQ + DataStudio)

© thomasbcn 2020
Pix © Singular

© thomasbcn 2020
Pix © Singular

© thomasbcn 2020
Pix © Singular
UA manager 2021 skill #1
BI tools
“Excel” at dataviz

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Evolution of targeting options (FB)
• Interest & Categories // CPI
• Lookalikes // AEO
• Back to broad… // AAA & VO

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The duopoly automated the UA manager
slideshare.net/Thomasbcn/whats-next-in-ua-thomasbcn-at-applause-2019

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How it started…
Source unidentified?!

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… how it’s going
Source unidentified?!

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Evolution of targeting options (FB)
• Interest & Categories // CPI
• Lookalikes // AEO
• Back to broad… // AAA & VO
Creatives are the new targeting

© thomasbcn 2020
Pix © consumeracquisition

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UA manager 2021 skill #2
Creatives manager

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App marketing : art + science
Pix © Bidalgo

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Source unidentified?!

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Evolution of metrics
• CPI
• CPA
• ROAS
• pROAS
“The leading UA metrics will move further down the funnel towards complex
p-LTV ROAS models to avoid short term focus”, @thomasbcn 2019 in MDM
Pix @ Google

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UA manager skill #3
A+ARRR funnel/loops
Think deeper

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What’s next?

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Evolution of metrics, continued
• CPI
• CPA
• ROAS
• Payback period
• Cross device measurement (“people based”)
• Incrementality

© thomasbcn 2020
Evolution of metrics, continued
• CPI
• CPA
• ROAS
• Payback periods
• Cross device/platform measurement
• Incrementality

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• The gold measurement of paid UA
• “the hottest topic of 2020 : incrementality”, MADV 004
• A fundamental pilar in remarketing, a unicorn in UA
• From the smartest in the space … to everybody’s problem with iOS14.4
“Incrementality”

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“Incrementality”
Pix © Businessofapps

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Incrementality vs Cannibalization
Pix © Incrmntal

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Incrementality vs Cannibalization

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Incrementality vs Cannibalization
Pix © Nadir Garouche & AdExchanger

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UA manager 2021 skill #4
Understand paid/organic, ROAS vs
ROI
Think broader

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UA manager 2021 skill #4
Look at the big picture

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iOS 14.4?

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madv.substack.com/p/idfa0-the-time-is-now

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2012: LAT

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2014: IDFA warning
Pix © Techcrunch

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2016: LAT enforcement

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2018: SKAdNetwork

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2019 2020: Kids apps

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“I told you”
slideshare.net/Thomasbcn/whats-next-in-ua-thomasbcn-at-applause-2019

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mobiledevmemo.com/idfa-zeroing-ios-10-change-mobile-advertising
mobiledevmemo.com/would-your-business-survive-the-elimination-of-the-idfa
mobiledevmemo.com/will-apple-redefine-mobile-advertising-with-skadnetwork
mobiledevmemo.com/mobile-post-attribution-era

© thomasbcn 2020
UA manager 2021 skill #5
Stay informed
Be critical

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madv.io

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•There will be even less UA managers processing media buying, especially with Facebook’s incoming “AAA”;
•Designers, data analysts and even engineers will stop servicing marketing teams to becoming their core pieces.
Data analysis in particular will be even more highly sought after, for instance to feed algorithmic bidding with better
predictive events / predicted value;
•A new role will emerge: the “creative manager,” a mixed role unifying creativity and analytics, interpreting hard
data into actionable insights, enhancing the ideation quality and automating testing process;
•ASO reaches maturity and requires more senior roles, transitioning to broader organic growth management
illustrating the holistic and cross-functional nature of the discipline;
•From UA to marketing to growth: as acquisition, retention & monetization get more intertwined than ever, many
marketing teams will somewhat merge with product & CRM into complex cross-functional growth teams, an
organizational evolution that will be a tricky challenge to structure successfully;
•The sum of all above will result in increasing complexity of senior marketing roles, and provoke massive
turnover among VP Marketing/CMOs.
mobiledevmemo.com/2020-predictions-for-mobile-marketing

© thomasbcn 2020
The 2021 UA manager is…
… less of a UA manager
• Data analyst
• Creative manager
• Paid + Organic
• “Growth team member”

© thomasbcn 2020
From UA to growth – Own the full funnel
Paid acquisition Paid UA
=> Acquisition + organic/ASO
=> Marketing + branding/awareness
+ virality/referral
+CRM/lifecycle
=> Growth + onboarding
+ monetization
UA
Marketing
Growth

© thomasbcn 2020
“Another trend in 2020 is the death of the CMO role, as
the monetization and direct response marketing
functions merge into the broader Growth operation …
marketing teams that do not control monetization design
and strategy will simply be ineffectual”

© thomasbcn 2020
Apply the MGS to yourself, build your T-shape

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UA manager 2021 skill #6
Cross-functional
Think bigger than UA

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© thomasbcn 2020
twitter.com/eric_seufert/status/1309153603588952064

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2021 : think beyond the app stores
web vs app skills never mixed well…
ASO
Deferred deeplinks
MMP SDK
IAP
UAC & AAA
SEO
Landing pages
Pixels
Checkouts
Keywords & Display

© thomasbcn 2020
“The IDFA earthquake is accelerating evolution.
Apple was already able to handicap FB/Google /et al even before implementing the
ATT popup, but this may come and bite back. Harming the effectiveness of mobile
performance marketing may not benefit Apple in the long term : its tight control on
the platform could very well be weakened by the awakening of app
marketers that there’s an entirely world outside theirs. I know very few
professionals who excel in both web & app environments, but I’m convinced
cross-platform marketing is going to be a high-
demand skill next year.”
madv.substack.com/p/idfa0-the-time-is-now

© thomasbcn 2020
UA manager 2021 skill #7
Cross-platform
Think beyond the app stores

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• Storyteller + Data scientist
• Funnel/loops Look deeper
• Incrementality Look broader
• Cross-functional Beyond UA
• Cross-platform Beyond the Appstore
• Critical thinking Stay informed & skeptical
UA manager in 2021

© thomasbcn 2020
The only constant is change
Embrace it!
Quote © Heraclitus

© thomasbcn 2020

© thomasbcn 2020
madv.io
@thomasbcn
thomasbcna@gmail.com
linkedin.com/in/thomasbcn