SplitMetrics’ Ecosystem of Solutions with Ksenia Artemenko | Appvertiser Chats #6
Hi! Today we are chatting with Ksenia Artemenko, Lead Product Manager at Splitmetrics.
We asked about analyzing the full funnel for each ad, running multiple A/B testing campaigns, and having a detailed reporting system that accompanies that, as well as the future of app marketing, new trends, and privacy restrictions.
Let’s jump into the interview!
Q: Let’s start with privacy: how is SplitMetrics helping app marketers to deal with the challenges of increasing restrictions on mobile devices?
A: We are doing that with SplitMetrics Acquire, which is the flagship product of our ecosystem, dedicated to providing mobile developers and marketers with effective tools to scale Apple Search Ads campaigns, grow mobile app reach, drive installs on the App Store and increase ROI easier and faster.
Since Apple introduced new privacy regulations, lots of mobile advertisers switched to running Apple Search Ads. For example, we have clients claiming that Apple Search Ads generate more than 50% of their revenue. This shift happened due to numerous factors, but the most important ones being the intent-based nature of Apple Search Ads, access to a high-paying audience, and straightforward tracking and measurement capabilities.
Basically, what advertisers need is to connect SplitMetrics Acquire with their Apple Search Ads account and MMP to let our product gather all the campaign data, analyze it, provide various smart suggestions, as well as automate routine tasks like bidding adjustment. The product itself is aimed at optimizing campaign performance, overall channel success, and achieving target KPIs such as ROAS and ROI increases.
Q: Now, how are you helping app marketers to improve the customer experience?
A: Great question. So SplitMetrics is an ecosystem of products and services, сonsisting of the already mentioned SplitMetrics Acquire, Optimize (product for A/B testing, ASO improvement and idea validation) and full-cycle SplitMetrics Agency.
All our products have advanced features that help mobile marketers analyze their target audience preferences and behavior to make smarter decisions not only about marketing strategies, but also app future.
For instance, SplitMetrics Acquire allows UA Managers to analyze the full funnel for each ad or CPP, quickly and easily scale existing CPPs across the whole account, figure out the best combination for each keyword and CPP, and get comprehensive insights for all competitors’ CPPs across the globe without any limitations.
Our second product, SplitMetrics Optimize, allows users to create and run tests on multiple emulated pages, it also gathers 50+ metrics on users’ interactions with the app page and tracks user behavior metrics that help clients make data-driven decisions and improve their ASO strategy. Mobile marketers can test app concepts and audiences, design, app features, and even plot without any reputation risks and with minimal assets before going live on the App Store & Google Play.
If we’re talking about our SplitMetrics Agency, one of the factors setting it apart is constant support & detailed reporting.
Q: How does it look?
A: Each client has a dedicated team that might contain an UA Manager, ASO Manager, Designer and Customer Support Manager. Basically, this team may replace the in-house team and provide best-in-class mobile marketing services while aiming to achieve long-term business KPIs in a short time. What’s more, they also provide constant support, answer any client’s questions and address any of their needs. Additionally, they conduct regular meetings to share detailed reports with the clients and provide any hypotheses they come up with to maximize app performance.
Q: We always ask this… what are some of the most exciting new trends that you are seeing in the app marketing industry?
A: AI and ML trends, 100%. These algorithms can predict user actions and behavior by analyzing historical data. Such predictions empower app marketers to make data-driven decisions and refine their marketing strategies. For instance, the ability to forecast what users are likely to make in-app purchases enables more precise and effective ad campaigns. In my opinion, the next significant advancements in the mobile marketing industry will likely involve improving the accuracy and speed of auctions, and targeting specific user segments through customer relationship forecasting (personalized customer journey maps, in-app messages, triggered notifications, etc.), ultimately maximizing the profitability of each user for each application.
AI and ML can handle vast volumes of data, delivering valuable insights into user behavior, market trends, and competitor analysis. This capability allows marketers to make well-informed decisions and adjust their strategies in real-time. AI and ML algorithms also assist in optimizing ad campaigns by identifying the best-performing creatives, ad placements, and targeting options, resulting in cost savings and higher conversion rates.
Q: I see! And how is SplitMetrics using AI?
A: AI has been a trending topic for several years, and since ChatGPT appeared on the market it seems like it’s this year’s most hyped topic. SplitMetrics Acquire appeared on the market back in 2017, being the first Apple Search Ads automation platform.
It’s very important to keep the product updated with all the changes introduced by Apple, as well as with all the features our clients need.
Q: So what’s changed if we compare SplitMetrics in 2023 and 2017?
A: Now the product is powered with AI and ML algorithms to help mobile advertisers:
- Automate and improve their bidding strategy with intelligent recommendations and fully automated AI bid/budget strategies.
- Stay within business’ KPIs by optimizing towards ROAS, CPA, CPI and its cohorts as well.
- Easily find keywords their competitors are bidding on and quickly close the gap.
- Compare their app campaign performance with competitors.
- Monitor and analyze their competitors’ CPPs in real time.
- Mine insights and growth opportunities with advanced reporting capabilities.
- Leverage 500+ smart automation rules, ensuring swift response to ever-changing market conditions and user behaviors.
All AI-powered features provide UA pros with an ability to seamlessly manage multiple campaigns with thousands keywords, find opportunities to scale, and ensure maximized ROAS.
Q: What are your thoughts on the future of app marketing?
A: Mobile marketing continues to grow, and new terms like ‘phygital’ appear. Basically it means that users tend to spend more and more time using their smartphones. In fact, most of us consult our smartphones before anyone else, for example before making a purchase or before paying bills. If we’re talking about the trends that are shaping the industry right now and will continue to have a major impact in the future, the SplitMetrics Team chatted with the industry experts about the future of mobile marketing and created a separate article so that you can have a look: https://splitmetrics.com/blog/emerging-mobile-marketing-trends-in-2023-what-you-need-to-know/
Q: What is your favorite app marketing success story that you have seen from a SplitMetrics customer?
A: Oh quite recently one of our clients, Yousician, gave an interview telling how they successfully tested incrementality, but also gave a high praise to the SplitMetrics Acquire functionality. For me as a Product Manager it means really a lot, as it’s the synonym of the great job we’re doing. Yousician has been our client for 3 years, and they’re early adopters of all our newest features. So if you’d like to learn more what features they leverage to achieve their KPIs, you can read it all here: https://splitmetrics.com/blog/app-growth-talks-yousician-victoria-chan-on-apple-search-ads/.
Q: What is your favorite thing and biggest challenge as Product Manager at SplitMetrics?
A: As a Product Manager at SplitMetrics, I work closely with various teams, including development, design, marketing, customer success, and sales. My favorite aspect of this role is the opportunity to help mobile app marketers worldwide improve their user acquisition efforts and deliver top-notch experiences. We collaborate with app growth experts from diverse verticals to deliver new product functionality and help them unlock new growth opportunities. Assisting our clients in succeeding and growing their businesses is a motivating and fulfilling aspect of my job.
The mobile MarTech solutions market is very dynamic. This constant drive for innovation keeps the role exciting and challenging at the same time. I’d say that among the biggest challenges are managing priorities, staying adaptable, and maintaining a strong focus on delivering user-centric products. What helps in dealing with these challenges is continuous market research, gathering and analyzing user feedback, agility in product development, and, of course, unwavering support from the entire SplitMetrics team.
