#205: Unlocking app growth with Marketing Mix Modeling with Gary Danks, General Manager for AIM by Kochava

Business of Apps Podcast

The field of app marketing is full of jargon. Just from the top of my head a few acronyms for you - ASO, CPI, CPA, LTV, FBI (sorry the last one was obviously a joke). Here is another one - MMM, which stands for Marketing Mix Modeling. Do you know what it is?

Well, in this episode Gary will explain it for you, showing how it works and why it’s important for you to use it in your app business.

Today’s Topics Include:

• Gary's background
• About Kochava
• What is Marketing Mix Modeling (aka MMM), why it's effective for unlocking app growth
• Key steps to implement MMM in a company's marketing strategy
• Common challenges in adopting Marketing Mix Modeling
• Android or iOS?
• Leaving his smartphone at home, what features would Gary miss most?
• What features he would like to see added to his smartphone?

Links and Resources:

• Gary Danks on LinkedIn
• Kochava
• MMM 101 A 3-Part Webinar Series
• Business Of Apps - connecting the app industry

Quotes from Gary Danks:

"MMM is a methodology used to measure and analyze the impact of various marketing activities on your conversions. Now, where the sort of the confusion comes in is that it sounds quite familiar to the industry standard of last touch attribution. But to truly grasp marketing mixed modeling or MMM, it's important to distinguish it from last touch attribution."

"The biggest challenge is probably just old mindset. We've been in this industry for many years and last touch attribution is the standard form of measurement and it's been around for 12, 13 years or so. So quite often companies are testing MMM but they don't want to believe the data because they've maybe built lifetime value models of their last touch attribution."

Host

Business Of Apps - connecting the app industry since 2012