Business of Apps Podcast

What if your MarTech stack was actually working for you instead of against you? In this episode, Amanda and Adam of Branch are joined by Rebecca Nackson, CEO of Notable, to explore why most companies fail at implementation after buying marketing tools, how to enlist salespeople as strategic partners in the buying process, and the systems that separate high-growth teams from stalled ones. From reframing a non-linear career as intentional pattern recognition ("career squiggles"), to closing the costly gap between signing a contract and actually operationalizing a tool, to acting as "connective tissue" across siloed acquisition, retention, and product teams, Rebecca shares practical insights from years spent inside Audible, iHeartRadio, Bandsintown, and now leading her own marketing consultancy. Whether you're drowning in marketing software, trying to make sense of your growth stack, or wondering how AI and low-code tools will reshape build vs. buy decisions, this conversation offers a grounded look at moving from tool chaos to strategic clarity. Links and Resources: Rebecca Nackson on LinkedInNotable websiteBranch – Mobile Attribution Platform and App Analytics Solutions For Enterprises Today's topics include: Quotes from Rebecca Nackson: "The ones that are succeeding, it is because they have a system." "You can't scale what you don't trust." "It's a career that's not a straight line. It takes all these squiggles and it makes all the sense in the world in hindsight."

What if AI didn’t replace your creative team, but made them more creative than ever? In this episode, Amanda and Adam of Branch are joined by Jen Taylor to explore how AI is changing the way creative teams work, produce, and scale content without losing the human touch. From breaking down the real role of AI in creative production and why it won’t replace artists, to how teams can use AI to iterate faster, test more ideas, and focus on higher-value creative work, Jen shares practical insights from the front lines of AI-driven marketing and content creation. Whether you’re building a creative team, scaling marketing production, or trying to understand where AI actually fits into your workflow, this conversation offers a grounded look at how AI can amplify creativity rather than replace it. Links and Resources: Jen Taylor on LinkedInCapacity Interactive websiteBranch - Mobile Attribution Platform and App Analytics Solutions For Enterprises Today’s topics include: Quotes from Jen Taylor: “AI can do anything, which is overwhelming and changes how it functions as a tool. AI is a tool, but to me it feels more like a new way to work.” “AI does efficiency, but when it comes to strategy and using these tools as thought partners, that’s where they really shine.” “I fully believe in human-driven AI. It starts with the prompt, with your strategy and your direction, and at the end of the day the human is still responsible for what goes forward.”

Search inside the app stores is changing — and AI is accelerating that shift. In this episode, we speak with Dave Bell, CEO at Gummicube, about how artificial intelligence is transforming the way users discover apps. Dave explains why search is becoming more conversational and intent-driven, how natural language queries are reshaping rankings, and why the era of optimizing for a single dominant keyword is fading. As users ask longer, more specific questions — both inside the App Store and through tools like ChatGPT — ASO strategies must evolve to reflect how people actually search. If you’re responsible for app visibility, organic growth, or ASO strategy, this episode offers a timely look at where search is heading next. Without any further ado, let’s get started. Today’s topics include: Links and Resources: Dave Bell on LinkedInGummicubeBusiness Of Apps - connecting the app industry Quotes from Dave Bell “It’s not about looking for the one keyword to rule them all. It’s not The Lord of the Rings — it’s about understanding all the ways users might search and find your app.” “Users are really being retrained both in the way that they search for information and in terms of what results they expect from a natural search.” “LM models are now including summaries and links to apps that best fit a user’s prompt, giving users a new path into the app stores.” Host Business Of Apps - connecting the app industry since 2012

What if your mobile app strategy was holding back your entire company's growth? In this episode, Amanda and Adam of Branch welcome back Matt Hudson, founder of BILDIT, to discuss why mobile-first thinking isn't just about technology—it's an organizational imperative. From breaking down the real ROI of app investment and the myth of channel cannibalization, to preparing your ecommerce business for AI discovery optimization, Matt shares hard-won lessons on aligning teams, personalizing customer experiences, and staying ahead of LLM-driven search trends. Whether you're scaling retail, launching a mobile strategy, or wrestling with how to compete in an AI-first world, this conversation cuts through the noise to deliver actionable insights that will reshape how you think about customer engagement across all channels. Links and Resources: Matt Hudson on LinkedInBILDIT websiteBranch - Mobile Attribution Platform and App Analytics Solutions For Enterprises Today’s topics include: Quotes from Matt Hudson: “The entire org of your company, no matter how big or small, has got to be vested in the growth of the mobile app.” “You know who doesn’t care about cannibalization? The customer. The customer. They want the easiest experience to convert.” “If the mobile app doesn’t improve your ROAS, your return on ad spend, nobody’s going to do anything with it."

How do you know if your app marketing is actually driving growth — or just generating activity? In this episode, we speak with Dane Buchanan, Global Chief Data & Analytics Officer at M+C Saatchi Performance, about one of the most misunderstood topics in app growth: measurement. Dane explains why clicks and impressions don’t tell the full story, why incrementality matters more than correlation, and how brands often underestimate their real ROI by ignoring offline impact. He also shares a case study where better measurement revealed that media ROI was actually three times higher than previously reported — changing the company’s investment strategy entirely. Today’s topics include: Links and Resources: Dane Buchanan on LinkedInM+C Saatchi PerformanceBusiness Of Apps - connecting the app industry Quotes from Dane Buchanan “In one line, incrementality is what wouldn’t have happened without the media.” “The issue with digital attribution and clicks and impressions is that it doesn’t truly show growth.” “If you’re only measuring online sales and ignoring offline revenue, you’re not seeing the full impact of your media — and that can lead to significant underinvestment” Host Business Of Apps - connecting the app industry since 2012

Scaling user acquisition has become harder to justify and even harder to predict. App teams are under pressure to grow faster while proving, with real data, that every dollar spent delivers meaningful results beyond the install. In this episode, we’re sharing an App Talk interview where David Murphy speaks with Lee Aho, Chief Revenue Officer at Perform[cb]. Lee explains how outcome-based user acquisition models help brands move past surface-level metrics like CPI and focus instead on the downstream events that actually define quality — from registrations and deposits to trades, wagers, and long-term value. Today’s topics include: Links and Resources: Lee Aho on LinkedInPerform[cb] websiteBusiness Of Apps - connecting the app industry Quotes from Lee Aho “We’re only getting paid for net new users, so all of our optimization centers around the outcomes that brands tell us are their leading indicators of quality.” “When you’re looking at hundreds of programs, you’re not just seeing what happened — you’re starting to see what’s about to happen.” “Brands want user acquisition that scales in a predictable way, and that’s where performance-based models can really help.” Host Business Of Apps - connecting the app industry since 2012

Welcome to another episode of How I Grew This podcast from our partner Branch – mobile attribution platform and app analytics solutions for enterprises. It covers building a sustainable agency through values-driven leadership and specialist focus. In this episode, hosts Amanda and Adam speak with Mick Rigby, founder and CEO of Yodel Mobile, about his 20-year journey building a specialist mobile app marketing agency. From launching just before the iPhone's debut to being recently acquired by NP Digital, Mick shares insights on sustainable growth, maintaining company values, and adapting to industry changes. Links and Resources: Mick Rigby on LinkedInYodel Mobile websiteBusiness Of Apps - connecting the app industry Today’s topics include: Quotes from Mick Rigby: “I think there’s something really powerful in the ability to say no” “AI, the robots… there is so much that they’re good at, but they are and they will continue to lack the human element.” ““I’m a great believer in you either have to be a specialist or a generalist."

For many app teams, ads are treated as a necessary tradeoff — something you accept in exchange for revenue. But ad quality isn’t just an ad ops issue. It directly shapes user experience, retention, and how people perceive your app. In this episode, we’re sharing an App Talks interview where David Murphy speaks with Alex Yerukhimovich, General Manager at AppHarbr. Alex breaks down what ad quality really means in practice, why the problem is getting worse, and how bad ads can quietly undermine performance — through shorter sessions, higher churn, and even one-star reviews that impact store visibility. From disruptive ad behaviour to scams and deceptive creatives, this conversation is a practical look at why publishers need more transparency and more control over what gets served inside their apps. Today’s topics include: Ad quality defined: why users see ads as part of the app experience — and blame publishers for what they see The three major categories of “bad ads”: inappropriate content, disruptive behavior, and malvertising scams Why ad quality is becoming a bigger problem outside gaming, especially for apps built on long-term retention How bad ads damage monetization and growth: shorter sessions, uninstalls, churn, and one-star reviews that affect store visibility What publishers can do about it: transparency, proactive enforcement, and real-time control instead of relying on ad networks to fix issues Links and Resources: Alex Yerukhimovich on LinkedInAppharbr websiteBusiness Of Apps - connecting the app industry Quotes from Alex Yerukhimovich “Users associate any bad experience within the app with the app itself.” “If the ads in your app are bad for your users, your app is bad.” “Ad quality in the industry deteriorates… it’s getting worse and it requires active approach to solve it.” Host Business Of Apps - connecting the app industry since 2012

The way app users discover, evaluate, and even build apps is starting to shift — and large language models are at the center of that change. As AI platforms evolve beyond chat and into full ecosystems, app growth teams are facing a new set of questions around discovery, distribution, and long-term strategy. In this episode, we’re sharing an App Talks interview with Dan Shabtay, Co-Founder of Z2A Digital. Dan explores how the emerging app ecosystem inside ChatGPT is opening the door to a new wave of app creation — from no-code tools and solo entrepreneurs to entirely new user acquisition channels embedded directly within AI platforms. Today’s topics include: Links and Resources: Dan Shabtay on LinkedInZ2A Digital websiteBusiness Of Apps - connecting the app industry Quotes from Dan Shabtay: “It’s the most efficient infrastructure ever that has been created for entrepreneurs.” “For me as a business owner and as an entrepreneur, it’s a gold rush.” “AQ is adaptability… you have to be adaptable to the high-paced technology that’s going on right now.” Host Business Of Apps - connecting the app industry since 2012

Happy 2026, everybody! We're kicking off this year with an episode from our partner Branch - mobile attribution platform and app analytics solutions for enterprises. Join Adam and Amanda of Branch as they sit down with Shumel Lais, a mobile growth expert with over a decade of experience, to explore the essential strategies for launching and scaling subscription apps. From setting up proper analytics and understanding payback periods to navigating iOS challenges and leveraging AI, this episode delivers practical insights for both startup founders and established app developers. Learn why immediate ROI isn't always the goal, when to start paid acquisition, and how to build a sustainable growth strategy in today's complex mobile landscape. Links and Resources: Shumel Lais on LinkedInDay30 websiteBranch websiteBusiness Of Apps - connecting the app industry Quotes from Shumel Lais: “In the app ecosystem, there’s traditionally two key verticals: gaming and non-gaming subscription apps. The gaming folks are typically pretty well resourced when it comes to BI and data science, but on the non-gaming side it’s lacking — and that’s really where we’ve seen the opportunity.” “There are a lot of really exciting things possible with data science and machine learning. The question is how good we can get the signals that feed these black-box algorithms through prediction.” “What I see with early-stage teams is a desire to recoup their investment almost immediately. That makes sense when cash is constrained, but the bigger apps grow faster because they’re willing to wait six to twelve months to get that money back." Host Business Of Apps - connecting the app industry since 2012

App Store optimization is often treated as a checklist item — update keywords, run a few tests, maybe layer on some paid traffic. But when those pieces operate in isolation, teams miss the real opportunity: using paid and organic together as a single, feedback-driven system. In this episode, we’re sharing an App Talks interview with David Quinn, VP of Strategy and Partnerships at Gummicube. David reframes ASO not as a standalone discipline, but as a full-funnel acquisition and conversion engine — one where keyword strategy, creative testing, and paid campaigns continuously inform one another. Today’s topics include: Links and Resources: David Quinn on LinkedInGummicube websiteBusiness Of Apps - connecting the app industry Quotes from David Quinn “ASO isn’t any one of these things in a vacuum — it’s the combination of keyword updates, A/B testing, and paid campaigns, and the learnings you get from all of them together.” “If you launch paid campaigns before setting up your metadata, you’re missing a huge opportunity for the algorithm to understand what you should rank for.” “Paid search placements can help organic performance because taps are signals — if users choose your app more often, the store learns to rank it higher.” Host Business Of Apps - connecting the app industry since 2012

In today’s episode, we’re digging into one of the most overlooked levers in mobile growth: the App Store page itself. Developers obsess over UA budgets, creative variations, and dashboards — yet leave untapped conversion sitting on the table simply because the storefront experience isn’t aligned with how users actually arrive. To get clarity on what really moves the needle, we’re sharing with you our App Talks interview with Vivian Dang, Senior Director of Accounts & Client Services at Gummicube. Vivian breaks down why most teams still treat their App Store presence as static, why aggregate conversion numbers hide more than they reveal, and how to rebuild your storefront around traffic sources, intent, and user expectations. Across this conversation, Vivian shares practical strategies you can apply immediately — from structuring A/B tests that produce meaningful learnings, to building custom product pages that match funnel entry points, to using in-app events and promotional content to re-engage segments. If you want a clearer playbook for improving conversion and getting more value from every campaign, this episode is a must-listen. Let’s dive in: here’s Vivian Dang, Senior Director of Accounts & Client Services at Gummicube. Today’s topics include: Links and Resources: Vivian Dang on LinkedInGummicube websiteBusiness Of Apps - connecting the app industry Quotes from Vivian Dang “If you’re not tailoring your App Store experience to each of the different traffic funnels that exist, then you’re literally just spending money to drive users to the page and then lose them.” “A/B testing needs to be something where it’s extremely structured, where you have hypotheses going in so that you can get clearer answers at the very end of it.” “You should be taking stock of every single individual channel and source you have so you can best prepare yourself for launch and ultimately for your long-term success.” Host Business Of Apps - connecting the app industry since 2012

For years, mobile marketers have been navigating a storm of signal loss, rising UA costs, siloed data, and an explosion of tools that promise growth but rarely deliver clarity. Now, with 2026 on the horizon — and budgets tightening even further — one question keeps resurfacing: How do you drive confident, profitable app growth in the year ahead? In this App Talk special of the Business of Apps Podcast, David Murphy speaks with Eoin Hallahan, Chief Revenue Officer at SplitMetrics, about what the mobile growth landscape is really demanding of teams as they prepare for 2026. Eoin lays out the new realities UA and ASO managers are facing: deeper signal loss, more channel fragmentation, and rising internal pressure to deliver results without expanding headcount. You’ll hear how SplitMetrics is reshaping app growth with a unified approach to Apple Ads, App Store Optimization, and AI — including SplitMetrics Iris, an AI agent trained specifically on mobile marketing data. Eoin explains how Iris gives UA teams a strategic edge by turning competitor activity, keyword trends, and performance blind spots into instant, actionable guidance. If you’re reevaluating your growth playbook for 2026 — or looking for a smarter, faster way to connect the dots across UA, ASO, and analytics — this conversation is essential listening. Let’s dive in: here’s Eoin Hallahan, CRO at SplitMetrics. Today’s topics include: Links and Resources: Eoin Hallahan on LinkedInSplitMetrics websiteSplitMetrics IrisBusiness Of Apps - connecting the app industry Quotes from Eoin Hallahan “Mobile app marketing is hard, and SplitMetrics exists to make it easy for our customers and to drive growth.” “Conditions today are more volatile and unpredictable than ever, with trends shifting all the time — marketers need a new way of working to keep up.” “Iris isn’t just automation; it’s a new operating system for mobile growth — it flips the model from dashboards and guesswork to instant, actionable clarity.” Host Business Of Apps - connecting the app industry since 2012

As mobile marketers head into another year of rising costs, shrinking signal, and fiercer competition across search and social, one performance channel keeps gaining momentum where few expected it: connected TV. What used to be dismissed as “just a brand play” is now becoming a measurable, high-intent driver of installs and in-app actions — especially when powered by OEM data. In this App Talk special of the Business of Apps Podcast, David Murphy sits down with Kaitlin Stebbins, Mobile Growth & Performance Media Lead at Samsung Ads, to unpack what CTV can really do for app growth. Kaitlin breaks down how Samsung’s unique data layer, measurement integrations, and precision targeting are helping mobile marketers reach new audiences, hit their KPIs, and diversify beyond the crowded Meta-Google-TikTok triangle. You’ll hear why CTV is no longer an upper-funnel luxury, how Samsung connects exposure to mobile conversions, and why even allocating 5–10% of spend can unlock incremental users that traditional channels miss. If you’re rethinking your performance mix for 2026 — this conversation is your roadmap. Today’s topics include: Links and Resources: Kaitlin Stebbins on LinkedInSamsung Ads websiteBusiness Of Apps - connecting the app industry Quotes from Kaitlin Stebbins “The idea that CTV can’t drive performance is a big misnomer — we’ve been working with direct-response advertisers for years, and it absolutely drives action.” “CTV reaches a completely different audience than social — older, higher-income, and far more likely to take meaningful action after seeing an ad.” “Lean heavily into CTV in 2026. Your big, beautiful creative deserves to be seen on the largest screen in the home — served to the right person at the right time.” Host Business Of Apps - connecting the app industry since 2012

You know it better than us - acquiring users is no longer the finish line. It’s barely the starting line. In 2025, growth happens in the layers after the click — where segmentation, onboarding, product activation and value messaging determine whether a user becomes a one-and-done trial or a compounding revenue cohort. In this special episode, we’re syndicating the App Promotion Summit NYC 2025 panel The Modern UA Funnel — from Acquisition to Unstoppable Retention. It’s a real-world look at how UA has changed — not just in channels, but in how teams measure success, attribute value, and design creative that bridges acquisition, activation and loyalty. From ATT- pressure to creative fatigue to first-party signal strategy — this is where modern growth teams are now placing their bets. Moderated by Nicole Weiss, Founder of Brass Finch, the panel of experts included: Vincent EterletFuboJonathan ReichZEDGE The panel’s topics include:

As app marketers navigate rising costs and tightening privacy rules, one truth is becoming clear — relying solely on Meta, Google, and TikTok is no longer sustainable. Beyond those walled gardens lies a vast, often overlooked landscape — the open internet — where opportunities for user acquisition remain untapped. In this App Talks special of the Business of Apps Podcast, David Murphy sits down with Omri Argaman, Co-Founder and CMO of Zoomd, to unpack how brands can scale efficiently outside the major ad platforms. Omri shares lessons from running thousands of campaigns across more than 600 integrated channels — from SDK and OEM partnerships to mobile operators and in-game ads. You’ll hear why advertisers need to rethink where their users are, how to combat fraud while operating in open markets, and what strategies help brands grow globally without overspending on the usual platforms. If your growth plan still starts and ends with Meta or Google — this episode will change how you think about your acquisition mix. Let’s dive in: here’s Omri Argaman, Co-Founder and CMO at Zoomd. Today’s topics include: Links and Resources: Omri Argaman on LinkedInZoomd websiteBusiness Of Apps - connecting the app industry Quotes from Omri Argaman “A lot of advertisers avoid the open internet because they don’t have the knowledge or the right partner — but that doesn’t mean their customers aren’t there.” “Success outside the walled gardens takes patience. You need to test, measure, and adapt across regions — not just spend and hope for results.” “Don’t be afraid to step beyond Meta and Google. Start small, work on performance models, and you’ll find a whole new ocean of users to acquire.” Host Business Of Apps - connecting the app industry since 2012

What happens when AI meets lifecycle marketing? In this special episode, we’re bringing you a panel discussion from App Promotion Summit NYC 2025, featuring leaders from WHOOP, theCut, and Grohaus. They unpack how AI is transforming app engagement — from personalization at scale to the rise of 100,000-message permutations. You’ll hear where AI makes a real impact, where it still stumbles, and what it takes to maintain brand voice when your intern is… ChatGPT. 🎧 Tune in for tactical insights, candid lessons, and fresh perspectives from the frontlines of app growth in the age of AI. The panel of experts included: David Brown-LandronGrohausSamantha SmithWHOOPDarrian CatetheCut

Building a sustainable game business has never been more complex—or more full of opportunity. As platforms evolve and user acquisition costs rise, developers are rethinking how they monetize and engage their players directly. In this episode, Chris Hewish, President of Xsolla, breaks down the rise of Direct-to-Consumer (D2C) transactions and how Xsolla’s Web Shop is helping game studios reclaim ownership over their player relationships. We explore how going D2C opens new revenue streams, what infrastructure developers need to support it, and why the Web Shop is becoming more than just a payment layer—it’s turning into a strategic channel for growth, loyalty, and long-term success. Today’s topics include: Links and Resources: Chris Hewish on LinkedInXsolla websiteBusiness Of Apps - connecting the app industry Quotes from Chris Hewish “When you go direct-to-consumer, you get the full power of e-commerce, the full power of the web for discovery, and the full power of building community. It creates a better, healthier business environment for your games.” “It’s not just putting your in-game store on the web. It’s about doing much more with it—rotating sales, personalized offers, regional pricing, loyalty programs, and having full control over your player data.” “Going off-platform sounds great, but now you’re responsible for taxes, VAT, compliance, and customer support. That’s why you need a partner who can be your merchant of record—handling it all while you focus on making great games.” Host Business Of Apps - connecting the app industry since 2012

September rolls on—Apple’s big reveal is behind us, and the tech world is still catching its breath. With the unveiling of the iPhone Air, Apple has once again raised the bar in mobile innovation. But while hardware dominates headlines, we’re zooming in on a quieter, yet equally game-changing shift: the migration of payments from app stores to the web. This week’s episode of The Business of Apps Podcast features another App Talk special—conducted by David Murphy with Andrey Shakhtin, Founder & CEO of FunnelFox. The topic? The future of web-to-app funnels for app growth. Andrey brings a wealth of insight from helping leading apps optimize their revenue stacks. He explains why the move to web payments isn’t just about saving fees—it introduces new friction points in refunds, compliance, and orchestration that many teams overlook. You’ll also hear how performance, UX, and product-led strategies are becoming central to making the transition stick. If your team is exploring app-to-web monetization—or already deep in the trenches—this episode is your playbook for avoiding costly missteps. Let’s dive in: here’s Andrey Shakhtin, CEO at FunnelFox Today’s topics include: Links and Resources: Andrey Shakhtin on LinkedInFunnelFox websiteBusiness Of Apps - connecting the app industry Quotes from Andrey Shakhtin “Web-to-app funnels unlock attribution, reduce payment commissions, and give developers the flexibility to design user journeys that simply aren’t possible inside the app stores.” “The main mistake I see is teams trying to build everything in-house. It slows down experimentation, drains resources, and pulls focus away from the product itself.” “The future of app growth will belong to the teams that experiment fast, diversify acquisition channels, and master web-based monetization.” Host Business Of Apps - connecting the app industry since 2012

September is in full swing - Apple is about to host its highly anticipated event - fingers crossed the new iPhone will be awesome! “Back to School” theme is everywhere you look; one of the things that kids need to learn about is obviously finance. OK, not for kids but for app brands and developers, we want to share yet another App Talk interviewconducted by Peggy Anne Salz with Andrew Davies, Chief Innovation Officer at Paddle. Yes - you will hear about innovation in the app pricing and payment; Andrew is a brilliant speaker and really knows the space. He explains how Paddle simplifies back-office complexity, enables web-to-app monetization, shares best practices in pricing and retention, highlights data-driven strategies to reduce churn, and outlines a future shaped by AI, no-code tools, and democratized monetization. Today’s topics include: Links and Resources: Andrew Davies on LinkedInPaddle websiteBusiness Of Apps - connecting the app industry Quotes from Andrew Davies “We often say second time founders choose Paddle because first time round you don’t really know what the problems are that are going to come tomorrow. But second time around you think, okay, I’ll put something in place at the beginning that means I’m not building up debt for the future.” “If you are changing your price every quarter, you’ll outperform someone who isn’t by about 103% on ARPU. It’s not that every pricing change is good—it’s that you’re building a muscle for testing.” “This is not just about making business work or removing complexity. You’re actually democratizing it for everyone who’s going to be a maker—to make and to sell. Because what’s the fun of making if you can’t monetize it?” Host Business Of Apps - connecting the app industry since 2012