The value of a user is not only monetary | Alex Pham from Adjust

foreign by Alex from adjust how you doing today Alex all good thank you have you had to do a talk so far during the show are you able to just do meetings and hang back just meetings I attend a few and everything so far pretty interesting excellent so if folks haven't heard of adjusts what is it that you folks are all about so I just is a more than 10 years old company now we operate in the mobile space so we are mobile marketing analytics platform what we do in the nutshell is that we help our developers up marketers to measure analyze and also protect their marketing campaigns so we offer a set of tools that they use whenever they want to understand the impact of those marketing campaigns on mobile and we're also part of a larger Corporation Called uplovin which is a public company in the US and that offers also user acquisition and monetization Suite of tools so with this we offer

kind of like everything that a app developers or app marketers will need in their let's say scale so you've got your hands on the stats now yeah we know for a fact that the amount of stats people are allowed to extract now have been dropped a little bit after the gdpr changes are kicked in and the companies have had to adapt how has it just adapted to those new developments well gdpr has been there for quite some time and especially that week you know we come from a we're a German company so there is already site this mindset of like privacy first so we've always looked at uh making and building our infrastructure with like gdpr compliancy in mind I think where we got tested as well even more was with the recent changes on on iOS and the AGT SK Network all the changes there also push push the limits of of privacy for our Dev team and product team to to look at and build solutions that are really

focusing in fitting with this privacy era that really but it is tricky and people obviously increasingly more cautious about the kind of data that they share but when it comes to attracting users to a new game or a new service or app what is the best way of doing it these days it's kind of a very open and golden question but how with a changing landscape it changes every six weeks basically how do you get people in at the moment what's the method well if we were to ask maybe like four or five years ago there was plenty of companies that were selling user acquisition monetization I think the market kind of Consolidated around a few players that are really strong in terms of technology so of course you have the bigger platforms like the Google the Facebook Apple also growing like year on year quite a lot but you also have like companies like a couple of in that also deliver in that space deliver at scale and allow game

Publishers game developers to also scale their game around that new channels also coming so you have consolidation on one side and you have also some newcomers on the CTV side for example so people spend time on mobile but they also spend time on you know in front of their TV and like technology now allows to have a certain level of data and you understand where what users are doing and watching at the same time it's not like you know linear TV where you have a set program for each time of the day you actually have more data into what users are actually watching at what time of the day and so we see advertising platform also investing a lot of like research and development and CTV advertising platform also taking a growing part of the of the market share when it comes to acquisition when a client comes to you looking for help basically your services they come to you and they say look we're trying to Market our game to a particular audience or

demographic and we've used this channel on this channel and it's not really working for us what is the most common reason why it's not work what are the mistakes that you're seeing clients making I think over time definitely up marketers were more and more you know conscious and cautious about their their spend so what we saw in the very beginning was and that's why also I just was in that space of like you know driving this idea of like everything has to be performance related right so yeah of course per install and then you understand how much this install costs you but like having all the events after the install where you understand how much people are spending what are the purchase that they are making how they are also being retained within the app because sometimes the value of a user is not necessarily only monitored but it's also the time that they spend the virality that they can bring also with them being in the app and sharing the app with others so my mistake we've been we've

seen and we're helping up developers to do is adding as many uh set of kpis that help them understand over time what is a valuable user some users might be valuable and you can see that they are strongly retained at the very beginning but they might monetize maybe a month after you know so that's always important to set those standards or send those expectations so that then you can say I am spending maybe 50k on that channel and it can relate to these business metrics that I'm looking to grow you know so the mistake we've seen is lack of of planning and strategy behind those the setting of those business metrics but it's definitely becoming more and more common now and we also offer some tools that allow to you know have some more intelligence and presets of events knowing that you know it's always pretty standard watched app marketers might be looking for you know right and what about the years going

forward so in 2023 are there initiatives that you're rolling out are there places where you're looking to grow or expand what are the plans the plans are in multiple like we have on one side we are also seeing that right now with the economic downturn and like the situation in which a lot of companies are there's a need for sort of like a consolidation of tools so some companies might be using you know some tools for their analytics sometimes data visualization sometimes other part of their marketing stack so we see that some of those companies will want some economies of scale and might merge some tools that have like something that is one tool to kind of like money to everything right rule them all I thought you're going to say maybe after um so that's that's where we see and why we are investing also a lot of you know time and resources it's understanding what are the pain points right now in Mobile analytics and try to consolidate those needs so it comes from like

bringing more data visualization tools bringing some alerting system bringing as well some Automation in how customers are managing their campaigns because with less people and companies maybe you will have also this uh pressure on like they're delivering more with like the same set of tools that you have right now so that's where we're heading on on that side for like let's say the set of tools that we have um when it comes to privacy and all the all the changes coming up you know Google the Privacy sandbox is coming uh Apple is also developing even added features into escad networks so we need to also be at the Forefront of that and deliver as many tools that will allow them to have intelligence around that so what we are developing system in is you know everything around predictive LTV um media mix modeling because that's you know we go from a world where everything was more deterministic and it was you

had like a clear picture of where what you had and what was happening within your app to something where you have less signals but you still need a level of intelligence in order to take those decisions so another part of our time is spent on building those set of tools that we we believe will be also available for app marketers [Music]