Interview with Mariano Miculitzki from AppsFlyer - Applause 2019

Interview with Mariano Miculitzki from AppsFlyer

Mariano Miculitzki is Sales Manager for EMEA at AppsFlyer. He has over 15 years of experience working for high tech and communications at multinational companies. Leveraging his diverse skill set and extensive management consulting background, Mariano helps app marketers to make better decisions by maximizing AppsFlyer’s breadth of features.

Get to know more about him!

Mariano MiculitzkiQuick Quiz Mariano Miculitzki – AppsFlyer

Jegor will join us on Friday 7th of June at the W Barcelona Hotel. Do not miss the chance to learn from him!

1. How and when did you arrive in the mobile industry? Why did you decide to stay and work on this sector?

Since 1995 I was working in the telecommunications industry and saw the evolvement of the industry first hand and how quickly things change. I joined the mobile world in 2006 as VP of Processes and Quality at Telecom Personal in Argentina. It’s where all the business was steering towards and appeared to be an industry that would be challenging and innovative, which appealed to me.

2. What project are you working on now?

I work in sales and my projects are multiple as I work with different verticals and GEOs of the mobile app industry. I work with many different clients in various industries — from travel to gaming, shopping and eCommerce to lifestyle & entertainment — so my job is very interesting and keeps me challenged and constantly up to date with the trends and the direction of where mobile marketing is going.

3. What is the most important professional quality an app marketer can have?

Innovation. This sector is always changing and you have to keep up with the trends and be resilient but also be forward thinkers and constantly innovating within and outside the boundaries of your job. You have to constantly reinvent yourself to keep up with the changes.

4. What KPIs do you control every day? Which ones are the most important?

As a sales manager, I think industry trends are what I focus on – like in gaming the emerging sector is hyper-casual, a very dynamic area of the business. It has its own characteristics (constant release of new products, monetization via Ad Revenues) and complexities (low CPI rates, high attribution volumes). However, as in gaming, all trends may change almost overnight. We have to be well aware of what is going on to help clients navigate the many dynamics at play and leverage the latest trends.

5. What problem do you face in your every day as an app marketer?

Challenges include educating clients and prospects about the need for attribution and how to measure and leverage numerous additional data points that can improve their customer acquisition, user retention and loyalty, and overall customer lifetime value.

6. What is the best option to monetize a mobile app?

Depends on the clients needs, vertical, etc and according to that you decide how to monetize as AppsFlyer measures your data and we are consultants to our customers. We really focus on targeting what’s best for each and every customer we work with and build something that fits their needs.

7. What advice would you give to a company or startup before launching a mobile app?

Measure, measure, and measure everything to make sure you have a sound app. In my realm – I am not a technical guy but rather to understand your channels, analyze your sources, your partners so you have factual numbers to base your decision on.

8. What are the biggest challenges facing the mobile industry?

Scalability, breaking into big markets, fraud, what we are trying to address with PBA – People Based Attribution, security and privacy issues.

9. What trends will mark 2019?

Fraud, what we are trying to address with PBA – People Based Attribution, security and privacy issues.

10. How do you keep up to date with all the news in the app marketing industry? What sources do you consult?

Talking with customers and networking with people from the industry as I am traveling 50% of my time. Reading about our industry and the fact that AppsFlyer are trendsetters so we gather a lot of information filtering through, etc.

Emma Olivero

Author Emma Olivero

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