Mastering Mobile App Measurement

In this session of Open Haus, Senior Director of Growth at TextNow Noa Gutterman joins to discuss mobile app measurement. Noa shares insights on incrementality testing, the challenges of mobile app marketing, and how she optimizes campaigns using various measurement tools. She also discusses the impact of privacy changes and her approach to adapting to future challenges in the marketing landscape.

Notable moments:

• [00:00:00] - Introduction and background of Noa Gutterman
• [00:02:19] - Noa's introduction to incrementality testing and its importance
• [00:05:22] - Discussion on mobile app tech stack and Mobile Measurement Partners (MMPs)
• [00:09:10] - Challenges with Google's App Campaigns for Installs (ACI) and lack of control
• [00:14:08] - Strategies for measuring long-term value in mobile app marketing
• [00:19:45] - Case study on optimizing Google ad spend using incrementality testing
• [00:27:02] - Noa's perspective on Media Mix Modeling (MMM) for rapidly changing businesses
• [00:31:12] - Discussion on inputs and outputs for Google ACI campaigns
• [00:35:24] - Noa's approach to adapting to increasing privacy regulations
• [00:37:41] - Q&A session begins
• [00:43:03] - Closing remarks and wrap-up