On September 23, TapCommerce brought the Beyond The Install Summit series across the pond to London. The event gathered together a group of over 70 mobile marketing industry leaders from top apps, mobile measurement providers, exchanges, and agencies to discuss the current state of mobile engagement.
Below is a glimpse at the topics covered during the panel sessions, along with a few photos of the event (check out the full photo gallery here). Thank you to all who joined us, especially our fantastic group of panelists from Skyscanner, Spotify, eBay, Win, TUNE, M&C Saatchi Mobile, Somo, adjust, and MoPub!
Maximizing Mobile Engagement & Lifetime Value
The first panel, moderated by Phil Gontier, App Engagement - EMEA Sales at Twitter, united a group of performance marketers from leading apps across the e-commerce, travel, lifestyle, and gaming verticals to discuss how to guide mobile users further down the funnel toward conversion. Panelists included David Llewellyn, Head of Mobile Marketing - Europe, Skyscanner; Robert Lamvik, Growth Manager, Spotify; Fabio Esposti, Innovation Manager - Europe, eBay; and Adir Ron, Head of Marketing, Win.
Although the exact approach varied by industry, all panelists agreed that end goal of mobile engagement is to strengthen retention and grow the lifetime value of each customer. Advanced segmentation (made possible by measuring in-app behavior) and retargeting allow marketers to stay connected with those who have already downloaded their app to keep users informed of new products, content, and special offers.
App Optimization: Strategies for Measurement & Monetization
The second panel, moderated by Shelley Lapcevic, Head of App Engagement - Customer Success at Twitter, gave attendees a chance to hear from mobile measurement providers and agencies on best practices for optimizing and monetizing mobile apps. Panelists included Peter Hamilton, CEO, TUNE; Stephanie Emmanouel, General Manager - Connected Customer Marketing, Somo; Christian Henschel, CEO and Co-Founder, adjust; and Shumel Lais, Account Director, M&C Saatchi Mobile.
The conversation focused on the importance of effectively using behavioral data to inform your mobile strategy. When it comes to analyzing app data, Stephanie Emmanouel of Somo expressed the need to “differentiate between the noise and the signal in order to better understand the mobile customer’s journey.” The panelists discussed how tracking more in-app events, enabling real-time data sharing, and optimizing deeplinking are all critical aspects of cultivating a successful mobile program.
Fireside Chat: The Next Phase of Programmatic
We wrapped up the day with a fireside chat between our Co-Founder, now Head of App Engagement at Twitter, Brian Long, and Co-Founder of MoPub now VP, Exchange at Twitter, Jim Payne. Brian and Jim discussed how the mobile advertising ecosystem has rapidly evolved over the past few years and what’s ahead for the future of programmatic.
Networking Reception at the Century Club
After the panel sessions concluded, guests had the opportunity to catch up over cocktails and check out the London skyline from the rooftop terrace.
On behalf of all of us at TapCommerce, thank you to everyone who joined us. See you at the next #BeyondTheInstall!