# The Official App Store Optimization Conference 2019 Berlin Recap

- Link: https://phiture.com/asostack/the-official-app-store-optimization-conference-berlin-recap-7eea1c299cec/
- Published: 2019-06-20T15:39:24+01:00
- Author: Gabe Kwakyi

![](https://miro.medium.com/max/3200/1*7vf8t1uM3CD22C72tcU79g.png)

With the first official [ASO Conference in Berlin ](https://asoconference.com/berlin)
concluded, it’s time for the content recap. The following is a high-level overview
of the content covered throughout the conference, with the names of presenters, 
and if applicable, links to each presentation.

As a summary, some of the concepts covered throughout the presentation included:

 *  Data-driven insights is a must for ASO in 2019 and beyond (e.g. organic uplift)
 *  While there are plenty of ASO tools now available, some companies have seen 
   success in building their own tools using scrapers and APIs
 *  The ASO game has changed (algorithms are more complicated and difficult to influence)
 *  Google is really stepping up the algorithm updates, bringing in other factors
   such as retention rate or vitals, and personalizing the Play Store discovery 
   experience for each user

### **Session #1: Keynote**

_Presented by _[_Moritz Daan_](https://twitter.com/moritzdaan?lang=en)_, Co-Founder
of Phiture & _[_Gabe Kwakyi_](https://twitter.com/gabetimes)_, Co-Founder of Incipia._

[Opening Remarks & 2019 ASO Stack Update](https://drive.google.com/file/d/1Zs4p9zEux92izc-HncqxDviI_b8a9Ge4/view?usp=sharing)

**Main takeaway: **ASO has become much more complex, and now requires advanced insights
to stay ahead of the competition.

Main content covered:

 *  Early days of ASO
 * [The new ASO Stack 2019](https://asostack.com/introducing-the-aso-stack-2019-7d88530d64d2)
 *  The future of ASO

### ![](https://miro.medium.com/max/1300/1*NxQup3_ioQvd2ULnbMetxQ.png)

![](https://miro.medium.com/max/1300/1*FatXYzdLtSezE7fI6hZaZg.png)

### **Session #2: ASO: The Game Has Changed**

![](https://miro.medium.com/max/1300/1*C79E_yR0HollGihINDZWSw.png)

_Presented by _[_Thomas Petit_](https://twitter.com/thomasbcn)_, Mobile Growth /
Apple Search Ads Expert_

[ASO: The Game Has Changed](https://drive.google.com/open?id=1_ZEoajoZBl7KyLn7H_5N3BW1XBoyRppC)

**Main takeaway: **with so much competition and so many changes to the game of ASO,
ASO has evolved from a mostly keyword-driven practice, to a more complicated combination
of focuses, including learning to leverage store ads, earn browse traffic through
features, app collections and top charts, and conversion rate optimization has become
extremely important to success.

Main content covered:

 *  The early days of ASO
 *  What’s changed
 *  Where is ASO in 2019

### ![](https://miro.medium.com/max/1300/1*pWCnQa4g1_ia54f6D6NZrg.png)

![](https://miro.medium.com/max/1300/1*KN-wPfyL8igvuOLJOp9h3Q.png)

![](https://miro.medium.com/max/1300/1*SUmBcL8A_E-k7kJRJ1X3lg.png)

### **Session #3: How to Deal with Ongoing Store Personalization in ASO**

![](https://miro.medium.com/max/1300/1*TNvx_8vZUcEzY8UmCNMZ1A.png)

_Presented by _[_Aude Boscher_](https://www.linkedin.com/in/audeboscher/)_, ASO 
lead, Phiture_

[How to Deal with The Ongoing Stores Personalization in ASO](https://drive.google.com/open?id=1zbWcbKsid8NzYArETRbzaBogS2790HjI)

**Main takeaway: **personalization has arrived at both stores, but the effect of
personalization is much stronger and challenging for ASO success in Android than
in iOS.

Main content covered:

 *  How App Store discovery affects ASO
 *  How Play Store discovery affects ASO
 *  Specific examples of how personalization affects ASO outcomes

### ![](https://miro.medium.com/max/1300/1*9PNaMYxnYEvw8CALhrYiNw.png)

![](https://miro.medium.com/max/1300/1*7BHq0FV74rO7gdY51IxFvA.png)

![](https://miro.medium.com/max/1300/1*GuALadAQcml9srjOPeeaLw.png)

### **Session #4: Decrypting Google Play Discovery Algorithms**

_Presented by _[_Gabe Kwakyi_](https://twitter.com/gabetimes)_, Co-Founder, Incipia_

[Growing Keyword and App Related Visibility](https://drive.google.com/open?id=14832Sx5g3eVJreOJMf6zsiyCiadCHQtE)

**Main takeaway: **Google’s algorithms are complex and becoming more-so; ASO must
now focus on more than just metadata and CRO to achieve success in 2019.

Main content covered:

 *  Clues from Google on how its algorithms work
 *  Warning signs from Google on how its algorithms are changing
 *  How to apply the learnings

### ![](https://miro.medium.com/max/1300/1*nE3ZTDm67qby3egDrqvtcQ.png)

![](https://miro.medium.com/max/1300/1*jFGy7pu01KO6_NgcPR9IeQ.png)

![](https://miro.medium.com/max/1300/1*oFUWh1ezSG9rOO8vi9ytGQ.png)

### **Session #5: ASO: Amplifying the Research and Hypothesize Part of the Conversion Optimization Loop**

![](https://miro.medium.com/max/1300/1*N6OFD7aSPb_SkkX_Laxiqg.png)

_Presented by _[_Wolfgang Peters_](https://www.linkedin.com/in/wolfgangpeters01/)_,
Head of Performance Marketing, Flaregames_

[The Conversion Optimization Loop](https://drive.google.com/open?id=1IWTpKRRu_QHh4RAruYq6RASAfvREdLBDGihc9AmnK6Q)

**Main takeaway: **doing your due diligence and research in order to form better
hypotheses (rather than testing random ideas) and implementing a clear testing plan
can deliver better, more continuous results.

Main content covered:

 *  Establishing relevance for users
 *  Building trust with users
 *  Orienting users
 *  Stimulating users with creative

### ![](https://miro.medium.com/max/1300/1*7G3SCACBK-vf-Uwpn-gItg.png)

![](https://miro.medium.com/max/1300/1*JkbQure-OH1D6RlVS55bDA.png)

### **Session #6: ASO: Ratings & Reviews: Unlocking the iOS Native Prompt**

![](https://miro.medium.com/max/572/1*rKsOo-EXlFTAQ8iz2Ys_NA.png)

_Presented by _[_Tim Jones_](https://twitter.com/timbjones?lang=en)_, Founder, LaunchMatic_

[Unlock the Full Potential of iOS Rating Prompt](https://drive.google.com/open?id=1nVVuvidn7hgUpJNEUaNJIMTsX53CkIh2)

**Main takeaway: **leveraging Apple’s native prompt can deliver huge results, if
complimented with a testing strategy.

Main content covered:

 *  The market trends of ratings & reviews
 *  How ratings/reviews affect social proof
 *  Experimentation with the iOS native prompt

### ![](https://miro.medium.com/max/1300/1*NDo5OpYp7RJC9vFCGsQACQ.png)

![](https://miro.medium.com/max/1300/1*uR_IUYA2Q8yl-1jzvXLGLw.png)

![](https://miro.medium.com/max/1300/1*YFv8N4GEa86qSF55Ce6gMQ.png)

### **Session #7: Ask Us Anything**

![](https://miro.medium.com/max/976/1*NNCuGrCMw68zuUsZnCslRw.png)

Moderated by [Cécile Guibé](https://www.linkedin.com/in/c%C3%A9cile-guib%C3%A9-184027113/?originalSubdomain=fr),
Junior ASO Consultant, Phiture and [Natalie Rozenblat](https://www.linkedin.com/in/natalierozenblat),
Senior Marketing Associate, Incipia.

 * [_Thomas Petit_](https://twitter.com/thomasbcn)_, Mobile Growth / Apple Search
   Ads Expert_
 * [_Romain Golfier_](https://ye.linkedin.com/in/romaingolfier/en)_, Mobile Marketing
   Manager, Spil Games_
 * [_Tim Jones_](https://twitter.com/timbjones?lang=en)_, Founder, LaunchMatic_
 * _Nika Gregoreva, Mobile Marketing Manager, MoCoMedia_
 * [_Olivier Lemarie_](https://fr.linkedin.com/in/olivierlemarie)_, CMO, Molotov
   Games_

**Main takeaway: **when expanding into new networks, it’s crucial to understand 
regional behavior and language.

Apple Search Ads can aid in developing market expansion ASO strategies with its 
insights into visibility and volume. While there is no silver bullet method to store
testing, ASA creative set tests (along with other platform tests) can also help 
apps to hone in on specific audiences and uncover extremely valuable learnings.

Our panel of experts also touched on and shared examples of Cannibalization.

**Main content covered:**

 *  Cannibalization
 *  ASO & ASA and how they can work together
 *  ASA creative set testing/Creative testing in general — reliability & insights
 *  Localization tips & strategy

### **Session #8: Organic Uplift**

_Presented by _[_Gabe Kwakyi_](https://twitter.com/gabetimes)_, Co-Founder of Incipia&_
[_Oliver Jiang_](https://www.linkedin.com/in/oliverjiang)_, Director of Strategy,
Incipia_

[How to Measure, Manage and Maintain Organic Uplift](https://drive.google.com/file/d/1Bi_7N0oWs6R9Hhpp7zNNkDoDswZkbBvI/view?usp=sharing)

**Main takeaway: **organic uplift is an important influence on ASO visibility, but
is not always straightforward to apply and can have widely different results depending
on the context of your app.

Main content covered:

 *  What is organic uplift?
 *  Examples of organic uplift
 *  Sample coefficients

### ![](https://miro.medium.com/max/1300/1*hm32Ccyyy3zWRfEMaKCzTQ.png)

![](https://miro.medium.com/max/1300/1*AceeD_QULyyHCOMBoiFHnw.png)

![](https://miro.medium.com/max/1306/1*pIZfrLe96IV1ceStAyVG5w.png)

### **Session #9: How Phiture Built its Keyword Tracking Tool**

![](https://miro.medium.com/max/1300/1*8nFgDSWv8IEFVS__i-sw9w.png)

_Presented by _[_Abdul Majeed Kattan_](https://twitter.com/_alkattan)_, Software
and Data Engineer, Phiture and _[_Moritz Daan_](https://twitter.com/moritzdaan?lang=en)_,
Co-Founder of Phiture._

[Building A Keyword Tracking Tool](https://drive.google.com/open?id=1xkpr2i0kPzpL_nR3w2Rmf6ea2G-xdlVJ)

**Main takeaway: **building your own keyword tracking system is a massive undertaking
to start and maintain that is not recommended, but for companies with the resources
to do it, it is possible and can yield more insights customized to specific needs
and data ownership that 3rd parties can’t or don’t provide.

Main content covered:

 *  Technologies used
 *  Challenges in implementation
 *  Lessons learned

### ![](https://miro.medium.com/max/1300/1*_MGUQA9iEd4KYAXPCqnTwA.png)

![](https://miro.medium.com/max/1300/1*raG6jsX-Nq6xGhxjZcMdLQ.png)

![](https://miro.medium.com/max/1300/1*FC2i8IrmRl0NF7x9VoCcfw.png)

![](https://miro.medium.com/max/1300/1*GHzKmjNUfjYVkzs59KmEIA.png)

 

### **Session #10: Leverage Scrapers & APIs in ASO**

![](https://miro.medium.com/max/1300/1*azm-UesEgHZjgOmDyFzRzA.png)

_Presented by _[_Romain Golfier_](https://ye.linkedin.com/in/romaingolfier/en)_,
Mobile Marketing Manager, Spil Games_

[Leverage API’s and Scrapers for ASO Automation & to Improve Decision Making](https://drive.google.com/open?id=1i9gAZb1g1i4mUxfGQZVx3xkjiv1NKLgI)

**Main takeaway: **there are a small set open source tools that can help you to 
build your own ASO scraping infrastructure.

Main content covered:

 *  What are APIs and Scrapers?
 *  4 ways to leverage them in ASO
 *  Combine APIs with Tagging Automation

### ![](https://miro.medium.com/max/1300/1*3XFVNM378GgfXvOlwdwu9g.png)

![](https://miro.medium.com/max/1300/1*ViGTkmfIUYsvxncAh7UJNQ.png)

![](https://miro.medium.com/max/1300/1*9hX8bvi_wu6qjChA0D6jWQ.png)

### **Session #11: Competing with Yourself in ASO: How to Drive Growth Without Cannibalization**

![](https://miro.medium.com/max/1300/1*yzKBqn5i6a0g-3I3qY061Q.png)

_Presented by _[_Anja Obermüller_](https://at.linkedin.com/in/anja-obermueller)_,
UA & ASO Manager, Runtastic GmbH_

[Competing with Yourself in ASO](https://drive.google.com/open?id=1AeBHHK5JFfyF09agozHOGLEYDvMINV0Z)

**Main takeaway: **managing a multi-app portfolio can be challenging and time-consuming,
but also highly beneficial for generating insights from testing that can be applied
across the portfolio.

Main content covered:

 *  What managing a multi-app portfolio looks like
 *  Leveraging multiple apps or CRO testing
 *  Managing keyword sets across multiple apps

### ![](https://miro.medium.com/max/1300/1*B3v552h1X5JyXsuC83I6lg.png)

![](https://miro.medium.com/max/1300/1*JEoJqYLEZbzOxbRfmAJKuA.png)

![](https://miro.medium.com/max/1300/1*lkFuZVhAsOvyoGE7HxRRDA.png)

### **Session #12: ASO Panel**

![](https://miro.medium.com/max/1300/1*Besap7IXRGBuCA9H1UcmLQ.png)

_Moderated by _[_Adeline Lee_](https://www.linkedin.com/in/adelineleecs)_, Director
of Growth, Framer with panelists including:_

 * [Agata Jajszczyk](https://www.linkedin.com/in/agatajajszczyk/), ASO Manager, 
   Babbel
 * [Sara Cole](https://il.linkedin.com/in/sara-cole-4b24295), Marketing Director,
   EyeCon Global
 * [Alexandra Lamachenka](https://www.linkedin.com/in/aliaksandralamachenka), Growth
   Manager, Skyscanner
 * [Julia Shiryaeva](https://ru.linkedin.com/in/julia-shiryaeva-85737449), ASO Lead,
   Mail.Ru Group

Main content covered:

 *  Tool & KPI Q&A

### **Sessions #13–18: ASO Tools Overview**

 * [Ilia Kukharev](https://appfollow.io/blog/author/Ilia%20Kukharev), Head of ASO,
   AppFollow
 * [Olivier Verdin](https://twitter.com/olivierverdin?lang=en), CEO, AppTweak
 * [Yekta Ozcomert](https://www.linkedin.com/in/abdullahyekta), COO Mobile Action
 * [Daniel Peris](https://twitter.com/DanielPeris?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor),
   CEO & Co-Founder, PickASO and TheTool
 * [Noga Szpiro](https://il.linkedin.com/in/noga-szpiro-5a96a49b), Senior ASO Consultant,
   Store Maven
 * [Fede Behens](https://uk.linkedin.com/in/behrensfede), Head of Product Growth,
   Navco/Founder, ASO Giraffe

### **Session #19: ASO Awards Winners Announcement**

_Presented by _[_Gabe Kwakyi_](https://twitter.com/gabetimes)_, Co-Founder of Incipia.
Judges included:_

 * [Agata Jajszczyk](https://www.linkedin.com/in/agatajajszczyk/), ASO Manager, 
   Babbel
 * [Noga Szpiro](https://il.linkedin.com/in/noga-szpiro-5a96a49b), Senior ASO Consultant,
   Store Maven
 * [Stuart Miller](https://www.linkedin.com/in/stuart-miller-a27b7115a/), Design
   Lead, Phiture
 * [Viktorija Chikhalenko](https://www.linkedin.com/in/vchikhalenko), Art Director,
   Incipia

[ASO Awards](https://drive.google.com/open?id=1NGKTpcgG6MTBiOspFeB_C8mfaMNPx9qq)

**Main takeaway: **the winners of the first ASO Awards demonstrated exemplary ASO
in the eyes of the judges and the ASO community.

Main content covered:

 *  What are the ASO Awards?
 *  Nominees
 *  Winners

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