“It’s no longer about having the right data”: Lab Cave shares some insights on how to balance technology and human capital

Enric Pedro on how to balance tech and human capital

If someone talks about the many ways that martech - the technology used in marketing - has been helping marketing teams, the list seems to be almost endless. New tools are launched every day to deliver very specific data and measure all types of KPIs imaginable. But, with all this technology around, are you really taking advantage of everything you have access to?

In a Google Analytics account, you can find thousands of dashboards, endless filters to apply and many different ways to compare data. It is not simple to get insights from it. One wrong variant (like dates) could give you a distorted perspective and compromise your strategy. So, how do you not get lost with all the information available?

“Acquiring a high-cost tool thinking that it will automatically bring you great results is nothing more than self-deception. Important amounts of information could be lost in the process” says Lab Cave’s ASO Lead, Angel Merino. Lab Cave is a mobile growth company that provides App Store Optimization (ASO) and Mediation for Apps with in-house developed technology. With the complete perspective of developers to marketers, let’s take a look at Lab Cave’s point of view on how to achieve a perfect balance between martech and its team’s know-how.

AI and human talent

ASO is the effort to improve an App’s visibility in the App Stores. A good ASO strategy will, among other things, increase organic traffic and decrease User Acquisition (UA) costs. As ASO is becoming something fundamental in the mobile industry, it is easy to find a lot of tools that provide data.

Lab Cave’s ASO BOT was developed to analyze a large amount of data in a short period of time and to give an accurate forecast about trends. The ASO BOT makes an algorithmic analysis of App Stores to show metadata very close to reality for different languages. It can analyze almost 10,000 keywords and takes into account the history of those keywords to choose the ones that will work best.

So, what difference will the user make? In Lab Cave’s experience, if the person doesn’t know how to classify, choose and discard the correct info about traffic, difficulty and competitiveness of a keyword and also, how to deal with different languages and cultures and the different rules in Google Play and App Store, the answer is clear; they have too much information and no strategy.

The truth is that almost every ASO tool offers a similar range of insights. It’s no longer about having the right data or insights on your App, but instead, on having the expertise to know when, how and what actions to take. There are many elements to account for in ASO and most of them take a lot of research to bring results. What we can achieve at Lab Cave in one month can take someone with no-direction six times that.

App Store rules can reject an app, competition could be strong, translated keywords could not work well and countries with the same language don’t have the same top-keywords. Lab Cave has this know-how because we developed and launched over 300 apps and achieved 200m organic downloads. This experience allows us to understand each part of an app and to create highly customized strategies.

Try for yourself vs. count on an expert

Technology will offer you data to think about, but you have to plan the actions by yourself, so the first thing to take into account to decide if you can do something by yourself or not, is if you have enough knowledge. Some questions that can help you to figure that out:

  • For how long have you been working on or studying this technology?
  • Are you familiarized with the terms used in this field?
  • Do you know how to estimate a result and plan deadlines for what you are looking for?

Let's say that, in the first moment, you understand the data and can already think of some strategies. After a while, you can face a second challenge: time. There are a lot of people that have high technical knowledge and experience with something but don’t have the time or man power to commit to it. You could realize that you can’t dedicate enough time to your new task and because of that, it becomes very frustrating to not see the results. That is the point when you should consider getting help from an expert, so you can have a full overview of the potential results, address your questions and of course, decide if it’s worth it or not.

Lab Cave is a Mobile Growth Company that provides ASO and Ad Mediation services for mobile Apps and games. Part of Fibonad Group (the largest Spanish digital advertising group offering Branding, Performance and Publishing services), Lab Cave has achieved more than 200 million organic downloads without running any paid acquisitions campaign. Learn more about us at our website https://labcavegames.com/

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.