Mar Brandt from AppsFlyer discusses the role of attribution solutions in the eCommerce & martech industry along with the need for personalized data in marketing
“When you think about what powers AI, it’s data and the quality of data is increasingly important to the output of AI and machine-learning
it’s natural that preparation for an AI-centric world begins with ensuring data is accurate and accessible.”
1. Tell us about your role in AppsFlyer?
I am the Senior Vice President and Head of Sales at AppsFlyer, in this role I am tasked with scaling the North American sales organization within the company while focusing on enterprise brands to drive growth.
2. Can you tell us about your journey into this market?
I spent two decades working in enterprise sales holding leadership roles at Sitecore and Experian Marketing Services. During my time at Experian, I witnessed their massive growth as they acquired multiple companies. I recognized the opportunity and importance of a cohesive sales program, and led the company’s strategic accounts organization to grow an established book of business by double digits year-over-year. I was also a founding member and an executive sponsor of Experian’s first women’s network in North America. While at Sitecore, I cultivated the enterprise sales organization from the ground up then established the firm’s first vertical specific sales program and introduced a new way for the company to sell its services.
3. How do you think technology is upgrading the marketing Sector?
I think technology, in tandem with regulations like GDPR and CCPA, has upgraded the marketing sector by forcing brands and marketers to put more focus on brand trust and keeping their platforms safe instead of simply leveraging raw data.
4. How has the data-driven approach empowered marketing campaigns?
Successful app marketing depends on an array of platforms within a tech stack and how they are connected. Within that architecture, attribution — which credits a marketing activity that delivered a desired goal — is the key. Only with accurate and granular attribution data can you identify which marketing campaigns work and meet your goals, and which do not. Therefore,
the data-driven approach has empowered campaigns by providing brands and marketers with the detailed data they need to run successful campaigns across the right channels.
5. How do you define your Mobile Attribution solution?
Mobile attribution, when done by a reliable, unbiased provider, will optimize performance by pinpointing the value of specific channels, ad networks, publishers, campaigns, and even different versions of creatives Attribution providers can open your eyes to a wealth of cross-network data that can help you boost lifetime value (LTV) and ultimately ROI. They will tell you exactly where you should spend your budget and where you shouldn’t. And this is why attribution is at the very heart of effective marketing.
6. Can you explain how does your solution help ecommerce companies?
We enable our customers to drive more purchases and reduce cart abandonment with seamless web-to-app experiences backed by attribution data they can trust. We also make sure they are able to engage users throughout the buying funnel, from the initial touchpoint all the way to conversion.
7. What features of your Marketing Analytics platform differentiates in the market?
AppsFlyer is built strictly around privacy by design. We take a customer-centric approach to help our brands and tech partners make better decisions every single day.
8. What advice would you like to give to the technology Start Ups?
We are operating in a new era of work. It is more important than ever to stay agile and adaptable to customer and client expectations
9. What work-related hack do you follow to enjoy maximum productivity?
Organization! Something as easy as a checklist can lead to an increase in productivity especially when we’re working from home. Because we’re not in an office, having a guide to navigate each day with propels productivity and maximizes my output in an efficient and effective way.
10. How do you prepare for an AI-Centric world?
I think one of the most important aspects of AI is data.
When you think about what powers AI, it’s data and the quality of data is increasingly important to the output of AI and machine-learning. So, it’s natural that preparation for an AI-centric world begins with ensuring data is accurate and accessible.
And, this is something we practice in a comprehensive and holistic way. As the global leader in attribution, data is key.
11. What are the major developments you are planning, in recent time?
I recently joined AppsFlyer, and I am very excited to help propel the company even further as we are poised for monumental growth. We are currently in a strong position and I am working to drive meaningful change as we expand our presence in North America and further scale our sales efforts.
12. Can you tell us about your team and how it supports you?
My team is multi-functional, from top of funnel demand generators, to sellers targeting different segments of the market, from small start-ups to very large global enterprises. Our jobs can be complex. My philosophy is collaboration, customer focus, and strategic selling are the key tenets to how a high performing sales team should approach their roles. We support each other, combine our talents, and challenge each other to bring our “A game” to every interaction.
13. What movie inspires you the most?
I have so many favorites. I love Shawshank Redemption, for the triumph of the human spirit. The stories of grit, authenticity, determination, and strategic thinking in that movie are life lessons.
14. We have heard that you have a very joyful work culture, so can you share with us some of the fun pictures of your workplace?
15. Can you give us a glance of the applications you use on your phone?
I must have an app for every aspect of life—from news/podcasts, to managing finances to booking travel, to monitoring apps that my own kids use! Slack, LinkedIn, Crunchbase, Medium, CNN and Instagram are used daily. Some shopping staples like Sephora, Instacart, Doordash, and of course Amazon are also go-to’s. Calm is a must for busy lifestyles/schedules. I love design, and AD and 1st Dibs are a couple of musts in that category.