Appi Camper is an interview series that shines a spotlight on today’s mobile elite, showcasing their expertise and knowledge. Growth leaders share trends, strategies to navigate the current market, tips to overcome present challenges, and how they approach these impacts to successfully emerge as an Appi Camper.
Spotlight with Claire Rozain
UA Manager, Claire Rozain, has been immersed in the social casino world at Product Madness, but has had the opportunity to explore different verticals in both UA and CRM. Formerly a UA Manager in Dating for Match EMEA and in Mobility for Mappy, her ability to lend her expertise to different areas knows no bounds.
She is passionate about mobile growth and leverages data to influence her paid and organic strategies.
What are the trends you are seeing as a result of Apple’s announcement regarding privacy and IDFA? Any notable effects, strategies, or workarounds you can share?
I am seeing more and more marketers finally challenging deterministic methods which are really pleasant to see. Other methods, such as the probabilistic method, are now considered as sustainable to drive performance. I am also seeing a lot of innovative new ways to scale advertising with respect to the user choice. The user will now have to give his/her consent and opt-in to get a personalized user experience.
This makes all of us consider more deeply the user consent flow, which will be the main strategy to consider. We can now deep dive into the user experience to think about ways to best to show our USPs to the user. Other strategies will include how to better understand SkAdnetwork, create value from it, and challenge this data with other new innovative methods, such as the probabilistic/media mix ones.
What are some of the challenges of mobile marketing during this time?
During this time, growth marketing, especially within mobile, is highly challenged by legal rules. Our market is global, and as such is dependent on many geopolitical criteria.
CCPA, Privacy Shield, and GDPR among others are all great examples that show how our economic model is challenged by legal entities. Though this is a positive thing, it also puts us in a position where we need to continually be flexible and adapt our tools and work.
How are you adjusting to working as a remote team? Are there any tips you can share about how to make it work?
Working as a remote team can definitely be challenging and what is the most challenging is the crisis we are living in. Many people are directly impacted on both a personal and professional level by this epidemic all around the world. My main tips are to remain empathic, keep your mind open, and try to be as socially friendly as possible.
Maintaining social interaction is really important to help us consider each other as human first, rather than just as workers. I am really lucky to work with a team of amazing people. On a daily basis, we turn our cameras on and exchange our thoughts, both work and non-work related. I really enjoy those times where I get to catch up with the individuals I love working with. It is like taking a coffee break together!
What are you doing to stay positive and balanced while working remotely?
I personally set myself a 10-minute screen break every 3 hours on my agenda. This may not sound like much, but it helps me to have a moment to look at something else other than my screen. It is comforting to take a moment to look around, hug my cat, or do anything I can to avoid my screen even for a short while.
I think in this time it is important for each of us to consider how lucky we are, as some people are living in harder times than us. I try to do my best to stay positive and give back to others through charity donations, as I consider myself lucky.
When it comes to balancing your personal and working life, I would say that it is important both during Covid and in general to keep pursuing personal passions to stay balanced. Work is a good way to feel accomplished, but doing what you like for yourself is also highly enjoyable and equally necessary.
The opinions and views shared in this article aren’t in any way connected to the Product Madness company view.