Key topics discussed

• Growth marketing: Marketing powered by rapid experimentation and iteration mindset.
• AI: Insights into how AI, particularly ChatGPT, is revolutionizing consumer and business landscapes.
• Pirate metrics: Leveraging the AARRR framework to streamline user experience and focus on meaningful metrics.
• User segmentation: Strategies for monetizing IFTTT's vast user base, with a special focus on productivity enthusiasts.
• ASO: The impact of custom landing pages and niche targeting on user acquisition and retention.
• Mobile engagement: Tactics for converting web users to mobile app users, including the use of interstitial banners.
• iOS vs Android: Observations on user behavior and subscription rates across different mobile platforms.
• Apple Shortcuts: Discussion on whether Apple's shortcuts feature competes with or complements IFTTT's offerings.

Fun facts from the episode

• Fun fact #1: Megan's early work in immersive art installations, where every room is an interactive piece, shaped her approach to creating engaging, sensory-rich marketing campaigns.
• Fun fact #2: Non-intrusive interstitial banner increased installs by 133% in a week.
• Fun fact #3: Megan and her team's strategy to target 'enterprises of one' reflects a nuanced understanding of today's digital hustler and solopreneur culture.
• Fun fact #4: One of her campaigns discovered that the install-to-subscription rate was the highest in Brazil, even over the US.
• Fun fact #5: Segmentation was one of the first successful user acquisition strategies of IFTTT.
• Fun fact #6: Mobile device users can be a little less engaged on the web than users on the desktop.

More about Megan

Megan Cohen is a seasoned Growth Marketing Manager at IFTTT. She's an expert in analytics, paid media, and campaign optimization, where she has led initiatives that consistently deliver positive ROI. Megan is passionate about turning data into actionable strategies for growth, blending analytical rigor with creative marketing solutions. Her work emphasizes data-driven decision-making, aiming to produce engaging and effective marketing outcomes.

Episode 30 sneak peek

• On interstitial banners: "We tested this theory of directing users to install the apps with a non-intrusive interstitial banner. In the first week, we saw installs increase by 133%."
• Targeting 'enterprises of one': "Productivity segments were outperforming music and smart home in ROI. A lot of our productivity users were doing marketing or project management or managing clients."
• High install-to-subscription rate in Brazil: "One that stands out was an Apple search campaign I was running where our install-to-subscription rate was the highest in Brazil, even over the US."
• Segmentation strategy: "Segmentation strategies were a major first initiative for me. We wanted to reach users that had a specific need. The first segments I tested were music, smart home, and productivity."
• On Pirate Metrics: "It's just a way of making sure that you're paying attention to your KPIs and you don't get lost in other metrics, which may not be high signals of impact. Sometimes marketers can get really caught up in social media likes and followers, but it's important for me to keep my eyes on the higher metrics."