App Growth Summit Seattle 2019

in partnership with APPSFLYER
July 11, 2019 Bell Harbor International Conference Center, 3rd Floor • 2211 Alaskan Way, Seattle, WA 98121
Overview Speakers Agenda

App Growth Summit Seattle 2019 was a full day of content aimed at helping App Marketers, Brands, Entertainment & Gaming companies grow and retain their user base more effectively and efficiently! Dozens of sessions, presentations, workshops, roundtable breakouts, and expert-led discussion panels provided Seattle with a fresh new style of event the area has been requesting for a while! Perfectly placed between the start-up meet-ups and the large conventions, App Growth Summit Seattle 2019 featured, as always, limited vendors and maximum connections and learning opportunities!

With 52% women speakers, App Growth Summit Seattle 2019 had one of the most gender-diverse speaking rosters of the year for not only mobile app conferences, but especially tech conferences as well. We’re very proud to be doing our part to make our on-stage experts as diverse as possible!


Check out the Event’s Video & Photos:


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Companies Who Attended Include:

App Growth Summit Seattle - Companies Attending

Speakers

Dan Munteanu
Dan Munteanu Director, Global User Acquisition NIKE
NIKE Logo
Shimone Samuel
Shimone Samuel Mobile Product Manager Best Buy
Best Buy
Cecile Lowrey
Cecile Lowrey Growth Manager GRUBHUB
GRUBHUB
Gwen Murray
Gwen Murray VP of Marketing & Growth Shyft
Shyft
Kim Carlson
Kim Carlson VP Sales Aarki
Aarki
Nick Caulfield
Nick Caulfield Director of Partnerships Expedia
Expedia
Dina Chaiffetz
Dina Chaiffetz Prolific Interactive Director of Product Strategy Prolific Interactive
Prolific Interactive
Brenda Chen
Brenda Chen Solutions Architect Lead AppsFlyer
AppsFlyer
Kurt Geater
Kurt Geater Mobile Marketing Manager Groupon
Groupon
John W. Gibbons
John W. Gibbons Principal - Product Atom Tickets
atom tickets
Peter Hamilton
Peter Hamilton Chief Executive Officer TUNE
TUNE
Mack Keyvani
Mack Keyvani Product 15 Seconds of Fame
15 Second To Fame
Katherine Lam
Katherine Lam Global Ecosystem Partnerships Lead Google
Google
Sofia Leonova
Sofia Leonova Marketing Manager Liftoff
Liftoff
Lisa Lindberg
Lisa Lindberg Vice President of Product / Mobile Apps AT&T
Jerome Manuel
Jerome Manuel Director of Growth Miles
Miles App
Alex Merutka
Alex Merutka CEO CRAFTSMAN+
Craftsman+
Matt Miltenberger
Matt Miltenberger Director, Corporate Strategy Streamline Marketing
Streamline Marketing
Dennis Mink VP Marketing Liftoff
Liftoff
Beth Murphy
Beth Murphy Global Head of Acquisition Amazon Music
Amazon Music
Emily Nassif
Emily Nassif Senior Marketing Specialist Zillow
Zillow
Sarah-Anne Nelson
Sarah-Anne Nelson Sr. Customer Success Manager Liftoff
Liftoff
Jennifer Newheiser
Jennifer Newheiser Director of Growth Rover.com
Rover.com
Faith Price
Faith Price Head of User Acquisition DoubleDown Interactive
DoubleDown Interactive
Eduardo Ronquillo Jr.
Eduardo Ronquillo Jr. Technical Senior Account Manager Adjust
Adjust
Louisa Sadler-Gauthier
Louisa Sadler Director of Product Marketing offerup.com
OfferUp
Kia Saedi
Kia Saedi Sales Director Adjust
Adjust
Fouad Saeidi
Fouad Saeidi Global Mobile App Marketing & ASO Lead Sage
Sage
Joyce Shaw
Joyce Shaw Mobile Apps Consultant GOOGLE
Google
Mark Joseph Tan
Mark Tan Director of Product Development Wyze Labs
Wyze
Mike Vance
Mike Vance Senior Director RealNetworks
realnetworks
Jessica Wilson
Jessica Wilson Mobile Growth Specialist AppsFlyer
AppsFlyer
Jennifer Wong
Jennifer Wong Head of Marketing Convoy
Convoy
Melissa Yik
Melissa Yik Media Supervisor M&C Saatchi Performance
M&C Saatchi Performance

Agenda

Full Schedule
8:00
REGISTRATION, HOT BREAKFAST & REGISTRATION
Registration & Breakfast Buffet

Courtesy of Smartly.io, enjoy a nice, hot breakfast buffet right after you register, grab your badge, and collect one of only 100 limited-edition gift bags and/or water bottles featuring custom artwork from street artist H.E.L.M.!

9:00
PRESENTATION
Growth on Steroids: The Effects of Retention on User Acquisition

You are doing everything you can to ensure the top of your growth funnel has plenty of users. We'll go over the importance of understanding what retention means for your product and how to lower your effective cost of user acquisition.

Mack Keyvani
Mack Keyvani Product, 15 Seconds of Fame
9:35
KEYNOTE
Lessons Learned from Spending My First $100M on Ads

In this expert keynote session by one of the top leaders in mobile advertising, Dan Munteanu, NIKE’s Director of Global User Acquisition, and Craftsman+ CEO Alex Merutka will talk about how to craft the right creative strategy for performance marketers, and how to scale your creative efforts.

Dan Munteanu
Dan Munteanu Director, Global User Acquisition, NIKE
Alex Merutka
Alex Merutka CEO, CRAFTSMAN+
10:10
PRESENTATION
Connecting the Dots of Your Customer Touchpoints: Use Cases for 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.

Jessica Wilson
Jessica Wilson Mobile Growth Specialist, AppsFlyer
10:30
PRESENTATION
E-Commerce Apps: User Acquisition Trends & Benchmarks

Mobile commerce transactions are set to overtake e-commerce transactions for the first time in 2019. And by 2022, mobile shopping sales are projected to reach $423.24B in the U.S. alone. In this session, we'll share the latest data on user acquisition trends and benchmarks in shopping apps — including costs and conversion rates. Join Liftoff to learn the core strategies that you can employ to convert and engage your audience beyond the install.

Sofia Leonova
Sofia Leonova Marketing Manager, Liftoff
10:45
PRESENTATION
SDK Spoofing: The Biggest Threat Nobody's Talking About

Left unchecked, SDK Spoofing has the ability to completely undermine your mobile advertising efforts in their entirety, and can severely hamper not only marketing analysis, but can even hinder the most basic insights into your userbase. In this presentation, Kia Saedi of Adjust breaks down what SDK Spoofing is, how to fight it, and how to avoid approaching it with the wrong strategy.

Kia Saedi
Kia Saedi Sales Director, Adjust
11:00
BREAK
NETWORKING BREAK!
11:15
PRESENTATION
Alternative Acquisition Channels

Ever thought of moving beyond the Google / Facebook duopoly into other new and innovative marketing platforms? Have you ever seen a 6-foot chipmunk dressed up in a space suit? We didn’t think so! Learn from Gwen Murray, VP of Marketing & Growth, on how Shyft is using non-traditional marketing tactics such as events, out-of-home, and influencers to attract and retain new users; along with industry best practices that break the mold!

Gwen Murray
Gwen Murray VP of Marketing & Growth, Shyft
11:20
ROUNDTABLE DISCUSSIONS
Roundtables: Session 1
Join Fellow Attendees in One of our 3 Roundtable Discussions!

Conversion Optimization
In this Roundtable Discussion, Shimone Samuel from Best Buy will lead the group in strategy sharing for CRO, Onboarding, Activation, and other ways to optimize your app's product performance.

Google UAC: Everything You Want to Know & Don’t Have to be Afraid to Ask
Join Google’s Joyce Shaw for an Ask Me Anything Roundtable discussion on Google UAC. Learn campaign optimization tips from fellow attendees, share best practices you’ve picked up while working with UAC, or just hear some tips and tricks from Google and your fellow marketers!

Programmatic Advertising
This Roundtable Discussion, led by AARKI's Kim Carlson, will touch on all things with programmatic media buying. Topics to discuss with fellow attendees include usage of programmatic DSPs vs In-House Strategies, Creative Optimization, and more!

Shimone Samuel
Shimone Samuel Mobile Product Manager, Best Buy
Joyce Shaw
Joyce Shaw Mobile Apps Consultant, GOOGLE
Kim Carlson
Kim Carlson VP Sales, Aarki
11:40
PRESENTATION
How Building Your Community Can Supercharge Your Mobile App

Learn how to build your brand and improve your mobile app growth through the power of your community. Understand how to use customer feedback & user-generated content to help optimize mobile products and increase engagement and retention.

Mark Joseph Tan
Mark Tan Director of Product Development, Wyze Labs
12:00
ROUNDTABLE DISCUSSIONS
Roundtables: Session 2
Join Fellow Attendees in One of our 3 Roundtable Discussions!

In-App Social Engagement
You got ‘em, now what do you do with them? Join Shyft's VP of Marketing & Growth Strategy, Gwen Murray, and your fellow conference attendees, for a Roundtable Discussion on how social engagement based features drive DAU/MAU growth. Come discuss the impact of creating in-app experiences that mimic interactions of the social networking platforms millennials already use, and learn new Engagement strategies which can work for you!

Creatives
It's all about Creatives! Let's talk about creatives used in UA and Re-Engagement campaigns, as well as how creatives are your last line of control in an ever-increasingly automated marketing world. Discussion will be moderated by Alex Merutka, CEO of the creative agency CRAFTSMAN+, whose clients include NIKE, Tinder, Apple and many more!

Incrementality
In this round table, Cecile Lowrey, Grubhub's Growth Manager, will talk about the basics of setting up testing to understand what percentage of your conversions are driving an Incremental impact on your bottom line. Some topics to share, and/or learn about, will include Control Groups, PSAs, Ghost Ads, Multiple Lift tests, measurements, split testing, and more!

Gwen Murray
Gwen Murray VP of Marketing & Growth, Shyft
Cecile Lowrey
Cecile Lowrey Growth Manager, GRUBHUB
Alex Merutka
Alex Merutka CEO, CRAFTSMAN+
12:05
PRESENTATION
Brain Hacks: Applying Psychology to User Engagement

What’s on a user’s mind? Data and user research can provide most of the answers, but they don't tell us the whole story. Driving engagement in the highly competitive mobile space requires that we dig deeper to understand consumer behavior. In this talk, you’ll learn how to use the principles of Psychology and Behavioral Economics to gain insight into how your customers think, what motivates them and why they decide to buy. Keep your app top of mind with these brain hacks!

Dina Chaiffetz
Dina Chaiffetz Prolific Interactive Director of Product Strategy, Prolific Interactive
12:30
NETWORKING LUNCH
NETWORKING LUNCH

Enjoy some great networking and our super delish Lunch Buffet, courtesy of AdAction Interactive!

1:30
DISCUSSION PANEL
Unlock Exponential Growth By Uniting User Acquisition Efforts with Partner Marketing

Long siloed and separate, growth team driven User Acquisition efforts and Partner/Affiliate Marketing executions are two sides of the same coin. Both strategies are designed to drive growth and revenue, yet they are each limited by their own ecosystem of technologies and partners. It is time to bring the advancements of measurement and deep linking to partner marketing, while lending the expertise of partner management and logistics to your team’s UA practice, while ensuring the results of your total efforts are free from fraud and optimized for long-term growth.

Nick Caulfield
Nick Caulfield Director of Partnerships, Expedia
John W. Gibbons
John W. Gibbons Principal - Product, Atom Tickets
Peter Hamilton
Peter Hamilton Chief Executive Officer, TUNE
Matt Miltenberger
Matt Miltenberger Director, Corporate Strategy, Streamline Marketing
2:00
WORKSHOP
Nerdy Little Secrets About ASO
An ASO Master Class!

ASO has significantly changed, with the changes in Apple Search Ads, announcements in Google I/O, & algorithm updates, ASO has turned to pure CRO. Fouad Saeidi, Sage’s Global Mobile App Marketing & ASO Lead, will be leading this ASO Master Class experience through the sharing of various factors and successes in app ranking for AppStore & Google Play following data points with some correlation studies.

This ASO Master Class covers various discussion points around:
• Google Play Experiments
• Automation tools 2019
• Discussion on A/B testing mechanisms
• UAC V.S ASA & Correlations with ASO

Fouad Saeidi
Fouad Saeidi Global Mobile App Marketing & ASO Lead, Sage
2:05
DISCUSSION PANEL
Insider Secrets: How to Take Your Shopping App to the Next Level

From Singles’ Day to Mother’s Day, Cyber Monday to Super Bowl Sunday, consumer interest in shopping is now continuous. Free of high-friction physical boundaries such as checkout lanes or parking lots, consumers no longer go shopping - they are always shopping. In this panel, seasoned mobile marketers will share their best practices for marketing shopping apps, from strategies to acquire repeat/loyal customers to tips for designing effective mobile ad creative for every season. This will be the ultimate opportunity to ask your burning questions & learn from the experts.

Kurt Geater
Kurt Geater Mobile Marketing Manager, Groupon
Louisa Sadler-Gauthier
Louisa Sadler Director of Product Marketing, offerup.com
Sarah-Anne Nelson
Sarah-Anne Nelson Sr. Customer Success Manager, Liftoff
Eduardo Ronquillo Jr.
Eduardo Ronquillo Jr. Technical Senior Account Manager, Adjust
2:40
DISCUSSION PANEL
Cat and Mouse: The Many Faces of Mobile Ad Fraud

The tactics for combating fraud are varied and constantly evolving to catch up with new fraudster hacks. Featuring marketer, agency and technical perspectives, this panel will examine different approaches to preventing and detecting fraud. Learn how to spot early signs of fraud, optimize for behavioral anomalies, and enforce clean inventory with ad network partners.

Brenda Chen
Brenda Chen Solutions Architect Lead, AppsFlyer
Melissa Yik
Melissa Yik Media Supervisor, M&C Saatchi Performance
Cecile Lowrey
Cecile Lowrey Growth Manager, GRUBHUB
3:10
NETWORKING BREAK
NETWORKING BREAK
3:20
GIVE AWAY PRIZES!
Apple Watch Give-Away & More!

Yes, that's right! You can win an Apple Watch, NIKE+ Edition, courtesy of ClearPier! Just put your business card in the bowl throughout the day, and be present to win if your card is randomly drawn!

3:30
PRESENTATION
Driving Deep User Engagement Within Your App

Digital marketing channels drive user acquisition and help you optimize your cost-per-install, but once your users are in the door, how do you drive deep engagement? Only 15% of app installs remain in use after 7 days, and you need to make sure your app stays in your user’s rotation. A new cutting edge initiative from Google streamlines the process of incentivizing users to take certain actions that matter within your app, such as a user booking a trip and receiving rideshare credits in return. Join an Engagement Rewards expert to learn about how you can drive user engagement and retention and be an early adopter of the future of mobile app technology.

Katherine Lam
Katherine Lam Global Ecosystem Partnerships Lead, Google
3:55
DISCUSSION PANEL
Flipping the Funnel: How A Rentention-First Strategy Can Grow Your App's Success

Most marketers and product owners feel that app growth and health is triggered and determined by acquiring more and more users. However, if you keep pouring users into a leaky bucket, or have poor conversion/onboarding practices and strategies, you’re going to grow much slower, if at all! Join our panel of product marketing experts as they dive into the ways they keep their users and communities interested and keep coming back for more and more and more!

Shimone Samuel
Shimone Samuel Mobile Product Manager, Best Buy
Lisa Lindberg
Lisa Lindberg Vice President of Product / Mobile Apps, AT&T
Jerome Manuel
Jerome Manuel Director of Growth, Miles
Jennifer Wong
Jennifer Wong Head of Marketing, Convoy
Kim Carlson
Kim Carlson VP Sales, Aarki
4:30
DISCUSSION PANEL
The Game of Gains: Which UA Channels & Strategies Are Maintaining Quality Returns?

Almost everyone is heavily focused on Facebook and Google for their User Acquistion efforts. However, there are actually many viable (and cost-efffective) alternatives available as well. Our panel of UA experts will help us learn which channels are working for them, which alternative channels they're seeing unexpected gains from, and if any product-related features (such as gamification, rewarded social sharing, etc) might have helped their New User acquisition efforts.

Beth Murphy
Beth Murphy Global Head of Acquisition, Amazon Music
Faith Price
Faith Price Head of User Acquisition, DoubleDown Interactive
Jennifer Newheiser
Jennifer Newheiser Director of Growth, Rover.com
Emily Nassif
Emily Nassif Senior Marketing Specialist, Zillow
5:05
GAME SHOW!
Which Ad Won?
Presented by Liftoff

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 game show! Everyone gets to play so bring your game face. And yes, there are prizes involved!

Dennis Mink VP Marketing, Liftoff
5:30
NETWORKING
Open Bar Reception on the Rooftop!
Presented by JAMPP!

Enjoy some rooftop views of the Sound at the end of the day's content! Join us up top for an Open Bar Happy Hour, presented by JAMPP!

6:30
AFTER PARTY
Seattle Summer Soirée
Presented by Adjust + Liftoff

After you're done networking on the rooftop of our conference venue, head over to the Fog Room for even more fun after the conference activations end! Go from one rooftop to another, and join us for the after party, co-presented by Adjust and Liftoff!

RSVP Here!

Sponsors

Title Sponsor

Presenting

Contributing

Marketing & Development Partners

App Growth Summit Testimonials

Sophie Vo

"The diversity of businesses present made the topics super interesting for attendees. I found the atmosphere super friendly with the speakers as well. Happy to join it again next time!"

Sophie Vo, Rovio
Ludmilla Veloso

"App Growth Summit is a great event! One of the few that actually brings people from the market that is actually willing to share their inside knowledge! The experience was awesome and I really connected to a lot of the people participating!"

Ludmilla Veloso, Meitu