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Banking Chiara Vercesi How Standard Chartered WITH NETZME. NIKE. STANDARD CHARTERED. LTVOGILVY. SNAPCHAT. LTV MAGAZINE MOBILE IN A HEARTBEAT ISSUE NO.1/ 2019 FREE COPY EXCLUSIVE: Q&A WITH FLIXBUS REIMAGINING THE CUSTOMER JOURNEY THE MAKING OF MOBILE ICONS THE INSIDE VIEW TO MOBILE GREATNESS BY ADJUST Welcome to the first issue of LTV, Adjust’s magazine for marketers from marketers. We’re thrilled to share it with you all. It’s a happy coincidence that launching LTV brings me back to my roots. Years before the app industry even existed, I co-founded and edited a local magazine. Fast forward to today, and mobile is where we consume the majority of our media. But whether you work in the physical or digital realm, LTV is a metric all marketers prioritize. Just as we had to keep our readers faithful to our magazine, brands now rely on Adjust to help them keep users faithful to their apps. This premier issue is about highlighting the industry’s outstanding marketers from around the world. Two highlights you’re sure to enjoy are interviews with powerhouse duo Cornelia Müller and Davide Gabriele Croci of FlixBus (p. 28), and with Vicky Saputra, whose fintech Netzme was the first to be listed on Indonesian stock exchange (p. 32). These marketers know that growth is a From magazines journey, not a destination — and we made LTV to mobile, to make sure you get where you want to go. By and back again delivering an informative and inspiring resource for mobile marketers, we’re extending our mission of driving education and transparency in the industry. I hope you enjoy LTV as much as we enjoyed bringing together the marketing experts that made this issue possible. We would love to hear your feedback, too — please reach out to [email protected]. All the best, RECIPEEDITORIAL RECIPE Christian Henschel Co-founder and CEO, Adjust 01 / 2019 / 01 / 2019 01 / 2019 2 3 EDITORIAL 3 L 28 Q&A WITH FLIXBUS THERESA CRAMER REIMAGINING THE CUSTOMER is a writer and editor based out of Connecticut, U.S.A. who has JOURNEY been covering digital media and marketing — including the mobile space — for a decade. Additionally, she is the author of “Inside Content Marketing: EContent Magazine‘s Guide to Roles, Tools, and 32 AN ENTREPRENEUR’S GUIDE Strategies for Thriving in the Age of Brand Journalism.” TO INDONESIA WITH NETZME’S VICKY SAPUTRA QUIETCORNERCOMMS.COM 40 EVOLUTION THROUGH EDUCATION ISRAEL VARGAS HOW ADJUST ACHIEVED AN EMPLOYEE CHURN RATE is a designer and visual communicator and graduate from the OF JUST 3% Faculty of Arts and Design of UNAM in Mexico City (Mexico). Israel has worked on Wired, The Atlantic, The Economist and Politico, to name a few, and also heads up his own magazine, 03 EDITORIAL 44 SUPERMODELS La Peste, which is focused on Mexican literature and illustration. ERDAM INAN’S JOURNEY WITH 05 CONTRIBUTORS BEHANCE.NET/ISRAELGEVARGAS MULTI-TOUCH ATTRIBUTION 06 ADJUST RECOMMENDS OUR TOP PICKS TO INSPIRE 48 CREDITS 49 SPOT THE BOT 10 ESPRESSO MARTINI RECIPE KIDS’ CORNER COLORING PAGE CONTRIBUTORS HOW TO MASTER THIS COCKTAIL CLASSIC 50 HUMMUS RECIPE LIOR BARAK’S TAKE ON THE CHICKPEA BLEND 12 APPS ON THE RADAR THE WELLNESS APPS YOU NEED ALEXANDRA ESPANA TO KNOW is an illustrator based in Terrassa, Spain. Though she dreamed of being an astronaut, she now spends her time illustrating them, CONTRIBUTORS CONTENTS among other fantastic works for LTV. 14 FROM ALGORITHMS TO OIL PAINT MARC GUMPINGER MOVES FROM BEHANCE.NET/ALEXANDRAESPANA MOBILE TO ART 18 BRAVE NEW BANKING CHIARA VERCESI HOW STANDARD CHARTERED 01 / 2019 / 01 01 / 2019 GETS IT RIGHT is an illustrator from Milan, currently living and working in Amsterdam. When not traveling or gardening, she can be found creating vibrant work, inspired by the likes of Depero and 24 THE MAKING OF MOBILE ICONS Escher, for clients such as Philips, Deloitte and Facebook. AN INSIDE VIEW TO MOBILE CHIARA-VERCESI.COM 4 5 4 TGREATNESS V WE PROVIDE INSPIRATION TO SPARK THE BOOK YOUR NEXT GREAT IDEA AN ELEGANT PUZZLE ADJUST SYSTEMS OF ENGINEERING RECOMMENDS MANAGEMENT BY TXT JAMES HASLAM / ISABELLE WATSON ART MICHELE MARCONI WILL LARSON Stripe Press always delivers something worthwhile, and this latest tome by Will Larson, an engineering leader and avid blogger, combines his wealth of experience from companies THE PODCAST ranging from Yahoo!, Digg, Uber, and, as of 2016, Stripe, into one. MOBILE GROWTH ”An Elegant Puzzle“ focuses on the particular challenges of NIGHTMARES engineering management — from sizing teams to technical debt to succession planning — “Behind every success, there careers. Because as Andy says and provides a framework for are multiple mistakes” is the himself: Mistakes are much good management, and finding tagline behind ”Mobile Growth more valuable than the other TOP PICKS TOP PICKS better solutions for both you Nightmares“ podcasts. lessons you can learn. Previous and those around you. guests include Jacques Frisch The series is hosted by Gessica of on-demand courier service Reading this can help shape Bicego, Blinkist’s Director of Glovo, Thomas Petit of workout your thinking about leadership, Performance Marketing, and app 8Fit, and Lisa Kennelly, product development, and the Andy Carvell, Co-founder CMO at fishing app Fishbrain. overall needs of a team. Stripe at Phiture, a Berlin-based Press inspire with their book 01 / 2019 01 / 2019 mobile growth consultancy. FIND THE SERIES and cover designs. Armed with the wonderful ON ITUNES AND power of hindsight, the duo SOUNDCLOUD.COM/ BUY IT AT and their guests recount the MGNPODCAST PRESS.STRIPE.COM embarrassing blunders made 6 throughout their impressive 7 THE NEWSLETTER THE BLOG MOBILE FIX MOBILE FIX KONGREGATE IS ONE OF THE Mobile Fix is one of the industry’s most comprehensive DEVELOPERS round-ups of the week in mobile. Written by Simon Andrews, Managing Director at The Media Kitchen, BLOG INDUSTRY’S and delivered first thing on Fridays, Mobile Fix also San Francisco-based game publisher covers privacy, e-commerce, fintech, and T.V., among Kongregate is best known for smash hits MOST other topics. And with over 6,000 subscribers — such as Dawn of the Dragons. Drawing many of whom work at Google, Snap, FB and Amazon on its employees’ wealth of knowledge, — you know it’s good. COMPREHENSIVE Kongregate’s developers blog is your one- stop-shop for all things game development. SIGN UP AT The blog has sections covering community, ROUND-UPS ADDICTIVELONDON.COM/#MOBILEFIX engineering, and art and design. Updated weekly, the game publisher’s blog also OF THE WEEK has a regular “developer spotlight” slot, where Kongregate interviews devs from companies like NGU Idle and 140. IN MOBILE. READ UP AT BLOG.KONGREGATE.COM THE EXPERT MOBILE THE VIDEO GROOVE MARKETING REALITY VS BS – MOBILE SPREE Peggy Anne Salz is the Founder of MobileGroove, a comprehensive resource and research center that “Don’t blindly trust, always central theme of the panel was smokescreen tactics need to be TOP PICKS TOP PICKS provides in-depth analysis of apps, advertising, and check your data,” so says simple: “Build relationships avoided. Catch up on the full all things mobile. She’s a Top 30 Mobile Marketing Michael Paxman, in this based on your data, not theirs.“ talk on our YouTube channel Influencer, Forbes contributor, and has written nine standout panel from 2018’s AdjustVideo, where you can books about the mobile industry. Berlin Mobile Spree. Jonathan Winters of Miniclip also subscribe to see our latest illustrated this with just one videos. Peggy hosts Mobile Presence, a podcast dedicated to One of the most popular example of the conversations mobile. Catch up with her recent episode with Paul talks of the event — both he has with publishers, citing WATCH IT H. Müller, Adjust’s CTO. 01 / 2019 01 / 2019 hard-hitting and humorous that when it comes to installs ON YOUTUBE, SEARCH — centered around data, and conversions, there’s lots ADJUST VIDEO GET IT AT with panelists from Miniclip of arguing around errors in HTTPS://WEBMASTERRADIO.FM/SHOWS/ to Ubisoft Mobile discussing tracking, or even something MOBILE-PRESENCE the need to focus discussions as simple as view-through 8 and negotiations on data. The attribution windows. These 9 iditea consuam inerebut gra, videtiur locture ntror- THE COCKTAIL’S MIX OF TXT JAMES HASLAM ART CHIARA VERCESI n the 1980s, mixologist extra- shot of espresso sure to keep recipes, how to prepare this VODKA AND COFFEE- ordinaire Dick Bradsell was anyone up late. It features in espresso martini. I asked to create a drink that our magazine thanks to a little would wake you up and then excursion from our marketing The best are served in a cold wipe you out. team. A group of Adjusters glass, so either refrigerate your FLAVORED LIQUEUR experienced a team event at martini glass or add some ice The cocktail’s mix of vodka and X-Bar, a hidden gem in Berlin’s to chill the glass while you’re coffee-flavored liqueur is rich, Prenzlauer Berg district, where preparing the cocktail. IS RICH, INDULGENT AND indulgent and creamy, with a they learned, among other CREAMY, WITH A SHOT OF ESPRESSO SURE HOW TO TO KEEP ANYONE UP LATE. MAKE THE PERFECT ESPRESSO THIS MARTINI RECIPE RECIPE COCKTAIL’S GENESIS ONE DRINK MIX IT UP 50 ml VODKA Put a handful of ice into a cocktail shaker. Add the hot espresso, then follow with vodka, kahlua and sugar syrup. Place the other half of 15 ml KAHLUA 01 / 2019 01 / 2019 the shaker on top and tap to lock in, then shake. The ice will smash, COMES FROM 5 ml SUGAR SYRUP chilling the liquid while creating a frothy top.
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