Without this data you're spending your marketing budget blindly - Cansu Agaoglu from Adjust

[Music] I am now joined by Jans Su from Adjust. How are you doing today? Very well, thank you very much. I understand you're going to be doing you've done a talk already, haven't you? Yes, I had a presentation in the morning. It went really well. It was about future of mobile measurement and how they can incorporate this different marketing strategies into their day-to-day lives, right? Okay, I'm sure we'll touch on that a little bit later, but for those who aren't familiar with Adjust, give them the the elevator pitch. What is it that you do? Adjust is a leader in mobile measurements. So, we work with wide range of advertisers including gaming, e-commerce, finance. Uh so we are helping our clients answering this fundamental question where does value come from how much value they are generating and how they can find high quality users. So basically without this understanding

without this data available they cannot make their marketing decisions they would have spending their marketing budget quite blindly. So what we do is we provide this unbiased, reliable and robust data data uh for marketing analytics and they can shape their marketing strategies accordingly. Adjust in the markets uh for 13 years and um I have been working for ADAS for six years and I was a user acquisition manager before. Oh really? So I have seen all the changes in the industry. Uh it's an ever evolving industry. uh we are also evolving alongside industry placing our clients at the center of everything we do because innovation is the key. If you are not bringing innovation to the market basically you cannot survive. So uh we are creating this innovative solutions uh leveraging this AI based technologies like predictive analytics,

automation, incrementality those are the hot topics nowadays and our ultimate goal providing this clear actionable insights to our clients uh to help them shape their marketing strategy. In a nutshell that's what we do. Yeah. So much of has been made of AI in the past few years, mainly because of the rise of generative AI, but of course companies like yourselves have been using ML, machine learning for for years and years to to do what you do. How has the the recent boom in things like the AI topic? Has it accelerated the pace at which these things develop? Are you still developing the way that you use ML in your line of work? So I would say first of all, we published this uh report of future of mobile measurements. uh I recommend everyone to check that out. This report says that 31% of mobile marketing professionals they say they are going to focus on AI and machine learning based technologies this year and it's a huge jump uh from 2023 it was

19% last year so it's a significant shift we are seeing and there are so many different ways we can leverage AI and machine learning strategies right as a mobile measurement partner we are building this innovative solutions uh to to make marketing easier uh for our clients. Uh we basically we are just making their life easier. On Ed network side they are leveraging this machine learning algorithms to target high quality users. On the client side um they also started uh leveraging this automation solutions, creative optimization, campaign optimization, incrementality, marketing mix modeling. So there are several different ways AI can deliver results. Well, it's interesting because given that data is your business and that recently they've had a lot of regulations that are kind of clamping down and restricting the amount of data that you can gather. The European marketplace has made some changes recently and it's safe to assume that

other markets will follow suit or already have. Do tools like that like the machine learning help you to make the most of the data that you can have access to you and how do you get the most out of fewer and fewer data channels? Yeah, that's a really good question because nowadays we are in this privacy first era and uh we are working with SKA network on iOS side and Google privacy sandbox it's around the corner and this predictive analytics tool we are building that helps our clients to gain a better understanding of future outcomes. So that's a huge competitive advantage to start optimizing their marketing budget from day one uh towards this predictive metrics like predictive LTV. So starting from day one uh you can generate this day 30 predictive LTV and that's how you can start optimizing towards right like that's that's why it's a huge competitive advantage and

it's fixing the measurement problems on SK network side since we are working with limited amount of data we do not have full visibility over user activities so that's how we are coming in and helping them to make data more meaningful with this machine learning based technologies Yeah, make the most of what you've got kind of. Exactly. Well, there was a a Unity report that came out late last year and I think the trends are shifting slightly, but they said that more people were downloading games and engaging with them, but in some cases fewer were actually spending money, which is obviously a problem for people trying to accelerate growth and and generate revenues. Is that something that you've noticed? And does it speak to a wider trend that's going on at the moment? I would say the market itself, it's super competitive, right? uh and I think the most important thing is data analytics because it all starts with data. When you start analyzing data on a deeper level to get a better understanding of user behavior on a

different level, you can also start segmenting your users and you can come up with better strategies to monetize your audience. uh like nowadays uh everybody is talking about hybrid monetization strategies and it requires data, it requires advanced data analytics and segmentation and you can segment your users uh and you can come up with what is the ideal monetization strategy for that audience. Well, with the the rise of the AI thing, are there developers who come to you looking for quick and easy solutions where they can maybe look, is there an AI algorithm that can allow me to get exactly what I need and therefore I don't need to invest as much time or as much money into this kind of thing. Is there a quick fix easy solution or do you really have to sort of drill down a little deeper and not rely entirely on the machine to do it for you? I think there is not an easy solution that's for sure. Uh but nowadays what we are seeing

is since we are talking about how markets and mobile measurement is evolving and the way we are analyzing data it has been also evolving right like attribution this this this is this helps you to understand where the user is coming from right so uh on a daily basis this will be the data you will optimize it towards but in the midterm with this incrementality test for instance Are they bringing real value? Are they driving genuine ROI or are they cannibalizing organic traffic? So you can gain this um better understanding with this incrementality experiments and you can allocate your marketing budget in the most efficient way and ultimately in the long run there will be marketing mix modeling. It's the missing piece of measurement puzzle, right? And marketing mix modeling. It will be giving them more insights into how they can allocate

their marketing budget incorporating any offline spend, influencer marketing spend. Uh MM considers lots of different external factors, seasonality, holidays, competitor behavior, how your competitors they are spending their budget. Like if you if you want to scale up increasing your marketing budget it's not going to be enough. What if the channel is saturated right so MM will be considering all different factors to come up with this meaningful budget allocation insights. One thing I wanted to ask which is slightly off topic but we've been talking to everybody about another trend which is kind of the rise of web stores and direct to consumer avenues and channels that people have. So with what's been going on in Europe where they're sort of challenging the idea of the App Store and Google Play being the only dominant places and embracing the idea of multiple marketplaces like they have in in the China and the main region they have lots of app stores on Google. Does that affect the way that you folks do

business? That mean different metrics need to be set up or gathered from different places? Does it mean a kind of interesting new challenge from from your perspective or is it just business as usual applied to a different area? So I I I I would say um nowadays companies they are trying to find alternative ways to generate more revenue right and it's all about testing. You need to test it out to see if it's really working for you and if it works you can continue investing in right uh and you will have this advanced data analytics on the mobile side and website. We also have web SDK solution for instance if they would like to have this comprehensive overview around different environments. I believe this diversification not only for marketing channels but also the platforms they are utilizing it will it it will definitely give them this leverage to generate more efficiency.

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