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Next-Gen Mobile Marketing Measurement Triad

Next-Gen Mobile Marketing Measurement Triad

In the fast-paced realm of mobile app marketing, the quest for precise and profound measurement techniques stands as an unwavering priority. Although mobile marketers are seasoned in the ways of traditional attribution models, a seismic shift in the industry landscape, fuelled by privacy alterations and the mounting demand for consolidated data, is nudging us towards delving into innovative measurement methodologies. Next-gen mobile marketing measurement triad would benefit users in large way.

Peering into the intricate interplay between incrementality, media mix modelling (MMM), and conventional attribution within the sphere of mobile app marketing illuminates a path towards enhanced strategic success by striking the optimal balance between these key methodologies.

At the heart of the next-gen measurement evolution lie three pivotal pillars that coalesce to craft a comprehensive measurement arsenal capable of yielding both immediate actionable insights and informed strategic foresight:

The Three Synergistic Pillars of Next-gen Measurement

Attribution is the cornerstone process of correlating the origin(s) of an install or a specific event to ascribe precise credit to the marketing endeavours and/or channels accountable.

Incrementality testing emulates a magnifying glass, scrutinizing the discernible impact of a marketing endeavor on defined key performance indicators (KPIs) like installs or in-app purchases (IAPs) in contrast to baseline, natural performance.

MMM emanates as a sophisticated, data-driven statistical analysis engine aimed at prognosticating the impact of marketing initiatives on a company’s return on investment (ROI) by amalgamating the assessment of external variables and offline pursuits with digital marketing endeavors.

The Triangulation Approach in Action

A fascinating expedition into the application of the triangulation approach sheds light on its transformative potential. Imagine gauging your user acquisition (UA) campaigns through multi-touch attribution (MTA). You meticulously trace user engagements with your ads and app across diverse touch points; from encountering an ad on Instagram, clicking it, visiting your app store listing, viewing a display ad on Google, and eventually installing your app, each touch point is assigned distinct value pursuant to your adopted model. Through MTA, a vivid portrait of the user journey emerges, delineating the influence of each digital touch point on the final conversion.

Now, envision the same user acquisition campaign under the prism of the triangulation method. Here, you not only scrutinize the user’s trajectory but also factor in external stimuli. By considering the ripple effects of a competitor’s campaign or your offline marketing exploits in conjunction with conducting incrementality tests, you unearth the genuine, causal link between your marketing endeavors and conversions.

The transition from conventional attribution techniques towards a diversified measurement strategy equips you to navigate the hurdles precipitated by privacy frameworks while optimizing your marketing endeavors for amplified results and ROI. By embracing these next-gen measurement methodologies, you fortify yourself to flourish in the ever-evolving landscape of mobile app marketing.


In conclusion, the landscape of mobile app marketing stands as a dynamic realm where the nexus of incrementality, MMM, and traditional attribution converges to chart a course towards insightful measurement practices that pave the way for strategic excellence. By judiciously harmonizing these methodologies, mobile marketers can navigate the shifting tides of the industry with poise and precision, anchoring their endeavors in a data-driven ethos that propels them towards sustained success in this vibrant arena.

Tips for Success in the Era of AI-Driven Marketing

Tips for Success in the Era of AI-Driven Marketing

Tips for Success in the Era of AI-Driven Marketing

In the rapidly evolving landscape of digital marketing, the advent of artificial intelligence (AI) has sparked both excitement and trepidation among players in the industry. It is undeniable that AI has emerged as a ubiquitous topic of discussion within digital marketing agencies, with concerns about its potential to supplant human roles and disrupt traditional workflows becoming increasingly prevalent. The phrase “AI exposure” has thus entered the lexicon, symbolizing the fear that AI may render human marketers obsolete. This blog enumerates about tips for success in the era of AI-driven marketing.

Mastering AI-Driven Marketing

Amidst these uncertainties, one thing remains resolutely clear: digital agencies are far from facing extinction. Rather, they are poised to embrace a new era of collaboration with AI, leveraging its capabilities to enhance their strategic initiatives and drive superior outcomes for clients.

Human marketers stand tall as the architects of AI’s utility, acting as the initiators who harness its full potential. While AI excels in tasks such as providing SEO insights, structuring marketing schedules, and generating content, it is the human touch that grounds these initiatives in strategic ingenuity and creative acumen. Agencies, with their reservoir of knowledge and expertise, play an indispensable role in orchestrating marketing tactics, ensuring that AI serves as a valuable supplement rather than a sole determinant of success.

Leveraging Artificial Intelligence

A critical challenge that agencies face in the realm of AI is in distilling actionable insights from an overwhelming deluge of data. Merely feeding data into algorithms without a nuanced understanding of objectives and criteria can yield suboptimal outcomes. For instance, when tasked with lead generation, an agency’s role becomes pivotal in defining what constitutes a quality lead, guiding algorithms to prioritize relevance over sheer quantity. By establishing clear parameters and effectively communicating subtle nuances to AI systems, agencies ensure that the generated leads align with client objectives and optimize resource allocation.

The Rise of AI in Marketing:

Similarly, in targeting high customer lifetime value (LTV) purchasers, agencies must delineate the defining characteristics that contribute to LTV, guiding algorithms towards predictive analytics that identify lucrative customer segments and product opportunities. The symbiotic relationship between human insight and machine execution is the linchpin to achieving optimal results in AI-driven marketing endeavors.

Achieving Success through AI-Driven Marketing

AI’s evolution has certainly altered the digital marketing landscape, freeing agencies from mundane tasks by automating routine optimizations. However, the onus is on agencies to wield AI as a tool for augmenting creativity, strategic thinking, and innovation. By becoming adept directors of AI, agencies can redirect their focus towards refining overarching strategies and exploring novel approaches, thereby fortifying their competitive edge in the dynamic realm of digital marketing.

To excel in this transformative environment, agencies must integrate cutting-edge AI tools seamlessly into their operational frameworks and invest in ongoing training to harness the full potential of AI technologies. Embracing experimentation and continuous evolution will enable agencies to stay abreast of emerging trends and leverage AI in innovative ways, propelling them towards a future defined by AI-driven marketing excellence.


In conclusion, while the rise of AI may present challenges, it also ushers in unprecedented opportunities for digital agencies to redefine their roles, enhance their capabilities, and lead the charge towards a new era of AI-driven marketing innovation. By embracing AI as a complementary force to human expertise, agencies can position themselves as pioneers in shaping the future of marketing in the digital age.

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