C-Lewis Style Video Breakdown_AppsFlyer_Agoda_long
Transcript
My name is Matteo. I'm originally from Italy, and I'm the CMO of Agoda. One of the challenge is really balancing growth and profitability. So in some markets, we have decent and position and, and that probably the focus is more on the profitability. In some of the markets, the focus is on growth. And how do you really balance the two is one of my key challenges. At Agoda, we have a lot of data, and one of the key challenges of having so much data that you, you need to be very specific and deliberate in where you look at.
If you do a test and experiment, depending on where you look at, the test could be a winner or a loser. That's why it's very important to be very strict on what is the framework that you use to take the decision. Otherwise, you can use any data to spin whatever stories you want. Something we feel strongly about at Agoda is that we know we don't know. So what we do is we experiment a lot, and I would recommend anybody don't to take themselves too seriously, but to test, to treat all the ideas as hypothesis, but really test with data every single thing.
What helps us, in marketing is that all the teams have one KPI and it's the same. So we may look at all the other stuff to have secondary hypothesis and so on. At least what we are optimizing for, we're really aligned and people stick to the script. So that, that's very helpful when you have so much data. We're working with AppsFlyer for many, many years, and there are a lot of good things I could say about AppsFlyer. But one that I want to talk about is peace of mind. Like, it just works and it's beautiful. You don't need to think about the next time it breaks because it just works.
And it's so embedded in our systems that it's really important for me to think and be sure that nothing breaks. For example, a use case is that we have, users coming to our mobile web and they engage with us and have a very specific hotel in mind, but we want them to download the app. We don't want to disrupt their journey, and I think One Link and deep linking help us to achieve this so we can get them download the app, and they open the app and then go exactly where they left the journey, and this is very powerful and works magic. What I like working with AppsFlyer is that I believe we trust each other and we can work on really solving the problems that are important for us to have more and more growth.
So it's beyond just the measurement, but it's really understanding where are our problems and gaps and trying to fix them together.