Phiture Partner and Co-Founder Andy Carvell wrote the book on mobile growth stacks. Literally. In this episode, Andy gives us the history of how the Mobile Growth Stack came about and walks us through its components piece by piece. We take a walk through data and analytics – which Andy notes may never have been as transparent or accurate as people wanted to believe, even before new issues complicated matters. Andy also shares his insights on engagement, retention, and monetization. Xander and Warren also take some time to compare and contrast Phiture's approach to user acquisition, creative, and ASO with Upptic's approach (wherein Andy amusingly points out how brands' protectiveness over their app store icons can be detrimental to ASO efforts). At the end of the day, both companies produce great results, even while using sometimes differing methodologies and philosophies to drive success.