Marcelo Zeferino, Author at App Growth Summit

Original Articles by Marcelo Zeferino

Marcelo Zeferino, MSc, Gerente de Produto (Product Manager), Peixe Urbano

Gerente de Produto com foco em Mobile Apps. Experiência como Gerente de Mobile em fábrica responsável por diversos projetos de Telecom para as maiores operadoras do Brasil. Mais de 15 anos de experiência em projetos de TI e conhecimento em metodologias ágeis, com aplicação em projetos desde 2007, além de experiência na utilização de práticas do PMBoK e RUP. Mestre em Sistemas de Apoio à Negócio pela Universidade Federal do Estado do Rio de Janeiro (Unirio), atuando em temas relacionados a EaD, Sistemas Colaborativos e Engenharia de Software.

Product Manager focusing on Mobile Apps. Experience as Mobile Manager in the factory responsible for several Telecom projects for the largest operators in Brazil. More than 15 years of experience in IT projects and knowledge in agile methodologies, with application in projects since 2007, besides experience in the use of practices of PMBoK and RUP. Master in Business Support Systems from the Federal University of Rio de Janeiro (Unirio), working on topics related to EaD, Collaborative Systems and Software Engineering.

LinkedIn | Peixe Urbano Website

When A/B Testing Isn’t Enough: Introducing Control Groups

June 25, 2018 by Marcelo Zeferino

While A/B Testing is a good starting point for marketers looking to collect the best metrics, implementing control groups is key for evaluating the incrementality of your mobile marketing campaigns.

Push Notifications – The Importance of A/B Testing and Using the Right Metrics

March 12, 2018 by Marcelo Zeferino

It’s clear that good push notifications can improve retention rates and keep users more engaged with apps…but are we prepared to understand the real impact of each message?

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