Martín Merola is a seasoned mobile expert who studied journalism and ended up being the User Acquisition Lead for Trivia Crack at Etermax. Get to know him!
Where are you at in the world these days?
I was born in Uruguay and also lived in Italy for a while. Finally, I settled down in Buenos Aires where I have been living for almost 20 years.
How did you get into mobile advertising?
After studying journalism at college I took a 6-month sabbatical to travel. When I came back to Argentina I found a job managing digital campaigns, mainly Facebook and Google Search, since journalists were not on high demand. From there I found my way into Headway, where I learned everything I know about programmatic campaigns and helped launch the programmatic branch of Mobrain. Eventually, I joined Etermax as User Acquisition Lead for Trivia Crack, the company’s flagship game.
What is your favorite area of mobile marketing?
I like everything that is related to having clear performance goals. For me, the most enjoyable moment of the day is when I can help a campaign to turn on a profit and scale.
What would you consider to be your marketing specialty?
I have a pretty strong background with programmatic, specifically applied to user acquisition, but now I had to broaden my focus to include all types of sources and campaigns.
What are the biggest challenges you currently face (besides COVID-19)?
The virtual deprecation of the IDFA is the biggest shift the User Acquisition industry has faced in recent years (COVID pandemic not included). Adapting to this change without losing focus on our goals is the main challenge for the next months.
What are your essential tools and resources?
Tableau, Amplitude, Appsflyer reports and basically any tool that can give me a better insight on how to improve results.
What do you think are the key future trends in the mobile industry?
The change in the IDFA sharing permissions is going to redefine the landscape of this industry for the next year. Many players in the industry are going to take a big hit. Retargeting and Audiences focused companies, for example, will have to find other ways to work on the new environment. It’s an exciting and scary time.
