- How long have you been working in mobile marketing and what is your role at Joom?
I have been working in mobile marketing for over two years now. But in my opinion, each year in a startup such as Joom counts for five. When working in a small team in a rapidly growing company, you take dozens of roles and outperform yourself every day. But for the last year my role shaped to anti-fraud defense and external partner management.
- What do you like most about your job?
The dynamism - I never have a dull day! New challenges and new opportunities arise every month and it rarely becomes a routine. I also like the limitless possibilities in terms of progress, with dozens of fields you can explore while on the job...you learn and gain value from each field you tap into.
- What does a quality mobile user look like to you?
The ROI-positive user is a good user for us, that is no secret. And to understand this in the early stages, we look at the CPI of the cohort and the first week ARPU (Average Revenue Per User) in the same cohort. When a ratio is at a certain level, this cohort is a quality one. If the ratio is lower or higher, that is a telling sign that we did not perform at our best.
- When it comes to user acquisition and engagement, what challenges do you face?
There are dozens of them. Scaling, incrementality, quality of traffic, right creatives. We could not achieve our current position without looking at all of these. And we can not move forward without paying even closer attention to each and every one. But if I had to choose the biggest challenges that we’ve faced so far, it would include scaling and the quality of traffic.
- How do you stay ahead of mobile ad fraud?
With the right partners by our side. By choosing the right anti-fraud solution partners, we feel safe as our business is taken care of and we don’t have to worry about reinventing the wheel by creating our own anti-fraud solution. Instead, we nurture the working relationship with the anti-fraud solution partners and we know our business well enough to feel confident about interpreting the results we receive.
- What do you think is the most difficult thing about app install ad fraud?
It is hard to admit when fraudsters managed to fool you and got away with your money. Sometimes, you’ll want to pretend like nothing happened and keep on working with fraudsters thinking of new reasons to discredit the data. But it is important to admit, let go, and learn valuable lessons from the incident. That way, you will be smarter next time - and will probably be fooled again, but it is a race where the ability to lose is essential.