What are the key elements shaping the business landscape?

Economic challenges, privacy laws, AI innovation

How did Sweetgreen and a Chinese e-commerce marketplace successfully adapt?

Leveraged data and technology effectively

Conversion Studio, Predictive Analytics

Utilized Web to App campaigns, internal data validation

Difficulty in distinguishing organic and paid activities

Businesses must make radical changes to adapt and thrive in the current environment, focusing on economic challenges, evolving privacy laws, and the innovation of AI to stay competitive.
Successful adaptation examples like Sweetgreen and a Chinese e-commerce marketplace emphasize leveraging data and technology effectively, while solutions like Conversion Studio and Predictive Analytics from AppsFlyer aid marketers in adapting to privacy changes.

What are the key elements shaping the business landscape?
Economic challenges, privacy laws, AI innovation
How did Sweetgreen and a Chinese e-commerce marketplace successfully adapt?
Leveraged data and technology effectively
What solutions did AppsFlyer introduce to help marketers adapt to privacy changes?
Conversion Studio, Predictive Analytics
How did Match Group adapt to the privacy-centric marketing landscape post iOS 14?
Utilized Web to App campaigns, internal data validation
What challenges did the company face in measuring campaign efficiency?
Difficulty in distinguishing organic and paid activities

00:00

Brian and Orrin are excited to start with a video, discussing the importance of adaptation.
They highlight the need for businesses to make radical changes to thrive in the current environment.
Three key elements shaping the business landscape are economic challenges, evolving privacy laws, and the innovation of AI.
They emphasize the impact of economic downturn on consumer behavior and marketing strategies.
The evolving privacy landscape poses challenges for businesses, increasing complexity and resource requirements.
The innovation of AI is crucial for businesses to stay competitive and not be left behind.
Examples of successful adaptation include Sweetgreen and a Chinese e-commerce marketplace, leveraging data and technology effectively.
AppsFlyer has introduced new solutions like Conversion Studio and Predictive Analytics to help marketers adapt to privacy changes.
Jenny Conover from Match Group shares how they adapted to the privacy-centric marketing landscape post iOS 14, using Web to App campaigns and internal data validation.
Vincent from Fubotv discusses transitioning users from mobile to connected TV for better retention and user experience, working with AppsFlyer to reach users on the big screen.

17:54

The company initially focused on mobile app development but later shifted towards Cross-device measurement and multiplatform attribution.
Challenges arose with the depreciation of DFA iOS 14, leading to a need for data understanding and budget adjustments to remain competitive.
The company faced difficulties in measuring campaign efficiency and distinguishing between organic and paid activities.
A roadmap was created to integrate various devices one by one, starting with the selection of the first device and prioritizing subsequent integrations.
The integration process was gradual, with each successful transition leading to the next platform's incorporation.
All company apps, including Roku, Fire TV, LG, Samsung, and Vizio, were integrated into AppsFlyer, despite challenges due to different operating systems.
Budget allocation for CTV initially was cautious due to lack of performance visibility, but as integration progressed, budget growth followed performance improvements.
The company anticipates a reduction in spending this year due to improved data analysis allowing for smarter budget allocation and platform comparison.