Marketing Mavericks: an Interview with Method Mill’s Rishi Sethi
Published: July 24, 2015
Author: 3Q Digital
Company: Method Mill
Twitter handle: @rishisethi88
How long have you been in your current role?
When you look back at the last six months, what were some of the biggest surprises of your job?
The problems that we believed companies need help with are not always the problems that they’re actually facing. They have a much harder time setting up their apps for data collection than we ever assumed. This is something that our team is great at. And after seeing so many app developers struggle with this, we now offer this as a service to app developers.
What are 2-3 bold predictions you’d make for the next six months?
1. Deep linking becoming closer to being solved. If you search “toaster” on Google, you can click on a link that directs you to a toaster on Amazon, but on mobile you can’t just search toaster on the AppStore. You first have to install the Amazon app, and then open the app for toasters. I believe that one day soon, we’ll have much better search capabilities on mobile.
2. Apple may open up their Apple TV SDK, which would allow third-party app developers to make apps for the TV. I think that this space could be huge, for brands and app developers alike.
3. Cross-device attribution technology will emerge. This is a huge pain point right now for advertisers; it’s not always easy to track the same user across multiple channels. If a user on my website is browsing shoes, I can use that information to show the same user different shoes that they can buy.
What’s your favorite recent ad campaign, and why?
It’s not exactly recent, but Oreo’s Super Bowl ad a couple years ago during the blackout was a very good example of something timely, fun, and highly effective. During the game, there was a blackout in the stadium; Oreo’s marketing team quickly made an ad saying “You can still dunk in the dark” and tweeted it. The ad went viral very quickly.
If you had $10M, which marketing platform (e.g. Google, Facebook, Twitter, etc.) would you invest in, and why?
I would test them all out! In my experience, I’ve found that testing is essential to running successful digital marketing campaigns; you won’t know what works best until you test. There are so many factors that influence an effective marketing campaign. Where you spend your money is just one.
If you had $10M, which marketing technology would you invest in, and why?
As mentioned above, deep linking is a major pain point on mobile, and I think if a company can figure out how to do deep linking right, advertisers will have significantly more options for running a marketing campaign.
What is/are the most important metric(s) you use to guide your decision making process?
I believe in performance based marketing, so life time value (LTV) is very crucial to track. Tying your spend to key performance metrics in your app is absolutely critical to ensure that you are maximizing ROI on your spend. If I run an app install campaign I’m most concerned with the cost per key metric. I would gladly spend $5 per install if I knew that that user on average user would spend $7 in the app.
Which is more important, attribution or mobile? Why?
Both are very important. Attribution can be a pain point on mobile, and cross-device attribution is a very big problem.
Are there any specific books that have helped shape your marketing strategy?
The Analytics Academy at Segment.com has some great resources for how to use data to market an app.
More about Rishi Sethi:
Rishi Sethi is the founder and CEO of Method Mill, a mobile agency that specializes in iterative app optimization. Reno leads Method Mill’s data team and has worn many hats throughout his career. Before starting Method Mill, he ran the Cost Per Install program at Pontiflex, a large mobile ad network. He also has served as head of analytics at a handful of mobile startups and graduated Cum Laude from Dartmouth College. Rishi is an avid chess player and loves all types of water sports.