App Store Optimization Conference 2022
- May 11th - Berlin
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About
What is
the ASO Conference?
Exchange ideas and knowledge with the brightest minds in the ASO industry. Inspired by the knowledge sharing of the 4.6K+ and growing ASO Stack Slack community, Advanced App Store Optimization Conference is an exclusive event focusing on expert-level ASO discussions. Following the success of the first Advanced App Store Optimization conference last year, we are back for 2022 to talk all things ASO in this exclusive industry event.This event is a must for ASO practitioners who want to stay ahead of the curve and be part of expert-level ASO conversations. Come along to benchmark, share ideas, find solutions, and build lasting relationships.
Exchange ideas and knowledge with the brightest minds in the ASO industry. Inspired by the knowledge sharing of the 4.6K+ and growing ASO Stack Slack community, Advanced App Store Optimization Conference is an exclusive event focusing on expert-level ASO discussions. Following the success of the first Advanced App Store Optimization
conference last year, we are back for 2022 to talk all things ASO in this exclusive industry event.This event is a must for ASO practitioners who want to stay ahead of the curve and be part of expert-level ASO conversations.
Come along to benchmark, share ideas, find solutions, and build lasting relationships.
Schedule
Join the Conference
CONFERENCE STAGE
Registration | Breakfast
Gates to our venue, Spindler & Klatt open at 8am. Guests must check in for the conference, while we’ll be serving breakfast before the action starts. Our ASO Conference Team will be on hand to help with any questions.
8:00 – 9:25 AM CEST
Phiture Welcome Speech
Once we’re all checked in, we’ll be welcoming you to the venue and the day ahead with a quick overview of the day’s timetable and how the format will work.
9:30 AM CEST
Keeping creative ASO teams inspired over the long term
Stuart Miller – Design Lead @Phiture
This topic will cover approaches to keep fresh ideas rolling when it feels like you’ve hit a wall, how to prevent teams from suffering from creative fatigue and how to work with new features to ensure consistently creative output.
9:40 – 10:00 AM CEST
The elephant in the room. Black-hat ASO techniques and their threats
Natalie Drozd – User Acquisition Manager @Fabulous
Evil does not sleep, people say. Unfair ASO techniques do not sleep either; they evolve. Natalia will cover different black-hat methods and how they distort the ASO landscape. We will cover all the spectrum of black-hat activities, reasons why you should not do this, and how to identify if your competition does.
10:05 – 10:25 AM CEST
Making the most out of PPOs – turn rags into riches
Marina Roglic – ASO Manager @Popcore
How ASO practitioners can take what the gods of App Store Connect gave them and make that work in their favor. basically, I will pull 5 of the shortcomings that are evident with PPOs and showcase how I was able to work around or with them. Lastly, I would review my experience with Custom Product Pages, a short correlation between the two tools and what are the benefits of each for any practitioner.
10:30 – 10:50 AM CEST
COFFEE BREAK
10:50 – 11:20 AM CEST
ROI measurement of ASO activities and how to know how much to invest
Aleksandra Zivkovic – CRM & ASO Manager @Nordeus
In this session, we will do an ASO deep dive from a bit different angle. We will be focusing on how to asses the value of your ASO efforts, how much to invest, and how to measure your ROI.
Join us if you want to hear more about:
– How to plan and prioritize your ASO projects?
– How much to invest?
– How to set the right KPIs and what to measure?
– How to assess the value of your activities?
– How to incorporate brand strategy into ASO?
11:20 – 11:40 AM CEST
CHALLENGES IN MOBILE MARKETING: KEEPING THE BALANCE BETWEEN BRANDING AND PRODUCT DEVELOPMENT
Moderator: Edo Heijnen – Key Project Account Director @Phiture
Dimitris Drakatos – SEO & ASO Lead @Peanut
Dora Trostanetsky – Growth Marketing Lead @Trade Republic
Elia Moliner Cantavella – ASO Manager @SocialPoint
Mobile marketing consist of various layers and has to work with various departments like branding and product development. How do we see the teams should work together and make an impact to the over business growth? How do we strike a balance among growing the user base, product innovation and maintaining or growing the brand?
11:45 AM – 12:25 PM CEST
ASO strategy: behind the scenes
Catherine Sibirko – ASO Team Lead @G5 Games
In this section I will highlight some sides of important and well-known elements of ASO strategy such as goals, analytics and value as well as focus your attention on elements which sometimes get forgotten but in the end have a major influence on the final result: structure, processes, communication etc.
12:30 – 12:50 PM CEST
lunch break
1:00 – 2:00 PM CEST
How ASO can support business growth in mobile-first companies
Moderator: Peggy Anne Salz – Lead Analyst & Founder @MobileGroove
Thomas Petit – Consultant
George Natsvlishvili – Organic Growth @Air Apps
Nika Grigoreva – Senior Performance Marketing Manager, ASO and search @Ada Health
Oksana Iarosevych – ASO Team Lead @G5 Games
ASO focuses on growing user base organically in the app store. But should we see ASO as one of the marketing channels or a cornerstone coordinating various teams? Let’s dive-in how ASO can support mobile-fist companies to growth their business.
2:00 – 2:50 PM CEST
Rethinking and organising for ASO in 2022
Simon Thillay – Head of ASO @AppTweak
In this topic, I would build on ideas I presented at APS to further detail why changes introduced by iOS 15 are calling for organisational changes around ASO, how ASO should start being seen as a full subset of growth rather than a marketing-specific topic, how undervalued data-points in ASO can help advance efforts from multiple teams, and why having an ASO Strategist can help adopt a business specific approach to ASO in opposition to a standardised method of work.
2:55 – 3:15 PM CEST
Boost your game’s visibility: promote LiveOps via In-App Events and LiveOps Cards
Claudia Trujillo – ASO Expert @Gameloft
Types and key elements to take into account for each platform, how to optimize the visibility of those, how those influence the game’s performance, visibility and even kw rankings and featurings.
3:20 – 3:40 PM CEST
COFFEE BREAK
3:40 – 4:10 PM CEST
How influencer marketing can uplift Keywords on the AppStore
Lucia Aguilar – CEO & Founder @Tatam
What effect would have on ASO 45 influencers posting at the same time in 3 different markets?
Tatam & Phiture worked together to test this question for Adobe Lightroom in the US , German and Brazilian markets, coordinating strategic keywords takeover with Instagram Creators who created sponsored content aiming at app downloads and appstore rank improvement.
In this session you will learn:
How Instagrammers achieved a $5 CPI.
How the context was optimized for keywords takeover.
What effect it had on the apps ASO.
4:10 – 4:30 PM CEST
Mobile Growth Nightmares ASO edition
Andy Carvell – Partner & Co-Founder @Phiture
Gessica Bicego – CMO @Paired
Luca Stefanutti – Head of Growth @adidas Runtastic
Behind every success, there are multiple mistakes. In this live podcast recording session, Paired CMO Gessica Bicego and Phiture co-founder Andy Carvell chat with special guest Luca Stefanutti, head of growth at Runtastic (Adidas Running and Adidas Training apps) and hear about his Mobile Growth Nightmares and what he’s learned from them.
4:35 – 5:25 PM CEST
Game: The Ultimate ASO Geek Challenge
AppTweak
Think you know everything about ASO? Join us at the 2022 ASO Conference and compete to become the Ultimate ASO Geek! From keywords to creatives and app store insights, Simon Thillay, Head of ASO at AppTweak, has created for you a fun quiz game on everything ASO. Sort, match, prioritize and choose the right answer. The last 3 finalists will be invited on stage for the ultimate face-off and get the opportunity to win a fantastic prize!
5:30 – 6:00 PM CEST
OUTRO SPEECH
To bring the ASO Conference to a close, we’ll have a short speech, and a networking session over drinks as part of our happy hour. Our venue, Spindler & Klatt is right on the banks of the Spree with a magnificent view of central Berlin. For those visiting our city, it’s a fantastic spot to unwind, and get to know fellow ASO community members
6:00 – 6:10 PM CEST
HAPPY HOUR
6:10 – 8:00 PM CEST
Closing Party
8:00 – 00:00 PM CEST
WORKSHOP STAGE
How to align ASO and performance marketing with Custom Product Pages
Anton Tatarynovich – Senior ASO Consultant @Phiture
The workshop will cover why it’s time to align performance marketing and ASO teams, what benefits this will bring, and some ideas on practical steps to be taken.
10:30 – 11:30 CEST
Doing Qualitative and Quantitative User Research to understand WHY people are (not) converting into installs
Tomke Tjaden – ASO & User Researcher @Phiture
Joy Staples – ASO Consultant @Phiture
This workshop will cover information about the importance of qualitative user research in the context of conversion rate optimization. We will cover methods of qualitative user research, how to get started with user research and share examples and learnings such as: What users are looking for on the App/Play Store, what compels them to download specific apps, which elements within the user journey can be targeted (i.e. Ratings) and where your product page may lie in the minds of the users when being compared to competitors. These learnings have been gathered from running both Interviews and Surveys in the US.
12:00 – 1:00 PM CEST
Understanding your audience through Main and Custom Store Listings to drive App Store Optimization results
Anne Heau – ASO Consultant @Phiture
Winda Adjani – ASO Consultant @Phiture
During this workshop, we will deep dive into Google Play’s Main and Custom Store Listings. We will discuss differences between the two, how to best take advantage of them including some tips and tricks on improving your understanding of your store listing audience and the importance of localizing your creative assets and metadata according to your store listing.
2:00 – 3:00 PM CEST
Phiture Q&A: Everything you want to know about ASO
Anton Tatarinovich – Senior ASO Consultant @Phiture
Shivani Chhabra – Senior ASO Consultant @Phiture
Joy Staples – ASO Consultant @Phiture
This open mic session will see Phiture’s ASO Consultants taking questions from the audience.
This is your chance to get answers regarding App Store Optimization from an award-winning team working with some of the world’s most popular apps.
4:30 – 5:30 PM CEST
Our Sponsors
Attendees
Speakers
Meet the lineup
KEYNOTE SPEAKERS
I worked in several advertising agencies in South Africa before completing my Master’s Degree and joining Phiture as the Design Lead, and I’ve seen the team grow from a single designer into a team of 20 plus designers across various disciplines.
After years of experience in CRM & Marketing Analytics, I wanted to expand my expertise to ASO.
Putting our products in the hands of millions of people and providing a seamless user experience along the way are the key goals of my job at Nordeus.
Mesmerized by Marketing. With more than +7 years of experience with algorithms (ASO & SEO) and +11 years of Paid Campaigns knowledge, I love navigating the different Data Analytics.
Working as ASO Expert at Gameloft, I have managed to turn my gaming passion into my day-to-day job.
I am the Head of App Store Optimization at AppTweak. Having previously worked as Growth Marketing Manager at Deezer, I now advise mobile apps and games on their ASO strategies and contributes to advancing ASO knowledge with practical research and frameworks such as A/B/B testing or Brand Defense Cost Modeling in Apple Search Ads.
I lead one of the ASO teams in G5 Games now as well as have a huge experience with apps and games in the past (most popular are period tracker “Flo” and city builder “Megapolis”.) I also like dig dipper into ASO and then share her knowledge. That’s how I became the author of “ASO from basics to advanced topics” course on dev to dev platform.
I’ve been helping users find the best apps for almost 4 years, one striking set of graphic assets at a time. Most of what I’ve learned was from the community, and now it’s time to give something back.
Natalia Drozd is a User Acquisition Lead at Fabulous. With over four years of experience in app marketing, Natalia’s main target is to find synergies between paid and organic acquisition.
Lucia Aguilar is a serial entrepreneur and thought leader in influencer marketing. Founder of TATAM a performance Influencer Marketing company.
PANELIST SPEAKERS
Formerly at UK fintech unicorn Revolut, Dimitris has been leading all things SEO & ASO at startup Peanut – Apple’s Best of 2021. A passionate organic growth lead, author, speaker, mentor & judge with more than eight years of experience.
ASO Manager at Socialpoint based in sunny Barcelona. Half creative half engineer: I love drawing and understanding how things work!
I started working on traditional advertising before jumping into the mobile games industry 4 years ago.
During my trip from design to the understanding of creative performance, I got caught by this passionate world that is ASO.
Organic Growth at Air Apps and a growth consultant.
I started my career in 1999 as a mobile game developer at Nokia. I joined SoundCloud in Berlin in 2012, where I led several cross-functional, data-driven growth teams. In 2014, I published the Mobile Growth Stack, widely adopted as an essential tool for marketers. Now I am a partner at Phiture, the 90-person mobile growth consultancy he co-founded in Berlin.
11 years of marketing experience, 7 years in the mobile subscription space, a technical background in computer science and a love for marketing and mobile products. After leading performance and growth at Blinkist, Gessica is now CMO at Paired, a fun app for couples, to bring you closer together.
I am currently leading the growth teams of the adidas sport apps, adidas Running and adidas Training (formerly Runtastic apps). Hands-on app marketer since 2014, my expertise lies especially within the user acquisition, ASO and product marketing fields. Last but not least, maybe obvious, but I love running.
I’m a mobile marketer and growth expert. I have been working in mobile since 2010, when app tracking, ASO, and analytics didn’t exist. One of my top skills is App Store Optimization, Apple Search Ads, and Organic Growth.
I’m a mobile marketer and growth expert. I have been working in mobile since 2010, when app tracking, ASO, and analytics didn’t exist. One of my top skills is App Store Optimization, Apple Search Ads, and Organic Growth.
Growth advisor & consultant for subscription apps
App marketing content curator at madv.io & @thomasbcn”
Currently leading a dream-team in a gaming company. I have been practicing ASO for 7 years, working with both apps and games from different perspectives: in the best ASO-agency, as a specialist and then team lead in a product companies.
WORKSHOP SPEAKERS
I am a senior ASO consultant in Phiture. Together with my team, I help publishers get more downloads for their apps by leveraging ASO best practices and data analysis. I am also a contributor to Phiture’s ASO Stack blog and ASO Monthly newsletter.
I am an ASO Consultant at Phiture GmbH.
I have worked in the ASO industry for the past couple of months, on the importance of understanding our target audience and the ASO factors which may influence the downloading process. I am currently working for Photoshop Express app at Phiture with the aim to increase the app’s CVR and performances on the App Store and Play Store and positioning our app as an “easy, fun and creative” tool to be used.
I am an ASO Consultant at Phiture GmbH. Having worked in Mobile Marketing for the past few years, and focusing on ASO in the past year – my role is to consult and guide clients on how to drive organic downloads through creative assets and metadata optimization in an ever-changing ecosystem. Currently, I am working on Lightroom, a photo editing app, with the aim of improving their overall presence in the App and Play Store.
I am an ASO Consultant and User Researcher at Phiture GmbH.
I have been working with App Store Optimization for the past year & half and am now currently developing the ASO Research Service at Phiture, with the goal to increase our clients conversion rate through the collection of qualitative and quantitative insights into users decision-making process and behaviour when downloading an app.
I am an ASO Consultant and User Researcher at Phiture GmbH. Having worked in ASO for the past couple of years, the importance of understanding the users’ decision making process behind downloading specific apps has become more prevalent. I am currently building up the Research Department at Phiture where we aim to increase our clients’ overall CVR on the App Store and Play Store, and move the needle by running more targeted A/B tests based on learnings gathered through conducting the User Research.
I am a Senior ASO Consultant at Phiture. I have been working in the Mobile ecosystem for over 5 years and I have expertise in ASO, Performance Marketing, & Ad Monetization. Love for Data Analytics helps me bring in an analytical approach to the strategy & roadmaps for the accounts.
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