Session: The Science Of Success – Driving Growth With Prediction, Incrementality, And Scalable....
summary
Games UA faces rising costs and privacy limits, so the strategy is to combine predictive metrics, incrementality tests and MMM to separate real lift from cannibalization. Predictive models produce early targets like day‑30 LTV derived from conversion value mapping, while incrementality uses synthetic control groups to reveal true impact — e.g. 500 installs from network A but cannibalized organic leading to defunding. Example results show 10% uplift (95% CI 8–12%) and MMM uncovers cross‑channel halo effects for budget allocation.
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chapters (9)
- 0:00Introduction
- 1:05Modern user acquisition challenges
- 2:52New game plan for UA
- 3:55Predictive analytics in marketing
- 6:47Predictive analytics vs attribution
- 7:29Incrementality and its importance
- 9:56Incrementality testing and halo effects
- 11:21Marketing mix modeling
- 12:48Future of mobile measurement
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