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. environment. a daily dose of information NEWSLETTERS/SOURCECODE/ DIGITAL featuring depth and breadth GET THE APP of discussion that’s hard to FORESTAPP.CC/ APP MASTERS
Industry expert Steve Young’s podcast THE PRODUCT AppMasters brings a weekly success story from the mobile app industry, profiling or WHAT BETTER WAY interviewing a founder, entrepreneur or visionary from across the mobile space. TO SIMULATE Combining Steve’s insights and bubbly BREVILLE personality, it’s an eminently listenable THE THRILL OF BEING podcast that’s packed with plenty of PRECISION industry insight. Steve also breaks down HANDED A WARM different app marketing and monetization Who else finds it hard to start with an automatic pour-over strategies. With six years of back episodes MUG OF SOME the morning without coffee? coffee machine? With plenty on YouTube, it’s a worthwhile project to The importance of a hot cup of features and automatic
ADJUST RECOMMENDS ADJUST RECOMMENDS work through some of the older episodes SINGLE-ORIGIN LOVINGLY of joe was never been more options, once you get your too — a lot of them are still as relevant evident than during the period beans ground, it delivers today as they were when recorded. EXTRACTED THROUGH when cafes were closed. mug after mug of third-wave With this in mind, investing caffeinated goodness. WATCH AN EXPENSIVE GLASSWARE in a good coffee machine is
03 / 2020 03 / 2020 YOUTUBE.COM/USER/STEVIEPYOUNG/ really a no-brainer. And what FIND OUT MORE VIDEOS THAN WITH AN better way to simulate the BREVILLE.COM/US/EN/ thrill of being handed a warm PRODUCTS/COFFEE/ LISTEN AUTOMATIC POUR-OVER mug of some single-origin BDC450.HTML
APPMASTERS.COM/CATEGORY/PODCAST/ lovingly extracted through
8 9 8 COFFEE MACHINE? an expensive glassware than PPS ON THE RADAR
TXT TIAHN WETZLER ART CHIARA VERCESI
LANGUAGE LEARNING CODING LANGUAGE LEARNING BRAIN TRAINING MUSIC BABBEL TYNKER NATIVECAMP PEAK FLOWKEY GERMANY USA JAPAN UNITED KINGDOM GERMANY
Feel like learning something With beautifully designed courses Tynker teaches kids coding and NativeCamp is the number one Peak – Brain Training Giving you the ability to new or sharpening up a skill or tailored to your level, Babbel critical thinking in a fun format, app for Japanese speakers empowers users to reach learn songs in a matter of two? Education-based apps offers 14 languages to choose empowering students through learning English in Japan. their full potential by making minutes, flowkey is designed have been booming in 2020, from. Whether you’re a beginner problem-solving and creativity. With more than 13,000 tutors lifelong learning enjoyable. for beginners, returners and or at an advanced level, the learn- available around the clock, the advanced piano players looking and our top picks will help you then-review structure employs Designed for use by teachers, one-on-one session model is By bringing together a to hone their skills. flowkey helpyou shake you shake up your up yourroutine, routine, build cognitive techniques that work on parents and students effective in building and carefully balanced mix of listens to your playing and lets long-term memory. themselves from 5 years and improving conversational skills. fun, coaching and gaming, you practice notes and chords buildhealthy healthy habits habits and enhance and up, Tynker offers more than 40 Peak provides users with interactively. There’s no need for enhanceyour daily your life. daily life. With a mix of grammar, block and text-based courses, Available on app and web, it's a tailored brain-workout any cables — but you will need vocabulary and conversation to over 3,700 learning modules, a great solution for beginners, experience specifically your own piano or keyboard. get you as immersed as possible, and access to all popular advanced learners and everyone designed to expand their
APPS ON THE RADAR APPS ON THE RADAR THE ON APPS Whether you’re interested in each course is built based coding languages. 60 million in between. Lessons can be mental skills, build cognitive Divided into lessons tailored to learning a musical instrument, on your native language and kids using Tynker worldwide scheduled, or users can take reserve and gently stimulate your level, you’ll also learn to personal interests. The app also have already created 14 million advantage of the “lesson right neuroplasticity. read music and play with proper picking up a new language or uses human voices and speech apps and written 4 billion lines now” feature. For those with jam- technique. becoming a coding master, there recognition to get you speaking in of code. packed schedules, short lessons
0203 / 2020 02 / 2020 03 your goal language as quickly as from as little as 5 minutes are are apps to help you learn just possible. also available. about anything. There’s a whole LAUNCHED IN 2014 LAUNCHED IN 2009 CEO: KRISHNA VEDATI LAUNCHED IN 2015 LAUNCHED IN 2014 FOUNDED IN 2014 world of knowledge waiting, and
CEO: ARNE SCHEPKER HEADQUARTERED IN CEO: KUNIHIRO TANIKAWA CEO: MANUEL FIGEAC CEO: JONAS GOESSLING
10 10 10 11 11 11 11 10 it’s right at your fingertips. HEADQUARTERED IN BERLIN MOUNTAIN VIEW, CALIFORNIA HEADQUARTERED IN TOKYO HEADQUARTERED IN LONDON HEADQUARTERED IN BERLIN HOW MOBILE HAS MONIQUE VOIGT MONIQUE
ART DIGITIZED THE FINE ARTS
MOBILE HAS REVOLUTIONIZED THE WAY ARTISTS AND BUYERS CONNECT AND COMMUNICATE, AND THE COVID-19 CRISIS HAS PUT THE PROCESS INTO OVERDRIVE. WITH IN-PERSON GATHERINGS LIKE GALLERY OPENINGS ON HOLD, SOME OF THE MOST RENOWNED EVENTS AND BROKERS ARE LOOKING TO MOBILE AND SOCIAL MEDIA TO EXPLORE, EXPERIMENT AND EVOLVE.
The combination of art and mobile is irresistible. but the web came to the rescue. Art Basel went Visual platforms like Instagram and Pinterest virtual, with over 4,000 works of art in Online allow once obscure or niche artists to take their Viewing Rooms (OVR), presented by 282 of the
work to the masses. High-powered art dealer world's leading galleries in June. MOBILE ART MEETS David Zwirner, turned to Instagram as far back as 2017 to sell limited editions from artists. But While the shift to OVRs isn’t entirely new — the global pandemic has sent the partnership into Zwirner told Mint that he started online viewing overdrive as events that were once held in-person four years ago and has held over 70 virtual events
— like exhibitions and auctions — look for online — the shift has accelerated out of necessity. In 03 / 2020 alternatives to keep the business moving. 2020 it’s not just about replacing the big events; it’s about creating new opportunities for artists Sotheby’s, Christie’s and Bonhams have all had to make a living between shows and bring fans TIAHN WETZLER TIAHN
to cancel auctions and sales. Art Basel — a closer to the artists.
13 13 12
TXT prestigious global art event — was also canceled, And like so many other pandemic-related cultural The first is Studio, which showcases a rotating shifts, the mobile meets art movement is here to presentation of a few new works by the gallery’s MOBILE, APPS AND VIRTUAL SPACES ARE stay. Zwirner couldn’t agree more. “This innovation artists and is accessible to anyone willing to sign- has been extremely successful and we plan to use it in by giving their email address. EMPOWERING ARTISTS TO SHARE AND SHOWCASE in a post-COVID scenario as well,” he says. His other venture, Exceptional Works, will focus THEIR WORK IN A MULTITUDE OF WAYS. on the secondary market, featuring one major work at a time. It all kicked off with Josef Albers “Homage to the Square” painting from 1959, MOBILE IS ENABLING consigned from the collection of Theodore and A NEW WORLD OF EVENTS Barbara Dreier, founders of the Black Mountain College, where Albers taught. This invitation- AND E-COMMERCE only event is only open to existing gallery FOR FINE ART clients. each. Brett Gorvy, half of the Lévy Gorvy duo Juliette Hayt, an artist based in New York, agrees. dedicated to innovation in postwar and modern She adds that “well-taken photographs” that Studio takes art lovers beyond the e-commerce art, also maximizes impact on Instagram to show an artist standing in front of their work experience and Into the artist’s studio through promote blue-chip works to his 100,000+ perform particularly well. But that’s a matter of GalleriesM are increasingly acting like e-commerce photos and videos. When Studio featured following. opinion, it seems. platforms. The Hong Kong edition of Art Basel, American sculpturist Jeff Koons, viewers got boasted almost $1 billion worth of art on the first a chance to meet the artist, get behind-the- But as social media influencers and entrepreneurs Australian artist Maggi McDonald, known for day of the digital preview. With that success in scenes details, and learn about the genesis across the globe know, Instagram allows even her abstract expressionist paintings, believes mind, a second edition for the Swiss installment of a particular work. This demonstrates establishing artists to not only reach a huge that users love to see content that shows the took place in June, featuring work from galleries brilliantly that mobile has the power to not only audience but to act as entrepreneurial “art intricacies of the artist's process. As she puts it: including Jhaveri Contemporary, Chemould democratize access to the arts but to bring it to dealers” themselves. Artists can sell their work “Messy studio pictures'' that shed light on how Prescott Road and Experimenter from India. One life in new ways for art lovers. and give fans a glimpse into their daily lives to artists create resonate with audiences. While she of the highlights was David Zwirner’s gallery, cultivate a fanbase. This process largely bypasses does use mobile to connect with her audiences, Basel Online, a 15-room, online-only exhibition the traditional intermediaries of the fine art world she considers it an investment in her craft and available simultaneously on the gallery’s website by empowering artists to go directly to patrons her career. “I’m not an ‘Instagram Artist’,” she said. and the fair’s viewing room. ARTISTS who support their work. “I’m an artist [who] uses all the resources I can to get my name out there.” These exhibits featured significant works by SPLASH COLOR artists including Josef Albers, a German-born Transparency and accessibility are proving artist known for forming the basis of modern ON SOCIAL to work for buyers and sellers. It’s what Julia art education in the 20th Century, Jeff Koons, MOBILE HAS Dippelhoffer, Co-Founder at The Journal Gallery, minimalist Donald Judd and photographer SET A NEW PRECEDENT told artnet is a “more democratic approach.” Wolfgang Tillmams. Works from favorites MEDIA’S BLANK This was also reflected in the decision made by including Yayoi Kusama, Carol Bove, and Oscar CANVAS FOR CONNECTING ARTISTS Art Basel’s leadership to challenge the norm and Murillo were also on display. The response to AND BUYERS display prices in their OVRs.
MOBILE ART MEETS MOBILE MEETS ART MOBILE MEETS the 15 rooms was overwhelmingly positive, with Instagram Ahas proven to be the most powerful Koons’ “Balloon Venus Lespugue (Red)” selling for Mobile, apps, and virtual spaces are empowering $8 million and breaking the gallery’s online sales of the social media platforms when it comes artists to share and showcase their work in a record. to driving the fine arts’ transition to digital. As with any social media platform, the real key multitude of ways. The enjoyment of and access Institutions like The Museum of Modern Art and to successM is to drive connection. According to to their work is more open to the world than ever
03 / 2020 03 / 2020 But it’s not all about the big events. Forward- Sotheby’s are two of the biggest art players using Julia Powell, a painter based in Massachusetts. before. And COVID has accelerated this, paving the thinkers like Zwirner are fully embracing the Instagram to reach loyal fans and new audiences. In an interview with Artsy, an online platform way for a world of new opportunities to connect digital trend and making it an integral part of their The ubiquitousness of the platform however, for discovering, buying and selling fine art, audiences and engage them in e-commerce.
business with two new digital offerings. means that it's also a great tool for individual she recommends artists use social media and
artists. Ai Weiwei, Jeff Koons, and Damien Hirst networks to “post high-quality content and to
15 15 15 15 14 have between 300,000 and 500,000 followers interact with as many followers as possible.” AMANDA ADAMS AMANDA
PICS
MICHAEL MARSICANO ART
PEGGY ANNE SALZ ANNE PEGGY HOW
TXT AUTOMATION
LUDIA TAKING CHARGE TAKING CHARGE ENABLES REAL-TIME, HUMAN-CENTRIC
03 / 2020 03 / 2020 MARKETING
THAT REALLY
16 17 17 17 16 16 RESONATES If it feels like a departure from the marketing the capacity of marketers to do alone. Achieving brands and businesses to do exactly playbook, that's because it is. "COVID-19 has "fluid and dynamic customer segmentation this, the report concludes. Product changed business forever,” John Copeland, Vice and targeting at scale" requires a new kind of decisions and marketing strategies President of Customer and Marketing Insights at partnership between marketers and machine also need to be understood through Adobe, said on the company blog. Commenting learning. A modern marketer armed with a data- "the lens of comprehensive data on the seismic shift in consumer habits and a fueled technology stack and deploying human analysis." massive surge in e-commerce, John adds context empathy and insight can turbo-charge campaign to the surprising findings in Adobe's May 2020 effectiveness, with optimization automated in Leveraging data also equips he pandemicT will be remembered Digital Economy Index. The report, which analyzes real time as consumers' preferences shift. companies to show leadership as one of the most disruptive 1 trillion visits to retail sites and other retailer AMARYLLIS and empathy at a moment when and demanding moments of our data, reveals that e-commerce sales in May in Recalibrating LIAMPOTI The benefits extend beyond marketing to consumers are counting on brands times. However, the shutdown of the U.S. alone reached $82.5 billion, up 77.8% marketing to be PARTNER & GROWTH empower companies to pursue new growth to get them through tough times. physical stores and businesses year-over-year. It's this meteoric growth that has DIRECTOR strategies and value propositions in a world It's not just good advice — it's good is opening new opportunities for catapulted the entire e-commerce industry more human-centric where consumers crave experience and business, according to a new report digital services, mobile apps and than four years into the future in just under four Flows and funnels will never value convenience. "The opportunities are in from data intelligence firm Morning multichannel marketplaces to months. be the same. "There is no new understanding the patterns and identifying Consult. Drawing from a survey of deliver value and build trust as normal," Amaryllis says. In fact, the pain points," Amaryllis explains. Companies 2,200 adult Americans on March people search for certainty. It's also And global events are driving more than explosive she suggests we drop "normal" that have the data-informed capabilities and 28-29, the research suggests the benefiting a new kind of marketer, growth. According to Amaryllis Liampoti, Partner from our vocabulary altogether. processes to understand where customers actions companies take today to one who combines the courage to & Growth Director at BCG Digital Ventures, the And she's right. The pandemic struggle and respond with approaches that help customers can ultimately embrace the rapid pace of change innovation, incubation and investment arm of has altered the market landscape, ADRIAN remove that friction are winners two times drive positive brand attitudes and and digital transformation with the The Boston Consulting Group, new demographics accelerating digital transformation NAZARI over: they develop products (and brands) that influence consumer purchase empathy to infuse everything— eager to explore mobile apps and other digital and obliterating the old-school CEO AND FOUNDER audiences love, and they drive new revenue preferences when the skies clear. from ad creatives to targeting— destinations are coming through a plethora of linear path from consideration to streams. with humanity. channels. "Right now, understanding the behavior conversion. To keep up with the "Companies have a clear opportunity of these new customers in as much detail as pace of change, she says, marketers to be there for customers when the possible is imperative to success," Amaryllis tells "have to get to a constant and chips are down and, in doing so, build me in an interview. Success also hinges on the dynamic way of absorbing and their foundation for substantial long- ability of marketers to "remap the customer understanding — even anticipating term brand equity gains," the report journey" to determine when, where and how to — what customers want and need." JUAN LAVISTA says. Before companies can show add value. LATIN AMERICA they care, they must understand the It's time for marketers to retire MARKETING & Remapping dramatic shift in consumer needs many of the static segments, INSIGHTS HEAD the customer journey at a time of crisis. This calls for models and personas they used to "acknowledging the social, financial guide campaigns and reach targets to acknowledge and other realities of this pandemic, pre-pandemic. The future marketer new consumer needs empathizing with people's concerns will need to adapt, evolve and pivot and offering practical solutions." marketing and messaging based on It's not a one-off project, according to The Digital The report also highlights good
TAKING CHARGE CHARGE LUDIATAKING LUDIATAKING CHARGE a living and learning profile of the Imperative for CMOs, a new report from BCG reasons why marketers should "not THE FUTURE MARKETER consumer and their unique passions Digital Ventures that lays out a five-point plan disengage" from the moment, but and preferences. marketers can follow to "future-proof their rather ensure that their marketing business" and ensure ongoing relevance. "It's and communications reflect the WILL NEED TO ADAPT, This adaptive approach calls for crucial to track and analyze in real time the new, new reality.
03 / 2020 03 / 2020 marketers to connect the dots emerging customer journeys and adapt both in multiple data sources "to your product and your communication strategy EVOLVE AND PIVOT create more fluid and dynamic to meet current needs," the report says. "This
segments," Amaryllis explains. The needs to happen on an agile basis so that it can
work of collecting, organizing and be adapted again and again as necessary." Data-
19 19 19 19 18 18 18 MARKETING AND MESSAGING analyzing this data is well beyond powered personalization technology enables Steering
customers on a "What we're doing by bringing these solutions positive path together is making a direct connection between your day-to-day banking and your credit score AND IT ISN’T Unfortunately, that new reality to show you how they're related," Miro Pavletic, is harsh. Around the globe, General Manager and Head of Global Banking, JUST GOOD consumers are emotionally Credit Sesame, told Business Insider. FOR THE BRAND; drained and financially strained. The pandemic’s perfect storm of market Credit Sesame is also driving customer IT’S GOOD and mental conditions spotlight connection with a new content platform that FOR BUSINESS. companies that step up to help offers consumers assistance when and where consumers plan and protect their it matters most. SesameThrive provides a "one- The numbers (and history) speak financial wellbeing. stop resource for consumers’ entire financial for themselves. Case in point: a journey to help them minimize the impact MARKETERS: MCGRAW-HILL research study It's a blueprint that Credit Sesame, of Covid-19 while steering them on a path looking at 600 companies from a consumer financial health to financial stability and recovery as soon as DON'T have a clear opportunity to be 1980 to 1985 found companies management platform, is following possible," Adrian Nazari, Credit Sesame CEO, said DISENGAGE. there for customers when the chips that consistently advertise even to help consumers who have been in a statement. "We don’t want to just help them are down and, in doing so, build during recessions perform better in affected by the COVID-19 fallout. survive this difficult time — we want to help THIS IS A "DO" their foundation for substantial the long run. Those businesses that The majority of Credit Sesame them thrive on the other side of it." MOMENT. long-term brand equity gains,“ the maintained or increased their level customers, along with more than report says. Audiences expect that of ad expenditures during the 1981 half of Americans, live paycheck The SesameThrive product also exemplifies Your brand story is unfolding across all companies will acknowledge “the and 1982 recession chalked up sales to paycheck, struggling to balance how Credit Sesame sides with customers, doing customer touchpoints. Even billionaire social, financial and other realities that were a whopping 256% higher the competing goals of paying bills what it can to help them establish a better path entrepreneur MARK CUBAN has of this pandemic, empathizing with than those that stopped advertising. and saving money. To serve this to financial wellness. It's not about advertising gone on record saying that the way people's concerns and offering customer base, Credit Sesame to audiences; it's about communicating with a companies act during this crisis will practical solutions.“ They also want started out providing consumers customer-first mindset, Adrian tells me in an “define their brands for decades.“ In companies to take a leadership role THE BOTTOM LINE: access to free credit scores and interview. "The combination of personal finance a March 2020 update to its Trust and help them get through the tough THE COST OF "GOING information to democratize access advice with content that supports our members Barometer, global communications times ahead. DARK" CAN BE to credit and financial wellness. through this challenging time drives connection firm EDELMAN found actions are and builds trust." indeed the “tie that binds“ people Global events and our universal EXTREMELY HIGH. Today, the advanced machine to the brands they love. A massive 71% desire for authentic and genuinely learning and AI required to help Credit Sesame also deploys its expertise and of consumers across 12 markets helpful messaging turn up the But marketers also need to customers improve and manage computing power to analyze consumers' finances agreed that “if they perceive a brand pressure on marketers to show adapt to the times and infuse their credit also equips Credit and their repayment ability against their credit is putting profit over people, they will empathy and provide guidance, communications with humanity. This Sesame to create a new category to provide its customer base of 15 million with
TAKING CHARGE CHARGE LUDIATAKING LUDIATAKING CHARGE lose trust in that brand forever.“ according to KANTAR, an evidence- call for a holistic strategy refresh, not within personal finance. In March, personalized recommendations. Marketing based insights and consulting just a “we're here for you“ subject Credit Sesame extended its offer across all channels, including email, highlights Dialing down ad spend to conserve company. Brands no longer have line or Pollyanna messaging (that with Sesame Cash, a new digital what members should be considering and cash is also not an option. A new the option to look the other way, may be more laughable than it banking service that integrates how they can protect their finances. It's helpful report from data intelligence firm observes Kantar’s Chief Knowledge is helpful). While marketers may cash and credit. In June, Credit messaging that steers members on a positive
03 / 2020 03 / 2020 MORNING CONSULT highlights Officer J. WALKER SMITH. He have amassed copious customer Sesame raised the stakes, acquiring path to financial wellness. Credit Sesame reports, good reasons why marketers calls this a “do moment“ and urges information based on past behavior, STACK to boost Credit Sesame's "more than half of customers see credit score should “not disengage“ from the companies to take the necessary the future marketer must also factor international presence and fulfill improvements within six months, with one in five moment, but rather ensure that their steps to lead and contribute to the in consumers’ current situation and its broader ambitions to become a achieving a boost of 50 points or more."
marketing and communications greater public and societal good. expectations to best serve them and, banking platform. 21 21 20 reflect the new reality. “Companies ultimately, keep them coming back. downloads of shopping apps in the At one level, Juan says, it's about detailed analysis Learning from region grew 43% compared to to "ensure product offerings and brand messaging past patterns the previous year. MercadoLibre is a fit for the current context." At the other end "absolutely dominated the of the spectrum, it's about deep collaboration Human-centered marketing, personalized competition," counting more mobile to "understand audiences and segment them recommendations, relevant messaging: Credit app sessions than its next two in ways that allow brands to communicate with Sesame is developing a toolbox of capabilities competitors combined between them in ways that matter most." MercadoLibre to deepen customer relationships by helping June 2019 and May 2020. is also partnering in the region with Kantar, to members stay on top of their cash, credit, and help buyers "understand brand lift and how the debt. Adrian is also drawing from a decade of Insights into the shopper journey purchasing mindset impacts it." And, Juan adds, customer insights to draft what he calls the "next and their preferences position the last meta-learning from Kantar revealed that chapter" in the marketing playbook. "Advanced MercadoLibre to be "one of the big MercadoLibre Advertising is 66% more effective machine learning and AI, which have helped winners." But MercadoLibre has in generating unaided awareness compared to millions of members improve and manage their ambitions that go beyond being a other digital media players. credit, now step up to offer personalized guidance successful player on its own, Juan to help customers prepare for financial recovery," explains. Its advertising business Moving forward, the goal is to "change the way Adrian explains. unit is architecting a data-informed we discuss performance marketing — it’s more Combine the market share of platform — leveraging its first party than just clicks, it’s about sales," Juan explains. In this scenario, the combination of marketers Amazon, the payment flexibility of data — to benefit its growing business The future is about using real-time data to inform and machine learning elevates the company's PayPal and the credit portfolio of ecosystem of brands, merchants and "very powerful and targeted segmentation" in a ability to "show we know where customers Visa and you have MercadoLibre. media agencies. "We're on the path way that resonates with consumers, respects are coming from and we can help them get Founded 20 years ago in Buenos to contribute valuable insights to help their privacy and reinforces brand equity. "We're where they want to go next," Adrian says. These Aires, the company has a sprawling companies on our platform develop at the tip of the iceberg and just getting a glimpse insights also power new models adapted for our logistics operation, online payment business, build brand and delight of what's possible," he adds. From here on, there's new reality. "The lifetime value model has been services and a network of 12 consumers with their offers." a new paradigm and a new reality. disrupted, and it's never going to be the same," million-plus vendors with 267 he explains. The company is moving forward by million live listings. "We're working Unforeseeable events in the macro-environment looking back at its customers’ pasts. Building new to democratize e-commerce and have propelled a generation's worth of consumer payments in Latin America," Juan behavior changes in just a few months. Brands To understand the impact of the current crisis on pathways to Lavista, Director of Marketing are now tasked with delivering on new users' key metrics and measurement, Credit Sesame profitability and Insights for Latin America Shifting expectations, matching marketing to global is sifting through the last decade of data to at MercadoLibre, tells me in an events and our universal desire for authentic and pinpoint patterns that show how customers Highly granular data and insights interview. "The aim is to become a focus to lead genuinely helpful messaging. As we immerse reacted to other financial hardships. (Credit inform a marketing strategy to one-stop shop." change ourselves in the next chapter of marketing, only Sesame launched in 2010, directly following the serve consumers in a rapidly one thing is guaranteed: More change. The future last financial crisis.) "Examining those customer changing world. But companies The company gets high marks on In unpredictable and experimental marketer will succeed by embracing automation journeys, which were also impacted by global can also leverage analytics to its efforts, which are helping grow times, there isn't a playbook to follow, to adapt, finding respectful and relevant ways of events, allows us to channel marketing efforts." benefit entire business ecosystems, e-commerce in the region. Shopping so MercadoLibre is rewriting the speaking to consumers that will provide genuine
TAKING CHARGE CHARGE LUDIATAKING LUDIATAKING CHARGE The challenge ahead of them, he adds, will be to building capabilities that are online and in-app currently accounts rules. "We're focused on listening to value. Machine learning is the key to launching apply those learnings on a larger scale. the envy of their industries. It's for just 5% of the region’s retail what our shoppers are telling us and a new era of marketing, born out of crisis, that what Marco Iansiti, Professor of sales. But this is set to surge to 25% what brands, media agencies and moves beyond the transactional to become Business Administration at Harvard in a decade, according to analysts merchants are asking for," Juan says. authentically human-centric. Business School, calls the "keystone at HSBC bank. The growth is fueled "Focusing on meeting their collective
03 / 2020 03 / 2020 advantage" and companies that by an influx of first-time shoppers needs, and using data to develop the wield it orchestrate partners and who prefer the safety of browsing right tools and automate processes, resources to become powerhouses. and buying online and in-app to the allows us to be an enabler for their A prime example is MercadoLibre, risk of contact at the checkout. During business and ensure e-commerce
the largest e-commerce May alone, according to data from app thrives in the region." 23 22 marketplace in Latin America. market intelligence provider Apptopia, In Nora Ephron’s classic 90s romance “You’ve Got Mail,” Founded in 1949, OTTO’s first hand-printed catalog Tom Hanks plays the heir to a modern bookstore chain, contained 28 styles of shoes. By the 1950s, the while Meg Ryan plays the owner of a small corner company had expanded its product range and become bookstore battling to stay relevant in a changing world. one of the leading German retailers in the mail- For many businesses that grew up in the 20th century, order sector. However, following a successful digital the transition to online has been a rocky relationship, transformation strategy, beginning with the launch of but for German e-commerce giant OTTO it’s been a the OTTO website in 1995, Otto.de is now Germany’s proper love story. premier online retailer — with a turnover of €3.5 billion last year — and one of the top 10 mobile apps in the EU’s largest consumer market.
MARIAN BUCHER OTTO’S JOURNEY SENIOR APP GROWTH MANAGER FROM POST TO PRESENT
As part of this shift to mobile, Marian is Marian cites OTTO’s use of deep linking proud of the amount of growth that the as integral to their conversion funnel. app is now driving for OTTO. With some OTTO was a best practice example banner performance metrics, such as for deep linking in Google’s keynote at 'APPY DAYS growth in monthly active users by two the 2019 Marketing Live conference in thirds and a significant double-digit San Francisco, an accolade that Marian OTTO kicked its digital transformation growth in in-app revenue over the past speaks of with some pride. into overdrive with the launch of its 12 months, the OTTO app is integral to MAXIMO TUJA MAXIMO
mobile-first strategy four years ago. the company’s future. OTTO is the only one of Germany’s STUCK ART mail-order giants able to make the “If you have a look at our statistics,” I N jump to online and thrive, something Marian says, “you can clearly see Marian Bucher, OTTO’s Senior that we are growing — and growing THE
App Growth Manager, credits to a mainly through our app. The app is MOMENT MAIL GOT YOU'VE combination of stability and forward where the heavy spending is, and the planning. more frequent users are located.” The key to OTTO’s funnel is the use of “micro-moments,” catching “There used to be other big mail-order It’s this focus on mobile that is guiding consumers at key events within
companies in Germany, but they have the OTTO team, especially during the their customer journey. Marian 03 / 2020 YOU’VE all gone out of business,” Marian says. COVID period. Marian explains that believes that introducing such a “They couldn’t make the jump to they work closely with their product methodology is less about data
online. But now there’s the next big development team to ensure that app wizardry and more about making
shift, from desktop to mobile. And features are playing to their strength, sure your organization is aligned.
25 25 25 25 24 we’ve managed that as well.” ensuring user acquisition is smooth. GOT MAIL HARTERY DAVID TXT us, it definitely took some time, but to show customers only products As Bucher sees it, the ability to models, so we can compare the The ability to get the upper hand MICRO- I would say now that we’re sharing they're likely to be interested in, and take decisive actions requires ad spend performance of app user when it comes to fraud has also all the data we have across all the we rely on automation to do this reliable data. This is where Adjust acquisition campaigns against other boosted certainty around ad spend MOMENTS teams, we’re working on projects fast and keep it fresh." comes in with campaign-level formats.” and enabled OTTO to focus on together and it’s always our main data that powers the company’s getting the most value out of its These are the moments when focus to push our app development It’s a tall order, but it has paid sophisticated tech stack. “Definitely best-performing channels. It’s we turn to a device — often a forward.” dividends. OTTO reckons that relying Adjust is a key component within KEEPING a conscious choice to focus the smartphone — to take action on on its own display network saves the our app marketing tech stack,” majority of spend on just a handful OTTO’s ability to create a robust company "85 cents per advertising Marian says. “It's the single source DATA of networks. It’s a laser focus that whatever we need or want. plan and stick to it stands out as euro." of truth in terms of where our app fuels the significant ROI wins the These moments; "I want to CLEAN the characteristic that has marked users come from.” OTTO also has company has been posting over know," "I want to go," "I want to them for success. The company’s its own internal attribution model, With data informing every aspect of the past two years. “What’s more”, buy" and "I want to do" are full clarity about its brand and mission, FOLLOW which it relies on to track and OTTO’s online marketing calculus, Marian says, “it’s also the key to of intent and immediacy. combined with a sharp focus analyze user actions across devices ensuring the integrity of every data positioning the app as the growth on its business objectives lays a THE and touchpoints. point is integral to the smooth engine going forward.” Some 82% of smartphone users solid foundation for its mobile- STRATEGY operation of the entire system. With first strategy. This mobile-first “When we’re evaluating campaign this in mind, OTTO is constantly But high performance requires more say that they consult their approach is more than a linchpin; It’s this clarity of purpose that performances, we rely on our vigilant to ensure that ad fraud is not than a clear focus; it demands clean phones about purchases they it’s the guiding star that allows also equipped OTTO to maintain internal attribution model,” Marian polluting their analysis. The results data. As Marian sees it, clean data is want to make in a store. These the company to navigate a market advertising budgets during the early explains. The approach allows speak volumes. “A few years ago, the key element in OTTO’s algorithm micro-moments are important rocked by uncertainty and global stages of the COVID-19 period. OTTO to focus on sales attribution. we were seeing a really high amount for success. “That's how you, as a touchpoints in today's consumer events. While everyone else was panicking, “We use Adjust as a connector, to of fraudulent traffic,” he recalls. In marketer, are able to combine all journey and together they OTTO calmly stuck to the program. populate the app component of fact, the figures were astronomical. the different data points that a user ultimately determine how that The direction is positive and some of that,” he adds. may have had prior to visiting your the company’s ideas are incredibly “We definitely observed a decline Over “250,000 rejected installs, shop, and then adjust components journey ends. ambitious. A prime example is the in ad spend throughout March,” Overall, the model allows OTTO to mostly due to click injections,” of that journey to make sure you’re decision to build a display network Marian said. “Various companies, attribute the return on ad spend have been stopped at source always driving traffic to your app", in-house to cut costs and boost some even bigger than OTTO, pulled across all its different marketing since OTTO activated the Fraud he explains. performance. their budgets out of the market. As channels. As the app stores can Prevention Suite, he says. And for an a result, remaining companies were be a “bit of a black box,” Marian e-commerce company that focuses What’s more, clean data enables a Cutting out intermediaries increases able to spend their budgets at a says the company is keen to have heavily on retargeting to ensure seamless and superior customer “We use micro-moments to the efficiency of programmatic lower CPC or eCPM.” the capabilities Adjust delivers to they’re getting the most ROI out of journey. “Clean data is how you’re, guide product features,” Marian campaigns, Bucher says. It also “connect a purchase to where the every user, almost 115,000 rejected later on, able to match this data to explains. “We have defined our boosts consumer satisfaction since The approach paid off when user came from originally.” This, he re-attributions is another big win for this update or this app customer,” he own OTTO micro-moments, which shoppers aren't bombarded with e-commerce across Europe surged says, “then feeds into our internal OTTO’s data integrity. says. “We’re able to connect all these the product team uses to roadmap ads that feel spammy. "The goal is due to shutdowns and a massive different touchpoints, and that’s feature development. But the most to show customers the content that shift in consumer shopping behavior. something we’re really focused on important thing is to advocate is most relevant to them." "Being able to shift quickly and show and always trying to improve.”
YOU'VE GOT MAIL GOT YOU'VE YOU'VE GOT MAIL GOT YOU'VE within your organization.” ads for products that grew up to THE ABILITY Delivering appropriate advertising to 6x in demand, such as sporting TO TACKLE FRAUD Evidence-based decisions, based on Yet knowing the moments is only the right audience is a key concern equipment, home office furnishings data, are an integral part of OTTO’s half that battle. Companies also for all marketers. It helps that OTTO and consumer technology, allowed ENABLED OTTO TO FOCUS modern-day success story. Thanks need to organize to execute. “You relies on first-party cookies and opt- OTTO to record significant sales ON GETTING to an effective app and exceptional
03 / 2020 03 / 2020 have to identify the key stakeholders in data to power advertising in a within these assortments," Marian KPIs, the former mail-order firm in your organization and bring them privacy-friendly way. "The shopping says. "Overall, we counted over one THE MOST VALUE OUT OF is using the benefits of mobile together to create an app strategy journey starts with the customer million new customers in the first ITS BEST-PERFORMING technology to write a new chapter that makes sense for you going and what they want, for instance, five months of the year alone." in its growth odyssey.
forward, not just driven by what triggered by their search term," he CHANNELS. 27 27 26 the market needs at that time. For explains. "We use this information TXT DAVID HARTERY
PICS JURASSIC WORLD BY LUDIA JURASSIC
HOW LUDIA REFOCUSED TO CAPTURE
JURASSIC PARK(ED) JURASSIC MORE PLAYERS
IN THE 03 / 2020
29 29 PARK(ED) COVID ERA 29 We’ve all seen the headlines — gaming has seen huge growth during distancing.” But making these “We started providing additional COVID-19 as consumers sought a changes in a way that feels organic gifting resources every week distraction during lockdown. And with to the DNA of the product is key. because we took away one of the this surge of users has been a renewed “[I think it was a success] because mechanics that forced them to go focus on finding those elusive "whales". people who were already in more outside and explore,” Rose added. But with CPIs dropping, the winning remote locations now feel like “We really tried to make sure that strategy has increasingly meant not they're being listened to a little bit we balanced anything that we throwing back "minnows" or other e caught up with Rose Agozzino, more,” Rose explains. “They have removed for safety purposes with smaller creatures. Currently, 96.4% of SeniorW Marketing Specialist at more events and items catered an equivalent in-game gift or offer. apps in the Google Play Store are free Ludia, to explain how the company to this remote possibility, it feels And — more gameplay.” to download, as publishers of mobile plans to expand their monetization natural.” apps use monetization strategies such strategy beyond ‘whales’ and as advertising-based monetization or in- introduce compassionate feature Ludia tailored their "socially distant" app purchases. development to ensure it holds on features to the unique character of FOLLOW to users through the COVID-19 each property. Jurassic World Alive, a T H E Balanced monetization models mean period. geolocation/AR title, had previously there’s less of an incentive to go all- encouraged everyone to go outside. PATH in on attracting whales, especially as the cost to acquire users is relatively A “One of the things that we had to Even when there isn’t a pandemic, low. Over the last three years, the be very clear about was that we it's really important to understand percentage of paying players per CHICKEN had temporarily changed a lot of the the user journey and think: how game has increased by a third in North OR EGG mechanics,” Rose explains. “But the are people using my game? This America (to 4.02%) and by a fifth in player base responded very well.” is especially key, Rose explains, The smart play is Europe (to 2.43%), meaning there’s SITUATION when you start to notice emergent to use data to detect plenty more fish in the sea. Instead, Jurassic World: The Game has behaviors: “Sometimes users aren’t the smart play is to use data to detect Ludia’s Jurassic World games gameplay features where users playing the game the way you intend high-upside users high-upside users — and train them to are about as big an IP as you can must hatch eggs to earn more for them to play the game. They go act a lot like whales. But to do this, you imagine — with the movie franchise dinosaur creatures. But in the ahead and find a whole new path.” — and train them need an amazing product that keeps alone raking in almost $5 billion in socially distant version, instead of to act a lot like whales them coming back. box office revenue. Taking a beloved having to go outside to an incubator, This is something that can easily universe, spanning almost 30 years now users could reach it from their be leveraged to make ads work for of movies, books and merchandise house. In Jurassic World: Alive, in both the user and the game. — and turning it into a playable order to encourage gameplay, Ludia park-building game means treating created and provided new "scents" “A really good placement, one where the property with kid-gloves. Rose which spawned dinosaurs close to the player saw the benefit, is in explained how coronavirus meant where the scent was dropped — Jurassic World: The Game,” Rose said. that Ludia had to tailor their product allowing players to continue playing “One of the monetization features
JURASSIC PARK(ED) JURASSIC JURASSIC PARK(ED) JURASSIC development timeline to better close to home, since they no longer was once you took your dinosaurs reflect the new normal — while had to wander as much to find new into battle, your dinosaurs went into a ensuring that users didn’t feel like creatures. cooldown. So you cannot use them for they were missing out anything. X amount of time.” ROSE
03 / 2020 03 / 2020 AGOZZINO “We actually had an update coming But as part of their monetization SENIOR MARKETING out mid-July, which originally was strategy, Ludia gave users the SPECIALIST focused on getting people together,” option to watch an ad to get some of
Rose says. “But now with COVID, that time back. "Smart users," Rose
we've learned how to make the said, "saw the benefit." But it was
31 31 30 30 31 30 new features work while socially always a choice. With COVID impacting the wider “If you don't have the impression “It was really important to make economy, Rose explains how Ludia TOP OF numbers or the player base to FIND sure that our monetization maneuvered to stay financially THE FOOD generate the views that you would T H E strategy was not going to have a healthy and in a position to capitalize need,” Rose cautions, there’s no negative impact on the real money on the boost in the wider gaming CHAIN point. For Ludia “it came down CONTEXT purchasing strategy. And once we vertical. “We had always planned to doing some mathematics and knew we were sure, and we had to do ad monetization,” Rose says, Keeping the option there for them looking at the numbers, seeing Once you’ve worked out what the data, that's when we started “But I believe with the whole to interact with the game in a the split of the player base, what monetization strategy is appropriate implementing mediators.” pandemic situation — pockets meaningful way is not just the right platform they're on, pulling together for your situation, Rose says, “the next might be a little bit tighter. I'm taking thing to do from a user perspective, these more accurate readings, Ads can actually step is really finding those contexts Rose recalls the process took six that into account and focusing on it also provides opportunities to and then you know, choosing to within the game where we're ready to months of testing but paid dividends, making sure we can still continue monetize. move forward with the best way to help improve see a lot of interaction.” with plenty of actionable insights: “If to monetize these games, but to a implement.” engagement and a player watches an ad, does that greater population.” “Ad monetization was something In some games, it’s the entry point mean they're more likely or less we had already been looking into,” Design is a big part of it, Rose retention. into a level or just as the player is likely to have higher engagement, While we often hear figures about Rose added. “We had different explains. “Especially when you start on their last life. It’s all about giving to have higher retention numbers? "whales" driving games’ bottom strategies in the past — we had doing rewarded videos. You want the user the choice. It was through Are they more likely to spend after lines, for Rose, “It's actually less about done offer walls, where the player to make sure that the placement is Nearly 60% of continuous iteration that Ludia watching an ad? These are all kind of the whales for ad monetization." would opt in to complete certain right for that engaged user to really found the correct locations for their data points that we looked at.” offers and receive currency.” want to continue watching the video. all developers rewarded videos. Rose described It’s a data-driven philosophy that But you also have to make sure it it as a continuing process of asking In fact, ads can actually help improve the team has had in the pipeline for Rose explained that their previous does not have a negative impact surveyed “What happens if we add a video engagement and retention. Nearly some time, but, Rose explains, "It strategy had revolved around on your real money monetization by Facebook here?” 60% of all developers (and 74% of became immediately pressing once non-rewarded videos, interstitials strategy. So there is that balance. As larger ones) surveyed by Facebook COVID-19 began to unfold." that pause at a key moment in the well, that needs to be done from the agreed that ads Of particular concern was that agreed that ads can improve player game. But Ludia started looking data analysis side.” can improve player the new monetization strategy retention and do not detract from “There’s this mindset that 2% of into rewarded videos after carrying didn’t cannibalize their working the game experience. the population generates 80% of out comprehensive competitor retention and payment strategy. But when the revenue. The thing is you still research. executed correctly, advertising can “Many people balance between have 90% that are there in your do not detract be a powerful tool — with 67% of choosing to pay a resource to game. So maybe they're not going “In the last 18 months, evaluating from the game gamers in the U.S. alone saying continue versus not paying?” says to spend, but providing them with competitors is something that we they’d be happy to watch an ad in Rose. “You have to think, what are opportunities to generate revenue," seriously started to look into. Speaking experience. return for an in-game reward. the possibilities if I offer them an Rose says. "There have been studies with other people in the industry advertisement? We started looking that have shown that players who was eye-opening, understanding at the analytics and identifying those engage in rewarded ads, they're their split from revenue. What are key contexts, where that makes the more likely to become paying users. the expectations versus what is most sense. Both from a paying Because they understand the reality? It's really nice when you hear, player, but also from the non-paying
JURASSIC PARK(ED) JURASSIC JURASSIC PARK(ED) JURASSIC benefit.” ‘Oh yeah, we have $25 eCPM for players or from the minnows and rewarded video.’” the lower sea creatures.” "We’re actually paying more attention to the minnows and more But this kind of analysis only With a strong commitment to of that smaller cohort. The minnows paid dividends because the Ludia ensuring engaging gameplay for
03 / 2020 03 / 2020 and the dolphins, those are the properties were appropriate for the their users, Ludia has evolved into gamers who maybe right now don't strategy. a ferocious mobile creature by have the means to spend as they placing ads where they make sense want to.” in the player journey and boost the
bottom line.
32 32 32 33 NOYA POLLIACK DIRECTOR, GLOBAL CRM & HOW VIBER DRIVES REAL MARKETING GROWTH CUSTOMER CONNECTION THROUGH VIRTUAL
Messaging apps have COMMUNICATION been able to keep people in touch, businesses on track, and TXT ISABELLE WATSON communities ART ARI LILOAN
together throughout this private chats, video and voice calls turbulent year. on Viber are end-to-end encrypted by default. Community is another central tenet, with a feature that We caught up with allows brands, celebrities and users to create their own public channels Viber’s Noya Polliack to around a specific topic — from learn more about how t’s been an important year for sports teams to favorite books. messaging apps. As much of the Viber has been using world’s population was placed under This focus on community has never messaging for good, and Ilockdown, it became clear just how been more important. For this issue, much we rely on apps to keep us LTV had the pleasure of sitting the marketing mix the connected with loved ones. Viber is a down with Noya Polliack, Director, team uses to build strong prime example: founded in the tech Global CRM & Marketing Growth at hub of Tel Aviv in 2010, the company Rakuten Viber to learn about how
connections with users. has quickly grown into one of the Viber took decisive steps to help CONNECTION DRIVING world’s most popular messaging apps users during the pandemic. She — currently counting over 1 billion tells us how the company made it registered users. easier and safer for users to connect to each other without physically
The company started by offering being in the same place. Beyond 03 / 2020 free international high-quality the lessons of 2020, we also spoke calls, and later added messaging about the channels Viber uses to
with an emphasis on security and keep engagement high, and how
community. Privacy is at the core of close cross-functional teams and
35 35 35 35 34 the app’s value proposition, and all collaboration is key to innovation. It’s been a tough year for many product-side — for example, we What channels does Viber use to interact with businesses — how has Viber doubled the maximum participants customers, and how do you measure their been affected, and how did users’ for Viber group calls to 20 people. success? relationship with the app change We also partnered with the World throughout the crisis? Health Organization (WHO) to fight Email and our native format are two of our most misinformation through an interactive successful channels. We launched our email We’re fortunate that Viber has been chatbot. Users could subscribe to the channel less than a year ago and we’ve found one of the lucky businesses. Our app chatbot to get notifications with the it to be very effective, especially with already is all about connecting people and latest news and information on the highly-engaged customers. Importantly, we allowing users to stay in touch with pandemic as well as donating to the e’re working hard to only send emails to users who say they want to friends or family whether they’re WHO in-app. W receive emails from Viber. That helps us receive near or far. As lockdown measures simplify its automation very high open and click rates in comparison to came into place all over the world, In most cases, the initiatives or industry benchmarks, with unique open rates users turned to our platform campaigns we ran weren’t even — creating workarounds reaching over 50%. We also have very good rates more and more to help them stay about prompting a specific action of conversions to the action prompted within the connected. in-app — it was simply about to make the automation email itself. using messaging to do good. We saw positive trends in terms of Campaigns were mostly built of campaigns a bit The second format is one we developed all key metrics — with big increases around encouraging users to stay ourselves, which has the look and feel of being in daily and weekly active users, at home, or reminding them to simpler to do. native. It’s centered around messages that you increased frequency of views, and regularly wash their hands. We saw receive from Viber in a chat, just as you would increased use of specific features, great traction on that strategy, and from any other user, and it can be coupled with or such as groups or communities. User a lot of users tweeting and thanking without a push notification. We’ve discovered a lot behavior also changed significantly, us for taking positive action. It was That’s something we do of benefits to the channel because it’s perceived and we saw people utilizing features a huge effort that required a lot of as native by the user, but it also remains on the and platforms in a different way quick turnarounds, but we felt it a lot within the team: user’s device (unlike push notifications, which than before — so more group chats, was essential to contribute to the disappear after you tap on it). It’s not that easy more group audio calls and more conversation and do what we could investing the time to execute because it’s not easily integrated with calls in general. Our desktop user to help. third-party marketing automation platforms, but base also grew exponentially. upfront so we can be it’s worth it because it outperforms many other formats we use. Viber very quickly brought out more efficient in the several new features to engage We’re working hard to simplify its automation — and educate users on the crisis. long run. creating workarounds to make the automation of Could you tell us more about campaigns a bit simpler to do. That’s something how your product and marketing we do a lot within the team: investing the time teams addressed the changing upfront so we can be more efficient in the long circumstances? run. And that’s all motivated by ROI. I know how
DRIVING CONNECTION DRIVING DRIVING CONNECTION DRIVING much time it takes to set up a campaign today, We realized pretty early on we would but we also envision other, better ways to do it — have to shift focus immediately, so so I might expect the setup time to reduce by 50% we put our evergreen and seasonal if we manage to do the integration as we’d like to. campaigns aside and instead While there’s always a backlog of everything that
03 / 2020 03 / 2020 looked at how we could provide we want to achieve, in terms of prioritization, it’s added value to users during that a simple mathematical calculation of ROI.
time. Some of these were on the
36 37 In terms of channels, how do you decide what And what about measuring the Then we have our own data a success. Lastly, we also measure messages to push on which channel? effectiveness of all of these? How warehouse and data layer; our negative impact — uninstalls, users do you work out what’s working, marketing automation platform disabling push notifications, or users For immediate actions, a rich push notification is what’s failing and where to improve? Braze; and then there is another unsubscribing from our mailing list. often the best format. We use our native format layer of data to analyze everything or emails for more complex messages, such as For us, it’s all about our tech stack, that has been done: our feedback How have you approached prompting users to purchase, communicating and how these platforms and tools loop. We are very meticulous when it building your team, and how do about new product updates or conveying communicate with each other. Of comes to measuring effectiveness, you make sure they’re set up for COVID-19 guidelines. Not all our users opt-in ur general rule is course, Adjust is one of these, and it to the point where I’m sometimes success? to receive emails though, so our native format O helps us know exactly where users even annoyed by myself. But it's serves us well if email isn’t possible. that the more active come from — if it was from an very important for me to make sure I was lucky in that I was able to recruit organic tracker, a paid campaign, or that we measure the right things, my teams and also had the freedom When it comes to push notifications, we’re the user, the less likely referred by a friend. not just vanity metrics. Similarly, to train them. It was important to me careful about who to send these to — we are even though it’s my job to create that everyone in the team knew how very conscious about not sending too many. Of they are to receive campaigns, we don’t want to run to do everything — run SQL analysis, course, there are exceptions to that rule: With our them unless they are really going launch campaigns, get familiar with communications around COVID-19, we felt it was push notifications. to be effective. And that’s usually copy creation and localization, carry important enough to send a push to all users. based on similar past performance. out QA, and analyze results. We’re When looking at what campaigns to all trained — including myself — to Our general rule is that the more active the run next, we’ll debate it as a team. do it end to end. I think this makes user, the less likely they are to receive push We also try to If we did it in the past and it didn’t things much easier and helps us to notifications. We also try to avoid sending push work, should we do it again? My work in a leaner way. Luckily, we notifications to users who haven’t interacted with avoid sending push answer is usually no. also work very collaboratively with them a certain number of times. So if Viber sent the product, data and R&D teams. a user three push notifications and they never notifications to users Could you expand a little on the The company culture at Viber is one tapped on any of these, we'll stop sending them metrics you focus on at Viber? where people just exchange and who haven’t interacted share ideas very freely. Earlier in the Braze, our customer engagement tool, also has a Like any other brand, we’ll always year, when we were all working from great feature called Intelligent Channel Delivery. with them a certain look at top-of-funnel metrics — so home for weeks on end, it all went This allows us to set a couple of channels and tapped, opened, unsubscribed or very smoothly. All employees are still to serve the channel according to users’ last number of times. marked as spam. These are useful, welcome to work from home if they interaction with any of the channels. but not that important to me. Instead, feel more comfortable doing so. And we focus more on conversion to that to me implies that we’re working In terms of messaging, we look at this very action. And we always measure these in the right direction, just because of intuitively, but always make sure to back it up against a control group. how smooth a transition it’s been in with data. Viber has a lot of cool features that such an uncertain time. people aren’t aware of, so we try to surface them Let's say Viber prompted you to send contextually. If we see that a new user hasn’t a sticker to a friend. We’ll always
DRIVING CONNECTION DRIVING DRIVING CONNECTION DRIVING messaged or communicated, then we will jump in look at the activity level (how active with tutorials, or we will educate them about the were users before and after sending benefits of communities or the benefits of groups. a sticker?) and at the retention of If a user sent an instant voice message, but they the action (did users send another had never sent an instant video message, then sticker in the next 30 days?). None
03 / 2020 03 / 2020 we’ll send a prompt letting them know of the of this is really important unless feature. It works because we’ve got users in the we compare it to the control group. moment of inspiration or creation when they’re Because if you sent a sticker, but more likely to engage with new features. someone who didn’t receive the
prompt sent a sticker too, that’s not
39 39 38 Consultants often work behind the scenes, but their expertise and WHAT’S YOUR AREA OF WHAT IS THE APPROACH THAT MARTINA EXPERTISE? YOU’RE ARCHITECTING TO pragmatic approach to app marketing can help brands take their apps I specialize in planning and implementing ADDRESS THAT? from good to great. For this issue, we turned to three of the industry’s BISEGNA architectures for attribution, product Many clients not only need help with analytics, CRM, and BI systems for the integration of new tools, they also most respected consultants to advise on the tough issues facing mobile apps. Many of our clients are need a playbook that fits their needs. today’s marketers. Read on for their learnings on how to find valuable more traditional companies who are We share proven best practices to ISABELLE WATSON ISABELLE just starting to enter the mobile app help give our clients a head start with audiences and keep users engaged throughout the entire funnel. space, and we provide guidance to
TXT their UA efforts. And the most helpful make sure their apps are a success. skill to make these playbooks come This involves close collaboration with alive is project management: clients all key partners on the client-side — often underestimate the number WHAT IS THE BIGGEST CHALLENGE from the CMO to the developer. of stakeholders required to make a MARKETERS ARE FACING RIGHT REBECCA PRINCIPAL CONSULTANT project successful. NOW? WHAT IS THE BIGGEST CHALLENGE The issue of what I call “funnel AT MSCALE.IO NACKSON MARKETERS ARE FACING RIGHT NOW? WHAT IS A KEY LEARNING OR HACK vision” — and that’s often a result Martina is the founder and Principal Most marketers want to use data, but YOU CAN OFFER? of marketing silos. These silos set Consultant for mscale.io, a mobile they don’t trust it. This is often the case It might sound obvious, but invest boundaries and artificial distinctions growth agency based out of Berlin when companies implement SDKs as a in your app development resources! within marketing teams, for example and Dubai. Before founding mscale.io, side project, resulting in unusable data. What appears at first to be the more between the UA marketer and the Martina cultivated a deep knowledge Focusing on performance marketing, cost effective route always ends up retention marketer. People can get of app tracking systems, health checks without reliable data, then becomes being the most expensive, and least too focused on their specific areas and optimization working at Rocket a real problem. Marketing strategy, effective, path in the end. without considering the bigger Internet and Adjust. Martina now attribution modeling, user funnels, picture. It also takes for granted the brings her first-hand experience and automation — all of this can only be reality that many users fluctuate project management skills to clients all achieved through healthy tracking. FOUNDER AT NOTABLE between high, medium and low over the world. activity and don’t fit squarely into our After an impressive track record KPI reports. managing acquisition, engagement and product development for WHAT IS THE APPROACH THAT WHAT’S YOUR AREA OF WHAT IS THE APPROACH THAT YOU’RE brands including IBM and Audible, YOU’RE ARCHITECTING TO ALPER TANER EXPERTISE? ARCHITECTING TO ADDRESS THAT? Rebecca Nackson struck out on her ADDRESS THAT? I advise clients on growth and retention Tracking is the number one priority: own to set up Notable Growth, a I see many clients achieve success topics. This includes everything from only tracking all the right events, boutique growth-consulting agency with certain tactics in retention, the setting up their marketing tech and event parameters and user properties headquartered in New York. results of which aren't shared with tracking concepts, to managing can help marketers understand why A retention master, Rebecca the acquisition team. It might just marketing campaigns to acquire new some segments behave differently shares her tips on avoiding “funnel be because they sit on different customers and win back valuable user than others. But this data also needs CONSULTANTS vision” and building closer inter- floors, or even sit in different cities. segments, or optimizing paid campaigns to be accurate, and a lot of that is departmental relationships. That’s where an agency can help by towards events that drive growth. down to how tools are integrated identifying these disconnects and act and configured with other platforms WHAT’S YOUR AREA OF as a connective tissue within your WHAT IS THE BIGGEST CHALLENGE — which is why I work with clients EXPERTISE? organization, making connections FULL-STACK MARKETER MARKETERS ARE FACING RIGHT to make sure everything is set up
CONSULTANTS CONSULTANTS CONSULTANTS CONSULTANTS Many marketers are still focused you may have overlooked. AND APP GROWTH NOW? correctly as a first step. on top-funnel wins, without placing Marketers across all verticals are CONSULTANT enough importance on deep-funnel WHAT IS A KEY LEARNING OR HACK laser focused on growing their user WHAT IS A KEY LEARNING OR HACK and lasting engagement. I help them YOU CAN OFFER? With nearly a decade’s experience base, but they are often blind to the YOU CAN OFFER? redefine retention by focusing less Focus on the three Ts: team, tools in marketing — including running insights that help them identify the Every business should be able to answer on user acquisition, and more on the and tactics. We think of it as a three- Delivery Hero’s mobile marketing real growth drivers. They need to why their users pay for their product,
03 / 2020 03 / 2020 lifetime value of users. legged stool, where every element — Berlin-based Alper now consults gain a solid understanding of what why some don't pay and why others has to be in sync with one another. for over 20 apps across a range of these are before architecting a user stop paying. I create tracking concepts to If you have a massive team but you verticals. His specialization lies in journey that engages users and answer these questions, automate the don’t have the right tools, you’ll be tracking, he puts it , “If you don’t keeps them loyal. activation and reactivation of audiences,
DANIEL STRANGE DANIEL and prevent churn.
operating very inefficiently. measure it, you can’t improve it.”
41 41 40 41 40 ART LESSONS FROM LESSONS PIC AHMED NAVEED TXT ANNE VERHOEVEN
WITH MIRRATIV’S JUNICHI AKAGAWA
JUNICHI AKAGAWA FOUNDER
AND CEO
43 43 42
PIC JEZAEL MELGOZA If you’ve ever considered entering the Japanese market, now’s the time. Boasting the third largest GDP in the world, consumer purchasing power is strong, while business costs are low compared to advanced startup nations. A recent report from Japan Venture Research Co., Ltd., shows tech PIC JODIE LIGHTFOOT investment is skyrocketing — startup PIC ANTONIO PRADO funding grew from ¥64.5 billion in 2012 to ¥388 billion in 2018. It’s a climate that nurtures entrepreneurship, with IForganizations like JETRO offering support for foreigners looking to expand into Japan, and government initiatives like J-Startup proactively supporting startups. Among these, MIRRATIV home-grown unicorns Mercari and AT A GLANCE Smartnews continue to reach new TAPPING heights in the e-commerce and news FOUNDED_Tokyo, 2018. verticals. INTO TWITTER FUNDING_¥1 billion ($9.3 million) from Mirrativ is in a league of its own — a Globis Capital Partners in 2018. ¥3.5 billion PIC BLUE PENCIL Being a success anywhere, including Japan, takes live-streaming and communication ($32.7 million) in 2019 from multiple corporate the right skill set, vision, experience and the resolve app for gamers recording performance and individual investors including JAFCO, Global to aim high and reach far. But in Japan you can add that’s off the charts, with over 2 million Brain and YJ Capital. another “must-have” to the list: an interest and users and counting. We caught up with JAPAN IS THE SECOND-MOST eagerness to connect with your audience, and your Junichi Akagawa, CEO and founder, who MISSION_To connect gamers and enrich peers, using Twitter. In fact, it’s the island nation’s achieved over ¥5 billion in funding in two their playing experience, summed up in the ACTIVE COUNTRY ON TWITTER dominant social platform — with 64.1% of all short years. An ambitious entrepreneur tagline “A smartphone life that is not alone.” social Japanese network users tweeting in 2019. clued into the latest trends, Junichi BEHIND THE U.S., WITH 48.5 MILLION On a world stage, Japan is the second-most active gives us the inside track on approaches PRODUCT_The Mirrativ app is available on country on Twitter behind the U.S., with 48.5 million TWEETERS AS OF APRIL 2020 — that drive success and how to network iOS and Android, in Japanese and English. It’s a Tweeters as of April 2020 — roughly 38% of the in real-life and the digital realm — plus free app, with in-app purchase options. ROUGHLY 38% OF THE POPULATION population. where to connect with colleagues and enjoy your downtime. C-SUITE_Junichi Akagawa (DeNA), Mr. A factor in Twitter's popularity in Japan may be Natsusumihiko (DeNA), Tomoyuki Ohno (DeNA), linguistic. Even before Twitter doubled its character Masami Ogawa (Apprime), Nori Iwaki (Sega Games), count, Japanese users could express themselves
JAPAN JAPAN Osamu Suzuki (Shift), Mitsushige Ito (Gunosy). more freely by writing in Kanji script — a word in a character, a sentence in just a few characters. In a WATCH THIS SPACE_In 2019, Mirrativ country where discretion is valued, users can take PIC SHUTTERSTOCK won a grand prize in the Entertainment apps advantage of the fact that Twitter doesn't require category for ‘Google Play Best of 2019’ users to use their real names, encouraging multiple
03 / 2020 03 / 2020 award. In 2020, Mirrativ participated in the accounts per person. "What's unique in Japan is that “#PlayApartTogether” campaign, led by global Twitter users have multiple individual accounts for gaming companies in the wake of COVID-19. each gaming app they use," Junichi explains, "so it's
Also in 2019-2020, Mirrativ ran live-streaming common for a user to create a dedicated account just
campaigns with Nintendo and Tencent, including for your app." This provides valuable user data, which
45 45 45 45 44 44 the launch of Call of Duty:Mobile season 7. the Mirrativ team tapped into early on. The Japanese Twitterverse is a chatty, decentralized the broader community of executives and investors in and democratic place, where users tweet and the tech / SaaS industry. When approaching local VCs, engage with influencers and brands frequently, and references are (again) your golden ticket. "The Japanese vice versa. So a key to startup success, according to VC scene is small compared to the U.S.," he reveals, Junichi, is how well you use the platform to connect "so if you want access to Japanese VCs, Japanese with your audience and customers and build it into entrepreneurs who are funded by them already can be your business strategy from the get-go. your foot in the door." Be sure to do your research — relevance to the Japanese market is key when it comes to success with Japanese investors. BUILT ON TRUST CONNECTING
When taking your first steps into Japan’s startup OVER scene, keep in mind that “Japanese IT and startup FOOD AND communities are very open and more casual than PIC BANTERSNAPS traditional companies," according to Junichi. “While DRINK their English isn't always the best,” he explains, “their mindset is really open, and they're always Home to approximately 160,000 restaurants — 226 searching for new business ideas." But don't expect GROWING PIC SHUTTERSTOCK of these decorated with Michelin stars — there’s to step off the plane and network — you'll have no doubt that Tokyo is a foodie’s dream. The city’s to build a foundation first. Trust is the backbone of YOUR TEAM, culinary prowess is both internationally applauded professional and personal relationships in Japan — FUNDING and a cinematic muse — “Jiro Dreams of Sushi,” including startups, where IP protection is of utmost “Midnight Diner: Tokyo Stories,” and “Our Little importance. THE DREAM Sister,” to name a few. IN JAPANESE CULTURE, EATING To get your foot in the door, he explains, "It's If you're on the lookout for talent, or an investor, or If it's your first visit to Japan, you could try to network important to find someone established in the both, Twitter again reigns supreme. "The latest trend AND DRINKING TOGETHER IS AN your way into an exclusive seat at a legendary sushi community who can introduce you." Junichi suggests among Japanese startups is how to connect with master's restaurant, like Jiro Ono's Sukiyabashi Jiro making connections online before meeting as a the candidates directly through social media," he IMPORTANT WAY TO GET TO KNOW in Ginza. But the joy of Japanese dining, according preliminary step. "One of the keys is a reference from explains, "so even for hiring, Twitter is very effective." to Junichi, lies in less lofty places. With high-quality AND UNDERSTAND EACH OTHER a mutual friend...Japan is definitely an 'introduction And it works both ways: "People are deciding through seafood the norm in Japan, standard Kaiten-zushi culture,'" Junichi explains. A Facebook Messenger tweets where to go for an interview." or conveyor-belt sushi spots offer excellent-quality introduction from a mutual contact should do the sushi at great value for money. Midori and Misakiko trick — it's a respected online networking method Beyond social scouting, Junichi suggests bypassing in Shibuya are a few of Junichi’s top picks. amongst Japanese business professionals. LinkedIn — the career platform isn’t as popular in Japan — and tapping into local job platforms As the Japanese startup scene is more casual than and Tokyo startups such as Wantedly, BizReach traditional corporations, he also recommends the local
JAPAN JAPAN or YOUTRUST. While millennial-focused Wantedly PIC SHUTTERSTOCK Izakaya bars as ideal places to unwind with business promises to match candidates with companies associates. Izakayas are informal dining spots serving based on mutual values, YOUTRUST connects you drinks and snacks — a Japanese equivalent of a Spanish PIC GEORGE KEDENBURG III to opportunities based on shared connections, with tapas bar. These casual and atmospheric spots, Junichi BizReach focusing on executive roles. explains, are the home of “nominication” — building
03 / 2020 03 / 2020 relationships over drinks and conversation, believed For networking and investment seeking, Junichi to help strengthen professional and social bonds. "In recommends conferences such as Industry Co- Japanese culture, eating and drinking together is an
Creation (ICC) and Infinity Ventures Summit (IVS). IVS important way to get to know and understand each
is an invite-only, currently-virtual conference with other — which I learned from my days in the U.S. is a
47 47 46 47 46 the longest history in the industry that brings together universal concept. Everyone in the U.S. office became familiar with the term “nominication”, ”explains Junichi. cleanliness, respect and safety a big drawcard for its DINING_It’s polite to wait for everyone’s When it comes to a must-try dish, the Hiroshima- diverse fans. If camping isn't your thing, ski-lodges meal to arrive before commencing — at which born CEO says you can’t go past okonomiyaki. A or guest houses in Yuzawa or Mitsumata offer a point you may wish to show your appreciation signature of his hometown, the pancake-like savory more comfortable place to lay your head after a day with the phrase itadakimasu — “I gratefully dish is made with a mixture of cabbage, spring of rocking out — but be sure to research and book receive.” When using chopsticks, be mindful not onions, pork belly or seafood, topped with seaweed way in advance. Foodies won't be disappointed with to point them at another person or wave them and bonito flakes, mayonnaise and a secret sauce. the selection of food trucks and stalls, and the region in the air. If sharing communal dishes, use the He explains with pride that “in Japan, there are two is known for its sake — which Junichi recommends. opposite (thick) end of the chopsticks to serve okonomiyaki ‘religions’ — one is from my hometown yourself and stick to one edge of the plate. Hiroshima, the other is Osaka. It’s a kind of food While visiting Japan might be on hold, now’s the mafia, symbolic of the historic rivalry between the time to focus on research and networking. And with KAMPAI_Pouring your neighbor first and PIC SHUTTERSTOCK two cities.” While not as common in Tokyo, Jaken Junichi’s tips, you’ll have more insight into how to refilling each other's glasses is customary in Nou in Shibuya and Hide in Hatanodai for Hiroshima- connect in the right way — first online, and in the Japan. Kampai is the customary drinking salute style and Kiji in Shinagawa for Osaka-style are both future over an Izakaya beer. — but be sure to wait for everyone’s glass to worth a visit. be full before toasting.
IF YOU'RE IN TOWN CHECK, PLEASE_As a general rule, the person who invited everyone to a meal DURING SUMMER AND ESCAPE should pick up the check. In any dining or retail TO MUSIC A MUSIC LOVER, FUJI ROCK environment passing your payment directly to the cashier isn't polite — instead, place MECCA IS A MUST-VISIT your cash or card in the small tray provided. In general, avoid tipping as it's not customary and Japan offers diverse natural beauty in any season. If can cause confusion — exceptions include a you're in Tokyo for winter and keen to hit the slopes, private tour guide, who might appreciate a tip nearby Nagano boasts natural hot springs, excellent for outstanding service. skiing and a charming historic town to explore. Spring PIC LIAM BURNETT is synonymous with cherry blossoms in Japan, and ETIQUETTE 101 BUSINESS CARDS_Known as meishi, Yoshino, in the Kii Mountains east of Osaka, is one of business cards are a must-have for any visit While Junichi describes the startup scene as the most spectacular destinations during the sakura — double-sided English / Japanese even “relaxed“, here are a few tips that won't go astray season. better. Expect to hand out 3-4 cards per small on your first visit to Japan. meeting and 10-12 cards per large meeting, According to Junichi, if you're in town during summer and between 50-100 per day if attending and a music lover, Fuji Rock is a must-visit. A die-hard GREETINGS_Bowing plays an integral part a conference or trade show. When giving fan, he attended the first Fuji Rock Festival in 1997, in Japanese etiquette, even more so while social your card, always hand to the person directly held at a ski resort on Mount Fuji, and has since distancing applies. While there are different using both hands — never slide it across the attended every festival — with a stack of festival styles, simply bending at the waist with your feet table. When receiving, always say “thank you”, merch to show for it. On any given year, greats together will be appreciated — hands by your accompanied by a slight bow of the head.
JAPAN JAPAN such as Bob Dylan, Iggy Pop and The Red Hot Chilli side for men, hands in front for women. Be sure Peppers might share the main stage with electro- to lower your gaze while bowing, as maintaining pop names like Sia, Lorde or Bjork, alongside R&B eye contact is considered impolite. and hip hop talents like N.E.R.D or Kendrick Lamar, or local acts like Shikao Suga or Elephant Kashimashi SHOES OFF_Traditional Japanese dining
03 / 2020 03 / 2020 — all against a serene mountain backdrop. means low tables and cushions on a tatami- mat floor rather than tables and chairs. Always Fuji Rock takes place at Naeba Ski Resort in Yuzawa, remove your shoes before stepping on a tatami,
Niigata Prefecture, around 90 minutes from Tokyo and avoid stepping on cushions besides your
via Shinkansen bullet train. As a festival experience, own. Shoes that slip off and on quickly and a
49 49 48 49 48 it's a far-cry from Glastonbury's grunginess, with fresh/neat pair of socks won't go astray! 50 WITH BREATH TAKE A DEEP TXT TIAHN WETZLER ART CHIARA VERCESI T COVID-19 —for free. more than 40 million Americans facing unemployment as a result of an unprecedented number of new users by offering theirproduct to the Hyun to learn about how Headspace meaningfully managed to reach most convenient tothem.We hadachatwithHeadspace’s Deborah unwind afteralongday orsimplypractice mindfulnessinthemoments Meditation apps help peopletomentally prepare for theday ahead, gone unnoticed. Celebrities are doingtheirpartto requirements. It’s alevel ofhardship thathasnot by businessshutdowns andshelterathome Americans filedfor unemployment, driven In thefirsthalfof2020,more than 40million hit levels not seensince theGreat Depression. uneasiness, unemployment numbersintheU.S. To addtothefeelings ofuncertainty and from theUnitedStates Census Bureau. reported four years ago,according tosurvey data of anxiety anddepression, almost2xthenumber of peopleintheU.S. alonecurrently exhibit signs pandemic has been alarming. Nearly one-third he psychological tollexacted by thecoronavirus HEADSPACE DEBORAH HYUN MARKETING GLOBAL V P, P, V
51 03 / 2020 DEEP BREATH ease our collective anguish. American actor and o cater to the needs of over 40 million Americans Experimentation is also at the core of our marketing comedian, Josh Gad, is reading bedtime stories for who filed for unemployment as of May 2020, principles. We’ve done a lot of optimizations as MESSAGING families. Musician and performer, Donald Glover, Headspace rolled out what it calls the “Headspace well as experimentations to find the appropriate THAT MOVES US has released an album for free listening. A number T Promise.” Where did the idea come from? events that we should be optimizing. We’ve found of musicians, including John Legend, have hosted that it’s not just a purchase or a subscription, mini-concerts. And American singer, rapper and The “Headspace Promise” initiative is an extension but it’s also the behaviors that we see prior Be kind to your mind: songwriter, Lizzo went one better, leading her of our ongoing commitment to caring for the to the onboarding journey, such as increased As a company committed to improving the health and fans in a 30-minute meditation session. "It's a mental health of America by helping communities engagement with our partnership pages. When happiness of the world, we take our responsibility to support scary time for a lot of people," Lizzo wrote later who need it the most. As part of that commitment we launched our New York State of Mind page, in people’s mental health very seriously. This is messaging on Instagram. “Even I was experiencing some fear we announced that until July 31 we were giving a partnership with the NY Govenor's office, we saw we’ve used even before COVID-19, and we included it as part and helplessness, which is a feeling that we can free, year-long subscription to all those who are a spike in user engagement. People who engage of our recent campaign to promote The "Headspace Promise" oftentimes feel a lot on this planet and a lot lately unemployed in the U.S and the UK — not just with certain types of content are much more and our free offer of Headspace for unemployed Americans. . . . I wanted to empower everybody.” those who’ve recently been made unemployed, likely to stick with the platform, so we might see We know that people from all walks of life and in different but anyone who is currently out of a job or different patterns with those who engage with circumstances are going through a lot, and we want to She’s not alone. furloughed. sleep content versus those who engage with remind people to create space to take care of their minds and meditation content. take care of themselves. Headspace understands fundamentally the In addition to opening up free subscriptions, we important role that meditation and mindfulness also crafted and curated new content specifically Marketing has changed drastically, driven by can play in helping individuals cope with their for this cohort of people because we know the global events. How have you adapted? How do you construct day-to-day lives. The company understands type of anxiety and stress people who go through your ideal messaging? that millions of Americans are struggling — and unemployment face and must deal with. As a business and brand, we’ve spent a lot of time it decided to do something about it. In March, educating consumers on the role that mindfulness We spend a lot of time with our consumers and current Headspace made the decision to offer a one-year What is the most effective way to and meditation can play in helping people cope members to better understand their needs, barriers and premium subscription to Headspace Plus for all reach this audience? with any stressors they might be dealing with. motivations. This allows us to craft messaging strategies Americans and people living in the UK who are Throughout the COVID era, it’s been about paying that we believe are going to ultimately give them the clarity unemployed or furloughed, completely free of We found that, even prior to this COVID-era, attention to what people are feeling in this current that they need to engage with us. We also, oftentimes, test charge for those who signed up by July 31. They people don’t quite understand the use case moment. Keeping the evidence-based research our messaging before broader roll-out to ensure clarity and also unlocked a variety of free content to wider for meditation and mindfulness unless they’re about the increase of clinical levels of anxiety alignment with our brand values and tone of voice. consumers. And the results were impressive: the already hyper-aware of it. We found that in order and depression in mind, we started to center our number of users completing a stress meditation to effectively be able to communicate the value approach on how to best reach the people who Do’s and don’ts of increased tenfold, and 12x more users have proposition, people need to actually experience need help the most, right now. completed the “reframing anxiety at home” our product. meaningful messaging: course. We’ve been really mindful about how we position ourselves, From a digital targeting perspective, we are a ensuring that our members feel comforted and hopeful. We little bit more nuanced. We’re not just targeting want to be sensitive to the fact that everyone has different potential users who are searching for keywords needs at the moment and is coping through this in different like “meditation” or “mindfulness.” We also focus ways. It’s important for us to present ourselves in a way that WE STARTED and do some lightweight targeting on users is compassionate and aware of how the world is feeling right
DEEP BREATH BREATH DEEP DEEP BREATH DEEP who are searching keywords related to financial now — being conscious of the emotional and mental impact TO CENTER OUR information, or even looking for help on various of COVID-19 on everyone. mental health topics because they have a high APPROACH ON response rate to the campaigns. And we found Authenticity really matters too. We never want to capitalize that there is this really great opportunity for on people’s fears or anxieties. Instead, we want to be there
HOW TO BEST 03 / 2020 03 / 2020 people to share this offer with their friends. as a support for those who might find our resources helpful. REACH THE PEOPLE Humility is part of that. We know Headspace can’t solve all our problems, but we want to step in where we can be
WHO NEED HELP helpful. The initiatives we’ve rolled out are our small way of
helping people find the space to take care of themselves and
53 53 52 53 THE MOST, RIGHT NOW. their loved ones. How have you managed to grow during this period? TODAY, ANALYTICS IS We have actually seen massive growth in the number of new customers coming into our funnel ABOUT SURPRISING organically. Downloads have doubled since the middle of March, when sheltering at home had first AND DELIGHTING OUR become widespread, and this is where we saw the huge increase in the number of users completing MEMBERS IN A WAY meditation courses. These are mindful, home-based sessions which focus on content centered around helping people manage stress. The sleep and anxiety THAT IS DEEPLY categories have also been particularly popular. MEANINGFUL TO THEM, How do you identify the critical moments in the app that are the main attraction for users and, AND TO US. ultimately, generate revenue for your business?
I always say there’s a little bit of art and science and you have to play that balance right. The science is You’re moving towards multi-touch attribution. How driven by the behaviors you see with your existing do you determine which touchpoints are best? marketing practices. And the art comes from, as a marketer, looking at macro consumer behavior We’ve been educating internal teams by as well as the shifts that we want to make as a emphasizing that channels are a mechanism business and brand to help inform and guide that allow us to connect with consumers and potential customers into our product experience. our current members. So it’s not just simply a Sometimes you take risks that are overly data- Facebook campaign or a TVC campaign; it’s a driven, with too much optimization resulting in meaningful campaign aimed to reach, for example, you becoming an incredibly niche product. On the the unemployed. There are a number of channels flip side, if you lean too much towards the art, you we can use and a number of ways we can reach can let your efficiency go by the wayside. those people. Having a multi-touch attribution model is what we’re working towards to help us nalytics used to be a reality check for business. triangulate how it can drive impact. It’s also what Today, it’s much more about business intelligence. we need to make sure we show the right creatives How do you see the evolution of analytics and the to the right audiences. A role of this data in your business? We haven’t changed the mechanics of what we’re Overall, we want to understand which set of It’s not just about allowing algorithms to segment doing. But we have changed how we distribute channels is going to be the most effective and help customers and decide which message needs to go spend. We always follow the consumer, and we us build a connection with prospective and existing
DEEP BREATH DEEP DEEP BREATH DEEP to which customer or member. Today, analytics is notice when their behavior is shifting. Recently, members. It’s also a way to understand what the about surprising and delighting our members in a we’ve observed an increase in TV viewership, associated costs are, and what makes sense for way that is deeply meaningful to them, and to us. where previously we’d seen a downward trend. our business. Once you get an understanding We’re also seeing an increase in desktop usage of these pieces, you can start making decisions versus mobile. When we look at the feedback loops based on opportunity as well as trade-off. Without
03 / 2020 03 / 2020 Meditation is what members do with your in terms of where people are spending their time, these insights, you can find yourself almost flying app. But you also support other channels and as well as our effectiveness on the given channels, blind. Our goal with multi-touch is to extract the platforms to acquire and engage your audience. we see the distribution of our spend changing over most value for every moment and opportunity we
Please describe your multi-channel approach and time to reflect those usage changes. However, the have to connect with consumers.
how it has evolved. way we deliver the message doesn’t change.
55 55 54 "Hmm... yes... "I have sacrificed my abilities to I recognize some of create and love in order to be closer to these mysterious runic my precious numbers." symbols you WHAT'S YOUR TRUE refer to as numbers." WHAT'S THE MOST DO YOU CARE ABOUT CALLING IN MOBILE? IMPORTANT THING IN LIFE? THE FEELINGS OF OTHERS? WHAT'S YOUR REACTION TO BEING SHOWN A SPREADSHEET FULL OF NUMBERS? ”Cold, hard cash. The colder the better. I keep my money cold, like my heart. TXT MIKE PAXMAN “Wait... other people should be.” DO YOU TRUST have feelings?!” OTHERS EASILY? “Leaving behind a legacy “Yesterday I thought HOW WOULD YOU APPROACH of my creations — a way about how birds DRAWING A PICTURE? for future generations to aren't cognizant look back into the past and "Only after 48 hours of how much joy they say "Dude, I bet whoever "Of course! Life's too "Trust is something THEY want of meditation shall short to wonder who took you to have so THEY can eat my quill brush the bring us, and I wept made this was extremely cool the last donut, or who your thoughts when you're not parchment. Those for two hours.” and yet down-to-earth at keeps breaking into my looking and use them to fund fortunate enough to the same time!"or something” apartment! I love replacing THEIR killer death robots. I'm "Gimme fifteen witness my artistry my furniture every week, not paranoid; this is all very minutes and a couple will fall to their knees it keeps the room fresh!" logical and rational." of photos of puppies and weep!" and I'll give you a whole art gallery."
Community App Fraud App Manager Developer Specialist Designer Creative Every user, from the most Knee-deep in code, hacking UA Trust nobody. Believe nothing. The humble app designer is the high-paying to that one who away at a bug you spotted at Manager That's the mantra you've chosen Artist modern day composer, winding has logged in every day for 4am last night that you're not to live by. Sometimes it gets you
YOUR TRUE CALLING CALLING TRUE YOUR YOUR TRUE CALLING CALLING TRUE YOUR the many instruments and sounds nine years and hasn't coughed entirely sure you didn't dream. in trouble — admitting there You're a creator, but you're not available to them together to up a cent, has a beautiful array Then it's on to adding the last Number go up? That's good! wasn't a government spy camera one of those fancy artists. All create a masterpiece that will of feelings and emotions for 67,000 lines of code. Then Number go down? Time for a red in the eye of the reindeer at you need is a drawing tablet stand the test of time. Mozart you to obsess over. Should breakfast. The life of an app wine shame spiral at 10 a.m! You'll Santa's grotto in the mall was and a six-pack of the cheapest, and Handel had orchestras of we use "Greetings" or "Hello developer is a tough one, but do whatever it takes to keep those tough, but you're convinced that
03 / 2020 03 / 2020 highest sugar content energy talented musicians. You have a everyone" in the email subject? the knowledge that millions of juicy KPIs up — meet with new at least one of those screaming drinks available, and you can bunch of questionably sanitary What is user THISAPPSUCKS people could have your app in network reps, scour attribution 5-year-olds was a double agent. pump out banner designs and programmers to scream at. But really thinking? These are the their hands before long keeps provider cohort data for patterns, Regardless, it's this paranoia
promo videos faster than your the goal remains the same — questions that keep you you going. Well, that and break into your boss' office at night that's helped you evolve into the
parents can say "we wanted to create art, and with it, give up at night. sneaking your friends' names and change the spreadsheets. fraud-slaying monster you are
57 57 57 56
56 you to be an architect." meaning to our very reality! into the credits. Whatever it takes. today.
YEAR OF THE YEAR OF THE YEAR OF THE YEAR OF THE YEAR OF THE YEAR OF THE RAT TIGER DRAGON HORSE MONKEY DOG Those born in the year of the Outta the way, alpha tiger sign You’re a dragon! You’re inspiring, Horses are warm-hearted, upright Lively, smart and quick-witted: You’re the best. Everyone thinks so. rat are adaptable, shrewd and coming through! You want loyalty? ambitious and energetic! and easygoing individuals. Not being a monkey is about gracefully Clever, loyal and responsible — what flexible thinkers, with strong Courage? Intelligence? You got it You’re a dragon! It’s completely only that, you don't give up when waltzing your way through life's more could a marketing team want? social skills… ideal for a mobile all! You’re the complete package! impossible for you to work things get tough, making you the challenges with guile. Your quick- More importantly, you’re always marketer. You can think Unfortunately, that package is anywhere because you absolutely ideal person to battle fraud in your thinking makes you an asset on any willing to tackle the challenges of life, ahead, spotting opportunities wrapped in short-temper, with a refuse to take any direction mobile marketing campaigns. mobile marketing team, as you can which unfortunately means you’re and problems before they even pretty bow made of arrogance right from anyone! Because you’re a Unfortunately, your proclivity for always find a way to save even the absolutely going to get stuck dealing happen and take advantage on top. Oh, so the Data Team says dragon! You got let go from your sharing company secrets with most doomed of campaigns. Such with the problematic campaigns that of your early-mover position. this campaign is failing? Double the marketing team because you anyone and everyone is only a shame, then, that your raging just won’t deliver no matter what… Good luck getting the team you scale of the darned thing! You're threw the photocopier out of a dwarfed by your complete inability suspicion that someone is stealing but you won’t mind! Oh, and we lost backstabbed over and over in here to win, and nonsense like 9th story window the first time to stop spending money constantly. your yogurt from the staff fridge 400 creatives in a server crash, I sure the past on your way up the "bankruptcy" ain't gonna stop you! you got anything but completely Remember when you spent an prevents you from every actually hope someone is willing to remake ladder to listen to your prophetic positive feedback! Go dragons! entire year’s budget on the first helping anyone out. them… oh, you will? Great! visions, however. network to email you? Your boss remembers. Mobile marketers rely on ZODIAC lots of different sources to HARNESSING make objective decisions, from big data to market TXT YOUR analysis and insights. MIKE PAXMAN Unfortunately, one area that ZODIAC is sorely underutilized is ancient Chinese mysticism. ART NORA SIGN TO But not any more! We’re SCHJELDERUP BOOST YOUR here to provide insight into Yogurt how you can leverage your Yogurt MARKETING zodiac sign to up your game and conquer the mobile marketing world!
YEAR OF THE YEAR OF THE YEAR OF THE PIG YEAR OF THE SHEEP ROOSTER YEAR OF THE YEAR OF THE SNAKE If there’s one thing you’re good at, OX RABBIT Soft, calm and loving: it's easy Arguably the most well-rounded it’s seeing the positive, and forgiving Snakes are determined, although to spot the sheep of the office. people out there, roosters are those who need forgiveness. It You’re honest, hardworking and Feelings. You’re a big warm they are often seen by others They're the people devastated both independent and caring, able makes you popular, and a much-
CHINESE ZODIAC CHINESE level-headed. Perhaps you’re fuzzy ball of ‘em. Everyone likes as cunning and sly. But the truth UA managers seek out to be told to ensure both collaboration and loved part of the team. This in not the best with words, but you because you’re there for is, snakes are actually passionate spending six months’ budget on a innovation. Everyone in your team turn earns you trust — one day you make up for it with your them when times get tough. creatives, with a knack for writing blimp that flew around the South wants you helping on their project… you’re entering campaign data, the dedication. You’ll work until 3 a.m. You’re gentle and caring, always and art. Design, messaging and Pole was “really ahead of its time” as long as it happens right now. Your next you’re being asked to run the setting up those campaigns hearing your colleagues' worries communication are your fortes. and not at all “the worst idea ever, overpowering impatience means whole thing. Which, deep down, manually, because that’s good and lending a hand with ad-hoc You’re used to people hiding their you know you shouldn’t be trusted and that includes barcode wrist everyone has exactly 20 seconds to 03 / 2020 honest work. Unfortunately, you’ll tasks. You’re also slow to work and quickly closing browser tattoos.” As a sheep, you harness explain their multi-season, fully- with. Because you're so naive, be doing that until you retire anger, which comes in handy tabs whenever you walk past, but your innate gentleness to create automated cross-platform campaign that you just blew your budget on while everyone else manipulates when you find out the 200 you don’t mind. After all, they caring, soothing messaging for to you before you go back to watching one network. Wait, that wasn't a their way right round you. But creatives you prepared for can't hide their new campaign your users. It just might have to be your screensaver and thinking about network, it was a jet-ski salesman, hey… at least you can say you a campaign are the wrong ideas from you when you break on a Sunday, when you have time what you'll wear to an event two and you bought 40. Oh well,
were always honest. dimensions. Whoops! into the office. away from playing office therapist. weeks from now. summer's coming! 59 CHINESE L
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60 10405 BERLIN, GERMANY BINDING AND WITHOUT OBLIGATION. BY COUNTING THE BOTS AND COLORING IN THE SCENE! T SERVES 6 | 30 MINS PREP | 2 HRS COOKING TXT ISABELLE WATSON
Heat OLIVE OIL in a large or this issue, we’re sharing a recipe porcini mushrooms that really And working for one of the biggest saucepan over medium-high When the sauce is nearly for the ultimate bolognese sauce elevate this version. It requires wine e-commerce merchants in Latin heat, add MINCED MEAT and finished, cook your PASTA F and wine pairings from Evino. Daniel some patience to let the liquids America, he knows what he’s talking Nunez, Evino’s CRM and Performance reduce in stages, but as a one-pot about! Check out his suggested PANCETTA, increase heat to following packet instructions. Marketing Manager, chose this recipe wonder, it’s also relatively low-fuss. pairings below. high and COOK UNTIL LIQUID Once ready, add CREAM to the as he’s a big fan of Italian food. A He’s also always happy to help EVAPORATES and MEAT sauce and cook for another 1-2 classic comfort dish, it’s the fresh friends and family with great wine minutes, season generously to BROWNS (10-15 minutes). herbs and unexpected touches like recommendations. DANIEL NUNEZ taste and toss through pasta. CRM AND Scatter BUTTER over the MEAT Serve immediately with plenty of PERFORMANCE and STIR UNTIL EVENLY finely grated PARMESAN. MANAGER BROWNED (25-30 minutes). Add CARROT, ONION, CELERY, GARLIC, PORCINI, AND HERBS, reduce heat to low-medium and COOK UNTIL VEGETABLES ARE TENDER (10-15 minutes). PAIRING SUGGESTIONS Add TOMATO PASTE, stir to THE ULTIMATE combine and cook for 5 minutes. CHIANTI Increase heat to high, add WINE Chianti is a DOCG wine and COOK UNTIL EVAPORATED (protected and guaranteed (2-3 minutes), then add 125ml designation of origin) and is STOCK and 125ml WATER. widely produced across Tuscany. BOLOGNESE SAUCE Let cook while scraping the Common tasting notes include bottom of the pan with a spoon red fruits, dried herbs, balsamic AND WINE PAIRINGS FROM EVINO UNTIL THE STOCK ALMOST vinegar and smoke. HOW TO MAKE EVAPORATES (5-10 minutes).
CABERNET SAUVIGNON REPEAT TWICE, then add INGREDIENTS A crowd-pleasing, full-bodied 650ml BEEF STOCK (OR WATER) REMAINING STOCK, TOMATO and wine, Cabernet Sauvignon also 125ml WATER, reduce heat to low 400g SPAGHETTI 1 medium-sized ONION, finely chopped claims the title of the best wine and simmer until very tender 50ml OLIVE OIL 2 tsp FRESH THYME
RECIPE RECIPE for a healthy heart due to its and liquid is reduced to a sauce high levels of resveratrol. Santé! 750g BEEF MINCE 2 tsp FRESH OREGANO (30-40 minutes). 250g PORK MINCE 100g TOMATO PASTE
MALBEC 100g PANCETTA, finely chopped 150ml RED WINE
03 / 2020 03 / 2020 Known for its plump, dark fruit 50g BUTTER, coarsely chopped 400g CANNED WHOLE TOMATOES flavors and smoky finish, look for young, fruity Malbecs to pair 1 CARROT, finely chopped 15g DRIED PORCINI MUSHROOMS, broken into small pieces
with your bolognese. 1 CELERY STALK, finely chopped 100ml POURING CREAM
63 63 62 63 62 3 GARLIC CLOVES, finely chopped Finely grated PARMESAN, to serve