Patricia is a data-driven professional passionate about A/B Testing and behavioral economics. Right now, she’s working at Tienda Pago as Growth Lead. Get to know her!
How did you get into mobile advertising?
Funny Story. I studied Economics and my career was in data analysis and consulting. I was offered a job at an advertising agency and, since then, I have been working on offline and online marketing. Then I became part of the growth team at Tienda Pago and fully got into Mobile Advertising.
What is your favorite area of mobile marketing?
I love everything regarding the measurement of events and attribution models. Also, in-app gamification and rewards programs. I’m really into numbers and I’ve spent most of my career analyzing data so I love discovering what can be done and test it. Regarding gamification, I’m creating a Rewards Program that, by analyzing the clients, allows me to reach an expected behavior. It’s really interesting.
What would you consider to be your marketing specialty?
Definitely measurement and A/B testing design. I’m into behavioral economics and amazed at how by modifying something you can generate a change in the user’s behavior.
What are the biggest challenges you currently face?
With mobile, there are always challenges. Customer behavior is changing constantly. Measurement, event tracking and attribution continue to be one of the biggest challenges in a multi-channel world.
What do you think are the key future trends in the mobile industry?
Customers’ expectations are growing. Apps and industries in general have to be creative and design good app experiences – gamification is definitely rising. Just doing basic transactional events won’t cut it. At the end of the day, customers need a reason to open your app.