Is incrementality the answer to mobile marketing measurement’s crisis? Let’s be honest: mobile marketers exist on last-touch attribution, whether they’re using GAID, SKAdNetwork, or probabilistic methodologies. But declining signal on iOS has led some to suggest that incrementality is the answer. And there is a place for it. Today’s guest Moshi Blum of Beach Bum (owned by Voodoo) has been there and done that, and he has the scars to prove it. Armed with hard-won knowledge gained from leading user acquisition at Viber and being a country general manager for Adjust, Blum shares what he’s learned about incrementality and measurement with hosts Peggy Anne Salz and John Koetsier. Plus, Blum gives us his three tips for mobile marketing success in 2022. And we see the youngest mobile hero ever: Golan, who’s 4 months old! Timestamps 0:00 Cheat codes for growing mobile apps 2:45 Growth to measurement back to growth 5:15 Challenges of 2021 for growth marketing 7:35 Opportunities for mobile marketers in 2022 9:21 Incrementality to measure user acquisition 13:30 Why incrementality is hard 18:25 The baby cries 19:10 What incrementality cannot do 20:45 How to try to accomplish incrementality 23:57 Last touch attribution 24:48 Favorite game: Brawl Stars by Supercell 26:37 Top 3 tips for mobile marketing in 2022