App Store Optimization Conference 2019

 

Thank you for coming!

WHAT IS THE ASO CONFERENCE?


Inspired by the knowledge sharing of the 1.4K+ and growing ASO Stack Slack community, the Advanced App Store Optimization Conference co-hosted by Incipia and Phiture is an exclusive event focusing on expert-level ASO discussions.

The first all-things ASO conference has already occurred in Berlin on May 22, and emphasized pure ASO knowledge sharing. The second conference will be happening in New York City on October 3. 28 ASO rockstars and industry experts will share their most exciting strategies and tactics in various areas.

If you are an ASO practitioner, startup entrepreneur, UA manager, or marketing director, this will be the perfect opportunity for you to get the inside track on ASO as well as benchmark your knowledge, share ideas, find solutions and build lasting relationships.

We'll see you in New York City.
PhitureIncipia

Two World Class Conferences – Paid + Organic Content – Back-to-Back Days

The ASO Conference is taking place one day after App Growth Summit Programmatic New York 2019 organized by Louis Tanguay on October 2nd. AGS is one full day filled with multiple tracks of presentations by thought leaders, expert-led panels, and master class roundtables for attendees to learn about and discuss the latest app growth strategies for apps, games, and brands. Visit the site to apply.

AGS


WHAT PEOPLE SAID ABOUT THE BERLIN ASO CONFERENCE?


"It was a great conference! It is cool to see how everyone is advancing in the various ASO topics and how open the community is to share experiences and knowledge."
Wolfgang Peters, Head of Performance Marketing
Flaregames
"This conference was full of knowledge that would be useful to anybody in charge of ASO. Topics ranged from basic to advance, and speakers were usually available during networking and were happy to answer follow up questions. If you are serious about getting visibility for your app in Google Play or The App Store, this conference is a must!"
Hilary St Jonn, SEO & Content Manager
Lingvist.com
"The most advanced level ASO event to date. Organization was flawless, crowd was amazing. Kudos!"
@thomasbcn
"Excellent conference where you can enhance your knowledge about ASO and meet people working in the industry. Really enjoyed the fact that all the sessions were focused on ASO and I could implement the learning in my day to day job."
Marta Bankowska, ASO Specialist
adidas Group
Slider
8+

Hours

Pure ASO knowledge sharing

20+

Speakers

The ASO Rockstars who will share the most exciting ASO strategies and tactics

190+

ASO Experts

Meet and exchange with the brightest minds in the industry

Speakers


  • ALEXANDRA LAMACHENKA
    MARKETING MANAGER

    ERIC SEUFERT
    OWNER

    ROCIO MORALES
    SR. ASO STRATEGIST

  • JESSE GERMINARIO
    DIRECTOR OF GROWTH

    BRANDY WINCE
    SR. PRODUCT MARKETING MANAGER, MOBILE

    MIRELA CIALAI
    DIRECTOR OF MOBILE MARKETING

  • LUCA GIACOMEL
    HEAD OF GAME DEVELOPMENT

    DORA TROSTANETSKY
    SR. MANAGER, GROWTH & OPTIMIZATION

    JEAN-SEBASTIEN LAVERGE
    VP OF GROWTH

  • DOR ALALUF
    SR. ORGANIC GROWTH MANAGER

    GENIE KO
    PRODUCT MARKETING MANAGER

    ADAM HADI
    VP OF MARKETING

  • MATIAS HONORATO
    GROWTH MANAGER

    OLIVER JIANG
    DIRECTOR OF STRATEGY

    Incipia

    PETER YOON
    SR. PERFORMANCE MARKETING MANAGER

  • AUDE BOSCHER
    ASO LEAD

    Phiture

    MARINA CORBY
    SR. DATA ANALYST

    Incipia

    GEORGE NATSVLISHVILI
    HEAD OF ORGANIC GROWTH

  • FABIEN-PIERRE NICOLAS
    VP, MARKETING – US

    ANDREA RAGGI
    SEA MANAGER

    GABE KWAKYI
    CO-FOUNDER & CEO

    Incipia

  • PABLO PENNY
    MANAGING DIRECTOR

    MORITZ DAAN
    CO-FOUNDER & PARTNER

    Phiture

ALEXANDRA LAMACHENKA
MARKETING MANAGER


Alexandra is an experienced marketing manager with 6 years in marketing in IT, including 1.5 years in an app experimentation company SplitMetrics. Alexandra is a maker of the AppGrowthLab.com app marketing academy and an organiser of the Online Apple Search Ads Conference. From 2018, she is working as an app store marketing manager at Skyscanner. 
ERIC SEUFERT
OWNER


Eric Benjamin Seufert is a media strategist and quantitative marketer who has spent his career working for transformative consumer technology and media companies, including Skype and Rovio. Eric most recently sold his mobile advertising analytics company, Agamemnon, to the mobile gaming company N3TWORK. 
 
Prior to Agamemnon, Eric was the VP of User Acquisition and Network Engagement at Rovio, the company that makes Angry Birds. Eric is the author of the book Freemium Economics, an analytical guide to the freemium business model published by Elsevier in 2014. Eric runs Mobile Dev Memo, a mobile advertising and freemium monetization trade blog, and QuantMar, a knowledge-sharing platform for Quantitative Marketers. 
ROCIO MORALES
SR. ASO STRATEGIST


Rocio is Senior ASO Strategist at King, the global leader in cross-platform casual games.  With more than 5 years of Mobile Marketing experience Rocio is responsible of the ASO strategies for Candy Crush Saga and the King pre-launched titles such as Legend of Solgard or Candy Crush Friends Saga, the latest addition in the franchise, adding 3D graphics and new characters who can unleash special moves to help players complete levels. Her expertise is to drive organic app growth and the optimization of the complete marketing funnel, from the first ad impression through app stores.
JESSE GERMINARIO
DIRECTOR OF GROWTH


 Jesse leads up growth and marketing at Elevate Labs, whose flagship app Elevate won Apple's App of the Year award and has been downloaded 25M times. With 9 years of background as a growth engineer, data analyst, and product marketer, his main focus is developing technically sophisticated automation and insight solutions to drive smarter growth.
BRANDY WINCE
SR. PRODUCT MARKETING MANAGER, MOBILE


Brandy Wince is a 22-year veteran marketer who has spent the last decade focused on B2C mobile marketing strategy. Brandy currently leads mobile go-to-market and growth strategy as a senior product marketing manager for Adobe Document Cloud mobile apps. Her responsibilities include Adobe Acrobat Reader, Adobe Scan, Adobe Sign and Adobe Fill & Sign.
MIRELA CIALAI
DIRECTOR OF MOBILE MARKETING


Mirela Cialai has 15+ years of solid B2C experience leading global digital strategy within multinational eCommerce environments, and in her current role at Zinio, she focuses on engaging digital readers around the world, and helps them discover the stories that matter the most. Mirela’s work has earned several award nominations from reputable media bodies, and she is also a frequent speaker at industry events.
LUCA GIACOMEL
HEAD OF GAME DEVELOPMENT


Luca is Head of game development at Bending Spoons, where he has also worked as a full stack Data Scientist for the last three years. Luca's past: graduated in economics, ex-googler and former founder of a company that analyzed political data. Luca's interests: games, data anslysis (Bayesian as a plus), free diving, and any sport with a racquet.
DORA TROSTANETSKY
SR. MANAGER, GROWTH & OPTIMIZATION


Dora is a holistic marketing strategist with 8+ years of experience in performance marketing, ranging from mobile growth (B2C) to digital acquisition (B2B). Her journey includes a variety of industries, such as gaming, tech start-ups and urban mobility as part of the smart city vision. She started her ASO journey back in 2016 when she was working for HERE Technologies as a growth manager. Dora is currently working for SoundCloud where she is also responsible for ASO.

JEAN-SEBASTIEN LAVERGE
VP OF GROWTH


As VP of Growth at Tilting Point, Jean-Sebastien has more than 16 years of experience and knowledge across all aspects of the mobile gaming industry (marketing, production, app store and more). Prior to joining Tilting Point, Jean-Sebastien spent 12 years at Gameloft where he worked on big mobile titles such as the Dungeon Hunter series, Disney Magic Kingdom, Uno & Friends, Spider-man Unlimited and the Ice Age series.
DOR ALALUF
SR. ORGANIC GROWTH MANAGER


Dor is a Senior Organic Growth Manager at Playtika, the leading pioneer in Social Gaming. In his position, Dor oversees Playtika’s ASO strategy and app store pages across its top products, including Slotomania, Board Kings and new game launches. On top of app store activities, Dor drives collaboration with other UA and product teams in order to elevate Playtika’s organic potential. Prior to Playtika, Dor was the Senior ASO Manager at yellowHEAD, where he lead ASO efforts for Tinder, Google, Airbnb, and other major app developers.
GENIE KO
PRODUCT MARKETING MANAGER


Genie Ko is the Product Marketing Manager at SmartNews. Previously she worked in Brand Management for Clif Bar & Company and E. & J, Gallo Winery.  Her past experiences also include the management team at Sportrock Climbing Centers as well as public affairs for the US Chamber of Commerce and UPS.  She holds an MBA from UVA's Darden School of Business and a BA from UNC Chapel Hill.
ADAM HADI
VP OF MARKETING


Adam Hadi is the VP of Marketing at Current (Current.com) -  a mobile banking startup in NYC - as well as a consultant to brands on Influencer Marketing. He was previously the VP of Marketing at Quidd (Acquired by Animoca) and prior to that he was the Head of Marketing at DRAFT (Acquired by Paddy Power Betfair) after leading User Acquisition at Topps Digital. Adam began his career spending five years as an Economist for the Bureau of Labor Statistics and has a Master's in Applied Economics from Johns Hopkins University and a BA in Economics from Binghamton University.
MATIAS HONORATO
GROWTH MANAGER


Matias currently works as Growth Manager at Tally, the first automated debt manager app. In 2013 he founded his own startup, SlidePick, to later move from Chile to San Francisco in 2016 and continue his path in growth marketing at Earnest. Through this journey, he has led important initiatives in organic and paid acquisition marketing, data attribution, and product growth initiatives at fintech companies.
OLIVER JIANG
DIRECTOR OF STRATEGY

Incipia

PETER YOON
SR. PERFORMANCE MARKETING MANAGER


Peter has been working in the mobile marketing industry since 2013. First joining a mobile ad agency, M&C Saatchi Mobile, he led projects ranging from performance projections, devising creative testing plans, scaling and streamlining the agency’s creative production, to building the ASO program. He joined Uber in 2018 to operationalize and globalize the ASO program (renamed the Global App Market Place) where he successfully implemented scalable data structures adhering to Tidy Data principles, global engagement models, and testing plans. At his departure, the program lead ASO activities for approximately 30 countries for the app stores, increased ad spend savings by 50% YoY, and increased testing velocity by 40% YoY. 
AUDE BOSCHER
ASO LEAD

Phiture

Aude leads the ASO team at Phiture. After a Master’s in Management and a mobile marketing-focussed thesis, she managed ASO projects at Bonial for French, American and German apps. Aude’s deep expertise in ASO is evident in the work she delivers within the team and also in her thought leadership, as an expert speaker and writer. 
MARINA CORBY
SR. DATA ANALYST

Incipia

As a Senior Data Analyst at Incipia, Marina pioneers custom analytical reports. After receiving a Master's in Applied Mathematics, Marina worked in grocery retail analytics consulting where she managed the data behind direct mail marketing campaigns, addressing questions such as prospecting the optimal customer targeting mix, analyzing the incrementality of marketing activities, and coupon budget optimization.

GEORGE NATSVLISHVILI
HEAD OF ORGANIC GROWTH


I'm Head of Organic Growth at Glovo, one of the most downloaded delivery apps across Europe and LATAM. Glovo is an app that allows you to buy, collect and send any product within your city. Glovo is already present in over 26 countries and 200 cities, making life easier and better for millions of people around the world.With more than 14 years of working experience in different multinational organizations such as the UN, Coca-Cola, Microsoft, Zalando, Schibsted, Nielsen and GFK, I have successfully conceptualized, developed and led marketing and sales initiatives. During my time at Schibsted and Zalando I was involved in Growth projects for several of the company’s apps, leading to significant visibility, conversion rate and installs growth on Google Play/App Store. At Coca-Cola I ran category management projects for the Russian subsidiary, leading to sales growth in modern trade. At Microsoft I was heavily involved with marketing activity optimization of the Russian subsidiary, leading to significant savings.
FABIEN-PIERRE NICOLAS
VP, MARKETING – US


Fabien-Pierre Nicolas is Vice-president, US Marketing for SmartNews. Previously, he was Vice-President of Marketing at App Annie, General Manager of Mobile at Perfect World and led the DeNA West marketing teams. He holds an M.B.A and B.A. from Grenoble School of Management in France.
ANDREA RAGGI
SEA MANAGER


Andrea works as SEA Manager at the Mobile Growth Consultancy and App Store Optimization agency Phiture. Andrea has a MSc in International Marketing and Management at Copenhagen Business School and during his studies, he conducted several projects with multinational companies such as Bang & Olufsen and Segafredo. Andrea gained experience in User Acquisition by working on Facebook Ads, Google Ads and Apple Search Ads in the Performance Marketing team. At Phiture, Andrea is managing Apple Search Ads for several clients.  
GABE KWAKYI
CO-FOUNDER & CEO

Incipia

Leading marketing and business development at Incipia, Gabe’s marketing methods are a unique blend of curiosity and data-driven thought leadership. Dedicated to constantly evolving Incipia’s marketing techniques, Gabe co-authored the world's most comprehensive book on Advanced App Store Optimization and has written over 250 posts on mobile marketing. Gabe is also a co-founder in Incipia's partner company, Felix Analytics, where his expertise informs the product roadmap.
PABLO PENNY
MANAGING DIRECTOR


Pablo is Managing Director at the Mobile Growth Consultancy and App Store Optimization agency Phiture. Pablo has a Ph.D. in Innovation Management from the University of Westminster, where he lectured business school students on entrepreneurship and management. Following a brief period in management consulting, Pablo joined Phiture as Growth Consultant and ASO Lead in 2017. He worked with clients such as Headspace, Skyscanner and Deezer while contributing to Phiture’s ASO Stack knowledge base and the Advanced ASO book. Pablo’s remit now extends beyond ASO, he oversees and defines the direction and delivery of the Phiture team’s work. 
MORITZ DAAN
CO-FOUNDER & PARTNER

Phiture

Moritz built and successfully exited two games companies in his early years, publishing several well-known online games in Europe before completing his Master’s degree in Law. Moritz - together with Phiture co-founder Andy - led the growth team at SoundCloud. As a founding partner and a thought leader, Moritz has helped Phiture’s clients with countless ASO efforts and growth consulting - while also authoring the industry-acclaimed Advanced ASO book.

Schedule


October 3, 2019
8:00-9:00am
Coffee & Networking
Sponsored by AppTweak
Venue:

9:00-9:10am
Welcome Remarks
Moritz Daan (Co-Founder & Partner, Phiture) & Gabe Kwakyi (Co-Founder & CEO, Incipia)
Venue: Main Stage

Moritz and Gabe will open up the day with a warm welcome and thank you to those who made this event possible, as well as lay out the agenda for the day.

9:10-9:40am
State of the App Economy - Keynote
Eric Seufert - Owner, Heracles Media
Venue: Main Stage

In this session, Eric will highlight and discuss three credible risks to the mobile app economy that mobile advertisers and developers need to be conscious of when strategizing for the future.

9:40-10:05am
Preparing for a Global App Launch (Gaming Perspective)
Rocio Morales - Sr. ASO Strategist, Performance Marketing, King
Venue: Main Stage

Global launch from an ASO perspective and all the different topics we had to cover (Search strategy, Franchise framework, Brand positioning, etc.) The content will be focused on Candy Crush Friends, the latest addition to the King portfolio. 

10:05-10:30am
Growth Through Localization: Adapting Your Listing for the Global Market
Peter Yoon - Former Sr. Marketer & Global ASO Lead, Uber
Venue: Main Stage

Adaptation strategies take into account the behavioral differences that exist in international markets, whose values are shaped by unique cultural views. These strategies are planned with a deeper consideration for local consumer preferences and other location-specific requirements. Standardizing products and communications may save on costs and lead to a single brand identity. But if you take this path, you may be leaving a lot of growth and millions on the table.

10:30-10:55am
Analyzing the influence of metadata optimizations, algorithm updates, and seasonality on organic downloads
Luca Giacomel - Head of Game Development, Bending Spoons
Venue: Main Stage

Understanding the performances of metdatada updates in the mobile stores is never easy. There are many confounding factors (seasonality, advertising, mis-attributions, influencer marketing..) that will prevent you from seeing if your work has been effective, disruptive or if it simply didn't have any effect. In this talk I will therefore present you some strategies and tools you can use to evaluate the performance of your ASO work.

10:55-11:25am
Coffee Break & Networking
Sponsored by AppFollow
Venue:

11:25-11:50am
ASO Panel: ASO Nightmares
Brandy Wince (Sr. Product Marketing Manager, Adobe), Matias Honorato (Growth Manager, Tally), Dor Alaluf (Organic Growth Manager, Playtika), & Dora Trostanetsky (Sr. Manager, Growth & Optimization), George Natsvlishvili (Head of Organic Growth, Glovo)
Venue: Main Stage

What happens when an algorithm change flushes your performance down the drain? Or when you just can't get an experiment win? Or when a poorly rated, lowly app overtakes you in the rankings? Or worse? This session is all about sharing the experiences and opinions of how to handle when ASO goes wrong.

11:50am-12:15pm
Scaling your experimentation efforts through data-driven testing processes
Aude Boscher (ASO Lead, Phiture) & Pablo Penny (Managing Director, Phiture)
Venue: Main Stage

Being able to grow and operate a proper CRO strategy globally can take a toll on your energy and time. Aude and Pablo will talk about their ASO project management techniques including prioritizing experiments, rapid metrics-based iteration and how to collect learnings and measure overall success.

12:15-12:40pm
ASO App Launch Lessons (Non-Gaming Perspective)
Jesse Germinario - Director of Growth, Elevate Labs
Venue: Main Stage

 Launching a new app or game comes with unique ASO challenges. What opportunities should you focus your time on, and what's not worth the effort? Jesse will share Elevate Labs' experience launching their latest new app and some of the lessons they learned along the way.

12:40-1:40pm
Lunch
Venue:

1:40-2:05pm
What you need to know about organic uplift
Oliver Jiang (Director of Strategy, Incipia) & Gabe Kwakyi (Co-Founder & CEO, Incipia)
Venue: Main Stage

Organic uplift is a hotter topic than ever for the highly competitive modern ASO strategist, and a high impact data point that once calculated can bring big benefits to both paid and organic teams. But beware: the devil is always lurking in the details. This session will explain some of the gotchyas and other challenges to calculating and interpreting organic uplift for business applications.

2:05-2:30pm
Scaling an Organic Growth Team - Harnessing the Organic Butterfly Effect​
Dor Alaluf - Sr. Organic Growth Manager, Playtika
Venue: Main Stage

Organic Growth and ASO activity is often overlooked by many app developers due difficulties in measuring its impact. Many of those who do initiate an ASO strategy choose to outsource it, rather than invest in a dedicated in-house team. In this session, Dor will discuss the advantages of an in-house approach to ASO and share how Playtika’s Organic Growth team measures, proves, and expands its value to the business. Even those who do outsource their ASO can gain valuable insights on best practices and collaboration with their ASO providers.

2:30-2:55pm
How to leverage Apple Search Ads and keyword ranking tools to automate building the optimal keyword set
Andrea Raggi - Search Ads Manager, Phiture
Venue: Main Stage

The relationship between ASO and Apple Search Ads is increasingly intertwined and apparent. Therefore, knowing how to leverage all available keyword data such as conversion rates, search popularity and available impressions will increase your ASO potential. Andrea will walk you through how he leverages scripts to discover new keywords on Apple Search Ads and how to use that data to feed into automatically creating the optimal keyword set.

2:55-3:20pm
Beyond a New Brand: How we did the full Skyscanner rebranding on stores
Alexandra Lamachenka - Marketing Manager, Skyscanner
Venue: Main Stage

The brand refresh has happened at Skyscanner just 9 days before the ASO Conference. In her speech, Alexandra will share an experience and results of doing the full rebranding across 40 localisations, App Store and Google Play – in just 3 months.

3:20-3:50pm
Networking Break
Sponsored by Adjust
Venue:

3:50-4:15pm
Building a Modern ASO Report
Marina Corby (Sr. Data Analyst, Incipia) & Gabe Kwakyi (Co-Founder & CEO, Incipia)
Venue: Main Stage

As the field of ASO enters a new era of complexity, establishing a modern analytics stack is an imperative for generating the targeted insights needed to stay ahead of the competition and grow your organic share of voice. Marina & Gabe will explain how modern ASO reporting should go beyond keyword and downloads tracking and enter a new era of intelligence by considering the exponential nature of visibility, monitoring organic uplift, proactively diagnosing performance gaps and more.

4:15-4:40pm
ASO Panel: ASO beyond keywords
Adam Hadi (VP of Marketing, Current), Alexandra Lamachenka (Marketing Manager, Skyscanner), Peter Yoon (Former Senior Marketer & Global ASO Lead, Uber), Jesse Germinario (Director of Growth, Elevate), & Jean-Sebastien Laverge (VP of Data & Growth, Tilting Point)
Venue: Main Stage

ASO is no longer the mobile SEO, and the rise of browse/explore has threatened to overtake search as the major way in which users discover new apps. In this session, panelists will offer their insights into how ASO is evolving beyond keyword metadata management and what the new set of levers are for managing ASO in 2019.

4:40-5:05pm
Build & Apply a Consumer Segmentation
Fabien-Pierre Nicolas (VP of US Marketing, SmartNews, Inc.) & Genie Ko (Product Marketing Manager, SmartNews, Inc.)
Venue: Main Stage

5:05-5:30pm
Why App Store Ratings Matter and The Winning Approach to 5-Star Ratings
Mirela Cialai - Director of Mobile Marketing, Zinio
Venue:

In the current crowded app marketplace with the App Store forecasted to hit more than 5 million apps by 2020, increasing the discoverability of an app has become extremely challenging. This can be addressed by starting to pay attention to one of the most important triggers in app discoverability: App Store Ratings.​

5:30-6:00pm
ASO Awards
Venue: Main Stage

6:00-7:00pm
Happy Hour
Sponsored by AppsFlyer
Venue:

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Venue


Address

Studio Arte

265 W 37th St
New York, NY 10018

Phone

(419) 206-7113

Email

info@asoconference.com