Q&A with Chy
Chy started his career in marketing analytics at EA. He later transitioned into mobile user acquisition, helping large consumer brands like WB and Turo run mobile app marketing campaigns. Chy is now helping grow the mobile business at Grammarly, overseeing mobile acquisition for the Grammarly Keyboard apps.
In your own words, tell us about the apps that you manage?
For over a decade Grammarly has been helping millions of people improve their written communication. We want to help people write more clearly and effectively, no matter where you are located.
As you type, the Grammarly Keyboard will catch context-specific mistakes related to grammar, spelling, and punctuation. Grammarly Premium users are able to choose from various style improvements as well as gain more advanced word choice options.
How did you get started in mobile marketing?
After working in the gaming world for a few years focusing on analytics, I wanted to start exploring roles where I could not only utilize my background in data but also be able to act on the insights. I was soon introduced to the team at WB Games by another Mobile Hero and started my venture into mobile.
What do you like most about mobile marketing?
I like how the mobile marketing world is constantly evolving. What used to work one year might not work so well next year. There is a constant culture of testing and learning that is necessary. It keeps me fresh.
What does it take to succeed in mobile marketing?
I would say a couple of must-haves are analytical prowess and strong decision-making capabilities. Being constantly curious with a bit of skepticism is also advantageous, as is the ability to not only figure out what is working but also understand why it’s working.
What does a quality mobile user look like to you?
A quality user for us is a user that finds value in what we have to offer. If we are able to find users that benefit from using Grammarly and if they are able to derive meaningful outcomes from our app, then we are doing our jobs.
What strategies work best to convert installs into engaged app users?
For an app like the Grammarly Keyboard, education is a huge lever in turning installs into engaged users. Writing improvements go far beyond just spelling and punctuation corrections. By helping our users realize this, they not only improve how they use the app but also gain a better understanding of the app's value.
We tackle this through a combination of acquisition creative and messaging, onboarding, product experience, and lifecycle.
In the past year, what is one tip you can share which made the biggest performance difference with UA or re-engagement of your app?
Empowering your creative teams with the information they need to develop creatives that resonate with your audience and convey your message clearly enables you to unlock wins more frequently. Bring them on early and share learnings regularly.
How do you stay ahead of changes in technology?
Build a network of people in the industry where you are always willing to share information and learnings. Be open to exploring new tests and opportunities that are introduced.
What do you see as the next big thing in mobile marketing?
Overcoming the growing challenges of data privacy. As consumers become more concerned with how their data is utilized, many companies are forced to reevaluate how they protect and use their user's data (as they should).
What advice can you offer to help marketers combat mobile ad fraud?
Have triggers in place that monitor and flag for abnormalities in user behavior. Question these abnormalities and understand where likely sources of fraud occur.
Winnie Wen & Radostina Zhekova @ Jam City
