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Taking Charge of Change

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Taking Charge of Change TAKING WHY HUMAN- CHARGE CENTRIC MARKETING OF IS MORE CHANGE IMPORTANT THAN EVER WITH BCG DIGITAL VENTURES. LTV MAGAZINE – ISSUE 03 / 2020 – FREE COPY COPY 03 / 2020 – FREE – ISSUE MAGAZINE LTV CREDIT SESAME. HEADSPACE. LUDIA. MERCADOLIBRE. 1 MIRRATIV. OTTO. VIBER. BY ADJUST WELCOME Welcome to our third issue of LTV, The senseless death of George With so many fundamental changes MICHAEL MARSICANO Adjust’s magazine by marketers for Floyd, which sparked protests on the agenda, marketers are having marketers. It’s been almost a year and put the Black Lives Matter to constantly rethink what goes into since we launched the publication, movement on everybody’s radar in their strategies to remain on top. It’s COVER ART COVER and I want to thank you for all the 2020, has been cause for reflection a theme we explore throughout this support you’ve shown so far. on both the painful history of issue, starting with our cover story on violence against people of color p.16, on how brands such as Credit We published our last issue back and ways we can work to eliminate Sesame, MercadoLibre and BCG in February, and it’s hard to believe systemic prejudice and racism. Digital Ventures are taking charge of just how much has changed both It’s our belief that companies change and creating human-centric in the mobile ecosystem and the have a huge responsibility to fight marketing that really resonates. We wider world since then. inequality and increase diversity also have a host of brilliant interviews within their businesses. with Otto, Ludia, Headspace and It’s impossible to talk about 2020 Viber, who address how they are without first talking about COVID-19. At Adjust, we are supporting a adapting to the challenges of a The effects of lockdowns worldwide number of charities and initiatives turbulent 2020. Plus, Mirrativ CEO transformed the way we lived and worldwide to tackle the root causes and Founder, Junichi Akagawa, gives worked in the first half of the year, of inequality, focusing on improving us an insider's guide to the booming and now more than ever, we see access to education and creating Japanese startup scene. the importance of technology and more equitable opportunities the app ecosystem to help us stay regardless of race, background or We hope you enjoy reading this connected with family, friends and sexual orientation. We have been issue as much as we enjoyed colleagues. heartened to see and learn from putting it together. many others in the industry who COVID-19 has also had huge financial are taking similar action. ramifications for businesses and communities. Some sectors have Finally, the mobile industry is also been harder hit than others, and going through a crucial transition we are encouraged to see that the with Apple’s proposed user privacy app economy has shown a lot of changes on iOS 14. As a privacy- resilience in the past few months. centric company, we strongly Seeing the tragic loss of life and support innovation that improves WELCOME economic dislocation has been gut- the security and privacy of end- wrenching, and we hope that a long- users. While change always brings term solution to the pandemic can be challenges, we are confident that found soon. our industry can come together to find a solution. We also see 03 / 2020 this as an important opportunity to maximize user privacy and create a sustainable future for All the best, app developers, advertisers and Christian Henschel 3 3 2 end users. Co-founder and CEO, Adjust L ARI LILOAN Ari Liloan is a Berlin-based Illustrator with a love for well-plotted vector points and a variety of other creative challenges. Ari's notable clients 03 WELCOME include Burger King, Red Bull, New York Magazine, GQ, The Los Angeles Times, MIT Technology Review, DIE ZEIT and The Guardian UK. 04 CONTRIBUTORS MADEBYARI.COM 05 CONTENTS 34 STAYING CONNECTED HOW VIBER IS DRIVING REAL CUSTOMER CONNECTION DAVID HARTERY David Hartery is Senior Content Marketing Editor at Adjust. Based in Berlin 06 ADJUST RECOMMENDS HQ and hailing from Co Waterford, Ireland, David has written for Irish and WHAT’S BUZZING 40 LESSONS FROM British publications such as the Daily Mirror, Irish Daily Star and Phoenix AT ADJUST HQ CONSULTANTS Magazine. David was long-listed for the New Irish Writing in Germany TAKING BRANDS FROM award for fiction in 2018. GOOD TO GREAT 10 APPS ON THE RADAR LINKEDIN.COM/IN/DAVIDHARTERY/ LEARNING FOR ALL AGES 42 AN ENTREPRENEUR’S GUIDE TO JAPAN 12 ART WORLD EVOLUTION WITH MIRRATIV’S JUNICHI HOW MOBILE HAS DIGITIZED AKAGAWA THE FINE ARTS CONTRIBUTORS 50 TAKE A DEEP BREATH 16 TAKING CHARGE OF CHANGE HEADSPACE’S MINDFUL WHY HUMAN-CENTRIC MARKETING APPROACH MARKETING IS MORE IMPORTANT THAN EVER 56 WHAT’S YOUR TRUE CALLING? MICHAEL MARSICANO JUST FOR LAUGHS Our cover artist Michael Marsicano is a freelance illustrator based in 24 YOU’VE GOT MAIL Florida, U.S. His work has received accolades from the likes of Society OTTO’S JOURNEY FROM POST of Illustrators, American Illustration and CMYK. Michael is also a faculty TO PRESENT 58 CHINESE ZODIAC member of the Ringling College of Art & Design's illustration department. MARKETING WITH AN MMILLO.COM ASTROLOGICAL TWIST 28 JURASSIC PARK(ED) CONTENTS CONTRIBUTORS HOW LUDIA REFOCUSED TO CAPTURE MORE PLAYERS TIAHN WETZLER 60 CREDITS Originally from Sydney, Australia, Tiahn worked as a journalist for 03 / 2020 03 / 2020 publications such as The Daily Telegraph, News.com.au and mX 61 KIDS’ CORNER Newspaper in Sydney before moving to Berlin. With five years of experience in content, SEO and marketing in Berlin, Tiahn has now happily 62 RECIPE landed at Adjust as Senior Content Marketing Editor. VEVINO’S ULTIMATE 4 5 5 4 LINKEDIN.COM/IN/TIAHNWETZLER/ T BOLOGNESE THE APP WHAT REALLY SETS RUNTASTIC APART IS THE OPTION TO PUSH YOURSELF, RUNTASTIC CHECK YOUR STATISTICS (BY ADIDAS) AND SHARE WITH YOUR FRIENDS With fitness featuring big amid the turmoil of 2020, Runtastic presses a lot of buttons to keep you running. Social and gamified aspects are there to keep you motivated, plus bodyweight exercises for anyone THE BOOK indoors. Of course, there are the usual running and session tracking offered by most fitness apps, but what sets Runtastic apart is the option to DATA IS LIKE A PLATE OF push yourself, check your statistics and share with your friends. HUMMUS As a mobile measurement company, BY LIOR BARAK we’re obviously obsessed with In a time when everyone’s of privacy or everyday actionable data — it’s time to turn talking about big data, it can documentation, there is much that on in your fitness journey. be hard to see the signal for to learn from this accessible, the noise — in more ways than well-written book. GET THE APP one. Lior Barak’s new book RUNTASTIC.COM/ does a fantastic job introducing GET THE BOOK HERE us to how data science is AMAZON.COM/DP/B086F- transforming companies and Z7K29 company strategy. Dissecting topics like the challenges In each edition of LTV, we round up what’s been causing a buzz at Adjust HQ. Here are this issue’s recommendations THE BOOK — from our watercooler to yours. BY LOMIT PATEL - HOW INNOVATIVE STARTUPS ADJUST RECOMMENDS ADJUST RECOMMENDS LEAN AI USE ARTIFICIAL INTELLIGENCE TO GROW TXT DAVID HARTERY From one buzzworthy concept to another: these days With CMOs across the industry preaching that ART FILIP FRÖHLICH everyone’s talking about AI, either as a harbinger investments in automation are increasing, even as of doom or the gateway to utopia. While AI can budgets elsewhere are under an ever tighter leash, 03 / 2020 03 / 2020 ADJUST seem like the stuff of science fiction to the average there’s never been a better time to get up to speed person, Lomit Patel aims straight for a 101 course, with the wave of the future. demystifying and explaining the basics while offering practical advice on how to operationalize automation GET THE BOOK HERE RECOMMENDS and workflows in Lean Startups. AMAZON.COM/DP/B084DFG327 6 7 6 7 THE APP DIGITAL FOR A DAILY DOSE PROTOCOL OF INFORMATION FOREST SOURCE CODE With more people working from home, it can be hard FEATURING DEPTH to tune out the distractions. Forest lets you set aside Set up by the founder of find elsewhere, Source Code sessions for concentration and turns productivity POLITICO, Protocol is a newsletter is worth checking AND BREADTH OF into a playful process that offers a deeper meaning. relatively new arrival in the out. With the podcast weighing “Plant” a tree at the start of a period of work and it will tech news scene. But in that in at around five minutes, and DISCUSSION THAT’S slowly grow and get bigger. If you leave the app before short time, it has excelled at featuring experts from across the end of the session, your plant will wither and die, cutting through the noise and the tech spectrum, it's hard to HARD TO FIND but if you successfully complete the session, you’re providing a great overview of find a shorter or deeper dive rewarded with a verdant green shrub. Even better, trends in the wider industry. into tech topics anywhere else. ELSEWHERE, SOURCE CODE Forest is partnered with Trees For The Future to plant The Source Code newsletter NEWSLETTER real trees, which you can buy with in-app currency and podcast provides short CHECK IT OUT — meaning your productivity is actively helping the bursts of news roundups. For PROTOCOL.COM/ IS WORTH CHECKING OUT.
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