MobileGroove

🤖 Your Next Customer Is a Bot- Can You Even Measure It?
E-commerce measurement is being rewritten by AI, LLMs and bots, and AppsFlyer's Elissa Brown explains why the brands that ground themselves in measurement now are the ones that will win the next cycle.

🦩 Live from , Elissa Brown sits down with Peggy Anne Salz to explain why measurement is moving from table-stakes necessity to genuine differentiator.
Consumers are increasingly asking AI instead of visiting your brand page; precise last-click data is fading, and "blended" metrics are taking over.

As a founder of a high-protein sauce brand that reached nine stores, Elissa brings both the strategy and the scars.

🎧 Listen in as we learn:
- Why measurement is now a differentiator, not just a checkbox
- How AppsFlyer measures the bot-to-bot, omnichannel customer journey
- Why "blended" metrics are replacing precise last-click data
- The move from last-click to lifetime value (LTV) as the north-star KPI
- How internal silos quietly sabotage brand performance
- Why fraud and bots are resurfacing — and why you now control rather than block
- Making sense of the 200x-and-counting retail media explosion
- What "the app is the brand's moat" really means for loyalty

🎧 SoundCloud Turned Off Brand Spend. What They Learned About A*O.

🎙️ In this episode, Peggy Anne Salz speaks with Hope Barrett, Director of Product Management for MarTech at SoundCloud, and Simon Thillay, Head of A*O Strategy & Market Insights at AppTweak: App Store Acquisition Platform Driven by Data Science, about their joint effort to answer the question teams avoid: why should you pay for users who are already searching for your app?

SoundCloud turned off brand spend to find out.

As Hope tells us, the goal was to understand what was incremental and challenge the assumption that brand spend is a must to drive growth. Simon breaks down the data to show when and where brand spend really makes a difference.

The experiment also challenged another assumption. Teams often treat the App Store as top-of-funnel and manage A*O as a separate channel. In practice, A*O is essential across the entire user journey.

What you’ll learn in this episode:

◉ How brand spend influences performance across paid and organic

◉ Why delivering the same results without this approach could require up to 49% more budget

◉ Why treating the App Store as top of funnel leads to the wrong conclusions

◉ How A*O signals connect to paid UA and user intent

◉Why growth decisions need to be based on incrementality, not assumptions

It’s just one of the conversations shaping the 2026 Full Funnel Growth Playbook, powered by RZR (formerly Aarki), available soon.

Full episode on:

YouTube: https://www.youtube.com/watch?v=3wPlAVubmfM
Spotify: https://open.spotify.com/episode/5KAzhWIhyE71jN3v1yk7Zr
Apple: https://podcasts.apple.com/us/podcast/soundcloud-turned-off-brand-spend-what-they-learned/id1585861460?i=1000768959771