Q&A with Alexandra
Alexandra Blaisse is a Senior Performance Display Specialist at Just Eat Takeaway.com, a leading online food delivery app connecting users and restaurants. Alexandra initially started in data analytics at Google, later craving a more creative and strategic angle with her work. Alexandra now manages user acquisition at Just Eat Takeaway.com and found a balance between data-driven strategic plans and project management.
Read Alexandra’s blog: “A Perfect Match. How to Run UA and Engagement Together.”
In your own words, tell us about the app(s) that you manage?
The Just Eat Takeaway.com apps provide a food delivery marketplace to order food from thousands of restaurants. We help connect users and restaurants through our platform in 24 countries. We run a single-brand identity in each country we operate in, which allows us to concentrate all marketing efforts and offer broader restaurant and cuisine selections to consumers.
How did you get started in mobile marketing?
The constantly changing world of mobile caught my interest early on in my career. As such, I have always worked in online environments focusing on data-driven marketing.
What do you like most about mobile marketing?
I enjoy the combination of data insights and strategic planning. Plus, it is a world in which so many things are changing and developing—which keeps things challenging.
What does it take to succeed in mobile marketing?
There are many ways to look at a set of data with different attribution types and strategies. Understand why you are going for a particular method and stay flexible when new developments and opportunities arrive.
What strategies work best to convert installs into engaged app users?
Users are overloaded with all sorts of apps to download on their mobile devices. To stand out and acquire a quality install (an install followed by an in-app action), show the user how relevant your app is. Tell the potential customer why they need to download and use your app, how it helps them, and why they should pick your app instead of a competitor. After the install, it’s crucial to meet those expectations.
In the past year, what is one tip you can share which made the biggest performance difference for your UA strategy?
Establish clear KPIs and objectives. When you set the right objectives and align them with the broader team, it is easier to test and reiterate.
What advice can you offer marketers to successfully re-engage mobile app users?
Be aware of the needs of your customer. Ask yourself guiding questions:
- What audiences do you want to reach?
- Are they all in need of the same service or product?
- How can you create and ensure relevancy for each audience?
What’s your top tip when it comes to mobile ad creative?
People come across thousands of ads daily. You have to keep testing and improving to stand out in a customer’s mind. Ad creatives are the end product of your strategy, so pay close attention to building a genuine customer connection. Achieve this by playing with messaging appealing to your audience.
Your app’s relevance and value also come down to your creatives. Make your potential customers aware of new and improved features, and inform them about your unique selling proposition (USP).
What advice can you offer to help marketers combat mobile ad fraud?
Always investigate the data you see and understand fraud prevention methods. Mobile marketing requires regular check-ins on campaigns’ performance and understanding why a particular trend of an event is changing.
If something unexpected happens to your data, be proactive and dig deeper—there might be fraudulent activity. Together with MMP controls, you can optimize campaigns by removing suspicious activity.
What are your top 3 go-to resources for keeping up with the mobile ad tech industry?
- Tech.eu provides a wide range of topics in their articles. In case you prefer listening, they also have a podcast!
- See what Google is up to by reading through their Google blogs.
- Forbes magazine has many articles about innovations and mobile marketing. Make sure to regularly check on their pages to stay up to date on the rapidly developing environment.