How AI Makes User Acquisition Campaigns More Efficient
Earlier this year, I had the amazing opportunity to speak at the Hyper Games Conference in Istanbul. It was a fantastic gathering of people from across the games industry, with over a thousand people attending to share their knowledge and ideas for growth.
AI was a hot topic at the conference. As Pecan’s analyst team lead for gaming customers, I was very excited to share how we’re helping user acquisition and marketing teams get better results with AI.
UA and marketing teams have a more challenging job than ever due to changes in the availability of user-level data. They used to have that information to guide decisions about where and how much to invest in their campaigns, but no longer. Additionally, competition is tougher than ever, with more and more games and apps competing for the same players’ time and attention.
Today, AI technology can fill some of that gap. Implemented correctly, it can even be a future-proof solution. You can ensure you’re well positioned in advance to deal with data and privacy changes that may still come down the road.
If you’re ready to learn more, watch the video of my Hyper Games talk below!
Prefer to read instead of watching the video? Here are some of the highlights.
Mobile marketers can use AI to improve the information they’re using to make important decisions about campaign spending and overall budget allocation. One important use of AI for user acquisition is the opportunity to use predictive events to manage, measure, and optimize campaigns. For iOS, we can even help you regain visibility into individual users’ predicted lifetime value and select your campaigns accordingly. That magic happens by combining your data with SKAN effectively.
Additionally, marketing mix modeling (MMM) provides a broad perspective on how spending in each marketing channel contributes to your goals. It doesn’t rely on user-level data at all, so it’s truly a future-proof measurement solution. You can even find out which channels are saturated and won’t provide any more benefit from greater spend.
And, of course, you can get more guidance from MMM-driven simulations. These simulations let you experiment with different budget allocations and see their effects on future outcomes, all in easy-to-use, actionable dashboards. (Check out how MMM reduced the customer acquisition cost at one popular mobile app by 10%, with a model ready in just three weeks.)
Importantly, these AI-powered predictive strategies ensure you’re using all of your data to understand users’ future and plan a mobile marketing strategy, not just the limited data that ad platforms provide. You can use the full scope of your information about your users from across their interactions with your app.
This wider array of data ensures you get the richest, most valuable insights into what users will do in the future. Then, you can plan exactly how to reach out to them. You can craft marketing campaigns with precisely targeted messages, upsell offers, and ads.
“Pecan allows us to be more profitable and invest better. We are definitely able to buy smarter than we used to, and it's becoming a competitive edge.”
— Evyatar Livny, Vice President of Marketing Tech, SciPlay
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With innovative AI solutions, user acquisition managers can overcome challenges and drive remarkable business outcomes. Those outcomes can include greater user engagement, revenue per user, higher lifetime value, better user experience, and increased marketing efficiency.
It’s a fantastic time to be involved in mobile marketing and AI. I’m always delighted to see the incredible impact these approaches can have on mobile game developers’ success. I hope you’re as intrigued by the potential as I am!