App Store Optimization Conference 2023

Registration | Breakfast

Phiture

8:00 – 9:00 AM CEST

Doors to our venue, Spindler & Klatt, open at 8 AM CEST. While guests are checking-in, we’ll be serving breakfast. Our ASO Conference Team will be on hand to help with any questions.

Phiture Welcome Speech

Wolfgang Peters, Director of Acquisition @ Phiture

9:00 – 9:10 AM CEST

Once everyone has checked in, we’ll welcome you to the venue and give you a quick overview of the day’s timetable and explain how the format will work.

ASO: Focus on what actually matters

Anton Tatarynovich, Senior ASO & ASA Manager @ Freeletics

9:10 – 9:50 AM CEST

I’ll talk about how to prioritize your ASO work by importance and share my take on what I believe are the essential parts of the ASO work right now.

Hard truth about Apple Search Ads

Thomas Petit, Independent Mobile Growth Advisor, @thomasbcn

9:50 – 10:20 AM CEST

I’ll examine Apple Search Ads and the limitations nobody wants to tell you about, such as new placements performance, UI limitations, data glitches, auction logic, attribution reliability, and more.

Dos and Don’ts of Optimizing for Apple Arcade

Isak Ström, ASO Manager @ Bandai Namco Mobile

10:20 – 10:40 AM CEST

What are the unique quirks of the Apple Arcade storefront? What do you need to think about when dealing with Apple as a publisher? Join Isak Ström as he walks you though his learnings from working on Arcade titles as ASO Manager at Bandai Namco Mobile.

Coffee break

10:40 – 11:00 AM CEST

Understanding Paid to Organic relationships

Talia Hermesh, Organic Growth Manager @ Playtika

11:00 – 11:40 AM CEST

In this session, we will discuss how to analyze paid-to-organic relationships. I’ll give you an overview of how to examine data for opportunities to grow your organic traffic through paid activities and maximize quality user traffic from the organic acquisition.

From Gaming to HealthTech

Nick Lisher, CMO @ Flo Health
Jessica Pettie, Head of ASO @ Flo Health

11:40 AM – 12:10 PM CEST

Lessons learned from switching industries in ASO.

AI: Tools for the Team

Moderator: Irene Perez, Account Manager @ Phiture
Skylar Grabecz, ASO Team Lead @ Picsart
Max Ostapenko, Product Manager Nataliia Drozd, UA Lead @ Fabulous

12:10 – 1:00 PM CEST

In this panel, we plan to discuss about our participants’ experience with AI in their ASO efforts. We will be going through some of the current use cases they have found, as well as tips and limitations, offering a realistic/actionable approach to its integration in our day-to-day tasks.

Lunch break – Sponsored by Iterable

1:00 – 2:00 PM CEST

Mastering A/B Testing for ASO

Mateusz Wrzeszcz, ASO Lead @ Klarna

2:00 – 2:40 PM CEST

Cutting through the statistical complexity of ASO experimentation: tried & tested tactics to get your testing backlogs right and improve conversion in the app stores.

Adidas Running, meet ASO: best practices for a successful campaign

Luca Stefanutti, Director of Growth @ Runtastic GmbH / Adidas

2:40 – 2:50 PM CEST

In this session, I will share my experience in managing some large campaigns from the ASO point of view. I will talk about strategies and best practices to amplify their success, drawing on the example of the Adidas Running app. Whether you are new to the field or have already mastered CPPs and In-App-Events, this talk will provide insights into how you can leverage ASO to maximize the impact of your activations to drive acquisition and retention in your app.

ASO: The good, the bad, and the crypto industry in 2022

Eduard Protzel, Director of Organic Search @ Bitpanda

2:50 – 3:00 PM CEST

2022 has been a challenging year for many industries, and the crypto industry has been no exception. While volatility is not unusual in the world of crypto, this past year has been particularly harsh and marked by a sustained downward trend. This shift in market sentiment has also posed a significant challenge for App Store Optimization. In this session, I will guide you through the external factors that have affected ASO for Bitpanda in these turbulent times, explore tactics for targeting users with a risk appetite, and share how to shift towards trust-focused communication in a challenging and regulated environment.

Breaking down barriers with AI

Marina Roglic, Senior ASO Manager @ Popcore

3:00 – 3:10 PM CEST

In this session, I’ll talk about how AI generators helped me communicate with my graphics team in the pursuit of improving store assets.

Category change for performance improvement

Claudia Trujillo, ASO Expert @ Gameloft

3:10 – 3:20 PM CEST

Learn how a category change can improve your game’s capabilities by analyzing your current performance.

Coffee Break

3:20 – 3:40 PM CEST

Go Global: Internationalization Framework

Davronbek Makhkamov, Business Developer @ Ulysses

3:40 – 4:00 PM CEST

The App Stores provide access to a vast range of global markets. Yet most companies tend to concentrate primarily on the US and English-speaking countries while neglecting opportunities in other markets and missing out on significant growth opportunities. The presentation will highlight the missed opportunities, set straight some loose definitions, and introduce an actionable go-to-market Internationalization Framework that companies can follow to expand their reach globally.

Go Local: Strategies for Effective Culturalization

Anastasiia Baranchikova, Senior ASO Manager @ Prequel

4:00 – 4:20 PM CEST

It’s challenging enough to build a good app in your local market, but if you’re targeting users from different cultures, it becomes even more difficult. In this session, we’ll discuss how to overcome cultural differences and give you some insights into the importance of culturalization for effective cross-cultural marketing.

Who wants to build a 3rd party app store?

Simon Thillay, Head of ASO @ AppTweak

4:20 – 4:30 PM CEST

Rumors that Apple will open up iOS 17 to third-party stores have gotten quite some attention. Yet developers seem mostly dubious that third-party stores will be able to drive any major change to user acquisition. In this session, I will highlight the roles of an app store and the requirements for it to be successful before trying to answer the question of who will be the players releasing their store on iOS 17 and which one might make a difference.

Mobile Growth Nightmare

Andy Carvell, Partner & Co-founder @ Phiture
Gessica Bicego, CMO @ Paired
Luke Costley-White, Head of Acquisition @ Project A Ventures

4:30 – 5:10 PM CEST

Behind every success, there are multiple mistakes. In this LIVE on-stage podcast recording, Andy Carvell and Gessica Bicego are not afraid to face their fears and talk about failures, missed opportunities and embarrassing blunders leading to lessons learned in the world of mobile growth. In this session, they will be joined by Luke Costley-White who will share some app marketing nightmares and the valuable lessons he learned from them!

Game

5:20 – 5:50 PM CEST

Following the main event, we’ll host a game on stage and give you a chance to win great prizes!

Phiture Outro Speech

Wolfgang Peters, Director of Acquisition @ Phiture

5:50 – 6:00 PM CEST

Happy Hour

6:00 – 8:00 PM CEST

Enjoy food and drinks at our Happy Hour, where you’ll have the opportunity to network with likeminded mobile experts.

Closing Party

8:00 – 11:00 PM CEST

To celebrate this successful day, we invite you to the afterparty that will take place at our venue, Spindler & Klatt.