Season 4, Episode 9: The current state of app marketing analytics (with Kate Minogue)

My guest on this week's episode of the podcast is Kate Minogue, who previously served as Meta's Head of Marketing Science for EMEA and now serves as a fractional C-level executive for various companies. Kate published one of the first guest posts on Mobile Dev Memo in 2019: The LTV metric isn’t dead. Here’s why. The post was a rebuttal / response to my own contentiously titled post, It’s time to retire the LTV metric. Among other topics, Kate and I discuss: The core of a capable marketing analytics function for an app developer -- the "minimum viable marketing analytics" organization; The key considerations that app developers should make in building "optimization moments" in their apps; How app marketers should think about channel diversity; How the most sophisticated app advertisers approach measurement; How app advertisers should think about about organic contribution to ROAS; What a "fractional CMO" is, and when a company might consider engaging a fractional CMO; The differences between fractional executives and consultants; How a fractional CMO's performance should be evaluated. Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast: Moloco. Moloco is a trusted and transparent advertising platform powered by machine learning. Moloco can drive the best outcomes for mobile app advertising through Moloco Ads as experienced by marquee brands such as Bumble, Draftkings, and Playrix. For retailers and streaming enterprises, Moloco also provides a best-in-class advertising platform powered by machine learning to build and manage their own ad businesses. Learn more at www.moloco.com/podcast. INCRMNTAL⁠⁠. True attribution measures incrementality, always on. Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.