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31 October, 2019

Growth Masterminds NYC 2019 Recap

Growth Masterminds Event Recap

On Tuesday, October 22nd, yellowHEAD joined forces with Singular and Smartly on one of NYC’s most beautiful rooftops for an evening of food, drinks, and education!

Growth is very important to every marketer, so this event was fueled to share industry insights and experiences regarding growth strategies. Singular’s EMEA GM, Neil Mills, kicked off the event by discussing the 3 T’s: team, tech, and tactics.

We have seen more companies nowadays possess cross-functional teams consisting of members with different functional expertise, all working towards one common goal. Thanks to these collaborations, companies have seen 3X improvements in business decision-making speed, and time-to-market with new products. They have also seen higher ROI on marketing efforts with greater efficiency.

These cross-functional teams, in turn, affect the tech and the need for stronger, more in-depth data to democratize marketing performance data. For example, a creative performance analysis that the Creative Studio can leverage for future iterations.

Now, with all this data, marketers have changed their tactics and take a more scientific approach to drive profitable growth. Teams have a hypothesis and begin testing. These tests can either fail, which the team can still learn from, or succeed, where real-time insights present more opportunities.

Next up was Todd Mendlinger, Team Lead, Managed Services at Smartly. Todd focused on the importance of testing and how a campaign’s uplift comes from a good A/B testing strategy.

The evening strolled into our panel of some top marketers from High 5 Games, letgo and Bombas. The three panelists shared experiences on how they build their growth team and what their biggest challenges are. They continued to discuss how finding the right combination of paid & organic and where to put focus can always be a challenge.

Growth Masterminds NY panel

“We ensure we’re paying attention to organic growth as well as paid and optimizing each channel with this in mind, i.e. more organic growth comes from certain mobile acquisition channels.”

–       Deanna Ishikawa, CRM Director, H5G

Creative testing was one of the most interesting topics, and yellowHEAD’s proprietary creative technology, Alison, was mentioned several times as one of the most valuable tools to optimize creatives and increase CVR.

For those of you who don’t know, Alison tracks loads of data, analyzes multiple elements in an ad’s creative at once and makes recommendations on what to test next.

Letgo, the eCommerce site & app, has to appeal to both the sellers and the buyers locally. The marketing team ensures that there is a good balance between the buyers and sellers in the app. But this can also pose a challenge since both sides have different interests.

“Our product feed is massive; we have millions of products on different categories. We use our data, for instance, to determine what type of products we should display in our ads depending on the season, location, interest.”

–              Adrián Sarasa, Mobile UA Director, letgo

Bombas, a sock brand that donates a pair of socks to a homeless shelter per pair purchased, spoke about the they utilize the benefits of social media marketing and influencers to achieve growth.

Finally, to wrap everything up before party time was yellowHEAD’s very own VP of Strategic Partnerships US, Lee Spungin. She discussed how the company has found growth through a multi-service method, with partners reaching success through a combination of our SEO, ASO, and Paid UA strategies.

Growth Masterminds NY rooftop bar   Growth Masterminds NY

Thank you to everyone who came out and all of our speakers! It was a great time and we’re looking forward to the next one!

In the meantime, stay tuned for the recap of Growth Masterminds Tel Aviv!

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