Ep 07 - Omnichannel strategies for a post-IDFA world with Grace Ouma-Cabezas, Evan Woods, Shamanth Rao, and Matej Lancaric

The dust has more than settled over the bombshell that has been Apple’s App Tracking Transparency framework.

With Google announcing their Privacy Sandbox for Android, the march toward a more privacy-focused internet is not slowing down. For marketers, adapting to & thriving in this post-identifier world is more critical than ever.

Join us in this webinar hosted by RocketShip HQ and Ruckus, in which our panelists share strategies that have worked for them across the web and app ecosystems, along with their best tips and pointers to prepare for a post-identifier future.

Here’s What We Discussed: 

• [00:35] Our panelists introduce themselves and share their backgrounds and experience 
• [03:05] Shamanth explains the limits that ATT has placed on marketer’s abilities to target
• [05:42] How performance has changed since ATT –  Real-time data from our panelists to help you make informed decisions 
• [13:13] DTC Vs. E-commerce – The difference in impact ATT has on both 
• [20:00] The power of contextualized storytelling – How Poppy Seed Health’s creative strategy overcomes targeting limitations 
• [27:58] Our panelists share how they’ve diversified channel mix and expansion
• [40:40] Strategies for smaller channels that perform well with audiences and save CAC
• [47:10] Tips on redoing your infrastructure and moving out of Facebook and Google dependency
• [50:44] How metrics have evolved and upgraded since ATT 

About Our Speakers 

Grace Ouma-Cabezas, Head of Growth, Poppy Seed Health – Grace is a Growth Marketing Executive and Consultant with more than 15 years of experience at high-growth digital brands & startups. She focuses on delivering customers and audiences through performance-driven, brand-enhancing marketing. Featured in Digiday, AdWeek, The Muse, and more, Grace’s impact on digital marketing is widely celebrated.

Evan Woods, General Manager, DT.Co – Evan is a growth marketer, advisor, and investor with over 12 years of experience driving success for a wide range of businesses, from Fortune 500 brands to start-ups. He currently is the General Manager at DT.Co, a growth studio focused on helping high-growth, DTC start-ups scale. Prior to DT.Co, Evan led growth & retention teams at Haus & Ollie, and he has also held Marketing and Sales leadership roles at Aaptiv, Jet.com, HelloFresh, and Twitter.

Shamanth Rao, Founder & CEO, Rocketship HQ – Shamanth is the founder and CEO of the boutique growth marketing firm RocketShip HQ and host of the podcast Mobile User Acquisition Show. In the past, he’s led growth leading to 3 acquisitions(Bash Gaming, by GSN Games; PuzzleSocial, by Zynga; FreshPlanet, by GameLoft).

Matej Lancaric, User Acquisition & Marketing consultant – Matej is a true mobile marketing enthusiast who has been in the gaming industry for almost a decade. He develops multi-channel acquisition strategies and marketing campaigns that are designed to drive the overall growth for his partners. Matej partners with talented developers across the globe with multi-channel user acquisition strategies, soft launch, and global launch planning and general marketing and business advising.

About Our Moderator

Anish Shah is the CEO & Founder of executive search agency Bring Ruckus. Anish has worked in-house in Growth roles at Snapfish and Getable. He started Bring Ruckus as a Growth consultancy 11 years ago working with 40+ clients, then re-focused his firm on executive recruiting for Growth leaders.

Quotes

 

“The first 24 hours in games especially on iOS now is really important. Now when I’m looking at the [Information and Content Exchange] network schema, I’m able to actually evaluate the raws and run value optimization campaigns.” – Matej Lancaric 

 

“Really digging into the emotion and storytelling and trying to show [potential users] where they would be when they would need us, really contextualizing ourselves in an emotional way has been the most powerful thing. And I think it's helped us overcome some of these targeting challenges.” – Grace Ouma-Cabezas 

 

“With blended aggregate, trying to isolate how much you're spending on one particular channel at one given time and seeing if there is marginal efficiency overall for the business as you’re making these larger changes, could have a really big impact and allow you to allow to scale.” – Evan Woods

 

“How you evaluate campaigns is so critical because you cannot evaluate as deterministically as you used to. In fact, a number of folks we work with have grown, they’ve done well, but they’ve had to embrace the fact that they cannot evaluate campaigns anywhere as clearly.” – Shamanth Rao

ABOUT RUCKUS

We are growth leaders who recruit your game changers. Visit https://bringruckus.com and connect on LinkedIn. Subscribe and listen to more episodes on Apple Podcasts, Spotify Google Podcasts, Audible, or wherever you get your podcasts! 

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