What Mobile Measurement Teaches Us About Digital Transformation | Behind the Numbers

Marcus Johnson (0:00)

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Hey gang, it's Friday, October 9th. Ron, Chris and listeners, welcome to Behind the Numbers, an EMARKETER Podcast made possible by Atmosphere TV. I'm Marcus and join me for today's conversation. We have two gents. One of them is a media analyst living in New York. Our very own Chris Wood joins the show.

Chris Wood (0:41)

Hi Marcus, how's it going?

Marcus Johnson (0:42)

Good fella. Thank you for being here.

We're also joined by a special guest living in Tel Aviv, CMO of AppsFlyer, Ran Avrahamy. Hello.

Ran Avrahamy (0:51)

You had it in one, Marcus. Well done.

Hi, hi Chris. Thanks for having me.

Marcus Johnson (0:56)

Proud of myself as I am.

Ran Avrahamy (0:58)

You should.

Marcus Johnson (1:01)

Anyway, when we've got a special guest on, we of course start with a speed intro.

So two questions to get to know Ran, one for Chris, because, well, people, actually Chris's first episode, you know what, Chris, we'll give you both. Ran, you'll start. Ran, what does your company do in a sentence and what do you do for them in another? All right.

Ran Avrahamy (1:25)

So in a sentence, after it is score, we help businesses take all their messy fragmented data and actually turn it into something they can measure and trust. We do measurement and deep linking, data collaboration, AI, all of that under one roof. We've been doing this for 14 years with more than 15,000 businesses. So we've seen it all.

Marcus Johnson (1:50)

What do you do for them?

Ran Avrahamy (1:52)

So I lead marketing. I'm the chief marketing officer for AppsFlyer for the last, geez, 12 and something years.

Marcus Johnson (1:59)

Very nice. Very nice. And Chris, people hopefully already know what you marketed as, but what do you do for us? Is your first show?

Chris Wood (2:05)

Yes, I contribute on the media team to newsletters and write reports.

Marcus Johnson (2:10)

Very nice. Second question, Ran, you're first. What's the most interesting thing you've read, watched or listened to recently?

Ran Avrahamy (2:17)

I'm going to be Banel, but I've been in the previous Oasis tour last summer.

So I've been on repeat and Morning Glory ever since. What are you, Oasis? Oasis albums. So I've been to the Oasis concert a year ago. Ever since, and ever since.

Marcus Johnson (2:38)

Great.

Ran Avrahamy (2:39)

I have three daughters. All of them are, what's the story in Morning Glory over and over and over again? So I think we're good on the Brit pop.

Marcus Johnson (2:48)

I like to think that was your answer because I'm an English host and I appreciate that.

Ran Avrahamy (2:52)

No. No.

Marcus Johnson (2:55)

All right, Chris, best of luck. You're not going to top that though, mate. But what do you, unless you say you've been reading Shakespeare lately, but what is the most interesting thing you've been consuming recently?

Chris Wood (3:04)

Most interesting, the actor Tom Hardy is on a rap album that dropped a couple of months ago.

Ran Avrahamy (3:10)

English, yes.

Chris Wood (3:13)

Zara Face, ex Frankie Pulitzer. Frankie Pulitzer is the actor Tom Hardy, and he's featured with a roster of guests like Buster Rimes and Method Man. It's really fascinating.

Marcus Johnson (3:24)

Gentlemen, great answers. It'll be a good show. Anyway, today's real topic, how the lessons from mobile measurement can help with digital transformation.

All right, gents, so we've been working together. We collaborated with yourselves, AppsFlyer, recently to better understand measurement challenges marketers are facing. Chris, you've been heading up this collaboration with AppsFlyer. Do you want to tell us a bit about the research that we've been working together with them on?

Chris Wood (3:58)

Yeah, sure. At the core of the report, it's a survey of 157 brand leaders and agency leaders about their recognition of mobile-grade measurement, what they're doing internally to transform and to adopt these high standards for marketing measurement and also to adapt to the changing AI transformation across digital channels.

Marcus Johnson (4:30)

Ran, why now? Why was this a good time to look at this research now? And then second to that, what jumped out to you most from the research?

Ran Avrahamy (4:39)

Look, I think now is a wonderful time. It's like we're in this crossroads of both AI convergence and like multi-channel user journey type of orchestration. And I think it's a wonderful time to bring a lot of the goodies that we and the mobile community have learned throughout the last, I don't know, 10, 15 years into the on-the-channel space. And I think it's a wonderful time to get into that.