Business of Apps Podcast
Business & Finance
About
The Business of Apps podcast brings you actionable insights from the leaders of the global app industry and the world’s fastest growing apps. App marketers, product managers and developers share the latest approaches to building, marketing and monetising mobile apps.Every Monday we have a candid conversation with app industry professionals about specific topic that may cover app marketing, mobile advertising or app development and we also allow people to get to know our guests better.
Episodes
- #263: Why your MarTech stack is broken with Rebecca Nackson, CEO of Notable – by Branch
What if your MarTech stack was actually working for you instead of against you? In this episode, Amanda and Adam of Branch are joined by Rebecca Nackson, CEO of Notable, to explore why most companies fail at implementation after buying mar…
- #262: How AI is changing creative teams with Jen Taylor, Director of AI Strategy & Integration at Capacity Interactive - by Branch
What if AI didn’t replace your creative team, but made them more creative than ever? In this episode, Amanda and Adam of Branch are joined by Jen Taylor to explore how AI is changing the way creative teams work, produce, and scale content…
- #261: How AI is reshaping app store search with Dave Bell, CEO at Gummicube
Search inside the app stores is changing — and AI is accelerating that shift. In this episode, we speak with Dave Bell, CEO at Gummicube, about how artificial intelligence is transforming the way users discover apps. Dave explains why sear…
- #260: Your mobile app strategy is backward with Matt Hudson, Founder of BILDIT - by Branch
What if your mobile app strategy was holding back your entire company's growth? In this episode, Amanda and Adam of Branch welcome back Matt Hudson, founder of BILDIT, to discuss why mobile-first thinking isn't just about technology—it's a…
- #259: Measuring real-world impact in app marketing with Dane Buchanan, Global Chief Data & Analytics Officer at M+C Saatchi Performance
How do you know if your app marketing is actually driving growth — or just generating activity? In this episode, we speak with Dane Buchanan, Global Chief Data & Analytics Officer at M+C Saatchi Performance, about one of the most misunders…
- #258: From installs to outcomes in app growth with Lee Aho, Chief Revenue Officer at Perform[cb]
Scaling user acquisition has become harder to justify and even harder to predict. App teams are under pressure to grow faster while proving, with real data, that every dollar spent delivers meaningful results beyond the install. In this ep…
- #257: Why saying “no” Is key to long-term success with Mick Rigby, founder and CEO of Yodel Mobile - by Branch
Welcome to another episode of How I Grew This podcast from our partner Branch – mobile attribution platform and app analytics solutions for enterprises. It covers building a sustainable agency through values-driven leadership and specialis…
- #256: Ad quality is hurting retention & app revenue with Alex Yerukhimovich, General Manager at AppHarbr
For many app teams, ads are treated as a necessary tradeoff — something you accept in exchange for revenue. But ad quality isn’t just an ad ops issue. It directly shapes user experience, retention, and how people perceive your app. In this…
- #255: ChatGPT and the future of app discovery with Dan Shabtay, Co-Founder of Z2A Digital
The way app users discover, evaluate, and even build apps is starting to shift — and large language models are at the center of that change. As AI platforms evolve beyond chat and into full ecosystems, app growth teams are facing a new set…
- #254: Subscription App Growth: Insights from the Frontlines with Shumel Lais, Co-Founder at Day 30 - by Branch
Happy 2026, everybody! We're kicking off this year with an episode from our partner Branch - mobile attribution platform and app analytics solutions for enterprises. Join Adam and Amanda of Branch as they sit down with Shumel Lais, a mobil…
- #253: How paid campaigns boost your ASO with David Quinn, VP of Strategy and Partnerships at Gummicube
App Store optimization is often treated as a checklist item — update keywords, run a few tests, maybe layer on some paid traffic. But when those pieces operate in isolation, teams miss the real opportunity: using paid and organic together…
- #252: Fixing app store funnel drop-offs with Vivian Dang, Senior Director of Accounts & Client Services at Gummicube
In today’s episode, we’re digging into one of the most overlooked levers in mobile growth: the App Store page itself. Developers obsess over UA budgets, creative variations, and dashboards — yet leave untapped conversion sitting on the tab…
- #251: Solving app growth complexity with AI with Eoin Hallahan, CRO at SplitMetrics
For years, mobile marketers have been navigating a storm of signal loss, rising UA costs, siloed data, and an explosion of tools that promise growth but rarely deliver clarity. Now, with 2026 on the horizon — and budgets tightening even fu…
- #250: CTV powering mobile conversion with Kaitlin Stebbins, Mobile Growth & Performance Media Lead at Samsung Ads
As mobile marketers head into another year of rising costs, shrinking signal, and fiercer competition across search and social, one performance channel keeps gaining momentum where few expected it: connected TV. What used to be dismissed a…
- #249: "The Modern UA Funnel: From Acquisition to Unstoppable Retention" App Promotion Summit NYC panel
You know it better than us - acquiring users is no longer the finish line. It’s barely the starting line. In 2025, growth happens in the layers after the click — where segmentation, onboarding, product activation and value messaging determ…
- #248: Beyond walled gardens: Unlocking new paths for UA with Omri Argaman, Co-Founder and CMO at Zoomd
As app marketers navigate rising costs and tightening privacy rules, one truth is becoming clear — relying solely on Meta, Google, and TikTok is no longer sustainable. Beyond those walled gardens lies a vast, often overlooked landscape — t…
- #247: "AI & App Engagement" App Promotion Summit NYC panel
What happens when AI meets lifecycle marketing? In this special episode, we’re bringing you a panel discussion from App Promotion Summit NYC 2025, featuring leaders from WHOOP, theCut, and Grohaus. They unpack how AI is transforming app en…
- #246: How D2C is reshaping game monetization with Chris Hewish, President of Xsolla
Building a sustainable game business has never been more complex—or more full of opportunity. As platforms evolve and user acquisition costs rise, developers are rethinking how they monetize and engage their players directly. In this episo…
- #245: The future of web-to-app funnels for app growth with Andrey Shakhtin, Founder & CEO of FunnelFox
September rolls on—Apple’s big reveal is behind us, and the tech world is still catching its breath. With the unveiling of the iPhone Air, Apple has once again raised the bar in mobile innovation. But while hardware dominates headlines, we…
- #244: Boost app revenue: intelligent pricing & payment with Andrew Davies, Chief Innovation Officer at Paddle
September is in full swing - Apple is about to host its highly anticipated event - fingers crossed the new iPhone will be awesome! “Back to School” theme is everywhere you look; one of the things that kids need to learn about is obviously…
- #243: Acquiring quality mobile users programatically with Rui Mateus, CTO of Mobrand
Yet another summer is wizzed by with a jet speed. With a few days left, we want to signify this moment by sharing with you yet another App Talk interview from App Promotion Summit London 2025, this time with Rui Mateus, CTO of Mobrand. At…
- #242: Turning AI into real app business value with Steve Toy, Chief Executive Officer at Memrise
We’re certain you’re experiencing this feeling as well - it’s as if we’re finally living in the world that was promised to us by science fiction movies. To be fair, AI has evolved into Artificial Intelligence that is indeed intelligent. Wh…
- #241: App revenue growth ideas with Jens-Fabian Goetzmann, Head of Product at RevenueCat
When it comes to growing app revenue, there’s no shortage of advice — but separating the shiny “growth hacks” from the strategies that actually move the needle is another story. In today’s crowded subscription app market, you can’t just se…
- #240: Creative that drives growth: ConsultMyApps’ playbook with Megan Evans, Creative Director at ConsultMyApp
OK, how many times do you hear on your team’s meetings “You need to be more creative!” Well, I have this question: “How can I be more creative with my app’s ad creatives?” Yes, today we’re featuring another App Talk interview that covers h…
- #239: Building communities: Stream’s approach with Kenzie Wilson, GTM Lead - AI Moderation at Stream
How is your summer so far? I hope you’re listening to this episode lying somewhere in a shadow on a beach, and with a breeze keeping you relaxed. I also hope that you are in a company of people you love to hang out with - be it your family…
- #238: Stand out with smarter mobile messaging with Jason Lyman, Chief Marketing Officer at Customer.io
In today’s crowded, AI-fueled landscape, it’s not enough to just have messaging — it has to stand out . In this episode, I’m joined by Jason from Customer.io to unpack what makes great mobile messaging work: from building frameworks rooted…
- #237: What not to do: Lessons from consulting hundreds of apps Reed Kuhn, Head of Business Strategy at Branch.io
All right, I think all of you would agree—regardless of your role or area of expertise in this industry—that learning from the mistakes of others saves you time, money, and, most importantly, nerve cells. Because let’s be honest, trial and…
- #236: Web-first growth: the new playbook for app UA with Gessica Bicego, Marketing & Growth Consultant
If there is one feature that helps app marketers to persevere through so much of a market change, it is adaptability . As app user acquisition costs were rising and privacy constraints in mobile emerged, marketers came up with the solution…
- #235: “Next gen ad creative: hits & misses” App Promotion Summit London panel
What makes a mobile ad stick — and what makes it flop? In this special episode, we feature a panel discussion from App Promotion Summit London 2025, we hosted in April. Creative leaders explore next gen ad creative — the bold experiments,…
- #234: “Beyond installs: the future of app growth (2025)” App Promotion Summit London panel
It’s been a couple of weeks since we wrapped up our App Promotion Summit London 2025. We were really happy to have so many bright, smart people under the same roof to share their knowledge and experience in app growth, app product developm…
- #233: AI-powered creative optimization for mobile today with Asaf Yanai, CEO at Alison.ai
The level of adoption of ChatGPT, the revolutionary LLM-based AI chatbot, is staggering. I think it wouldn’t be a stretch to say that by now ChatGPT and other similar AI chatbots are everywhere; people use them for work and leisure all the…
- #232: Mobile app paywalls & cognitive biases with Max Amelang, Product Marketing Manager at Prematch
One of the most important metrics for a mobile app is its conversion rate. It tells you how many people that use the app for free become your paying customers. It’s about how profitable and sustainable your app is. Now, if you are one of t…
- #231: Beyond behavior: unlocking intent with on-device AI with Dieter Rappold CEO at ContextSDK
Ok, here is the thing. Most apps are still built on rigid, one-size-fits-all user flows. They rely heavily on historic behavior - what a user clicked on last week or which segment they’re in. But user needs change moment to moment. And whe…
- #230: “Beyond Downloads: App Engagement Strategies” App Promotion Summit Berlin panel
I think by now you’ve noticed that the last few episodes weren’t regular ones, on those we featured our discussion panels from App Promotion Summit Berlin 2024. Why? Well, the physical space in the venue in Berlin was obviously limited and…
- #229: “How top apps win at user acquisition” App Promotion Summit Berlin panel
Good news - the winter is finally over, and I’m sure you’ve missed the warmth just as much as I have. Today, I’m thrilled to share with you another special episode featuring one of the discussion panels we hosted last December during the A…
- #228: “Data-drive strategies for UA” App Promotion Summit Berlin panel
Another week - another bonus episode for you. There is no other way to put it - data is the fuel that powers current economy. When we look at the mobile industry, we see that it is the absolutely essential part of the picture. You know it…
- #227: AI UGC: Scaling Mobile Creative with Andy Willers, Co-Founder at Favoured
AI is reshaping the way brands create and test ads, and mobile marketing is at the forefront of this revolution. With AI-generated UGC (aka User Generated Content), creative testing at scale is no longer a challenge—it is an opportunity. T…
- #226: “User Acquisition in 2025” App Promotion Summit Berlin panel
Today, we’re excited to feature a panel discussion we hosted at our App Promotion Summit Berlin last December. It focused on a crucial topic for all app marketers: User Acquisition in 2025. The panel covered a wide range of topics, includi…
- #225: Driving App Growth with A/B Testing with Tina Kim, Director of Product Management at Huckleberry Labs
Today, we begin with another trivia question for you - can you think of the best case for A/B testing? Are you thinking about a particular app, service, or product? No - it’s bigger than that, I’m talking about the evolution of life on thi…
- #224: Breaking down the Subscription Value Loop strategy with Phil Carter, Growth Advisor at Elemental Growth
In the future, history textbooks will be telling the story of how, at the beginning of the second decade of the 21st century, we all collectively jumped into the world of mobile apps. Now, you may be super excited about the growth of the m…
- #223: “AI breakthroughs: revolutionizing mobile app marketing" App Promotion Summit San Francisco panel
The holiday season is practically around the corner. We can all hear The Jingle Bells singing and some nice gifts from Amazon are waiting underneath the Christmas Tree. Anyway, this week, we have yet another exclusive bonus episode for you…
- #222: App marketing success in the privacy-centric era with Nicoline Strøm-Jensen, Head of Program Management at Adjust
Last year, we celebrated the 15th anniversary of the App Store and Google Play. If you’ve been part of the app industry for all these years, you saw the sea of change in app marketing. We all remember the exponential growth of both stores,…
- #221: Shaping the future of app distribution: trust, growth, and regulation with Shalom Michaeli, Managing Director, Alternative App Stores at Digital Turbine
A quick trivia question - what was significant about the year 2008 technology-wise? It was the year when Bitcoin was introduced, and Spotify was launched. Am I missing something here? Right - both the Apple App Store and Google Play stores…
- #220: Using cognitive biases to boost app engagement and revenue with Senior Product Manager at Cleo
One of the staples of app marketing is understanding of your customer. If you understand her needs, her likes and dislikes, her behavior, you can build a winning strategy to connect your app with people who will be your loyal users. Now, d…
- #219: “Beyond 2024: innovative user acquisition strategies” App Promotion Summit San Francisco panel
This week, we are pleased to offer an exclusive bonus episode. As you know, we organize the App Promotion Summit several times a year to bring together app marketing, growth, product, CRM, and revenue executives. These events feature panel…
- #218: Future of advertising: privacy and AI with Gaylord Zach, Head of Mobile Product at Verve
In this episode, we delve into the evolving landscape of digital advertising, where privacy and precision intersect. Our guest, Gaylord Zach, Head of Mobile Product at Verve, brings his expertise to the forefront, exploring how the adverti…
- #217: Cracking international app pricing with Jacob Rushfinn, Founder & Author at Retention.Blog
For every mobile app out there there was this moment when somebody in its team was making a decision about the app’s pricing. Coding an app isn’t easy, designing an app is not easy either but when it comes to deciding how much money you’re…
- #216: Balancing profit, people and planet in mobile apps with Yves Benchimol, CEO & Co-Founder at WeWard
This episode will a bit usual. Previously, we covered a broad spectrum of app marketing topics that are on all people’s minds - user acquisition, app retention, app monetization, app subscriptions and so forth. Today, we’re going to touch…
- #215: Empathy-based onboarding: boosting conversions and user experience with Yeva Koldovska, Product Manager at Headway
A busy life of an app marketer is full of problems, you don’t need me to tell you this. But here is the special one that you may stumble upon. How can you do both at the same time - truly care about your app users needs, making their life…
- #214: How online communities fuel app user growth with Sherwin Su, Senior Sales Manager of App Dev at Reddit
One of the most important skills in life is the ability to zoom out and take a holistic view on a problem. This approach is really instrumental in marketing as well. If you are an app marketer and your job is to drive growth, you should al…