App Growth Summit NYC 2019

in partnership with APPSFLYER
April 4, 2019 Midtown Loft & Terrace • 267 Fifth Avenue, New York, NY 10016
Overview Speakers Agenda

SOLD OUT EVENT!

After a sold out event last year, App Growth Summit NYC 2019 returned to New York City for the second straight year on April 4 in Midtown Manhattan…and second straight sold out event! Did we mention we love NY??

This invite-only, limited-vendor event featured 50 expert presenters and panelists, who shared secrets from their mobile app growth strategies across 22 in-depth sessions on 2 beautiful stage areas with breathtaking views of the city. We ended the day with a Red Carpet Open Bar Reception with special live entertainment!



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Companies Attended Include:

App Growth Summit NYC - Companies Attending

Speakers

Yvonne Caravia
Yvonne Caravia Global Head of Mobile Product Bloomberg
Bloomberg
Vivek Girotra
Vivek Girotra Director of Performance Marketing FoxNext
FoxNext
Jonathan Hastings
Jonathan Hastings Product Manager, iOS & Mobile Rent the Runway
Rent the Runway
Donté Ledbetter
Donté Ledbetter Senior Marketing Manager Stash
Stash
Cecile Lowrey
Cecile Lowrey Growth Manager GRUBHUB
GRUBHUB
Matthew Sadofsky
Matthew Sadofsky TIDAL Senior Director, Growth Marketing TIDAL
TIDAL
Briana Severson
Briana Severson VP, Growth Marketing TodayTix
TodayTix
Taylor Gobar
Taylor Gobar Senior User Acquisition Manager Hopper
Barrie Arnold
Barrie Arnold Chief Revenue Officer messageLOUD
messageLOUD
Brett Bauer
Brett Bauer Co-Founder & CEO Appfluencer
Appfluencer
Sunil Bhagwan
Sunil Bhagwan Vice President AppsFlyer
AppsFlyer
Mike Brooks
Michael Brooks CRO WeatherBug
WeatherBug
Al Chen
Al Chen Solutions Architect Coda
Coda
Jennifer Chon
Jennifer Chon Director, Growth & Retention GLAMSQUAD
GLAMSQUAD
Mirela Cialai
Mirela Cialai Global Digital Marketing Specialist Zinio
Zinio
Melissa Dickman
Melissa Dickman SVP of Sales Taptica
Taptica
Jon Durkee
Jonathan Durkee Sr. Director of Business Development TrueData
TrueData
Helene Trompeter Elliott
Helene Trompeter Elliott Media Director Watson Media and Weather
The Weather Company
Vincent Eterlet
Vincent Eterlet Mobile Marketing Manager fuboTV
fuboTV
Aurelie Guerrieri
Aurelie Guerrieri Founder & CEO Akila One
Akila One
Adam Hadi
Adam Hadi Current VP of Marketing Current
Current
Jesse Hurwitz
Jesse Hurwitz Senior Director Monetization Products Jump Ramp
Jump Ramp
Abigail Kutruff
Abigail Kutruff Director of Product Management, Mobile Engagement Products Salesforce
Salesforce
David Landau
David Landau Director, Acquisition Marketing Betterment
Betterment
Jean-Sebastien Laverge
Jean-Sebastien Laverge VP of Data Tilting Point
David Leviev
David Leviev VP - Programmatic Product Development timehop
timehop
Annica Lin
Annica Lin Associate Director of Paid Acquisition Policygenius
PolicyGenius
Mark Loranger
Mark Loranger Co-founder Braavo
BRAAVO Capital
Grace Low
Grace Low Head of Performance Marketing Hinge
Hinge
Anika Maini
Anika Maini Associate Director M&C Saatchi Performance
M&C Saatchi Performance
Dennis Mink VP Marketing Liftoff
Liftoff
Jasmine Moadel
Jasmine Moadel Updater Product Engagement Lead Updater
Updater
Britt Myers
Britt Myers Co-Founder Homer
HOMER
Susie Orr
Susie Orr Senior Marketing Manager, Mobile Verizon Media
Verizon
Carla Price
Carla Price Senior Customer Success Manager Liftoff
Liftoff
Tony Rafetto
Tony Rafetto Solutions Architect AppsFlyer
AppsFlyer
Victor Savath
Victor Savath VP of Customer Strategy Singular
Singular
Wes Sims
Wes Sims Head of Product PULLL
PULLL
Sarah Stroud
Sarah Stroud Enterprise Account Executive Liftoff
Liftoff
Julie Sun
Julie Sun Growth Strategist Consultant
Andrew Tan
Andrew Tan Co-Founder/CEO FeedMob
FeedMob
Jen Taylor
Jen Taylor Sr. Director Digital Marketing A+E Networks
A+E Networks
Shoji Ueki
Shoji Ueki Sr Director, Growth Marketing SeatGeek
SeatGeek
Ken Vermeille
Ken Vermeille Founder Vermillion Sky
Vermillion Sky
Craig Weinberg
Craig Weinberg SVP, Performance Marketing Edelman
Edelman logo_220

Agenda

Loft Stage Terrace Stage
8:00
Registration & Buffet
Hot Breakfast Buffet & Networking!

Skip the coffee shop, and get here early to enjoy a Hot Breakfast Buffet sponsored by Pixalate, and amazing Coffee courtesy of Apptweak. A Limited Edition Tote with custom artwork by street artist H.E.L.M. is complimentary for the first 100 people checking in!

9:00
Fireside Chat
Designing a Unique Customer Experience Through Multi Touchpoint Engagements

GLAMSQUAD is creating unique customer engagement experiences through a growth strategy combining mobile, online and offline. In this talk with Jennifer Chon, GLAMSQUAD's Director of Growth & Retention, you'll learn how to re-think some User Acquisition strategies, executions, LTV philosophy, and how to blend different customer touchpoints to promote overall growth and retention optimizations and enhancements.

Jennifer Chon
Jennifer Chon Director, Growth & Retention, GLAMSQUAD
Aurelie Guerrieri
Aurelie Guerrieri Founder & CEO, Akila One
9:25
PRESENTATION
Connecting the Dots With People-Based Attribution

The promise of providing marketers with a full-funnel, cross-device view of how users engage with their campaigns has proved both highly appealing — and highly elusive. In this session, we will give an overview on where the mobile industry stands when it comes to delivering true People-Based Attribution, and offer use cases that capitalize on this technology.

Sunil Bhagwan
Sunil Bhagwan Vice President, AppsFlyer
9:45
Fireside Chat
Growing an Underdog to Challenge the Pack Leaders

fuboTV broke onto the scene of a crowded streaming marketplace, but with savvy growth strategies and solid user experience and retention results, is the fastest growing streaming app in the United States. Learn from fuboTV resident growth marketing expert, Vincent Eterlet, as we discuss what strategies have helped them eat up more and more market share with every passing month and how they’re starting to overtake some of the streaming giants on their rapid rise to the top of the pack!

Vincent Eterlet
Vincent Eterlet Mobile Marketing Manager, fuboTV
10:00
PRESENTATION
Transparency Builds Trust: Navigating the Programmatic Ecosystem

The programmatic world can feel murky, but as a mobile marketer, you're missing out if you don't know how to navigate these waters. Learn key tips and actionable insights to take advantage of programmatic without putting yourself at risk. We'll explore attribution, analyzing your supply chain, and how in-app header bidding will affect buyers.

Michael Borgmann
Michael Borgmann Strategic Partnerships Lead, MoPub Marketer Program, MoPub
10:15
PRESENTATION
Finance Apps: User Acquisition Trends & Benchmarks

Millennials will inherit the largest amount of personal wealth of any generation, and finance apps are emerging to seize on this opportunity. In this session, we will share the latest data on user acquisition trends and benchmarks in finance apps — including costs and conversion rates. Join Liftoff to learn the core strategies that fintech companies are employing to convert and engage their audience beyond the install.

Dennis Mink VP Marketing, Liftoff
10:30
BREAK
Networking Break!
10:45
DISCUSSION PANEL
Next Level UA: How Programmatic Has Changed the UA Game

Programmatic buying is taking over the UA landscape. Ushering in a modern wave of enhanced and more efficient UA strategies, our panel of experts will discuss ideas such as tying marketing and business metrics together to understand performance; how to expand audiences; balancing scale and efficiency; as well as the importance of transparency in data and partnerships. We'll also touch on the understanding of how incrementality comes into play when analyzing and measuring Programmatic results.

Mike Brooks
Michael Brooks CRO, WeatherBug
Jon Durkee
Jonathan Durkee Sr. Director of Business Development, TrueData
David Landau
David Landau Director, Acquisition Marketing, Betterment
Cecile Lowrey
Cecile Lowrey Growth Manager, GRUBHUB
Michele Webb
Michele Webb VP of US Growth & Programmatic, Headway
11:15
DISCUSSION PANEL
Bringing Ad Tech In-House
When to Make the Move to an Internal Self-Managed Structure

Due to in-house UA teams learning more about AI and becoming more data centric, and the fact that DSP quality can greatly vary, a few companies are starting to build their own ad tech platforms and bring their efforts in-house. We’ll speak with three companies at different stages of this process, in a format rarely seen on stage at mobile conference. Our publishers will talk in a roundtable, conversational format in a free-flowing, open conversation as they share information with each other live. We’ll listen in and learn!

Brett Bauer
Brett Bauer Co-Founder & CEO, Appfluencer
Jesse Hurwitz
Jesse Hurwitz Senior Director Monetization Products, Jump Ramp
David Leviev
David Leviev VP - Programmatic Product Development, timehop
Jean-Sebastien Laverge
Jean-Sebastien Laverge VP of Data , Tilting Point
11:45
FEATURED SESSION
Revealing 2 Emerging Channels That Can Scale Your Customer Acquisition

We're all looking for the hidden treasures and untapped User Acquisition potential. While most in the industry are focused on Facebook, UAC, Programmatic DSPs and throwing darts in the dark at Influencer Marketing, there are 2 largely untapped and scalable channels emerging as the next hot categories. In this super session, we'll learn more about those channels then speak with a couple experts to help us learn how to leverage these emerging verticals.

Annica Lin
Annica Lin Associate Director of Paid Acquisition, Policygenius
Shoji Ueki
Shoji Ueki Sr Director, Growth Marketing, SeatGeek
Helene Trompeter Elliott
Helene Trompeter Elliott Media Director, Watson Media and Weather
Craig Weinberg
Craig Weinberg SVP, Performance Marketing, Edelman
12:15
BREAK
NETWORKING LUNCH BUFFET!

Hot Lunch Buffet Provided by Motive Interactive.

1:15
DISCUSSION PANEL
Full-Funnel Customer Relationships
Melissa Dickman
Melissa Dickman SVP of Sales, Taptica
Adam Hadi
Adam Hadi Current VP of Marketing, Current
Grace Low
Grace Low Head of Performance Marketing, Hinge
Wes Sims
Wes Sims Head of Product, PULLL
Jen Taylor
Jen Taylor Sr. Director Digital Marketing, A+E Networks
1:55
DISCUSSION PANEL
The Many Faces of Mobile UA Attribution
Anika Maini
Anika Maini Associate Director, M&C Saatchi Performance
Susie Orr
Susie Orr Senior Marketing Manager, Mobile, Verizon Media
Tony Rafetto
Tony Rafetto Solutions Architect, AppsFlyer
Andrew Tan
Andrew Tan Co-Founder/CEO, FeedMob
2:35
FIRESIDE CHAT
Building an Intelligent Growth Stack

Does your growth stack measure up? Learn from the experts the must-have components of an intelligent growth stack, and gain insight into how sophisticated marketers use intelligence to innovate and elevate their growth strategies.

Julie Sun
Julie Sun Growth Strategist, Consultant
Victor Savath
Victor Savath VP of Customer Strategy, Singular
2:55
BREAK
NETWORKING BOBA BREAK!

Take a quick break before our next Featured Session, and grab a Boba Milk Tea, courtesy of Singular!

3:10
FEATURED SESSION
I LOVE FRAUD!!!
How to Get Your Annual Bonus Using Ad Fraud

This is a can't-miss session! Never before has a marketer been brave enough to speak publicly on the "benefits" of Fraud and the many ways it can help marketers. Joined by 2 other amazingly talented and successful marketers on the main stage, they discuss all the untold benefits of click flooding, click injection, SDK spoofing, bot traffic and more!

Get your popcorn (or your puke bag) ready for this session!

Masked Marketer
Masked Marketer Title Undisclosed, Company Undisclosed
3:50
PRESENTATION
Fundraising Strategies for App Growth

To most marketers, corporate fundraising is a riddle wrapped in a mystery, the results of which are bestowed upon them in the form of unreachable goals and a budget. But what if it were different? What if you could help drive the funding conversation - and along the way, unlock more budget and more opportunity to shine? In today’s digital economy, UA success can make or break a growing enterprise, and you need capital to execute on your vision. We’ll explore different ways to present that opportunity internally, and the tricks and tools to get the resources you need to break away from the pack.

Mark Loranger
Mark Loranger Co-founder, Braavo
4:15
DISCUSSION PANEL
Let's Get Engaged!
How to Create Loyal Users & Keep Them Coming Back

Churn. The word marketers, product leads, and executive all cringe when thinking about. In order to limit churn and extend the lifetime of your Users, you need a great Engagement strategy. While some under-engage their users, causing the momentum your app has on installation, some others over-engage and push their users away from an otherwise fine product. Our group of engagement experts will help reveal some ways in which certain engagement strategies have worked for their products, things they’ve learned from engagement as not only a retention helper, but also a conversion assistant to directly increase revenues as well.

Yvonne Caravia
Yvonne Caravia Global Head of Mobile Product, Bloomberg
Mirela Cialai
Mirela Cialai Global Digital Marketing Specialist, Zinio
Abigail Kutruff
Abigail Kutruff Director of Product Management, Mobile Engagement Products, Salesforce
Jasmine Moadel
Jasmine Moadel Updater Product Engagement Lead, Updater
Briana Severson
Briana Severson VP, Growth Marketing, TodayTix
Sarah Stroud
Sarah Stroud Enterprise Account Executive, Liftoff
5:00
EXCLUSIVE GAME SHOW!
Which Ad Won?
Audience Participation Gameshow!

Do you consider yourself a mobile marketing expert? Think you have what it takes to distinguish the winning ads from the losers? Find out as we showcase real world, A/B tested ad creatives in this interactive gameshow! Everyone gets to play so bring your game face. And yes, there are prizes involved.

Carla Price
Carla Price Senior Customer Success Manager, Liftoff
5:30
NETWORKING HAPPY HOUR
Open Bar Networking Reception

Enjoy another App Growth Summit open bar happy hour with some great snacks, drinks, and amazing rooftop views of Midtown Manhattan and the Empire State Building! All this happen on-site on our venue's rooftop terrace!

The Happy Hour is sponsored by Adikteev with Specialty Drinks created by the mobile mixologists at AdAction Interactive, and a super fun Photo Booth courtesy of Bidease!

All this is capped off by an exclusive live acoustic performance from R&B artist Omeri Monroe.

10:45
EXPERTS' CORNER PRESENTATION
Harnessing the Power of Community to Drive Growth & Retention

When we talk about growth and retention, we often mean performance marketing or promotional strategies to acquire and keep customers, but Rent the Runway has been tremendously successful at creating sustainable, viral growth instead by harnessing the power of its community. Hear strategies and tactics to leverage the users you have to maximize the value they get with your product, drive deeper engagement, and give them experiences they’ll want to share to help you acquire and activate new customers.

Jonathan Hastings
Jonathan Hastings Product Manager, iOS & Mobile, Rent the Runway
11:10
EXPERTS' CORNER PRESENTATION
Making Sense of Non-SANS: Going Beyond Facebook and Google for Successful User Acquisition

Most growth teams nowadays are highly dependent on Facebook and Google for their user acquisition. This leaves them at the mercy of unpredictable algorithms, ever-changing systems and rising costs. In this session, Vivek Girotra will discuss how to expand your reach beyond the duopoly, and develop a sustainable portfolio of partners to support your UA efforts.

Vivek Girotra
Vivek Girotra Director of Performance Marketing, FoxNext
11:35
EXPERTS' CORNER PRESENTATION
Building a Low-Code/No-Code App
Prototyping & Testing Your Ideas Before Investing in a Dev Team

Platforms like Dreamweaver and Wordpress help non-technical entrepreneurs and makers build a website for prototyping and testing an idea. This movement towards no-code/low-code solutions means more makers can launch their ideas for the purposes of user feedback before investing a lot of resources in development or marketing. I'll discuss tools like Android's Instant Apps and Facebook's Playable Ads (among others) for testing your ideas with a niche market.

Al Chen
Al Chen Solutions Architect, Coda
11:55
EXPERTS' CORNER PRESENTATION
Creating a Cohesive User Experience from Ad to Activation

How do you give users the experience they're looking for the moment they download your app from an ad? Join Stash's Donté Ledbetter as he discusses the techniques Stash uses to create a consistent user experience from ad to activation and educate users for long-term engagement.

Donté Ledbetter
Donté Ledbetter Senior Marketing Manager, Stash
12:15
BREAK
NETWORKING LUNCH BUFFET!

Hot Lunch Buffet Provided by Motive Interactive.

1:15
EXPERTS' CORNER PRESENTATION
Teaching Influencers How to Influence

Working with "the talent" can be a tricky business. Learn how this mobile-first marketer helps the insta-famous monetize their following, all while making sure these campaigns deliver on core KPIs.

Taylor Gobar
Taylor Gobar Senior User Acquisition Manager, Hopper
1:40
EXPERTS' CORNER PRESENTATION
ERPI - An all inclusive mobile subscription metric for product development

ERPI stands for “Expected Revenue Per Install”. It a metric that estimates the expected total gross revenue that, on average, a business expects to receive from a single install of an app. For a mobile subscription business, this metric incorporates the percentage of users who start a trial and convert to paying users, and the projected value the company receives over the lifetime of that customer for that subscription product. The benefit of this metric is that it looks at the entire funnel from the first user touchpoint to when they churn out, so a business can play with a variety of scenarios as they look to improve their product. The model’s output lines up perfectly to your customer acquisition cost. This talk will cover how to use this metric to further product development, business strategy, and customer acquisition.

Britt Myers
Britt Myers Co-Founder, Homer
2:05
EXPERTS' CORNER PRESENTATION
10 Things Your Users Hate About Your App … and How to Fix Them!

Why did they uninstall your app? This is the question that plagues marketers, designers, and product managers. I have a secret, it’s probably because you’re doing something annoying. There are a plethora of reasons why your users are uninstalling your app. In this talk we’ll talk about the top reasons why users hate using your app. You’ll also learn how to keep your users happy and keep your app on their phones.

Ken Vermeille
Ken Vermeille Founder, Vermillion Sky
2:30
EXPERTS' CORNER PRESENTATION
App Fatigue is REAL?? What Are You Doing to Keep Your App Relevant?

Consumers use 9 apps per day & 30 apps per month. What are you doing to stay relevant? We’ll take a look at apps that might be stuck in their own lane & review apps that are pushing the boundaries in order to become indispensable.

Barrie Arnold
Barrie Arnold Chief Revenue Officer, messageLOUD

Sponsors

Title Sponsor

Presenting

Exhibiting

Supporting

Marketing & Development Partners

What They're Saying

"Great conference to attend, a must for anyone who wants to become a better App marketer."

Carmen Marin, HomeToGo
Hazel Adao

"Great place to see the ups & downs in the performance marketing industry from various leaders of different companies."

Hazel Adao, TIDAL