Apptivate: App Marketing Explained

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Apptivate is a show that explains app marketing, one expert at a time. It's produced by retargeting specialist Remerge, focusing on the challenges and advancements in the ever-evolving world of mobile marketing. Every week, we interview marketing game-changers and app experts to share industry insights and real-life lessons, covering optimization, incrementality, creative strategy, data science, and more. Subscribe now to stay on the cutting edge of app marketing strategy.

  1. Inside Q5 - How shopping apps fight for repeat buyers - Sue Azari (AppsFlyer)

    6 小時前

    Inside Q5 - How shopping apps fight for repeat buyers - Sue Azari (AppsFlyer)

    It’s often said that for e-commerce brands, the holiday season is the 5th quarter of the year. Sue Azari, e-commerce industry lead at AppsFlyer, joins Taylor Lobdell for a tactical breakdown of how the smartest e-commerce apps move from Q4 user acquisition to Q5 retention and remarketing. From UK and EMEA trends to global shifts in spend, Sue details why remarketing spend surges fivefold at the end of the year, how loyalty and personalization schemes actually drive a second purchase, and what makes non-organic installs disproportionately valuable for real app revenue. Referencing real examples from brands like Zara, H&M, Temu, and Shein, Sue lays out the structural shifts, practical tactics, and emerging risks facing every marketer trying to build durable, app-based revenue in a volatile global market. Key topics and questionsThe in-house consultant role at AppsFlyer and its cross-functional focusHow the UK’s mature e-commerce market shapes global strategiesWhy Q5 matters, and how its install/revenue spike emergedWhen and why remarketing eclipses UA spendTactics for turning a Q4 buyer into a repeat customer in Q5Personalization, loyalty, and exclusive drops to drive frequencyUGC, influencer content, and AI tools for creative ideationWhat e-commerce needs to steal from gaming’s diversified media mixWhy DSPs and Reddit remain underused in e-commercePaid–organic uplift: why half of installs deliver three-quarters of revenueHow to respond to high December CPMs and new market entrantsThe 70-20-10 rule for channel testingGlobal UA patterns: Android vs iOS, tariffs, rapid spend reallocationQR codes, in-store modes, and the app as a bridge to physical retailSegmentation: why abandon basket and uninstalled users matter mostStaying current in a market defined by privacy shifts and macro volatilityTimestamps(0:03) – Intro, Sue’s cross-functional role and background(1:11) – UK and EMEA, market maturity, lessons, and cross-region strategy(2:52) – Defining Q5, why end-of-year cycles matter for apps and travel(4:10) – Black Friday: remarketing spend is five times UA at peak(5:03) – Tactics: loyalty, personalization, and getting to the second purchase(6:12) – Creative best practices, UGC, influencers, and new AI tools(7:02) – Diversifying media, DSPs, app-to-app installs, and what e-commerce misses(7:55) – Community and AI as emerging channels(9:13) – Paid–organic uplift, nearly three-quarters of revenue is non-organic(10:38) – Coping with high CPMs, moving spend, leaning on owned media(11:43) – Testing new channels; the 70-20-10 rule for risk(13:47) – Regional differences in UA: China, tariffs, and aggressive spend moves(17:00) – How Sue tracks trends, privacy changes, and new industry moves(17:32) – Temu/Shein: billion-dollar UA, loyalty pivots, and physical store expansions(19:42) – QR codes, attribution, and bridging digital and physical with apps(20:51) – Retargeting segments: abandon basket and uninstalled users(21:46) – Lightning round: favorite channels, brands, tactics, and London recommendationsSelected quotes(4:13) – “When we look at spend, remarketing spend is five times that of UA for e-commerce apps during the end of Q4.”(10:06) – “Nearly three quarters of purchase revenue comes from non-organic sources. Users are much more likely to buy something if they’ve been driven to the app by a particular marketing campaign.”(21:01) – “Abandoned baskets are my primary focus for remarketing, because 70% of users who install an e-commerce app will abandon their basket. The other one that I think is not as commonly done, but I think it’s very valuable, is remarketing to uninstalled users.”Mentioned in this episodeAppsFlyerSue Azari on Linkedin

    26 分鐘
  2. Behavioral signals and the art of ethical targeting - James Dickens (Gamelight)

    10月29日

    Behavioral signals and the art of ethical targeting - James Dickens (Gamelight)

    James Dickins, Team Lead of Technical Support at Gamelight, joins Taylor Lobdell to discuss how rewarded UA and behavioral targeting shape user acquisition in 2025’s privacy-first landscape. From the company’s laser-eyed cat mascot to the mechanics of lookalike models, James explains how his team balances precision with ethics and how algorithms are trained on aggregated behavior data. He also discusses creative testing and when human intuition should override machine logic. He breaks down the real limits of automation, why model decay demands constant retraining, and how to build campaigns that adapt as fast as user behavior changes. Questions that James answered in this episode:What is Gamelight, and how does its rewarded game recommendation model work?How does the team identify and replicate high-value users?What causes lookalike model decay, and how do you avoid overfitting?How can UA teams respect privacy while maintaining performance?What signals matter most when predicting player retention?How can creative teams and data teams collaborate more effectively?What are the most common mistakes UA managers make when scaling campaigns?How do rewarded ads reshape consent and engagement models?What role does human judgment play in interpreting algorithmic outputs?How will privacy and regulation continue to shape UA in the next five years?Timestamps(0:00) – Intro: James Dickins and Gamelight overview(0:54) – The story behind Gamelight’s laser cat mascot(1:35) – What makes a high-value player, and how to identify them(2:04) – Using behavior profiles to guide acquisition strategy(2:55) – Lookalike models and the value of aggregated data(3:51) – Avoiding overfitting and model decay(4:50) – The surprise of discovering unexpected audience segments(5:20) – Privacy-first UA and ethical targeting(6:24) – Rewarded UA and consent-based engagement(6:30) – Managing ad fatigue and creative burnout(7:12) – When human intuition beats the algorithm(8:25) – Balancing optimization with experimentation(9:45) – Measuring engagement and long-term retention(10:17) – Designing for compliance before regulation hits(10:57) – Treating creative testing as data science(11:42) – Building the feedback loop between creative and data teams(12:52) – What keeps UA leaders up at night(13:07) – Predicting the future of user acquisition(17:35) – Wrap-up: how to connect with JamesSelected quotes(3:40) – “A strong lookalike model is always learning and changing, predicting not just who might install but who will stick around.”(4:24) – “Lookalike models are amazing, but they’re not magic. Model decay happens, and what worked last quarter might fail today.”(5:59) – “Precision targeting and privacy can feel like opposites, but they can work together when you focus on aggregated signals.”Mentioned in this episodeGamelightArchers.ioJames on Linkedin

    18 分鐘
  3. Authenticity and performance in a privacy-first world – Shilpa Reddy

    10月15日

    Authenticity and performance in a privacy-first world – Shilpa Reddy

    Shilpa Reddy, CMO of Down Under School of Yoga and former Marketing VP at Acorns, maps her journey from fintech to wellness and explains why the same principles drive both: make time-tested tools accessible, and build a community that keeps people engaged. She breaks down her three-stage marketing flywheel, and shows why marketers must dismantle the false divide between direct response and brand storytelling. The conversation moves from Acorns’ spare-change investing to Down Under’s community-driven yoga. She interrogates the role of podcasts as the new TV, the measurement gaps left by ATT, and how authenticity risks becoming uniform in an AI-saturated content world. Questions Shilpa answered in this episode:What drew Shilpa from Acorns to running a yoga business?How curiosity and human-centered marketing let her adapt across industriesWhat is the three-stage marketing flywheel, and how do you know when to move from one stage to the next?Why brand and performance are one continuum, not opposing forces?How LTV makes the case for brand investment with a CFOWhy podcasts function as the ‘new TV’ for reach, trust, and ad effectiveness?How marketers should balance host-read storytelling with direct response calls to action?How AT&T’s affected mobile marketing measurementWhy authenticity should mean varied storytelling, not uniform brand policingWhat advice Shilpa gives to early-stage wellness founders with no marketing budget?Timestamps:(0:00) – Intro; Shilpa’s journey from Acorns to Down Under Yoga(2:00) – Growing up with yoga, curiosity, and career pivots across industries(3:50) – Acorns’ mission and how it relates to yoga(8:00) – The three-stage marketing flywheel explained (fit, LTV, brand)(13:50) – Signs you’re ready to move between stages (NPS, brand love, data)(15:15) – Making the CFO case for brand investments through LTV(17:00) – The orchestration problem: aligning funnel mechanics with brand reach(19:00) – Podcasts as the new TV: hours consumed, trust, and ad-to-content ratio(24:40) – ATT’s impact: creativity up, measurement lagging(26:20) – Authenticity vs. uniformity: the danger of AI-generated generic content(29:30) – Advice to early-stage wellness founders: start with your most loyal clients(55:00) – Wrap-up: Down Under Yoga, on-demand classes, how to connectQuotes:(12:30) – “Stage one is finding who your product is loved by. Stage two is increasing their lifetime value. Stage three is broadcasting your brand story.”(15:30) – “LTV almost by definition is long-term. It allows you to justify investments in brand.”(19:10) – “Podcasts are the new TV. Americans average three hours a week, and the trust in the host feels one-to-one, not one-to-many.”(27:20) – “Authentic does not have to mean uniform. It’s the opposite. It means telling varied, engaging stories rooted in what you stand for.”Mentioned in this episode:AcornsDown Under School of YogaShilpa’s Linkedin

    35 分鐘
  4. AI, segmentation, and deep links: How Babbel powers CRM – Alejandro Hernandez (Babbel)

    10月1日

    AI, segmentation, and deep links: How Babbel powers CRM – Alejandro Hernandez (Babbel)

    Alejandro Hernandez, Senior CRM Notifications and Lifecycle Specialist at Babbel, explains how AI and human creativity intersect to drive retention in language learning. He shares how Babbel uses ecosystem segmentation, predictive models, and deep links to re-engage millions of learners worldwide. From predicting churn with behavior signals to ensuring that every push notification feels like a supportive nudge rather than spam, Alejandro shares his thoughts on the CRM strategies that lead to habits -- not hassle. Questions Alejandro answered in this episode:  What is Babbel, and what role does CRM play in its learning ecosystem?How does an ecosystem approach to segmentation help map multiple user journeys?What signals does AI track to predict churn and reactivation opportunities?How does Babbel blend AI-driven insights with human empathy in its messaging?What role do deep links play in removing friction between a notification and action?How does Babbel balance engagement without overwhelming users?Why is CRM more than marketing, and what role does it play in habit formation?What advice does Alejandro give to new CRM specialists entering the field?What’s the most overlooked opportunity in mobile lifecycle marketing?Timestamps: (0:00) – Intro; Alejandro’s role and Babbel overview(3:30) – The ecosystem approach to segmentation: multiple user journeys(5:48) – How AI predicts churn and identifies user behavior signals(7:49) – AI vs human in copy: empathy, tone, and realistic learning nudges(9:10) – Preventing notification fatigue and balancing opt-outs(11:00) – Removing friction with deep links, and why they matter for busy users(14:32) – Balancing predictive intelligence with human creativity in messaging(17:03) – What CRM teams must do to prepare for an AI-driven future(18:45) – The overlooked role of CRM in mobile marketing strategy(20:01) – Advice for newcomers to CRM and lifecycle marketing(29:06) – Wrap-up: where to connect with AlejandroQuotes: (6:16) – “AI is helping us detect signals like when a user who was practicing every day shifts to three times a week - that’s when we step in with personalized communication.”(9:45) – “If a user doesn’t respond to our first or second message, we stop. That silence is also a signal.”(11:50) – “Deep links are critical. If someone clicks to review yesterday’s lesson, we send them straight to it, not to the home page where they need extra taps.”(18:54) – “CRM is still underrated in mobile companies. Done well, it’s not a random push, it’s the difference between feeling interrupted and feeling supported.”Mentioned in this episode: BabbelAlejandro on Linkedin

    30 分鐘
  5. The power of community and why retention means growth – Advi Bishnoi (Social Plus)

    9月17日

    The power of community and why retention means growth – Advi Bishnoi (Social Plus)

    Questions Advi answered in this episode:  What is Social Plus, and how do its in-app social features work?Why is retention ‘the new acquisition’ in 2025?What mistakes do marketers make when they think about retention?How do community features increase CLV across verticals like fitness, travel, and retail?How can first-party data from in-app communities transform marketing and personalization?Who inside a company should ‘own’ retention marketing, product, or success?How can loyalty programs be built on organic engagement instead of just promos?What is the ‘spaces model’ for understanding community ROI?How should marketers balance personalization with scale across millions of users?What metrics should marketers stop obsessing over, and which deserve more focus?What new revenue opportunities do brand partners unlock inside communities?Timestamps: (0:00) – Intro; Advi’s background and Social Plus overview(1:38) – Micro-community examples: surf shops, fitness apps, Nike sneakerheads(7:03) – Why ‘retention is growth’ in 2025: CAC vs CLV(9:30) – Marketing silos and the ownership problem in retention(13:40) – Why promos and events are less effective than organic engagement(17:21) – First-party data: insights, sentiment analysis, and privacy advantages(20:00) – Loyalty vs. hypergrowth: why CLV is a long-term play(22:37) – Signals of churn, and how to intervene before users leave(25:41) – Balancing personalization and scale with AI-driven sentiment and clusters(28:20) – Metrics that marketers overvalue (CAC, ad spend) versus those they undervalue (LTV, frequency, order size)(31:00) – Brand partnerships inside communities: CPM rethink and new revenue models(33:32) – Rapid fire: food in Thailand vs Italy, habits, dream jobs, favorite brandsSelected quotes: (12:50) – “Promos and gamified events help, but organic engagement helps more. People join a 30-day fitness challenge not for the discount, but because others are posting daily and they want to participate.”(21:22) – “Customer acquisition is measurable and fast, which is why VCs love it. Retention is a long-term play, it’s demand gen, brand equity, and profitability over three to five years.”(28:30) – “Marketers need to stop obsessing over CAC. In my world, it’s 30% CAC, 70% retention and lifetime value.”(32:23) – “For sponsored posts in-community, we’ve seen brands charge $15 to $60 CPMs, because the audience is hyper-focused and conversion rates are so much higher.”Mentioned in this episode: Social Plus (social.plus)Advi on Linkedin

    40 分鐘
  6. Behind the scenes of the App Growth Summit – Louis Tanguay (App Growth Summit)

    9月3日

    Behind the scenes of the App Growth Summit – Louis Tanguay (App Growth Summit)

    Questions Louis answered in this episode: Why Louis started App Growth SummitThe moment AGS’s ‘community first’ format revealed the gap in existing event cultureWhat are mobile marketers missing in custom product page strategy?Where does AI actually help and where does it actively dull critical thinking?Why do marketers keep separating teams and failing to optimize collaboration?How can retargeting go beyond surface-level re-engagement to real value?What separates high-ROI event vendors from the time-wasters?How does AGS build authentic community, and what’s the actual ROI of belonging?What advice does Louis give first-time sponsors and networkers who want more than a sales lead?Why do so many marketers waste the opportunity of an event, and how is AGS structured to avoid this?Where is the industry headed, and what does Louis see as the next phase?Timestamp: (0:00) – Intro, Louis’s journey from music to mobile marketing(2:45) – First AGS event: origin story, first sponsors, finding the ‘sweet spot’(4:23) – The ‘community not scale’ thesis: AGS’s unique approach(7:20) – Venue selection, why environment shapes event outcomes(9:33) – Industry blindspots: custom product pages, marketing-product silos(11:00) – Getting CPPs right: landing page principles, offer-matching, creative basics(14:00) – AI’s role: when it elevates, when it destroys value(23:00) – Maximizing events: actionable networking, why ‘closing deals’ is a dead-end(30:35) – AGS global: favorite cities, the meaning of event #100(36:10) – Rapid fire: first thing at an event, dream speakers, live shows, Austin food, travel recs(39:40) – Closing: next AGS events, community calls to actionQuotes: (11:33) – “ If you match your creative and the offer to the campaign, you’re going to get way more conversions.”(14:15) – “AI is more ‘A’ than ‘I’ right now…It’s a supercharged research tool, but it’s not going to replace real creative strategy anytime soon.”(24:12) – “If you want ROI from an event, don’t cluster with your coworkers. Talk to people you don’t know, open doors, and don’t expect a deal by Friday.”Mentioned in this episode: App Growth Summit (appgrowthsummit.com) App Growth Snacks newsletter Louis on Linkedin

    41 分鐘
  7. Exposing the myth of ‘perfect data’ with Piotr Prędkiewicz (FORMEL SKIN)

    8月20日

    Exposing the myth of ‘perfect data’ with Piotr Prędkiewicz (FORMEL SKIN)

    Questions Piotr addresses in this episode: What is FORMEL SKIN, and how does it solve dermatology’s bottleneck in Germany?How did Piotr’s career in analytics develop across multiple verticals?Why is ‘perfect data’ a myth in mobile marketing?How do you responsibly track and aggregate users before registration? What’s the difference between front-end and back-end behavioral data?How do device/user mismatches and changes create analytics headaches?What are the new challenges and gray areas in privacy (GDPR, CCPA, device fingerprinting)?Where does fraud hide in aggregated data, and how do you find it?Why does fraud persist, and what incentives make it so durable?How could success in mobile marketing be measured differently to promote collaboration and integrity?Timestamps (0:00) – Introducing FORMEL SKIN, Piotr’s role, and Germany’s digital dermatology (1:18) – Marketing analytics in dating, fintech, health (2:50) – Why ‘perfect data’ is a myth (5:00) – Assigning pseudo-user IDs, device-based tracking (6:00) – Aggregated data, ‘chasing ghosts,’ and its pitfalls (8:00) – Combining front-end and back-end data; challenges in stitching (9:36) – Device vs. user: confusion, mismatches, and noise (11:13) – Balancing privacy vs. marketing needs; legal and business conflicts (12:30) – Device fingerprinting: what’s legal, what’s risky, and why (14:22) – The end of one-to-one attribution; rise of aggregated, top-level analysis (16:05) – Marketing fraud: what’s changed, sneaky affiliate/network tricks (19:08) – Incentives, alignment failures, and why fraud persists (21:40) – Filtering fraud: long onboarding, compliance, and technical vigilance (23:38) – ‘Success’ in mobile marketing and why responsibility must be shared (32:08) – Wrap up Quotes (2:50)  “Don’t expect perfect data – especially in marketing where different data sources are being combined.” (5:10)  “You try to anchor it to the device…within all the data security and the privacy setup and anchor it to this entity and create one entity.” (15:26) “We can use aggregated data for strategic decisions, like how to shift budgets from channel A to B.” Mentioned in This Episode Piotr Prędkiewicz’s LinkedinFORMEL SKIN

    33 分鐘
  8. Retention over reach – and what data says about loyalty – Seema Shah (Sensor Tower)

    8月6日

    Retention over reach – and what data says about loyalty – Seema Shah (Sensor Tower)

    Questions Seema answered in this episode What is Sensor Tower, and how does it analyze the digital retail economy?What tactics actually drive engagement and conversion for e-commerce apps?How are loyalty programs, membership fees, and incentives engineered to retain users?Why is ‘engagement’ more critical than mere app downloads?What happens when acquisition ad spend dries up (Temu, Shein) and retention isn’t there?How do free shipping, fast returns, and frictionless checkout rewire user habits?What does the data say about the new ‘in-app event’ wars among major retailers?What are the most common blind spots for mid-sized brands trying to compete with giants?How can smaller brands leverage data, urgency, and unique value to build sustainable engagement?What emerging trends should e-commerce marketers prepare for?Timestamps (0:00) – Intro: Sensor Tower, Seema’s role, scope of data and products (3:00) – Why engagement beats downloads: session length, frequency, retention (4:00) – The mechanics of loyalty programs: Amazon Prime, Target Circle, Ulta, and more (8:30) – Tariff threats and the new ad spend math: what happens to MAU when you cut UA? (11:00) – Small brand playbook: driving downloads, boosting engagement, and using incentives (23:32) – In-app events: the new engagement arms race (Amazon, Walmart, Target) (26:00) – The difference between frequency and discretionary shopping (34:00) – Platform evolution, removing friction, and why smaller features win (37:00) –Emerging trends in e-commerce apps (52:15) – Wrap-up: How to connect with Seema, Sensor Tower, and what’s next Quotes (8:50) “Since the removal of the de minimis tax exemption and also the tariffs, we’ve seen a decline in advertising spend and a shift to other countries.” (13:43)  “If you’re a smaller brand and you want to compete, you have to really know who your customer is and what attracted them to you in the first place.” (24:45)  “Frequency seems huge for retention and how much time they’re spending on the app, but how do these top brands keep users coming back without fatiguing them with advertising?” Mentioned in This Episode Sensor TowerSeema Shah Linkedin

    53 分鐘
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簡介

Apptivate is a show that explains app marketing, one expert at a time. It's produced by retargeting specialist Remerge, focusing on the challenges and advancements in the ever-evolving world of mobile marketing. Every week, we interview marketing game-changers and app experts to share industry insights and real-life lessons, covering optimization, incrementality, creative strategy, data science, and more. Subscribe now to stay on the cutting edge of app marketing strategy.

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