Technology — like life — moves pretty fast. And often, when you think you have a grasp on things, the rules change. That’s what many marketing professionals are feeling as they await an iOS update from Apple. iOS 14.5 has enormous implications for privacy around advertising and has even the most successful companies worried about their business model and technology strategies.

If you’re still trying to figure out what would be the main implications of iOS 14.5 on subscription apps, you can read all about it on my latest blog.

If you have already done your research and you’re well…

The iOS14.5 beta is already here, and now that the public beta has been officially dated to April 26th, marketers better be ready — according to a recent poll, only 13.5% are fully prepared — so let’s get caught up.

Suppose you have been in the subscription-based app business for a while. In that case, you know that finding the right strategy and signals to optimize your campaigns on, is a process that requires time, learning, measurement, and repeated optimization. And if you were comfortable with your UA strategy, the cards are about to get shuffled. …

We sure have come a long way since the days of mass marketing snail mail campaigns.

Today’s growth marketers lean heavily on technical tools and capabilities to deliver highly-targeted, fully optimized digital campaigns and track their results.

But as it looks, we’re just getting warmed up in terms of the potential of advanced capabilities.

The introduction of AI into martech is empowering growth marketers to supercharge their optimization efforts, enabling them to deliver ‘never before seen’ ROI by acquiring best quality users, implementing engaging user experience mechanisms, and more. …

When it comes to running online (or mobile) ad campaigns, the current status quo is almost always short-term optimization. Growth marketers often optimize campaigns based on signals/events that take place soon after the initial engagement with the ad. It could be a signup event, a purchase event, a content view event or Day7 login, but some events are tracked in the short term.

The big problem, as we all know, is that LTV (or profitability) is almost always an afterthought, even though it should be the main focus.

SaaS subscriptions, freemium, repeat customers or high-involvement purchases are just a few…

Ever since Google announced the launch of Google Analytics 4, the data analysis world was divided into two — those who support an immediate migration and those who disapprove.

I hear many companies out there trying to better understand how the changes would affect them, but mainly, they ask whether they should migrate to Google Analytics 4 now?

Here’s a spoiler:

The short answer is YES.

The long answer: IT’S COMPLICATED (it always is…)

Yes — because Google Analytics4 is the future, whether you like it or not, and like any other scenario, those who get in early will have…

Let me start with a simple definition of a not-so-simple process: Ideation, as far as startups are concerned, is a synthetic process of identifying big problems that are ripe for disruption. Ideation is usually separate from the go-to-market strategy. We decided to integrate the two elements in our process since we wanted to make sure the direction we chose would be scalable when it comes to GTM.

Both my partner Eran and I are not new around the startup block. We were actually introduced by an amazing investor (and friend) who’d participated in funding rounds at both of our (respective)…

What if you could freeze time just as a user is about to be acquired, and have all the time in the world to predict their behavior based on your historical data? Then you could decide which users to target, at what price, and what returns you could expect at any given time.

This imaginary future is somehow already happening, at least for the biggest online and mobile brands. It’s gaining traction and becoming the standard, by running user-level LTV based predictions and optimizing UA campaigns in accordance.

LTV based optimization is what makes acquiring VALUABLE users AT SCALE feasible…