# The Official App Store Optimization Conference 2019 New York Recap + Presentations - Link: https://phiture.com/asostack/the-official-app-store-optimization-conference-2019-new-york-recap-d9b7362c177b/ - Published: 2019-11-19T21:33:05+01:00 - Author: Otas Temelis _NB: Phiture is hiring for a key role to lead our evergrowing ASO team. You’ll be responsible for leading and overseeing the success of our App Store Optimization service team and help Phiture to lead the way in mobile growth. Read more about the role [here](https://phiture-jobs.personio.de/)_ ![The Official App Store Optimization Conference 2019 New York Recap + Presentations]( https://phiture.com/wp-content/uploads/2019/11/The-Official-App-Store-Optimization- Conference-2019-New-York-Recap-Presentations-min.png) It’s been more than a month after the App Store Optimization Conference in New York and it’s time for an official content recap. This article will give a brief overview of each session with the relevant links to their presentations. ### **Session #1: State of the App Economy** ⌊Eric Seufert, Owner, Heracles Media⌉⌊Eric Seufert, Owner, Heracles Media⌉ _Presented by Eric Seufert, Owner, Heracles Media_ There are three credible risks to the mobile app economy that mobile advertisers and developers need to be conscious of when strategizing for the future: Advertising ID deprecation, regulation, and anti-competitive platform behavior. #### **Main content covered:** * Advertising spend shift to mobile * The modern mobile marketing stack * Three modern risks for the mobile app economy ### **Session #2: Preparing for a Global App Launch, Game Perspective** ⌊Rocio Morales, Senior ASO Strategist, King⌉⌊Rocio Morales, Senior ASO Strategist, King⌉ _Presented by Rocio Morales, Senior ASO Strategist, King_ [Preparing for a Global App Launch, Game Perspective](https://drive.google.com/open?id=1g2Ky0SfotllsZmAE3ctZT4-IYpXjPR0u) This case study covering the global launch of the latest addition to the King portfolio, Candy Crush Friends. Coming from an ASO perspective, it offfers details on all the different aspects that need to be considered, including search strategy, franchise framework, brand positioning, and more. #### **Main content covered:** * A/B Testing * Search strategies and keyword protection * Launch of the Candy Crush Friends ### ⌊candy crush friends⌉⌊candy crush friends⌉⌊candy crush friends⌉⌊candy crush friends⌉ ### ⌊candy crush friends⌉⌊candy crush friends⌉ ### **Session #3: Growth Through Localization: Adapting Your Listing for the Global Market** ⌊Peter Yoon, Former Senior Marketer & Global ASO Lead, Uber⌉⌊Peter Yoon, Former Senior Marketer & Global ASO Lead, Uber⌉ _Presented by Peter Yoon, Former Senior Marketer & Global ASO Lead, Uber._ [Growth Through Localization: Adapting Your Listing for the Global Market](https://drive.google.com/open?id=1qPQv2QGOnjZ8PQYhR4Nv50AH05UhRAM3) The keynote explains how standardizing products and communications may save on costs and lead to a single brand identity, but taking this path could also mean that you are missing out on a lot of growth and millions. #### **Main content covered:** * Efficiency vs. Empathy * Design a universal design system * Testing copy & imagery ⌊efficiency vs empathy slide⌉⌊efficiency vs empathy slide⌉⌊designing a universal system⌉⌊designing a universal system⌉⌊once universal designs are created⌉⌊once universal designs are created⌉ ### **Session #4: Analyzing the Influence of Metadata Optimizations, Algorithm and Seasonality on Organic Downloads** ⌊Luca Giacomel, Head of Game Development, Bending Spoons⌉⌊Luca Giacomel, Head of Game Development, Bending Spoons⌉ _Presented by Luca Giacomel, Head of Game Development, Bending Spoons._ [Analyzing the Influence of Metadata Optimizations, Algorithm and Seasonality on Organic Downloads](https://drive.google.com/open?id=1-0zkWluX6c-6Pn9c-EOT3RT6K-CwCKCg) It’s not always easy to understand the performance of metadata updates at first, since there are various confounding factors. However, Luca presented his tool —[ Sherlock, the ASO Inspector](https://asostack.com/sherlock-%EF%B8%8F-%EF%B8%8F-the-aso-inspector-bf771e744a7b?source=collection_home---4------0-----------------------) which helps to build reports around conversion, downloads, update impact analysis, seasonality and uplift. #### **Main content covered:** * ASO updates * Confounding factors * Sherlock ⌊confounding factors⌉⌊confounding factors⌉⌊what affects organic downloads⌉⌊what affects organic downloads⌉⌊after a visual aso update⌉⌊after a visual aso update⌉ ### **Session #5: ASO Nightmares** ⌊Brandy Wince, Senior Product Marketing Manager, Adobe⌉⌊Brandy Wince, Senior Product Marketing Manager, Adobe⌉ _Moderated by Brandy Wince, Senior Product Marketing Manager, Adobe._ * Matias Honorato, Growth Manager, Tally * Dor Alaluf, Organic Growth manager, Playtika * Dora Trostanetsky, Senior Manager, Growth & Optimization, Soundcloud * George Natsvlishvili, Head of Organic Growth, Glovo The panelists shared their stories of how algorithm changes flushed performance down the drain, of how certain experiments just didn’t win, or of how another lowly, poorly-rated app overtook the panelists’ apps in the rankings. ### **Session #6: Scaling Your Experimentation Efforts Through Data-Driven Testing Processes** ⌊pablo penny⌉⌊pablo penny⌉ _Presented by Aude Boscher & Pablo Penny, Managing Director, Phiture_ [Scaling Your Experimentation Efforts Through Data-Driven Testing Processes](https://drive.google.com/open?id=1LUwR0MBT0v-IqQ663JqZ4fgIMMIFYavD) The presentation explained how to build systematic processes around testing including a [new step of CRO loop — prioritization](https://asostack.com/introducing-a-new-step-to-the-cro-loop-prioritization-566031430eeb). Working like this helps you build sustainable growth within your app and enables you to make smart decisions that will ultimately benefit you and your app in the future. #### **Main content covered:** * Conversion Rate Optimization Loop * R.I.C.E. model * Measure the impact of experimentation ⌊introducing a new step to the cro loop⌉⌊introducing a new step to the cro loop⌉⌊ reach x impact x sum of confidence scores⌉⌊reach x impact x sum of confidence scores⌉ ### ⌊scaling is about creating systems⌉⌊scaling is about creating systems⌉ ### **Session #7: ASO App Launch Lessons (Non-Gaming Perspective)** ⌊Jesse Germinario, Director of Growth, Elevate Labs⌉⌊Jesse Germinario, Director of Growth, Elevate Labs⌉ _Presented by Jesse Germinario, Director of Growth, Elevate Labs_ [ASO App Launch Lessons (Non-Gaming Perspective)](https://drive.google.com/open?id=18bzPBgXp873j8yiFMY-y0J8ucaKIR4PJ) Jesse shared his experience in how launching a new app or game comes with unique ASO challenges; he emphasized the need to plan your strategy and really get to know the space in order to succeed. #### **Main content covered:** * Prelaunch (KWO, ASO, SEO) * Post-launch (Succeeding in today’s App Store) ⌊the long crawl to KWO⌉⌊the long crawl to KWO⌉⌊feature focused⌉⌊feature focused⌉⌊ dissecting success⌉⌊dissecting success⌉ ### **Session #8: What You Need to Know About Organic Uplift** _Presented by Gabe Kwakyi, CEO & Founder, Incipia & Xyla, Oliver Jiang, Director of Strategy, Incipia_ [What You Need to Know About Organic Uplift](https://drive.google.com/open?id=1PLK_nQj1YyDlcomqKEXHMFMs-Ukvz6XX) The session explained how to calculate and interpret the organic uplift for business applications by having an organized approach. Such suggestions are certainly best practice in order for sustainable mobile growth. #### **Main content covered:** * Fundamentals of organic uplift * Application of organized approach * Cannibalization and overlapping factors ⌊relationship of paid and organic⌉⌊relationship of paid and organic⌉⌊organize your approach⌉⌊organize your approach⌉⌊overlapping factors⌉⌊overlapping factors⌉ ### **Session #9: Scaling an Organic Team: Harnessing the Organic Butterfly Effect** _⌊Dor Alaluf, Senior Organic Growth Manager, Playtika⌉⌊Dor Alaluf, Senior Organic Growth Manager, Playtika⌉[Kahnar AbdulqaderKahnar](https://phiture.com/wp-admin/profile.php)_ _Presented by Dor Alaluf, Senior Organic Growth Manager, Playtika_ [Scaling an Organic Team: Harnessing the Organic Butterfly Effect](https://drive.google.com/file/d/16LESndsm0i76lGdrWj1e5aF8ptgI0KU6/view) Dor explained the advantages of an in-house approach to ASO and shared how Playtika’s Organic Growth team measured, proved and expanded its value to the business. #### **Main content covered:** * Review prompting * Reply to reviews * Viral growth ### **Session #10: How to Leverage Apple Search Ads and Keyword Ranking Tools to Automate Building the Optimal Keyword Set** ⌊andrea raggi⌉⌊andrea raggi⌉ _Presented by Andrea Raggi, Search Ads Manager, Phiture_ [How to Leverage Apple Search Ads and Keyword Ranking Tools to Automate Building the Optimal Keyword Set](https://drive.google.com/file/d/1ivJwKze2yDr4K1PT9gWQwQIPRfP7yDG_/view?usp=sharing) In Andrea’s keynotes, he walked the audience through how to set up an Apple Search Ads campaign according to his experience. He also explained that there are two parameters that maximize the optimal keyword set: volume & conversion. #### **Main content covered:** * Apple Search Ads walkthrough * Advanced tactics and campaign management * Case studies and examples ⌊search popularity⌉⌊search popularity⌉⌊conversion⌉⌊conversion⌉⌊optimal keywords⌉⌊ optimal keywords⌉ ### **Session #11: Beyond a new brand: how we did the full SkyScanner rebranding on stores** ⌊Alexandra Lamachenka, Marketing Manager, Skyscanner⌉⌊Alexandra Lamachenka, Marketing Manager, Skyscanner⌉ _Presented by Alexandra Lamachenka, Marketing Manager, Skyscanner_ [Beyond a New Brand: How We Did the Full SkyScanner Rebranding on Stores](https://drive.google.com/open?id=1I5Hql0EewL7QLxQqGND0E2o3aHZ9w-Zw) SkyScanner rebranded in just 3 months and to do that you need to be bold, automate processes and join the forces. This talk went through each key component of how they managed it. #### **Main content covered:** * Bold brand game * ASO a part of engineering * Connected product and marketing ⌊bold brand game⌉⌊bold brand game⌉⌊on the app stores users search for brands⌉⌊on the app stores users search for brands⌉⌊screenshot automation⌉⌊screenshot automation⌉ ### **Session #12: Building A Modern ASO Report** _Presented by Gabe Kwakyi, CEO & Co-Founder, Incipia & Xyla, Marina Corby, Senior Data Analyst, Incipia_ [Building A Modern ASO Report](https://drive.google.com/open?id=1jKWKagPF0xcGWMfzWqP_lihrCHGGq6ug) In this session, the speakers explained that the modern ASO reporting shouldn’t include only keywords and downloads but it should also include the nature of visibility and monitor organic uplift. This leads to a more complete overall picture best suited for modern ASO best practices. #### **Main content covered:** * Store Dynamics * Visibility * Metrics * Modern ASO Report ⌊view share of impressions and downloads by source and country⌉⌊view share of impressions and downloads by source and country⌉⌊not all changes in rank are created equal⌉⌊ not all changes in rank are created equal⌉⌊the waterfall analysis⌉⌊the waterfall analysis⌉ ### **Session #13: ASO Panel — ASO Beyond Keywords** ⌊Adam Hadi, VP of Marketing, Current⌉⌊Adam Hadi, VP of Marketing, Current⌉ _Moderated by Adam Hadi, VP of Marketing, Current_ * Alexandra Lamachenka, Marketing Manager, Skyscanner * Peter Yoon, Former Senior Marketer & Global ASO Lead, Uber * Jesse Germinario, Director of Growth, Elevate * Jean-Sebastien Laverge, VP of Data & Growth, Tilting Point The panelists shared their take on the evolving ASO and how the stores became more than just keyword metadata management. They also offered their views on what [the new set of levers are for managing ASO in 2019](https://asostack.com/is-app-store-optimization-getting-easier-or-harder-ca915eb332fe). ### **Session #14: Build & Apply a Consumer Segmentation** ⌊Fabien-Pierre Nicolas, VP of US Marketing, SmartNews, Inc. & Genie Ko, Product Marketing Manager, SmartNews, Inc⌉⌊Fabien-Pierre Nicolas, VP of US Marketing, SmartNews, Inc. & Genie Ko, Product Marketing Manager, SmartNews, Inc⌉ _Presented by Fabien-Pierre Nicolas, VP of US Marketing, SmartNews, Inc. & Genie Ko, Product Marketing Manager, SmartNews, Inc._ [Build & Apply a Consumer Segmentation](https://drive.google.com/open?id=1W9aPLI-fGXA_I4KTQiGmLVDD9ezcJli8) These speakers from SmartNews gave a comprehensive overview of customer segmentation and then went into detail on how such insights can be advantageous for your ASO strategy. #### **Main content covered:** * Consumer Segmentation 101 * Application to ASO & Beyond ⌊segmentation overview⌉⌊segmentation overview⌉⌊6 segments key similarities⌉⌊6 segments key similarities⌉⌊insights from consumer segmentation⌉⌊insights from consumer segmentation⌉ ### **Session #15: Why App Store Ratings Matter and the Winning Approach to 5-Star Rating** ⌊Mirela Cialai, Director of Mobile Marketing, Zinio⌉⌊Mirela Cialai, Director of Mobile Marketing, Zinio⌉ _Presented by Mirela Cialai, Director of Mobile Marketing, Zinio_ [Why App Store Ratings Matter and the Winning Approach to 5-Star Ratin](https://drive.google.com/open?id=10OKb104Jye-FM2-HJxU9LGC6iF_sCBgy) g Mirela shared the insights of how she used App Store Ratings to increase the discoverability of the app on the marketplace. It is now forecasted to hit more than 5 million apps by 2020, certainly supporting her strategy. #### **Main content covered:** * Top 10 Most Influential ASO Factors * The winning approach to ratings ⌊ratings affect⌉⌊ratings affect⌉⌊user journey⌉⌊user journey⌉ ### ⌊results⌉⌊results⌉ ### **Session #16: ASO Awards Winner Announcement** _Presented by Stuart Miller, Design Lead, Phiture & Otas Temelis, Marketing Manager, Phiture_ To round off a successful conference and celebrate some of the best and brightest in the industry, there was also the announcement of the ASO Awards Winners, pictured below. #### **The judges included:** * Thomas Petit, Mobile Growth Expert * Alexandra Lamachenka, Marketing Manager, Skyscanner * Gabe Kwakyi, Co-Founder & CEO, Incipia & Xyla * Aude Boscher, ASO Lead, Phiture #### **Main content covered:** * Recap of ASO Awards Round 1 edition in Berlin * Nominees * Winners ⌊most impactful aso hack winner⌉⌊most impactful aso hack winner⌉⌊best all-around app preview video winner⌉⌊best all-around app preview video winner⌉⌊aso marketer of the year winner⌉⌊aso marketer of the year winner⌉