Esther Shatz

Author
The New Acronym for All Game Developers: What You Should Know About RTPs?
ASO Blog icon
ASO Blog
The New Acronym for All Game Developers: What You Should Know About RTPs?

When your game receives quality users from an unconnected app, don’t just shrug your shoulders. Understand how they got to your game and capitalize on their reasoning for choosing it. Our VP of Product Marketing has more.

May 12 · Esther Shatz · 4 mins
Episode #21: Post-IDFA Mobile Advertising with Offer Yehudai
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #21: Post-IDFA Mobile Advertising with Offer Yehudai

In episode 21 of Mobile Growth and Pancakes, we sat down with Offer Yehudai, President at Fyber, to go into the nuts and bolts of mobile advertising - and whether this industry can recover after a rough year.

Jun 16 · Esther Shatz · 16 mins
Episode #27: Are Paid UA Ads Useless? With Tom Hammond
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #27: Are Paid UA Ads Useless? With Tom Hammond

How small-budget studios, struggling with resources, can use audience-based strategies and paid ads to create hit games? Listen to episode #27 of our podcast with Tom Hammond to learn more.

Sep 09 · Esther Shatz · 23 mins
Episode #26: Growing Your App While Building Credibility with Jeff Perkins
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #26: Growing Your App While Building Credibility with Jeff Perkins

In episode 26, we talked then CMO of ParkMobile (now CEO) Jeff Perkins, who shared secrets on building a marketing strategy and balance product vision with responding to user feedback.

Aug 24 · Esther Shatz · 24 mins
Episode #22: Launching Hit Mobile Games with Sophie Vo
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #22: Launching Hit Mobile Games with Sophie Vo

Episode 22 of our podcast, Mobile Growth and Pancakes, is all about gaming, as Sophie Vo, Studio and game lead at Voodoo shares her secrets.

Jun 28 · Esther Shatz · 23 mins
So, What’s Your Type? Why You Should Always Know Your True App Category
ASO Blog icon
ASO Blog
So, What’s Your Type? Why You Should Always Know Your True App Category

Why won't we say it out loud? The app categories we know are broad, overlapping, and can be easily ignored. That's why we have been creating our own Taxonomy. Storemaven's VP Consultancy explains more.

Mar 27 · Esther Shatz · 4 mins
Polarbeam Step by Step: Analyzing a Version Release
Polarbeam Step by Step: Analyzing a Version Release

Product updates or version releases can be extremely powerful in terms of increasing the number of metrics. The right store image might improve conversion rates, and a new character being added to a game might cause an upturn in organic app units. Here's more:

Jul 13 · Esther Shatz · 1 mins
Polarbeam Step by Step: Impact of UA on Organics
Polarbeam Step by Step: Impact of UA on Organics

“K factor” is a sexy term in the industry. In theory, Quality advertising has a knock on effect on our organic growth, not just the trackable paid impact. Learn more:

Jul 13 · Esther Shatz · 1 mins
Polarbeam Step by Step: Organic Cannibalization
Polarbeam Step by Step: Organic Cannibalization

Sometimes we see that while we are spending more money, and our paid traffic goes up, our total search funnel remains the same. This is an indicator that we are paying for traffic that we may otherwise have got for free. Check our guide on Cannibalization to learn more.

Jul 13 · Esther Shatz · 1 mins
Polarbeam Step by Step: Analyzing Brand Effort
Polarbeam Step by Step: Analyzing Brand Effort

When launching an influencer campaign, or any other offline advertising effort, the goal is to increase your brand awareness and ultimately increase downloads of your application. Polarbeam allows you to do just that. Here's how.

Jul 13 · Esther Shatz · 1 mins
Episode #23: Designing Affiliate Marketing Funnels with Marichka Baluk
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #23: Designing Affiliate Marketing Funnels with Marichka Baluk

In this episode, we're joined by Blinkist's Director of Online Marketing to talk about affiliate marketing metrics and how to succeed in a time of a global pandemic.

Jul 14 · Esther Shatz · 22 mins
Episode #24: Overcoming Growth Challenges Through Customer Lifecycle Management with Victor Seca
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #24: Overcoming Growth Challenges Through Customer Lifecycle Management with Victor Seca

The customer lifecycle is not a topic we deal with often on our podcast, yet such an imperative part of any marketing strategy. Our latest episode welcomes Victor Seca, to explain and share more.

Jul 28 · Esther Shatz · 19 mins
Episode #25: Hyperlocal Growth Strategies with Jeff Aksengor
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #25: Hyperlocal Growth Strategies with Jeff Aksengor

How to build a localized go-to-market strategy and how to readjust your content strategy during a pandemic. Our latest episode with Jeff Askengor reveals this and more.

Aug 10 · Esther Shatz · 21 mins
How to Slay Your ASA Strategy With Custom Product Pages
ASO Blog icon
ASO Blog
How to Slay Your ASA Strategy With Custom Product Pages

One product page to rule all user journeys was a marketing flop. With the arrival of Apple’s Custom Product Pages, you can now fulfill your wildest marketing quests. Our VP Consultancy summarizes how to use them on ASA.

Feb 15 · Esther Shatz · 4 mins
Episode #20: Sustaining Long-term Mobile Growth with Andrej Kugonic
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #20: Sustaining Long-term Mobile Growth with Andrej Kugonic

Celebrating 20 episodes of Mobile Growth and Pancakes with Andrej Kugonic from Nordeus. We talked about marketing for mobile games, brand marketing metrics and how to maintain growth over ten years.

Jun 02 · Esther Shatz · 20 mins
Episode #19: Early-stage Mobile Growth with Saulo Marti
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #19: Early-stage Mobile Growth with Saulo Marti

In episode 19 of Mobile Growth and Pancakes, Esther Shatz sat with Saulo Marti, Director of Marketing at Olist, to hear firsthand about growth strategies, a testing first mindset and CVR optimization.

May 19 · Esther Shatz · 26 mins
Episode #18: Exploring the Google Ads Black Box with Natalie Drozd
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #18: Exploring the Google Ads Black Box with Natalie Drozd

In episode 18 of our podcast, we welcomed Natalie Dzord, a growth marketing enthusiast, to talk about universal app campaigns, cannibalization challenges and the future of ASO.

May 06 · Esther Shatz · 22 mins
Analyzing App Preview Videos: A Gift and a Curse
ASO Guides icon
ASO Guides
Analyzing App Preview Videos: A Gift and a Curse

Should you spend time and budget to create an app preview video, or can you take the risk of losing a competitive edge? First - make sure you properly analyze your work. Here's how.

Nov 05 · Esther Shatz · 3 mins
Episode #17: Video Creative Mastery with Bryan Buskas
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #17: Video Creative Mastery with Bryan Buskas

Our guest in episode 17 is Bryan Buskas, VP, Gaming, at Tubescience, who shares his love for performance marketing, actionable data, and creativity that makes an impact.

Apr 21 · Esther Shatz · 23 mins
Episode #16: Ad Automation and Creative Strategies with Hannah Parvaz
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #16: Ad Automation and Creative Strategies with Hannah Parvaz

In episode 16 of Mobile Growth and Pancakes, Hannah Parvaz, Head of Growth at Curio Labs, shares her strategies and tips for creating ads that bring growth.

Apr 07 · Esther Shatz · 20 mins
Episode #15: Closed Vs Open Funnels with Noam Auerbach
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #15: Closed Vs Open Funnels with Noam Auerbach

In episode 15 of Mobile Growth and Pancakes, Noam Auerbach from Enhancv is explaining the difference between open and closed funnels and the upcoming impact of iOS 14.

Mar 24 · Esther Shatz · 22 mins
Episode #14: The State of Mobile Growth with Thomas Petit
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #14: The State of Mobile Growth with Thomas Petit

In episode 14 of Mobile Growth and Pancakes, we embark on a trip with Thomas Petit down app store optimization lane.

Mar 10 · Esther Shatz · 26 mins
Episode #13: KPI Selection with Lisa Kennelly
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #13: KPI Selection with Lisa Kennelly

In episode 13 we chat with Fishbrain's CMO Lisa Kennelly about eComm and subscription-based operations, and how she leverages data from millions of users for better engagement.

Feb 24 · Esther Shatz · 23 mins
Episode #12: The Evolution of Mobile Growth with Mary Filimanchuk
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #12: The Evolution of Mobile Growth with Mary Filimanchuk

In episode 12 we welcomed Apalon's Director of Marketing Mary Filmanchuk. We discussed innovation as a skill, the different types of marketers and the unfolding of a modern campaign.

Feb 09 · Esther Shatz · 20 mins
Episode #11: Advertising Without Targeting with Chang Chen
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #11: Advertising Without Targeting with Chang Chen

In this episode, we chatted with Chang Chen from Otter.ai, about understanding the users, lookalike audience, and targeting strategies. Listen to this episode and more here.

Jan 27 · Esther Shatz · 12 mins
Watch our Webinar: Maximizing the Funnel with Creative Optimization
Mobile Growth Webinars icon
Mobile Growth Webinars
Watch our Webinar: Maximizing the Funnel with Creative Optimization

What makes a good creative, how important they are for your App Store strategy, and how to measure their success? Watch our webinar with Gamesforum to learn more.

Jan 24 · Esther Shatz · 1 mins
Episode #10: Growth Without Paid UA With Dora Trostanetsky
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #10: Growth Without Paid UA With Dora Trostanetsky

Join our own Esther Shatz and Dora Trostanetsky from SoundCloud, to hear about the audio platform's amazing journey to the top of the charts, without even spending money on UA.

Jan 12 · Esther Shatz · 23 mins
Episode #9: Do TV Ads Work for Mobile Growth With Fabien-Pierre Nicolas
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #9: Do TV Ads Work for Mobile Growth With Fabien-Pierre Nicolas

Episode nine of our podcast welcomes Fabien-Pierre Nicolas, VP of US Marketing at SmartNews, to talk about one of the most questionable growth channels out there: TV advertising.

Dec 30 · Esther Shatz · 26 mins
How Often Should You Update Your App?
ASO Guides icon
ASO Guides
How Often Should You Update Your App?

What are the key reasons for updating an app, what is the ideal cadence of updates, and what methods you should use to promote an update? We're answering every question.

Jun 30 · Esther Shatz · 5 mins
Episode #8: Combining Marketing and Product For Growth with Nebojsa Radovic & Joseph Kim
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #8: Combining Marketing and Product For Growth with Nebojsa Radovic & Joseph Kim

In episode eight of our podcast series, Esther Shatz is joined by Nebojsa Radovic and Joseph Kim, to see how you can easily combine marketing and product resources to drive mobile growth.

Dec 16 · Esther Shatz · 19 mins
Episode #7: Optimizing For Revenue with Matej Lancaric
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #7: Optimizing For Revenue with Matej Lancaric

In episode seven of our podcast, we sit with Matej Lancaric, a UA expert, to talk about gaming KPIs, how to soft launch your product and how to strategize app monetization efforts.

Dec 02 · Esther Shatz · 16 mins
Episode #6: Balancing Performance and Brand Marketing with Adam Hadi
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #6: Balancing Performance and Brand Marketing with Adam Hadi

Episode six of Mobile Growth and Pancakes welcomed Adam Hadi, VP Marketing at Current, as we discussed performance and influencer marketing and the major shifts in the industry.

Nov 16 · Esther Shatz · 19 mins
How to Design a Panoramic Screenshot Gallery on Apple App Store
ASO Guides icon
ASO Guides
How to Design a Panoramic Screenshot Gallery on Apple App Store

Learn how to design panoramic screenshots on the Apple App Store that encourage visitors to scroll your App Preview Gallery

Jun 29 · Esther Shatz · 3 mins
Episode #5: Incrementality Projects with George Natsvlishvili
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #5: Incrementality Projects with George Natsvlishvili

Episode five of Mobile Growth and Pancakes featured George Natsvlishvili, Glovo's Head of Organic Growth. We discussed leveraging both ASO and SEO to generate users, and the approaches and metrics he uses to drive traffic.

Nov 05 · Esther Shatz · 15 mins
How to Design a Panoramic Screenshot Gallery on the Google Play Store
ASO Guides icon
ASO Guides
How to Design a Panoramic Screenshot Gallery on the Google Play Store

Learn how to design Panoramic Screenshots for the Google Play Store that will encourage visitors exploration and Gallery engagement

Jun 29 · Esther Shatz · 3 mins
How to Effectively Run Facebook Campaigns for a Storemaven Test
ASO Guides icon
ASO Guides
How to Effectively Run Facebook Campaigns for a Storemaven Test

Like any other marketing campaign, our main goal in sending traffic to a StoreMaven test is to get quality users at the lowest cost possible. In this post, we will touch on a few important elements to take into consideration.

Jun 10 · Esther Shatz · 3 mins
How to Set Up an ASO Test in Storemaven
ASO Guides icon
ASO Guides
How to Set Up an ASO Test in Storemaven

A step-by-step guide for creating ASO tests in Storemaven

Jun 10 · Esther Shatz · 5 mins
How to Set Up Non-Facebook Campaigns to a Storemaven ASO Test
ASO Guides icon
ASO Guides
How to Set Up Non-Facebook Campaigns to a Storemaven ASO Test

This guide explains how app developers/media vendors should set up media campaigns driving traffic to a Storemaven test from non-Facebook channels

Jun 10 · Esther Shatz · 2 mins
Storemaven’s ASO Expertise Drives Zynga’s Mobile Growth Strategy
ASO Guides icon
ASO Guides
Storemaven’s ASO Expertise Drives Zynga’s Mobile Growth Strategy

Watch Matt Curtis, VP Growth Marketing at Zynga, and Maria Waters, Head of Conversion at Zynga speaking about how they leverage StoreMaven to drive their mobile growth strategy.

May 21 · Esther Shatz · 1 mins
Episode #4: User Acquisition Systems with Claire Rozain
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #4: User Acquisition Systems with Claire Rozain

In episode four of Mobile Growth and Pancakes, we talked with Claire Rozain, UA Manager at Product Madness, about the more systematic approaches to user acquisition.

Oct 15 · Esther Shatz · 15 mins
Apple App Store Gallery: Landscape vs Portrait (Which is Best for Your CVR?)
ASO Guides icon
ASO Guides
Apple App Store Gallery: Landscape vs Portrait (Which is Best for Your CVR?)

The Gallery is clearly the core marketing asset of an app’s Product Page on iOS. It occupies the most dominant real estate on the page and therefore plays a crucial role in convincing Visitors to install your app.

May 21 · Esther Shatz · 11 mins
Episode #1: Growth Through AI with Lomit Patel
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #1: Growth Through AI with Lomit Patel

In the first episode of Mobile Growth and Pancakes we are joined by Lomit Patel, Vice President, Growth at IMVU, to discuss the role of AI in mobile growth, his growth team, and the status quo of IMVU.

Sep 06 · Esther Shatz · 19 mins
Episode #2: Gaming Growth with Nadir Garouche
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #2: Gaming Growth with Nadir Garouche

Episode two of Mobile Growth and Pancakes welcomes Nadir Garouche, Growth Marketing Manager at Oh BiBi, discussing his unique take on gaming communities

Sep 06 · Esther Shatz · 13 mins
Episode #3: User-Centric Feedback Systems with Sarah Main
Mobile Growth Podcast icon
Mobile Growth Podcast
Episode #3: User-Centric Feedback Systems with Sarah Main

In episode three of Mobile Growth and Pancakes we sit down with Sarah Main, Director of Product at WeatherBug, to look at their unique feedback system and discuss the significance of partnerships.

Sep 06 · Esther Shatz · 17 mins
How Pearl’s Peril Increased Reengagement Amongst Lapsed Users
ASO Guides icon
ASO Guides
How Pearl’s Peril Increased Reengagement Amongst Lapsed Users

With Pearl’s Peril having been around the block for a while, and had surged in popularity throughout its lifespan, it’s only natural that some players have lapsed over the years. How do you win them back?

May 19 · Esther Shatz · 7 mins
The Difference Between the App Store and Google Play Store
ASO Guides icon
ASO Guides
The Difference Between the App Store and Google Play Store

Users come to Google Play and Apple’s App Store for the same purpose – to Install an app. But in order to get them to do so you have to know how they are different from one another

May 19 · Esther Shatz · 3 mins

Ready to see our platform in action?
Request a demo