The importance of data for successful mobile marketing and strategy
summary
Data and concrete thresholds drive decisions: teams use App Annie and in-house BI, feed machine learning with event-level signals, and optimize for install/impression conversion rather than CTR; retention, monetization and creative conversion form soft‑launch gates (roughly 50% retention thresholds mentioned). Cross‑app usage data enables cross‑publisher targeting and interest segments on Facebook; Google UAC remains a black box with weaker visibility. Preparation examples: nearly 1,000 creatives produced for a major launch and payback periods often exceed six months.
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chapters (12)
- 0:00Intro
- 3:15The industry
- 5:10How important is data
- 6:19How King uses data
- 8:34How King uses data in performance marketing
- 10:29How to prepare for a big release
- 12:43Soft launch KPIs
- 14:49How much more difficult is it to be successful
- 16:54Industry outlook
- 19:08Missing data metric
- 20:44Which creative is best
- 22:23Is data drives everything
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