MAU Las Vegas 2018: 5 Take-Aways All Mobile Marketers Should Know.


We’ve just left Las Vegas for the 5th Annual Mobile Apps Unlocked (MAU) Conference hosted by at the MGM Grand and we’re overwhelmed with new ideas, strategies and experiments to implement. Needless to say, there was no shortage of ideas shared by senior level marketers behind top apps like Zillow, Hooper, Pinterest, Coinbase and Duolingo, just to name a few.

The topics covered where simply vast. Effective scaling, cross platform optimization, enterprise monetization, CRM re-targeting strategies, paid UA secrets, machine learning, automation, AI and countless others. In case you missed it, we’re here to share our top 5 take-aways from MAU that you can implement today:

  1. User acquisition: Creative is king
    With an average of 6,140 mobile apps released through the Google Play Store every day (Q1 2018), it is hard to make your app stand out and generate app installs. Make sure that your creative clearly highlight your value proposition… and always make sure to include a call to action.


  2. Track attribution…especially cross-device
    Attributing app downloads to the correct source is a conundrum for any marketer, especially when you consider that 80% of customers bounce between devices. Services like AppsFlyer or Adjust can help you get your attribution right and make sure you spend your money on channels that convert to downloads and active users. Proper attribution is the first step in optimizing your User Acquisition (“UA”) efforts and getting positive results.
  3. There is no “one size fits all”. Personalization can lead to big wins
    Keeping customers engaged and coming back to your app without being too pushy can be tough. Segmenting your users will help limit the amount of interactions by focusing on the ones that really matter for them. It’s all about the right message on the right channel at the right time. Personalization is the key to success when it comes to re-engaging users.
  4. Keep iterating through A/B testing, but start small
    Assess user data periodically to check if your features and messaging are meeting your users needs. This approach will allow you to identify areas that require your attention. Once you have identified what to A/B test, start by working out what success looks like and make sure you have the right metrics to quantify your result. Strong A/B testing is not about throwing 100 different ideas at a wall to see what sticks, it’s about refining the content and making small changes for big wins.
  5. Brand and culture matter
    Every company says, ‘our customers are our #1 priority,’ but very few actually make customers their #1 priority. To build a brand culture that will keep your users coming back day after day, you need to be obsessed with your customers and their experience. Go deep into the context of what they like and what they don’t to shape your products and services around them, their wants and their needs. If every app and every user is unique, then the metrics that you use to measure them should be too.

Now is the time to implement, test and experiment. As you do so, don’t forget to also keep in mind data-privacy, especially as GDPR becomes effective on May 25, 2018.

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